文章基本信息

标题：No shame to play: Ludic prosumption on Brazilian fanvideos
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作者：André Luiz Maranhão de Souza-Leão ; Bruno Melo Moura ; Walber Kaíc da Silva Nunes 等
期刊名称：Revista de Gestao USP
印刷版ISSN：1809-2276
出版年度：2020
卷号：27
期号：4
页码：335-352
DOI：10.1108/REGE-04-2019-0043
语种：English
出版社：Faculdade de Economia, Administracao e Contabilidade - FEA-USP
摘要：Fans are proactive consumers of pop culture products, who can be seen as prosumers. Fanvideo production is one of their most widespread practices in the participatory culture scenario. Thus, the aim of the present study is to analyze how ludic prosumption is featured on plays performed in Brazilian fanvideos based on successful pop culture franchises. Design/methodology/approach Research based on the interpretive content analysis of fanvideos of plays produced by Brazilian fans based on five emblematic pop culture franchises and published on YouTube. Findings Results have shown six play types in the analyzed fanvideos – i.e. child's play, performing powers, cosplay, play in social rites, teaching to play and “zuêra” –, which revealed a way of having fun in different situations through different practices based on ludic consumption experiences in different spheres of social life. Originality/value CCT-based studies focused on investigating plays as ludic consumption phenomenon, as well as fan culture, remain at early research stage. Thus, the main contribution of the present study lies on associating such concepts based on the concept of prosumption.
关键词：Play;Fanvideo;Prosumer;Participatory culture;Ludic consumption