Making Monsters: Lady Gaga, Fan Identification, and Social Media

2017 ◽  
pp. 82-101
Keyword(s):  
Social Media ◽  
Fan Identification ◽  
Lady Gaga

scholarly journals Making fans go "GAGA": intimacy, identity and brand building through Twitter

2021 ◽  
Author(s):  
Laura D’angelo
Keyword(s):  
Social Media ◽  
Intimate Relationships ◽  
Brand Management ◽  
Music Industry ◽  
Social Medium ◽  
Digital Platforms ◽  
Fan Identification ◽  
Brand Building ◽  
Online Platforms ◽  
Lady Gaga

While the use of digital platforms has harmed some aspects of the music industry, it has also created new opportunities for artists to prosper in terms of marketing, branding, communication and to ultimately become cultural entrepreneurs. Twitter in particular is a social networking service (SNS) that is ideal for studying fan celebrity interactions, as it is a safe space for celebrities to market, brand and communicate with fans through strategic discourse in an informal environment. With SNS such as Twitter, fans now have the opportunity to build seemingly intimate relationships with celebrities, becoming cocreators of content. Widely acknowledged for her unparalleled relationships and interactions with fans on Twitter, singer Lady Gaga, has achieved success and long term viability amidst digitalization through her strategic use of online platforms to not only promote and strengthen her brand, but to build intimate relationships with her fans. Lady Gaga exemplifies how the digitalization of the music industry and growth of online platforms drive artists to take on new roles as entrepreneurs marketers and as conversationalists with fans. As such, this paper presents a review of the extant literature of studies that have explored the connection between celebrity brand building and representation on social media and how fan identification, interaction and intimacy are forged via social media discourse. This is followed by a qualitative discourse analysis of 904 tweets and retweets collected from Lady Gaga’s Twitter account from May 31st, 2015 until April 31st, 2016. This analysis serves to develop an understanding of how language is being used actively, persuasively and to isolate patterns in Lady Gaga’s Twitter discourse. This includes key terms, phrases and overall frequency of these. In analyzing how Lady Gaga uses strategic discourse on Twitter, we can build a greater understanding of how this social medium is used to build intimacy with fans. From this knowledge, both artists and marketers can emulate this model for effective brand management on social media, particularly on Twitter.

Making Monsters: Lady Gaga, Fan Identification, and Social Media

2013 ◽  
Vol 36 (3) ◽  
pp. 360-379 ◽  
Author(s):  
Melissa A. Click ◽  
Hyunji Lee ◽  
Holly Willson Holladay
Keyword(s):  
Social Media ◽  
Fan Identification ◽  
Lady Gaga

scholarly journals Making fans go "GAGA": intimacy, identity and brand building through Twitter

2021 ◽  
Author(s):  
Laura D’angelo
Keyword(s):  
Social Media ◽  
Intimate Relationships ◽  
Brand Management ◽  
Music Industry ◽  
Social Medium ◽  
Digital Platforms ◽  
Fan Identification ◽  
Brand Building ◽  
Online Platforms ◽  
Lady Gaga

While the use of digital platforms has harmed some aspects of the music industry, it has also created new opportunities for artists to prosper in terms of marketing, branding, communication and to ultimately become cultural entrepreneurs. Twitter in particular is a social networking service (SNS) that is ideal for studying fan celebrity interactions, as it is a safe space for celebrities to market, brand and communicate with fans through strategic discourse in an informal environment. With SNS such as Twitter, fans now have the opportunity to build seemingly intimate relationships with celebrities, becoming cocreators of content. Widely acknowledged for her unparalleled relationships and interactions with fans on Twitter, singer Lady Gaga, has achieved success and long term viability amidst digitalization through her strategic use of online platforms to not only promote and strengthen her brand, but to build intimate relationships with her fans. Lady Gaga exemplifies how the digitalization of the music industry and growth of online platforms drive artists to take on new roles as entrepreneurs marketers and as conversationalists with fans. As such, this paper presents a review of the extant literature of studies that have explored the connection between celebrity brand building and representation on social media and how fan identification, interaction and intimacy are forged via social media discourse. This is followed by a qualitative discourse analysis of 904 tweets and retweets collected from Lady Gaga’s Twitter account from May 31st, 2015 until April 31st, 2016. This analysis serves to develop an understanding of how language is being used actively, persuasively and to isolate patterns in Lady Gaga’s Twitter discourse. This includes key terms, phrases and overall frequency of these. In analyzing how Lady Gaga uses strategic discourse on Twitter, we can build a greater understanding of how this social medium is used to build intimacy with fans. From this knowledge, both artists and marketers can emulate this model for effective brand management on social media, particularly on Twitter.

