From Play to Political Action: Prosumerism on Fanvideo Meme Production
Journal Title: BAR: Brazilian Administration Review - Year 2020, Vol 17, Issue 3
Abstract
Fans are singular productive consumers. One of their typical practices is the production of fanvideos. An increasingly common trend in fanvideos is the creation of memes, a phenomenon of the modern internet related to ironic humor. This study aimed to analyze how fans, based on media texts, related to successful popular culture franchises. For this purpose, we performed an interpretive content analysis of fanvideos based on popular culture franchises posted on YouTube. Results demonstrate that meme fanvideos are made for play with and through the franchises, play dirty tricks, and criticize the politics. It happens by a variety of types of performances and techniques that dialogue both with the fictional universes and with different spheres of social life, often revealing an attitude of social criticism. Nevertheless, this interface makes room for a reproduction of prejudiced practices that target stigmatized identities. This process illustrates the intensive use of information and communication technologies and the ubiquity of the media, as well as the political tensions increasingly present in ordinary social life. These outcomes show how productive consumer behavior collapses with other social spheres when the meaning of products and brands is appropriated and re-signified through skilled creative consumer practices.
Authors and Affiliations
André Luiz Maranhão de Souza-Leão, Bruno Melo Moura, Vitor de Moura Rosa Henrique, Walber Kaíc da Silva Nunes, Italo Rogerio Correia de Santana
Keywords
Related Articles
- EP ID EP691819
- DOI https://doi.org/10.1590/1807-7692bar2020190121
- Views 146
- Downloads 1
The Relationship between Manufacturing Integration and Performance from an Activity-Oriented Perspective
Manufacturing integration with other functional areas and suppliers is a key aspect for achieving sustainable competitive advantage. The objective of this study is to analyze manufacturing integration from an activity-b...
Brazilian Market Reaction to Equity Issue Announcements
We have carried out an event study to investigate stock returns associated with the announcement of equity issues by Brazilian firms between 1992 and 2003 in order to determine market reaction before, during, and after...
The Effects of Trust Transference, Mobile Attributes and Enjoyment on Mobile Trust
Trust is essential in building relationships. In mobile commerce, as in electronic commerce, trust is even more valuable given the absence of human contact and direct observation of the service provider. Despite the im...
Explaining transgressions with moral disengagement strategies and their effects on trust repair
When providing explanations for a transgression, the offender may use verbal statements based on moral disengagement strategies to mitigate the negative consequences of a trust violation. That is, the offender may try...
Assessment of Market Efficiency in Argentina, Brazil and Chile: an Event Study of Mergers and Acquisitions
This paper presents an investigation into the relationship between the announcement of mergers and acquisitions, the existence of positive abnormal returns for shares of these firms, and market efficiency in Argentina,...