Brand Fandom Insights

2020 ◽  
pp. 341-364
Author(s):  
Melanie B. Richards ◽  
Stephen W. Marshall
Keyword(s):  
Digital Media ◽  
Original Research ◽  
Fan Communities ◽  
Media Ecosystem ◽  
Media Organizations

The goal of this chapter is to discuss themes and trends, from a marketing practitioner's perspective, regarding the importance of brand fandom and how it is managed in a media-rich environment. With the rise of digital media and the evolving changes in our media ecosystem, fans have the ability to be more engaged with their favorite brands and their respective brand fan communities than ever before. This chapter produces original research with viewpoints from expert practitioners representing multiple “cult” brands, cause brands, and media organizations built to enable and serve fans and their favorite brands.

Data-Driven Information Consumption

2019 ◽  
pp. 424-437
Author(s):  
Joseph McKendrick
Keyword(s):  
Digital Media ◽  
Business Model ◽  
News Media ◽  
Publishing Industry ◽  
Data Driven ◽  
News Content ◽  
Content Development ◽  
Media Organizations ◽  
Different Sources

Things are changing dramatically within the publishing industry. However, news media itself isn't on the wane, as many pundits are stating. In this chapter, the author explores how the business model for media organizations is shifting away from print, and away from the “gateway” approach to journalism and content development, in which a few select articles are presented to audience by editors, writers and reporters. In its place, the new digital media model is creating a plethora of content from many different sources, oftentimes first-hand accounts, original sources, or commentary. In the process, rather than resulting in a dearth of news content, audiences have access to an often dizzying, overwhelming and potentially contradictory content. This is creating potentially new roles for news and publishing organizations, serving as sources of validation and aggregation of content. At the same time, the rise of digital media is providing consumers a far wider range of choices pushing media organizations to provide content more tailored to their audiences.

scholarly journals Hang with Me—Exploring Fandom, Brandom, and the Experiences and Motivations for Value Co-Creation in a Music Fan Community

2021 ◽  
Vol 10 (1) ◽  
pp. 17-31
Author(s):  
Jessica Edlom ◽  
Jenny Karlsson
Keyword(s):  
Digital Media ◽  
Ethnographic Study ◽  
Power Structures ◽  
Fan Communities ◽  
Interdisciplinary Perspective ◽  
Music Market

Abstract Active and co-creative audiences are sought, used, tracked and taken for granted in the quest for strong music brands. Fan communities are co-opted to build value for brands and used to foster communication in transmedia marketing campaigns. However, when focusing on audiences and fans’ digital media activities, digital traces and numbers, important questions of motivations, expectations, experiences, morals and power structures are often overlooked. Drawing on a digital ethnographic study and an interdisciplinary perspective, we investigate a fan community of the Swedish artist Robyn, both online and offline. The article contributes to the concepts of fandom and brandom and the notion of value. It also adds to the knowledge about the perspective of fans and fans’ motivations for taking part and co-creating value in a highly commercialised and strategised music market.

scholarly journals The genre repertoires of Norwegian beauty and lifestyle influencers on YouTube

2021 ◽  
Vol 42 (2) ◽  
pp. 168-184
Author(s):  
Aleksander Torjesen
Keyword(s):  
New Media ◽  
Digital Media ◽  
Qualitative Content Analysis ◽  
Genre Theory ◽  
User Generated Content ◽  
New Rhetoric ◽  
Cultural Phenomenon ◽  
Communicative Functions ◽  
Media Ecosystem ◽  
Production Practices

Abstract YouTube represents an increasingly popular cultural phenomenon in the contemporary Norwegian media landscape. Since the inception of the digital video platform over 15 years ago, personal videoblogging has emerged as one of its dominant types of user-generated content. In this article, I draw from New Rhetoric genre theory and netnographic approaches to explore the beauty and lifestyle sphere on YouTube, in which several emergent genres are situated within a new media ecosystem. Through a qualitative content analysis of seven established Norwegian YouTube channels, a total of 17 individual genres were identified. Furthermore, I elaborate upon how informational, instructional, and confessional communicative functions are utilised in audiovisual publications through conventionalised digital media production practices.

scholarly journals Textual Poaching, Gamekeeping and the Counter-stereotype

2014 ◽  
Vol 35 (1) ◽  
pp. 65-79 ◽  
Author(s):  
Rolf Halse
Keyword(s):  
Digital Media ◽  
Cultural Practices ◽  
Online Discussion ◽  
Fan Studies ◽  
Discussion Forums ◽  
Online Discussion Forums ◽  
Fan Communities ◽  
The Us ◽  
Current Article ◽  
Online Fans

