Participatory Culture: From Co-Creating Brand Meaning to Changing the World
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 en...
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| Format: | Article |
| Language: | English |
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Sciendo
2014-11-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2014.6.issue-2/gfkmir-2014-0096/gfkmir-2014-0096.xml?format=INT |
| _version_ | 1818256953813499904 |
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| author | Jenkins Henry |
| author_facet | Jenkins Henry |
| author_sort | Jenkins Henry |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-12T17:35:57Z |
| format | Article |
| id | doaj.art-287dc3a3fb3c480e844d9bf7513ec784 |
| institution | Directory Open Access Journal |
| issn | 1865-5866 |
| language | English |
| last_indexed | 2024-12-12T17:35:57Z |
| publishDate | 2014-11-01 |
| publisher | Sciendo |
| record_format | Article |
| series | GfK Marketing Intelligence Review |
| spelling | doaj.art-287dc3a3fb3c480e844d9bf7513ec7842022-12-22T00:17:12ZengSciendoGfK Marketing Intelligence Review1865-58662014-11-0162343910.2478/gfkmir-2014-0096gfkmir-2014-0096Participatory Culture: From Co-Creating Brand Meaning to Changing the WorldJenkins Henry0Provost’s Professor of Communication, Journalism, and Cinematic Arts University of Southern California, Los Angeles, USAYoung 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.http://www.degruyter.com/view/j/gfkmir.2014.6.issue-2/gfkmir-2014-0096/gfkmir-2014-0096.xml?format=INTFan CommunitiesActivismCulture JammingCultural AcupunctureBrandingSocial Brand Engagement |
| spellingShingle | Jenkins Henry Participatory Culture: From Co-Creating Brand Meaning to Changing the World GfK Marketing Intelligence Review Fan Communities Activism Culture Jamming Cultural Acupuncture Branding Social Brand Engagement |
| title | Participatory Culture: From Co-Creating Brand Meaning to Changing the World |
| title_full | Participatory Culture: From Co-Creating Brand Meaning to Changing the World |
| title_fullStr | Participatory Culture: From Co-Creating Brand Meaning to Changing the World |
| title_full_unstemmed | Participatory Culture: From Co-Creating Brand Meaning to Changing the World |
| title_short | Participatory Culture: From Co-Creating Brand Meaning to Changing the World |
| title_sort | participatory culture from co creating brand meaning to changing the world |
| topic | Fan Communities Activism Culture Jamming Cultural Acupuncture Branding Social Brand Engagement |
| url | http://www.degruyter.com/view/j/gfkmir.2014.6.issue-2/gfkmir-2014-0096/gfkmir-2014-0096.xml?format=INT |
| work_keys_str_mv | AT jenkinshenry participatoryculturefromcocreatingbrandmeaningtochangingtheworld |