Publications

Download

Participatory Culture: From Co-creating Brand Meaning to Changing the World

Download
Suggested Citation

Jenkins, H. (2014). Partizipationskultur: Fan Communities für eine bessere Welt. NIM Marketing Intelligence Review, 6(2), 35-39

Year

2014

Authors
Henry Jenkins
Publication title
Participatory Culture: From Co-creating Brand Meaning to Changing the World
Publication
NIM Marketing Intelligence Review
Download

Participatory Culture: From Co-creating Brand Meaning to Changing the World

Abstract

Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism.  Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.

Authors

  • Henry Jenkins, Provost’s Professor of Communication, Journalism, and Cinematic Arts, University of Southern California, Los Angeles, USA, hjenkins@usc.edu
Share Publication

Other articles of the MIR issue “Social Brand Engagement”

Here you can find more exciting articles of this issue.

To the entire issue

Social Brand Engagement: A New Idea

If “consumer brand engagement” is what happens in isolation, in a consumer’s own individual mind and thoughts, then “social brand ...

Read more

The Megaphone Effect in Social Media: How Ordinary Consumers Become Style Leaders

Amassing an audience by blogging is a very recent form of online consumer behavior. Consumers not only seek community as earlier studies ...

Read more

Lost in Translation: The Social Shaping of Marketing Messaging

Word of mouth marketing (WOMM) does not travel as unidirectionally and straight as previously assumed. Rather, consumers are active ...

Read more

Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web

Effective social brand engagement can result from marketers “getting in the game” by playing with consumers. Play can take many ...

Read more

For Us and by Us: The Charm and Power of Community Brands

Online collaboration presents a real alternative to the company-centered innovation paradigm, and some users do more than just innovate ...

Read more

Creating Sustainable Digital Experiences

Is the social media hype about being cool or about making money? For Adam Froman, the answer is easy: Marketers need to be very clear ...

Read more

Follow the Connections! Finding the Big Picture of Internet Communications

Network Analysis, Internet Communications, Online Discourse, Online Communities, Twitter

Read more
Scroll to top