Superfandom

Superfandom

How Our Obsessions Are Changing What We Buy and Who We Are

Book - 2017
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WW Norton
As fandom sheds its longtime stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given organizations—from traditional businesses to tech startups—direct, real-time access to their most devoted consumers, and it’s easy to forget that this access flows both ways. This is the new “fandom-based economy”: a convergence of brand owner and brand consumer. Fan pressures hold more clout than ever before as audiences demand a say in shaping the future of the things they love.In Superfandom, Zoe Fraade-Blanar and Aaron M. Glazer explain this new era of symbiosis. For producers, it can mean a golden opportunity: brands such as Polaroid and Surge, preserved by the passion of a handful of nostalgic fans, can now count on an articulate, creative, and, above all, loyal audience. Yet, the new economy has its own risks—it’s also easier than ever for companies to lose their audience’s trust, as Valve did when it tried to introduce a paid mod system for its Skyrim video game.Examining key cases that span a wide range of consumer markets, Fraade-Blanar and Glazer explain why some kinds of engagement with fans succeed and some backfire. Throughout, the authors probe fandom’s history, sociology, and psychology. From the nineteenth-century American Alice Drake, who bribed her way into the houses of her favorite European composers, to Hatsune Miku, the Japanese virtual celebrity whose songs are composed entirely by fans, the dynamics of fandom—the activities we perform to show we belong to a group of people with common interests—may be as old as culture itself.For groupies of financier Warren Buffet and enthusiasts of Cards Against Humanity alike, the consumer relationship has been transformed. Superfandom is an essential guide for those who care about, contribute to, and live in our rapidly expanding fan-driven economy.
An in-depth look at the influence of fans—society’s alpha consumers—on our lives and culture.

Baker & Taylor
An analysis of the influence of fans, "society's alpha customers," on modern life and culture, offers insight into the psychology and history of fandom while exploring how new digital tools are enabling convergences between brand owners and their consumers.

Book News
The authors explore how fandom is changing what and how people buy, as well as how fandom affects the consumer relationship in the digital age. They describe cases of fans and fan objects like Alice Drake, Hatsune Miku, Berkshire Hathaway and Warren Buffett, Polaroid, Renaissance faires, Harry Potter, Disney and the White Rabbits, Cards Against Humanity, Maker's Mark, and others, and specific aspects of fandom, how it works, and the successes and failures of companies. Annotation ©2017 Ringgold, Inc., Portland, OR (protoview.com)

Baker
& Taylor

An in-depth analysis of the influence of fans, which the author terms "society's alpha customers," on modern life and culture, offers insight into the psychology and history of fandom while exploring how new digital tools are enabling convergences between brand owners and their consumers.

Publisher: New York, NY : W.W. Norton & Company, [2017]
Edition: First edition
ISBN: 9780393249958
0393249956
Branch Call Number: 306.3097 FRAAD
Additional Contributors: Glazer, Aaron M. - Author

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