Weitere Kapitel dieses Buchs durch Wischen aufrufen
In this chapter we discuss social media and how it relates to being a fan, and how companies use Web 2.0 technologies to further their relationships with fans—particularly millennials—and better understand them as consumers. We will also reconnect with some of the concepts discussed in Chaps. 2 – 4, particularly the discussions surrounding brand fandom and consumer culture, which will be further linked to aspects of social media usage and fan behaviour.The superstructures of social media encourage co-creation, occasionally referred to as fan labour, as it forges closer relationships between media producers and fans-as-producers—which could be beneficial for both, but often appear to favour the media producer as fans do work for them for free. However, business and marketing literature suggest that brand fans—through their “love” for the brand—willingly go the extra mile to support their brand. This explains why brands prefer fans to customers, but it also suggests that fans in consumerist society are deprived of real agency.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Adorno, Theodor. 1994. “The Stars Down to Earth” and Other Essays on the Irrational in Culture. London: Routledge.
Amer Sports. c2016. Brands. http://www.amersports.com/brands
Arc’teryx. 2012a. [Facebook post]. Facebook, October 29. https://www.facebook.com/arcteryx/posts/10152250410090228
———. 2012b. Delta LT Jacket Men’s [review section], November 29. http://www.arcteryx.com/Product.aspx?language=EN&gender=mens&model=Delta-LT-Jacket
———. 2015a. Bora2 Mid GTX Hiking Boot [review section], March 25. http://www.arcteryx.com/Product.aspx?language=EN&gender=mens&model=Bora2-Mid-GTX-Hiking-Boot
———. 2015b. Cerium LT Jacket Men’s [review section], October 8. http://www.arcteryx.com/product.aspx?language=EN&model=Cerium-LT-Jacket-Auge
Backpacking Light. 2014. Visited the new Arc’teryx store in Portland [forum thread started 22 November]. Backpacking Light, November 24. https://backpackinglight.com/forums/topic/97314/
Banet-Weiser, Sarah, et al. 2014. Participations: Dialogues on the participatory promise of contemporary culture and politics. International Journal of Communication 8: 1069–1088.
Barthes, Roland. 1993 . M ythologies. London: Vintage.
Baudrilliard, Jean. 1998. The Consumer Society: Myths and Structures. London: Sage.
Baym, Nancy K. 2012. Twitter for musicians and artists [Official advice from Twitter]. Tumblr, April 5. http://nancybaym.tumblr.com/post/20534916218/twitter-for-musicians-and-artists-twitter
———. 2013. The Perils and Pleasures of Tweeting with Fans. In Twitter and Society, ed. Katrin Weller et al., 221–236. New York: Peter Lang.
BBC. 2016. BBC three moves online after final night as TV channel. BBC Entertainment & Arts, February 16. http://www.bbc.co.uk/news/entertainment-arts-35578867
Blanchard, Ken, and Sheldon Bowles. 2011. Raving Fans: A Revolutionary Approach to Customer Service. London: HarperCollins Entertainment.
Bosch Home UK. 2014. Dishwasher broken… Facebook, January 20. https://m.facebook.com/BoschHomeUK/posts/646781565389051
Bourdieu, Pierre. 2010. Distinction: A Social Critique of the Judgement of Taste. London: Routledge.
Canvs. c2016a. About Canvs. http://canvs.tv/ourstory/
———. c2016b. Frequently Asked Questions. http://canvs.tv/faq/
———. c2016c. Research. http://canvs.tv/emotions-and-fluency/
Coppa, Francesca. 2014. Fuck yeah, fandom is beautiful. Journal of Fandom Studies 2(1): 73–82. CrossRef
Cunningham, Stuart, David Craig, and Jon Silver. 2016. YouTube, multichannel networks and the accelerated evolution of the new screen ecology. Convergence: The International Journal of Research into New Media Technologies [published online before print, 6 April], 1–16. doi: 10.1177/1354856516641620.
Duffett, Mark. 2013. Understanding Fandom: An Introduction to the Study of Media Fan Culture. New York: Bloomsbury.
