From Play to Political Action: Prosumerism on Fanvideo Meme Production

Leão, André Luiz Maranhão de Souza; Moura, Bruno Melo; Henrique, Vitor de Moura Rosa; Nunes, Walber Kaíc da Silva; Santana, Italo Rogerio Correia de

doi:10.1590/1807-7692bar2020190121

Cited by 5 publications

(1 citation statement)

References 65 publications

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“…This paper is descriptive qualitative research. Researchers use interpretive content analysis to look further at signs in language that can be interpreted through videos (de Souza-Leão et al, 2020). For Krippendorff (2013), it goes beyond the descriptive Table 1.…”

Section: Methodsmentioning

confidence: 99%

Mixue are Everywhere: Prosumerism on Users Content Production in Tiktok

Wibowo

Syafuddin

2023

MUDIMA

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Mixue is a franchise that is well-known for selling beverages and ice cream. Mixue's viral material on social media, like Tiktok, makes it easy to recognize the popularity of the Mixue’s products. This research intends to examine prosumers involved in audio-visual content development who contribute to the marketing of Mixue brand. This research uses interpretative content analysis to examine audio-visual contents created by Tiktok users. The results of the study indicate that videos created by Tiktok users acting as prosumers have a role in the reproduction of diverse values on their experience with Mixue items. The circulation of their videos on Tiktok increases the exposure of the Mixue brand. These scattered videos show various types of performances with different video production techniques and stories. These findings illustrate the intensification of information produced and communication that has been built through the role of Tiktok, which spreads very quickly. This shows that prosumers reproduce videos based on their respective consumer behavior through the creative side of the actors as consumers

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Section: Methodsmentioning

confidence: 99%

Mixue are Everywhere: Prosumerism on Users Content Production in Tiktok

Wibowo

Syafuddin

2023

MUDIMA

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Developing Affective Brands: Paratextualization in the Entertainment Industry

Leão

Moura

Lopes

et al. 2023

Review of Marketing Science

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Fans’ relationship with media product franchises is strongly based on the symbolic value and sense of belonging that nurtures their consumer practices, a fact that indicates the love relationship with these brands. Entertainment brands increasingly resort to paratexts in order to expand their relationship with fans. Thus, the aim of the current research is to investigate how the paratextualization of franchise productions by the entertainment industry is used to trigger love towards their brands. In order to do so, it applied the Foucauldian Discourse Analysis to news reports and information published on websites of three of the most successful brands in the entertainment industry, namely: Star Wars, Wizarding World and Game of Thrones. Based on the results, these brands promote both the value and the continuity of the aforementioned sagas as means to develop an affective brand for their fans.

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Os gestores devem dar a última palavra?

Góis Cavalcanti,

Barros Jerônimo

2024

Gestão.org

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Objetivo: Este artigo indica que a percepção de incerteza dos gestores pode melhorar o quadro de capacidade dinâmica. Método/abordagem: Primeiramente, realizamos uma revisão da literatura sobre capacidades dinâmicas e percepções de incerteza. Em seguida, foi elaborado um roteiro de entrevista semiestruturada com quatro gestores de topo de uma empresa do setor energético. Contribuições teóricas/práticas/sociais: Compreender a detecção, apreensão e transformação das capacidades dos gestores é vital para distinguir entre o que pode ser feito dentro da empresa e o que é possível sob um sistema de contratos. Originalidade/relevância: A capacidade dinâmica aumenta nossa compreensão da percepção de incerteza dentro da empresa de energia focal em ordem de seus ecossistemas, oportunidades, desafios, riscos e competitividade da empresa do setor de energia.

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From Play to Political Action: Prosumerism on Fanvideo Meme Production

Cited by 5 publications

References 65 publications

Mixue are Everywhere: Prosumerism on Users Content Production in Tiktok

Mixue are Everywhere: Prosumerism on Users Content Production in Tiktok

Developing Affective Brands: Paratextualization in the Entertainment Industry

Os gestores devem dar a última palavra?

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