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“Do you not see my Hereditary sweatpants and my A24 socks?”: A netnographic exploration of Film Twitter’s productive consumers

Karlström, Kassandra LU (2022) SKOM12 20221
Department of Strategic Communication
Abstract (Swedish)
Previous scholarship has viewed the productive activities of fans—otherwise known as fan labor—as a means to successfully permeate an otherwise cluttered social media environment. The following study challenges as well as problematizes these existing assumptions by exploring: (i) fan perceptions of the ‘work’ they perform; and (ii) the distinct forms the performed ‘work’ assume, specifically in relation to independent and/or arthouse film. This was achieved through simultaneous netnographic data collection and analysis throughout the three respective release weeks of the films After Yang, X and Everything Everywhere All At Once. In the presented examples, the strategy of allotting much of the promotional ‘work’ to already-established fans... (More)
Previous scholarship has viewed the productive activities of fans—otherwise known as fan labor—as a means to successfully permeate an otherwise cluttered social media environment. The following study challenges as well as problematizes these existing assumptions by exploring: (i) fan perceptions of the ‘work’ they perform; and (ii) the distinct forms the performed ‘work’ assume, specifically in relation to independent and/or arthouse film. This was achieved through simultaneous netnographic data collection and analysis throughout the three respective release weeks of the films After Yang, X and Everything Everywhere All At Once. In the presented examples, the strategy of allotting much of the promotional ‘work’ to already-established fans was relied upon by the distribution company at the helm of all three, A24. The empirical data allowed for the identification of five motivational profiles (fan typologies), which provide a foundational understanding of both the value that fans add to their favorite media texts; and the value that the very same fans derive from them. (Less)
Please use this url to cite or link to this publication:
author
Karlström, Kassandra LU
supervisor
organization
course
SKOM12 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
A24, Film Twitter, fan labor, word-of-mouth, fan typologies, film marketing.
language
English
id
9085111
date added to LUP
2022-06-27 14:27:00
date last changed
2022-06-27 14:27:00
@misc{9085111,
  abstract     = {{Previous scholarship has viewed the productive activities of fans—otherwise known as fan labor—as a means to successfully permeate an otherwise cluttered social media environment. The following study challenges as well as problematizes these existing assumptions by exploring: (i) fan perceptions of the ‘work’ they perform; and (ii) the distinct forms the performed ‘work’ assume, specifically in relation to independent and/or arthouse film. This was achieved through simultaneous netnographic data collection and analysis throughout the three respective release weeks of the films After Yang, X and Everything Everywhere All At Once. In the presented examples, the strategy of allotting much of the promotional ‘work’ to already-established fans was relied upon by the distribution company at the helm of all three, A24. The empirical data allowed for the identification of five motivational profiles (fan typologies), which provide a foundational understanding of both the value that fans add to their favorite media texts; and the value that the very same fans derive from them.}},
  author       = {{Karlström, Kassandra}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{“Do you not see my Hereditary sweatpants and my A24 socks?”: A netnographic exploration of Film Twitter’s productive consumers}},
  year         = {{2022}},
}