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- W2732641208 abstract "In an era of technological and cultural convergence, fans, an active and productive audience, are becoming a target audience to set up productions’ strategies. If we rely on Jenkins’ seminal work on the Trekkies (Jenkins, 1992), fans are described as active, producers of contents and part of a social online community, called fandom. Fans’ activities are meaningful and contribute to a reappropriation of the text in the form of a cultural poaching (De Certeau, 1980). It is thus interesting to analyse how producers use these activities and creations and what kind of tension or collaboration emerge from these online activities. For example, producers of Orange Is The New Black invite fans to take selfies dressed in orange every Wednesday and share theirs pictures on social networks. Fans play a marketing role, promoting the show, in a movement called “Fanadvertising”. This paper will try to understand the stakes of this participatory culture in terms of marketing strategies from the producers. How does such a reusing of fans’ creativities play a part in the new relation between producers and receptors?" @default.
- W2732641208 created "2017-07-14" @default.
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- W2732641208 date "2016-01-01" @default.
- W2732641208 modified "2023-09-23" @default.
- W2732641208 title "Using Fans’ Works to Promote TV Shows" @default.
- W2732641208 hasPublicationYear "2016" @default.
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