Assemblaged by desire: Potterheads’ productive consumption

Main Article Content

André Luiz Maranhão de Souza-Leão
Flávia Zimmerle da Nóbrega Costa

Abstract

The Harry Potter saga became one of the cultural products with a major impact on the twenty-first cen­tury. Its fans, called potterheads, relate in a social space known as fandom. Their practices are based on the appropriation of the cultural text in a productive consumption process within a context of participa­tory culture. Assuming desire from the perspective of Deleuzian assemblage theory, which presents this concept as a flow of productive energy that is articulated through a collective force, this study aimed to understand how potterheads’ productive consumption is assemblaged by desire. We therefore explored multifocal data concerning practices of potterheads available on digital platforms using Foucauldian Discourse Analysis. Our results revealed that potterheads’ desire assemblage maintains their bond with the canonical universe of the saga, as a way of maintaining identity and security in the transition to adult life, through relationships in the fandom and in pursuit of broader social legitimacy. The study contribu­tes theoretically by adopting the Deleuzian notion of desire as a lens to understand the collective action of consumers in cultural contexts of practice.

Downloads

Download data is not yet available.

 

 

 

 

Metrics

Metrics Loading ...

Article Details

How to Cite
SOUZA-LEÃO, A. L. M. de; COSTA, F. Z. da N. Assemblaged by desire: Potterheads’ productive consumption. RAE - Revista de Administracao de Empresas , [S. l.], v. 58, n. 1, p. 74–86, 2018. DOI: 10.1590/S0034-759020180106. Disponível em: https://periodicos.fgv.br/rae/article/view/73883. Acesso em: 24 feb. 2024.
Section
Articles

References

Anderson, S., Hamilton, K., & Tonner, A. (2016). Social labour: Exploring work in consumption. Marketing Theory, 16(3), 383-400. doi:10.1177/1470593116640598

Araujo, L., & Kjellberg, H. (2016). Enacting novel agencements: The case of Frequent Flyer schemes in the US airline industry (1981-1991). Consumption Markets & Culture, 19(1), 92-110. doi:10.1080/1025386 6.2015.1096095

Bauer, M., & Aarts, B. (2002). A construção do corpus: Um princípio para a coleta de dados qualitativos. In M. Bauer, & G. Gaskell (Eds.), Pesquisa qualitativa com texto, imagem e som: Um manual prático (pp. 39-63). Petrópolis, RJ: Vozes.

Belk, R. W., Ger, G., & Askegaard, S. (2003). The fire of desire: A multisited inquiry into consumer passion. Journal of Consumer Research, 30(3), 326-351. doi:10.1086/378613

Bennett, L. (2014). Tracing textual poachers: Reflections on the development of fan studies and digital fandom. Journal of Fandom Studies, 2(1), 5-20. doi:10.1386/jfs.2.1.5_1

Booth, P., & Kelly, P. (2013). The changing faces of Doctor Who fandom: New fans, new technologies, old practices? Participations, 10(1), 56-72.

Boulaire, C., & Cova, B. (2013). The dynamics and trajectory of creative consumption practices as revealed by the postmodern game of geocaching. Consumption Markets & Culture, 16(1), 1-24. doi:10.108 0/10253866.2012.659434

Brown, S., Kozinets, R. V., & Sherry, J. F., Jr. (2003). Sell me the old, old story: Retromarketing management and the art of brand revival. Journal of Customer Behavior, 2(2), 133-147.

Brown, S., & Patterson, A. (2009). Harry Potter and the servicedominant logic of marketing: A cautionary tale. Journal of Marketing Management, 25(5-6), 519-533. doi:10.1362/026725709X461830

Brown, S., & Patterson, A. (2010). Selling stories: Harry Potter and the marketing plot. Psyvhology & Marketing, 27(6), 541-556. doi:10.1002/mar.20343

Camargo, T. I., & Leão, A. L. M. S. (2015). Pague e pegue: Uma arqueologia do discurso do adultério mercadorizado. RAC-Revista de Administração Contemporânea, 19(6), 732-749. doi:10.1590/1982- 7849rac20151924

Costa, F. Z. N., & Leão, A. L. M. S. (2012). Formações discursivas de uma marca global num contexto local: Um estudo inspirado no método arqueológico de Michel Foucault. Organizações & Sociedade, 19(62), 453-469.

Cova, B., & Cova, V. (2012). On the road to prosumption: Marketing discourse and the development of consumer competencies. Consumption Markets & Culture, 15(2), 149-168. doi:10.1080/10253 866.2012.654956

Cova, B., Kozinets, R. V., & Shankar, A. (2007). Tribes, Inc.: The new world of tribalism. In B. Cova, R. V. Kozinets, & A. Shankar (Eds.), Consumer tribes (pp. 1-26). New York, USA: Butterworth-Heinemann.

Cristofari, C., & Guitton, M. J. (2016). Aca-fans and fan communities: An operative framework. Journal of Consumer Culture, 17(3), 713-731. doi:10.1177/1469540515623608

Deleuze, G. (2000). Diferença e repetição. Lisboa, Portugal: Relógio d’Água. Deleuze, G. (2008). Rachar as coisas, rachar as palavras. In G. Deleuze, Conversações (pp. 105-117). São Paulo, SP: 34.

Deleuze, G., & Guattari, F. (1987). A thousand plateus: Capitalism and schizophrenia. London, UK: Continuum.

Deleuze, G., & Guattari, F. (2010). O anti-Édipo: Capitalismo e esquizofrenia. São Paulo, SP: 34.