Easterlin, Richard A. 1980. Birth and Fortune: The Impact of Numbers on Personal Welfare. New York: Basic Books.
Ellis-Petersen, Hannah. 2016. Boaty McBoatface wins poll to name polar research vessel. The Guardian, April 17. http://www.theguardian.com/environment/2016/apr/17/boaty-mcboatface-wins-poll-to-name-polar-research-vessel
evo. 2016. Arc’teryx. http://www.evo.com/shop/arcteryx.aspx
Fletcher, John, Alan Fyall, David Gilbert, and Stephen Wanhill. 2013. Tourism: Principles and Practice. New York: Pearson.
Fromm, Jeff, and Christie Garton. 2013. Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever. New York: AMACOM.
Fuchs, Christian. 2014. Social Media: A Critical Introduction. London: Sage. CrossRef
Fuggetta, Rob. 2012. Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force. Hoboken, NJ: Wiley.
Gilmore, James H., and B. Joseph Pine II. 2007. Authenticity: What Consumers Really Want. Boston, MA: Harvard Business School Press.
———. 2014. Neoliberalism’s War on Higher Education. Chicago: Haymarket Books.
Guerrier, James. 2015a. This isn’t your parents’ fandom. Viacom International Insights, March 31. http://internationalinsights.viacom.com/post/115140819087/
———. 2015b. The power of fans comes from “fandorsement”. Viacom International Insights, May 28. http://internationalinsights.viacom.com/post/the-power-of-fans/
———. 2015c. How brands can harness the power of fans. Viacom International Insights. http://internationalinsights.viacom.com/post/how-brands-can-harness-the-power-of-fans/
Haenfler, Ross. 2014. Subcultures: The Basics. London: Routledge.
Hall, Stuart, and Paddy Whannel. 2005. The Young Audience . In On Record: Rock, Pop, and the Written Word, ed. Simon Frith and Andrew Goodwin. London: Routledge.
Haiven, Max. 2007. Privatized resistance: AdBusters and the culture of neoliberalism. Review of Education, Pedagogy, and Cultural Studies 29(1): 85–110. CrossRef
Hill, Vernon. 2012. Fans not Customers: How to Create Growth Companies in a No Growth World. London: Profile.
Hills, Matt. 2002. Fan Cultures. London: Routledge. CrossRef
Holloway, Daniel. 2014. The media’s social revolution: No longer just a marketing tool, social media is increasingly shaping content. Broadcasting & Cable, December 15.
Howe, Neil. 2014. The silent generation, “The lucky few” (Part 3 of 7). Forbes, August 13. http://www.forbes.com/sites/neilhowe/2014/08/13/the-silent-generation-the-lucky-few-part-3-of-7/#2fc0afc71e54
Hutchins, Amber L., and Natalie T. J. Tindall. 2016. Introduction. In Public Relations and Participatory Culture: Fandom, Social Media and Community Engagement, ed. Amber L. Hutchins, and Natalie T. J. Tindall. Abingdon: Routledge.
Imagineers, The. 2010. Walt Disney Imagineering: A Behind the Dreams Look at Making MORE Magic Real. New York: Disney Editions.
Jenkins, Henry. 1992. Textual Poachers: Television Fans and Participatory Culture. New York: Routledge.
———. 2006. Convergence Culture: Where Old and New Media Collide. New York: New York University Press.
———. 2007. Afterword: The Future of Fandom. In Fandom: Identities and Communities in a Mediated World, ed. Jonathan Gray, Cornel Sandvoss and C. Lee Harrington. New York: New York University Press.
Jenkins, Henry, Mizuko Ito, and danah boyd. 2016. Participatory Culture in a Networked Era: A Conversation on Youth, Learning, Commerce, and Politics. Cambridge: Polity Press.
Jensen, Rolf. 2001. The Dream Society: How the Coming Shift from Information to Imagination will Transform Your Business. New York: McGraw-Hill.
Jensen, Rolf, and Mika Aaltonen. 2013. The Renaissance Society : How the Shift from Dream Society to the Age of Individual Control Will Change the Way You Do Business. New York: McGraw-Hill.
