No shame to play: Ludic prosumption on Brazilian fanvideos

Abstract

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.

“Whoever Sees You Pass By Me Like This": The shaping of identity and consumption of fans of the band Los Hermanos

“…For this understanding, the research was carried out by the conjunction of long interviews, following the molds proposed by McCracken (1988), as well as the analysis of documentary data available on websites (Denzin, Lincoln, 2011). Previous work in the areas of CCT and fandom, such as Cavalcanti, Souza-Leão, & Moura, (2021), Chen (2018) and Souza-Leão et. al.…”

“…First, various materials related to the history of the band Los Hermanos, the discourse of its members, the products offered, and the activities and declarations of its fans were analyzed. For this, the interpretative content analysis proposed by de Souza-Leão et. al.…”