The research aims to analyze how Brazilian produce fanvideos based on successful pop culture franchises. For such, assumes that fans are prosumers of pop culture in a context of participatory culture and that fanvideos are user-generated content propitiated by Web 2.0 technologies. A total of 257 fanvideos posted between April 2006 and February 2018 were analyzed through Interpretive Content Analysis. Five types of fanmade productions were identified: fandub, fanart, fan animation, fan music and fanfiction. Such production demonstrates that fanvideos reveal the fans' desire to make art, what occurs both as a way for the fans relate to the franchises they admire, as well as to express themselves based on them. By doing this, they wide the scope and the narrative possibilities of the franchises through intra- and inter-textualities in relation to the universe of pop culture and their own daily experiences. The research presents an original approach to user-generated content in association to fan production and the notion of prosumption. As limitation, the study is delimited to the Brazilian production of fanvideos. Future similar research could be carried out in other countries, as well as regarding other fan productions.
PurposeFans are proactive consumers of pop culture products, who can be seen as prosumers. Fanvideo production is one of their most widespread practices in the participatory culture scenario. Thus, the aim of the present study is to analyze how ludic prosumption is featured on plays performed in Brazilian fanvideos based on successful pop culture franchises.Design/methodology/approachResearch based on the interpretive content analysis of fanvideos of plays produced by Brazilian fans based on five emblematic pop culture franchises and published on YouTube.FindingsResults have shown six play types in the analyzed fanvideos – i.e. child's play, performing powers, cosplay, play in social rites, teaching to play and “zuêra” –, which revealed a way of having fun in different situations through different practices based on ludic consumption experiences in different spheres of social life.Originality/valueCCT-based studies focused on investigating plays as ludic consumption phenomenon, as well as fan culture, remain at early research stage. Thus, the main contribution of the present study lies on associating such concepts based on the concept of prosumption.
Purpose: This research aims to analyze how the productive consumer is portrayed by scientific production in the Marketing area.Methods: A bibliographical research was carried out, and the data were extracted based on articles from the main journals in the Marketing area, according to the ranking developed by the Scimago Journal & Country Rank. From a qualitative research perspective, Interpretative Content Analysis was used in the study of the corpus, developing the codification and correlation of concepts exposed by the various authors.Findings: The study created a systematic review of what the authors treat, elaborate on, and reflect on the productive consumer in the scientific area of Marketing. The results discuss three theoretical fields of interpretation of the object of study: the purpose of the act of prosumption; the interaction established between consumers; and the relationship between consumers and companies.Originality: The article contributes to the field of Marketing as it develops a conceptual framework that demonstrates and interconnects academic approaches to productive consumers. In this way, the study contributes to a better understanding of the prosumer, elucidating the existence of identity relations and contributing to the promotion of new research that uses the characteristics presented or amplifies them.
Purpose: To analyze how fans are investigated in international scientific production in the Marketing field.Methods: Bibliographic research was carried out. The data were collected from the main Marketing journals ranked in the Scimago Journal & Country Rank. The qualitative strategy of Interpretive Content Analysis was adopted for the investigation of the corpus through codification and categorization of the meanings of the data and subsequent identification of the conceptual relations between the established categories.Findings: The research analyzed how the academic production of Marketing reverberates, conceptualizes, approaches, and relates meanings about fans. Results point to four dimensions of meanings about this consumer, which is being perceived as: Productive, when they produce content and social interactions; Communal, when they act from a collective perspective; Sentimental, by revealing an entertainment consumer's identity in which several factors influence their behavior, including at an emotional level; and Critical, when they evaluate what they consume.Originality: The study allowed a better understanding of the fan in the scientific panorama of the Marketing field, elucidating the existence of identity relations portrayed in the literature and contributing to the endorsement of new research that uses or transcends the presented concepts.
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