JWT. 2011. Fear of Missing Out (FOMO) [market report]. London: JWT Business Intelligence.
Knighton, Aarick. 2015. Generation-i: The Millennial Mindset. Syracuse, NY: Late Nights Early Mornings.
Kotler, Philip, and Gary Armstrong. 2015. Principles of Marketing [Global Edition]. Harlow: Pearson.
Kozinets, Robert V. 2014. Fan Creep: Why Brands Suddenly Need “Fans”. In Wired TV: Post-Network Television’s Virtual Worlds, ed. Denise Mann, 161–175. New York: Rutgers University Press.
Krishna, Arinuma, and Soojin Kim. 2016. Encouraging the Rise of Fan Publics: Bridging Strategy to Understand Fan Publics’ Positive Communicative Actions. In Public Relations and Participatory Culture: Fandom, Social Media and Community Engagement, ed. Amber L. Hutchins and Natalie T. J. Tindall. Abingdon: Routledge.
Lacy, Lisa. 2016. What marketers can learn about millennials via the comedy brand of choice: Comedy central. State of Digital. http://www.stateofdigital.com/marketers-can-learn-about-millennials-via-comedy-central/
Luttrell, Katrina, and Karen McGrath. 2016. The Millennial Mindset: Unraveling Fact from Fiction. Lanham, MD: Rowman & Littlefield.
Marwick, Alice E. 2013. Status Update: Celebrity, Publicity and Branding in the Social Media Age. New Haven, CT: Yale University Press.
Minton, Anna. 2006. What Kind of World Are We Building? The Privatisation of Public Space. London: RICS.
NERC. a. About Us. http://www.nerc.ac.uk/about/
———. 2016b. Name Our Ship. https://nameourship.nerc.ac.uk/
Newmahr, Staci. 2016. Sharing and Waiting on Facebook. In Popular Culture as Everyday Life, ed. Dennis D. Waskul, and Phillip Vannini, 57–66. New York: Routledge.
Otter Bickerdike, Jennifer. 2014. Fandom, Image and Authenticity: Joy Devotion and the Second Lives of Kurt Cobain and Ian Curtis. Basingstoke: Palgrave Macmillan. CrossRef
Ouwens, Frank. 2014. The Role of Imagineering as An Event Strategy in the Business Event Industry. In Event Design: Social perspectives and practices, ed. Greg Richards, Lénia Marques, and Karen Mein, 37–49. London: Routledge.
Pine, B. Joseph II, and James H. Gilmore. 1998. Welcome to the experience economy. Harvard Business Review 76(4): 97–105.
———. 1999. The Experience Economy: Work Is Theatre & Every Business a Stage. Boston, MA: Harvard Business School Press.
Przybylski, Andrew K., Kou Murayama, Cody R. DeHaan, and Valerie Gladwell. 2013. Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior 29(4): 1841–1848. CrossRef
Red Flag Deals. 2015. Arcteryx apparel/equipment on clearance [forum thread], 15 July. http://forums.redflagdeals.com/arcteryx-apparel-equipment-clearance-1772061/
Sandvoss, Cornel. 2005. Fans: The Mirror of Consumption. Cambridge: Polity Press.
Scott, Suzanne. 2013. Fangirls in Refrigerators: The Politics of (In)visibility in Comic Book Culture. In Appropriating, Interpreting, and Transforming Comic Books, ed. Matthew J. Costello. Special issue, Transformative Works and Cultures, no. 13. doi:10.3983/twc.2013.0460
Walsten, Jessika. 2015. Millennials quest recalls TV’s focus on young and restless. Broadcasting & Cable, March 9.
ZenithOptimedia. 2015. The Pursuit of Happiness: Creating Meaningful Brand Experiences for Millennials. London: ZenithOptimedia.
- Social Media: Millennials, Brand Fans and the Branding of Fans
- Palgrave Macmillan UK
Neuer Inhalt/© Stellmach, Neuer Inhalt/© BBL, Neuer Inhalt/© Maturus, Pluta Logo/© Pluta, Neuer Inhalt/© hww, Best Practices zu agiler Qualität