Abstract In the analogue era, fan studies explored localized resistance within fan communities’ cultural practices, examining how this might lead to new understandings of gender, sexuality, and race. However, there has been less work that examines the consequences fans’ cultural practices using digital media have for the cultural politics of ‘poaching’. The current article presents a study of online fans’ perceptions of positively depicted Muslim characters from the Middle East in the television serial, 24. Like the rest of the show’s regular cast, these characters should be in focus for fans in their competing interpretations and evaluations of each episode in online discussion forums. The study comprises a comparison of how two online fan communities, one in the US and one in Norway, perceive counter-stereotypical Muslim characters. An analysis of fans’ readings is carried out, and one central finding is that fans appropriated 24’s counter-stereotype in ways that can be described as reactionary.`

Identity of Virtual Supporters

2013 ◽  
pp. 256-274
Author(s):  
Bunyamin Atici ◽  
Ugur Bati
Keyword(s):  
Digital Media ◽  
Web Sites ◽  
Social Space ◽  
Theoretical Perspective ◽  
Digital Culture ◽  
Digital Identity ◽  
Online Identity ◽  
Fan Communities ◽  
The Impact ◽  
Digital Identities

The main purpose of this study is to develop a framework for understanding and analyzing digital media as an autonomous social space or structure in which to construct an identity. This chapter extends debate on the impact of developing an online identity by focusing on football supporters, a specific and prevalent community within Turkish society. The authors examine issues surrounding online identity and the impact of digital culture on football supporters through questionnaires conducted with members of fan-based web sites, football forums, and football blogs in Turkey. In the research, the authors focus on the digital identity of fans from the three major clubs of Turkey - Besiktas, Fenerbahce, and Galatasaray. The independent football fan communities of Carsi, UltrAslan, and Gencfb are also present in the digital environment in the form of the official websites of these fan communities at www.forzabesiktas.com, www.ultraslan.com, and www.gencfb.org. The three main websites also include different forums and blogs. This research examines the impact of digital media and distributed social spaces of these clubs’ supporters on contemporary understandings of their digital identity. The authors give the conceptual frameworks and approaches to understanding digital identity of football fans. In this context, authenticity, fanaticism, reputation, belonging, and defending identity are examined to understand individual, group, community, and network based digital identities. From a theoretical perspective, the chapter also tries to understand what it means to be a part of a community using digital media.

The Many Faces of Resistance Media

2018 ◽  
Author(s):  
David Karpf
Keyword(s):  
New Media ◽  
Digital Media ◽  
Donald Trump ◽  
Electoral Campaigns ◽  
Media System ◽  
Media Institutions ◽  
Media Ecosystem ◽  
The Media ◽  
Conservative Media ◽  
The Many

There is no understanding Donald Trump without reference to the contemporary hybrid media system. His improbable victories in the Republican primary and 2016 general election were premised on radical departures from how electoral campaigns use communications media to engage journalists, supporters, and opponents. Once in office, Trump has continued to employ new approaches to presidential communications. For the Resistance, countering Trump required tactical and strategic innovations in the media realm. This chapter discusses how both Trump and the Resistance are deploying innovative new media strategies. It explores how Resistance groups are leveraging digital media to expand the reach of their protest tactics, using social media to undermine funding of partisan conservative media organizations, and building their own new media institutions to compete against the conservative media ecosystem.

A Myth and Media Management

2019 ◽  
pp. 118-141
Author(s):  
Jan Kreft
Keyword(s):  
New Media ◽  
Digital Media ◽  
Social Problems ◽  
Media Convergence ◽  
Media Management ◽  
Traditional Media ◽  
Media Environment ◽  
Fourth Estate ◽  
Business Objectives ◽  
Media Organizations

Considering various perspectives and interpretations, a myth has been present in the operation of numerous organizations. Management and entrepreneurship undergo the process of mythologization as well as organizations, with their foundation myths and mythological heroes. Myths refer to the results of the operations run by organizations and their capabilities – such questions have been considered in expert literature on management. The problem of myths has been scarcely researched in the studies on operations performed by media organizations. In media environment, the myth has been following traditional media in their capabilities which refer to their functioning as the Fourth Estate. In the time of digital media, convergence of media, IT, and telecommunication sectors, all the “new media” have been mythologized. Myths have been accompanying the activities of particular organizations and their heroes – leaders; the potential of media organizations has also been mythologized in the context of solving social problems as well as in the context of achieving business objectives.

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