Exploring the Relationship Between Sport Fan Identification and Addiction to Digital Sports Media

2019 ◽  
pp. 282-294
Author(s):  
John S. Clark ◽  
Jill K. Maher
Keyword(s):  
Social Media ◽  
Sport Organizations ◽  
Sports Media ◽  
Fan Identification ◽  
Sport Fans ◽  
Sport Fan ◽  
Digital Sports ◽  
The Relationship ◽  
Constant Source ◽  
Source Of Information

Social media has proved to be a constant source of information and entertainment for sport fans. These social media sites allow sport organizations to provide news about the organizations and the athletes that play for them, as well as serving as a means of communication between the organization and fans, or between the fans themselves. Smartphones have enabled this communication to be nearly constant, allowing sport fans to access information around the clock. Anecdotal evidence suggests this on-demand access to information about a fan's favorite team will increase the avidity by which the fan consumes the sport product. In a parallel development, researchers have investigated the detrimental effects devoting too much time to social media has on consumers. This research bridges these lines of inquiry and examines the relationship between social media addiction and highly identified and committed sport fans. Data were collected from college students, and a multiple regression analysis was performed which resulted in no statistically significant relationship between addiction to social media and high levels of sport identification and commitment. The results suggest that for sport organizations, social media is not a one-size-fits-all approach to reaching a segmented (based on identification and commitment) market.

Exploring the Relationship between Sport Fan Identification and Addiction to Digital Sports Media

2016 ◽  
Vol 14 (4) ◽  
pp. 1-12 ◽  
Author(s):  
John S. Clark ◽  
Jill K. Maher
Keyword(s):  
Social Media ◽  
Sport Organizations ◽  
Sports Media ◽  
Fan Identification ◽  
Sport Fans ◽  
Sport Fan ◽  
Access Information ◽  
Digital Sports ◽  
The Relationship ◽  
Constant Source

Social media has proved to be a constant source of information and entertainment for sport fans. These social media sites allow sport organizations to provide news about the organizations and the athletes that play for them, as well as serving as a means of communication between the organization and fans, or between the fans themselves. Smartphones have enabled this communication to be nearly constant, allowing sport fans to access information around the clock. Anecdotal evidence suggests this on-demand access to information about a fan's favorite team will increase the avidity by which the fan consumes the sport product. In a parallel development, researchers have investigated the detrimental effects devoting too much time to social media has on consumers. This research bridges these lines of inquiry and examines the relationship between social media addiction and highly identified and committed sport fans. Data were collected from college students, and a multiple regression analysis was performed which resulted in no statistically significant relationship between addiction to social media and high levels of sport identification and commitment. The results suggest that for sport organizations, social media is not a one-size-fits-all approach to reaching a segmented (based on identification and commitment) market.

scholarly journals Hate Speech Used by Haters of Lady Gaga on Social Media

2019 ◽  
Vol 14 (4) ◽  
pp. 573
Author(s):  
Indah Permata Sari Siahaan ◽  
Rahmadsyah Rangkuti ◽  
Rohani Ganie
Keyword(s):  
Social Media ◽  
Hate Speech ◽  
Qualitative Design ◽  
Lady Gaga ◽  
Pragmatic Study ◽  
Descriptive Qualitative

This research investigates impolite utterances by haters of Lady Gaga on her instagram comments through pragmatic study. The object is to find out the types and functions of impoliteness strategies. This research was conducted by descriptive qualitative design. The data were words, phrases and clauses. The sources of data were comments of Lady Gaga haters in a photo which posted on January 10th 2019 on her instagram account. The findings of the study show that: (1) There are four types of impoliteness strategies found on comments of Lady Gaga’s instagram namely positive impoliteness, bald on record impoliteness, negative impoliteness, and sarcasm. Positive and negative impoliteness are the high percentage strategies while sarcasm is the lowest frequency strategy to occur in this research. (2) There are three functions of impoliteness strategies are used by haters of Lady Gaga on her instagram comments. They are entertaining impoliteness, affective impoliteness, and coercive impoliteness.

