The Affective Economy and Online Fan Communities

Mansor, Nur Aliah; Razak, Rizalniyani Abdul; Mohamad, Zam Zuriyati; Din, Norrina; Razak, Arbaiah Abdul

doi:10.4018/978-1-7998-3042-9.ch006

Cited by 4 publications

(4 citation statements)

References 24 publications

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“…Notably, the cost associated with nurturing internal talent for fan marketing is typically significantly lower than the fees associated with hiring external celebrities for endorsements. This financial efficiency can be a compelling factor in shaping a company's star strategy, especially for businesses seeking to maximize the return on their marketing investments [9,10].…”

Section: The Feasibility Of the Star Employee + Product Strategymentioning

confidence: 99%

A Study on the Correlation and Interaction between Celebrity Effect and Fan Economy

2024

HBEM

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In the contemporary era of the mobile Internet, communication has undergone a paradigm shift. No longer confined to those with specialized skills or access to traditional media, ordinary individuals now have the opportunity to express themselves, showcase their talents, and share their preferences with a global audience. This transformation has ushered in a new era where virtually anyone can stake their claim to fame, cultivate a dedicated following, and disseminate their personal preferences and opinions. The democratization of communication has brought about a fundamental change in the dynamics of celebrity endorsement within the fan economy. Traditionally, celebrities were individuals with widespread recognition, often from the worlds of entertainment, sports, or other high-profile domains. They were sought after by brands to lend their influence and credibility to products and services. However, with the rise of social media platforms and digital content creation, ordinary individuals can amass substantial followings, effectively turning them into micro-celebrities. This shift challenges the traditional celebrity endorsement model, as micro-celebrities and influencers now wield significant influence over niche audiences. Brands are increasingly recognizing the potential of partnering with these micro-celebrities who have cultivated authentic and engaged fan bases. In light of these developments, this research aims to explore the evolving landscape of celebrity endorsement in the fan economy. It will investigate how micro-celebrities and influencers are reshaping the marketing strategies of brands and the ways in which they engage with their audiences.

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Section: The Feasibility Of the Star Employee + Product Strategymentioning

confidence: 99%

A Study on the Correlation and Interaction between Celebrity Effect and Fan Economy

2024

HBEM

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“…Previously, studies have been conducted on fan-related activities, and results have shown that the expressive activities of idols allow fans to gain cultural capital. It is a brand-new way to build social connections with celebrities, make fans feel close to their idols, and impart knowledge to fans through "collective wisdom" (Mansor et al, 2020). One of the more typical examples is the star-making process of the Chinese idol Lee.…”

Section: Idols and Fans Progress Togethermentioning

confidence: 99%

Analysis of the Social Impact of Fandom Culture in “Idol” Context

Zhao¹

2022

AJC

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With the development of the economy, social progress and the rapid change of high and new technology, mass media has a faster speed and broader range of communication than in the past. Simultaneously, with the popularity of various talent shows, more artists have emerged from the talent shows and are favoured by a broader range of audiences, thus creating a new social group called "fan groups". Conceptually, "fan groups" belong to a new culture that is emerging in Chinese society, and a new term like "fan culture" has also emerged. This article explores fan culture's background and influence from a sociological perspective. Some scholars have noted the social influence of the entertainment industry, dominated by idol stars and the mass media, as the basis of communication. However, this cultural association between idols and fans has not received sufficient academic attention. In this paper, I take the development of idol and fan culture in East Asian cultures as the starting point of my study and analyze the emotional connection between idols and fans based on theories of mass culture and mass communication. I also try to analyze how fan culture has further developed based on the concept of idols. On this basis, I also focused on how idols use new media and mass media platforms to spread their culture after their professionalization. The results of the study show that there is indeed an inseparable and complementary relationship between idol culture, fan culture and mass media platforms. This result benefits mass culture's development and its impact on society. At the same time, the findings also indicate that toxic fan culture can produce incorrect values.

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“…Las evidencias marcadas en los estudios sobre subculturas o fandoms del pasado muestran que, en su mayoría, las relaciones o reacciones emocionales de los miembros no suelen tomarse como prioridad; sin embargo, en la actualidad, otros muchos estudios han incorporado la perspectiva del afecto para investigar el fenómeno, como, por ejemplo, la economía afectiva (Mansor et al, 2020) o la recepción afectiva (Lamerichs, 2018). En este artículo, creo que las intervenciones y libertades de expresión de los dark académicos son cruciales para entender la esencia del paradigma al que nos enfrentamos, pues permiten a los investigadores acceder directamente a las voces, las articulaciones y las interpretaciones de algunos aficionados (Bennett, 2017, p.36).…”

Section: La Encuesta Y Sus Preguntasunclassified

The Secret History: un fandom clave de la Dark Academia

Millán

2022

Contratexto

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Este artículo busca realizar una primera aproximación a la comunidad estética Dark Academia, que adquirió una amplia popularidad durante la pandemia. Asimismo, se explora su relación con el fandom de la novela The Secret History (Donna Tartt, 1992). Para llevar a cabo el análisis, se estudian las prácticas ejercidas por los miembros de la Dark Academia en la red social Tumblr, seleccionada debido a sus múltiples posibilidades de circulación de contenido y sus facilidades de creación de comunidades. Además, el estudio se apoya en la metodología de la encuesta, realizada de manera virtual a 1000 usuarios de la comunidad estética. La intención es resaltar cómo el fandom de la obra de Donna Tartt es clave para el desarrollo y evolución de esta nueva comunidad.

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The Affective Economy and Online Fan Communities

Cited by 4 publications

References 24 publications

A Study on the Correlation and Interaction between Celebrity Effect and Fan Economy

A Study on the Correlation and Interaction between Celebrity Effect and Fan Economy

Analysis of the Social Impact of Fandom Culture in “Idol” Context

The Secret History: un fandom clave de la Dark Academia

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