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Play Labour and the Search for Mass Fandom: A Transformers Brand Experience
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication.ORCID iD: 0000-0002-6309-2315
2013 (Swedish)In: Digital Games and Playful Media (TWG), 2013Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Today’s entertainment industries encourage consumer activity as a way to gain brand loyalty. Participatory marketing campaigns are calculated to promote such activity, especially when designed as transmedia entertainment and require various types of play labor. This paper seeks to add to our mounting yet still limited understanding of industry branding practices in an era of media convergence and against the background of recent theoretizations on the ‘new’ active consumer. Ultimately, awareness of such practices will help us understand the increasingly complicated relationship between producers and consumers of mediated entertainment. The paper is based on empirical data that were generated by the author in relation to her PhD thesis. Focusing on a specific marketing campaign that was launched in support of Michael Bay’s and Steven Spielberg’s 2007 Transformers film, the paper argues for the need to make manifest the interplay between the pleasurable and, at the same time, potentially exploitive traits of consumer activity in general and of fan productivity in particular.

Place, publisher, year, edition, pages
2013.
National Category
Media and Communications
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:kau:diva-29974OAI: oai:DiVA.org:kau-29974DiVA, id: diva2:662678
Conference
40th Nordmedia conference, Oslo, August 8-11, 2013
Available from: 2013-11-08 Created: 2013-11-08 Last updated: 2017-12-06Bibliographically approved

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Fast, Karin

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