Exploring the Relationship Between Sport Fan Identification and Addiction to Digital Sports Media

2019 ◽  
pp. 57-69
Author(s):  
John S. Clark ◽  
Jill K. Maher
Keyword(s):  
Social Media ◽  
Sport Organizations ◽  
Sports Media ◽  
Fan Identification ◽  
Sport Fans ◽  
Sport Fan ◽  
Digital Sports ◽  
The Relationship ◽  
Constant Source ◽  
Source Of Information

Social media has proved to be a constant source of information and entertainment for sport fans. These social media sites allow sport organizations to provide news about the organizations and the athletes that play for them, as well as serving as a means of communication between the organization and fans, or between the fans themselves. Smartphones have enabled this communication to be nearly constant, allowing sport fans to access information around the clock. Anecdotal evidence suggests this on-demand access to information about a fan's favorite team will increase the avidity by which the fan consumes the sport product. In a parallel development, researchers have investigated the detrimental effects devoting too much time to social media has on consumers. This research bridges these lines of inquiry and examines the relationship between social media addiction and highly identified and committed sport fans. Data were collected from college students, and a multiple regression analysis was performed which resulted in no statistically significant relationship between addiction to social media and high levels of sport identification and commitment. The results suggest that for sport organizations, social media is not a one-size-fits-all approach to reaching a segmented (based on identification and commitment) market.

Impact of Social Media on Intention to Purchase Pay-Per-View and Event Attendance: The Case of the Ultimate Fighting Championship

2021 ◽  
pp. 1-13
Author(s):  
Andrew Kim ◽  
Minhong Kim ◽  
Steven Salaga ◽  
James J. Zhang
Keyword(s):  
Social Media ◽  
Product Distribution ◽  
Purchase Intentions ◽  
Fan Identification ◽  
Consumption Behavior ◽  
Motivation Factors ◽  
Intention To Purchase ◽  
Ultimate Fighting Championship ◽  
The Social ◽  
Quantitative Analyses

The Ultimate Fighting Championship (UFC) utilizes a unique pay-per-view (PPV) product distribution structure, and relies heavily on social media to promote its events. Yet, no research has examined how UFC fans’ social media motivation influences their consumption. Using uses and gratifications theory and a mixed-method design, this study qualitatively explored the themes of UFC fans’ social media motivations and identified five themes (i.e., information, convenience, social interaction, entertainment, and economic). Based on these themes, this study developed the Scale of Social Media Motivation through quantitative analyses and further investigated how Scale of Social Media Motivation factors would affect consumption behavior by incorporating fan identification as a mediator. The findings revealed that the factors were positively associated with purchase intentions when fan identification serves as a partial mediator. Discussions are focused on utilizing the social media motivation factors and nurturing fan identification to promote UFC consumption.

The Sweet Spot: An Examination of Second-Screen Sports Viewing

2016 ◽  
Vol 9 (4) ◽  
pp. 424-439 ◽  
Author(s):  
Bridget Rubenking ◽  
Nicky Lewis
Keyword(s):  
Social Media ◽  
Secondary Task ◽  
Sporting Events ◽  
Sweet Spot ◽  
Social Event ◽  
Secondary Tasks ◽  
Fan Identification ◽  
Online Platforms ◽  
Football Game ◽  
Social Settings

Sports viewers use online platforms to engage with sports content and other fans, and some of this engagement occurs as a secondary task while viewing sporting events in real time. Multitasking while viewing can both help and hinder enjoyment, depending on the context and time devoted to secondary tasks. A field experiment (N = 215) explored how socializing with others (physically and virtually) and how time spent with social, event-related, and non-event-related secondary activities were related to enjoyment of a university football game and fan identification. Results demonstrate that both posting to Facebook and viewing in more social settings are related to greater enjoyment. However, more time spent on social media and looking up non-event-related content were negatively related to enjoyment and fan identification. This suggests that a short window of time spent on secondary tasks while viewing a sports event may be the sweet spot for maximizing enjoyment.

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