Duffet, M. (2013). Understanding fandom: An introduction to the study of media fan culture. London, UK: Bloomsbury Publishing.

Dujarier, M. A. (2016). The three sociological types of consumer work. Journal of Consumer Culture, 16(2), 555-571. doi:10.1177/1469540514528198

Eden, S. (2015). Blurring the boundaries: Prosumption, circularity and online sustainable consumption through Freecycle. Journal of Consumer Culture, 17(2), 265-285. doi:10.1177/1469540515586871

Ellsworth-Krebs, K., & Reid, L. (2016). Conceptualising energy prosumption: Exploring energy production, consumption and microgeneration in Scotland, UK. Environment and Planning A, 48(10), 1988-2005. doi:10.1177/0308518X16649182.

Firat, A. F., & Venkatesh, A. (1995). Liberatory postmodern and the reenchantment of consumption. Journal of Consumer Research, 22(3), 239-267. doi:10.1086/209448

Fiske, J. (1992). The cultural economy of fandom. In L. A. Lewis (Ed.), The adoring audience: Fan culture and popular media (pp. 30-49). London, UK: Routledge.

Flick, U. (2009). Introdução à pesquisa qualitativa. Porto Alegre, RS: Bookman/Artmed.

Foucault, M. (2009). A arqueologia do saber. Rio de Janeiro, RJ: Forense Universitária.

Gibbons, T., & Dixon, K. (2010). ‘Surf’s up!’: A call to take English soccer fan interactions on the internet more seriously. Soccer & Society, 11(5), 599-613. doi:10.1080/14660970.2010.497359

Guschwan, M. (2012). Fandom, brandom and the limits of participatory culture. Journal of Consumer Culture, 12(1), 19-40. doi:10.1177/1469540512438154

Hewer, P., Gannon, M., & Cordina, R. (2015). Discordant fandom and global football brands: ‘Let the people sing’. Journal of Consumer Culture, 17(3), 600-619. doi:10.1177/1469540515611199

Hills, M. (2013). Fiske’s ‘textual productivity’ and digital fandom: Web 2.0 democratization versus fan distinction? Participations, 10(1), 130-153. International Trade Administration. (2016, October). Top markets report: Media and entertainment: A market assessment tool for U.S. exporters. U.S. Department of Commerce. Recuperado de http://trade.gov/topmarkets/pdf/Media_and_Entertainment_Top_Markets_Report.pdf

Jenkins, H. (1992). Textual poachers: Television fans and participatory culture. New York, USA: Routledge.

Jenkins, H. (2006). Fans, bloggers, and gamers: Exploring participatory culture. New York, USA: NYU Press.

Jenkins, H. (2009). Cultura da convergência: A colisão entre os velhos e os novos meios de comunicação. São Paulo, SP: Aleph.

Jenkins, H. (2014). Rethinking “rethinking convergence/culture”. Cultural Studies, 28(2), 267-297. doi:10.1080/09502386.2013.801579

Johnston, J. E. (2015). Doctor Who-themed weddings and the performance of fandom. In L. Bennett & P. J. Booth (Eds.), Performance and Performativity in Fandom. Transformative Works and Cultures, (18). doi:10.3983/twc.2015.0637.

Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2016). When hostile consumers wreak havoc on your brand: The phenomenon of consumer brand sabotage. Journal of Marketing, 80(3), 25-41. doi:10.1509/jm.15.0006

Kozinets, R. V. (2014). Retrobrands and retromarketing. Spreadable Media Web Exclusive Essays. Recuperado de http://spreadablemedia.org/essays/kozinets/#.VcTHzvlViko

Kozinets, R. V., Patterson, A., & Ashman, R. (2016). Networks of desire: How technology increases our passion to consume. Journal of Consumer Research, 43(5), 659-682. doi:10.1093/jcr/ucw061

Lacan, J. (1977). The subversion of the subject and the dialect of desire in the Freudian unconscious. In A Reader’s Guide to Écrits: A selection (pp. 293-352). London, UK: Tavistock/Routledge.

Leão, A. L. M. S., Ferreira, B. R. T., & Gomes, V. P. M. (2016). Um “elefante branco” nas dunas de Natal? Uma análise pós-desenvolvimentista dos discursos acerca da construção da Arena das Dunas. RAP-Revista de Administração Pública, 50(4), 659-688. doi:10.1590/0034-7612151913

Lee, H. (2011). Participatory media fandom: A case study of anime fansubbing. Media, Culture & Society, 33(8), 1131-1147. doi:10.1177/0163443711418271

McCulloch, R. (2013). Of proprietors and poachers: Fandom as negotiated brand ownership. Participations – Journal of Audience & Reception Studies, 10(1), 319-328.

Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432. doi:10.1086/319618 Nail, T. (2017). What is an assemblage? SubStance, 46(1), 21-37. doi:10.3368/ss.46.1.21

Paiva, F. G., Jr., Leão, A. L. M. S., & Mello, S. C. B. (2011). Validade e confiabilidade na pesquisa qualitativa em administração. Revista de Ciências da Administração, 13(31), 190-209. doi:10.5007/2175- 8077.2011v13n31p190

Parmentier, M., & Ficher, E. (2015). Things fall apart: The dynamics of brand audience dissipation. Journal of Consumer Research, 41(5), 1228-1251. doi:10.1086/678907

Pearson, R. (2010). Fandom in the digital era. Popular Communication, 8(1), 84-95. doi:10.1080/15405700903502346

Pongsakornrungsilp, S., & Schroeder, J. E. (2011). Understanding value co-creation in a co-consuming brand community. Marketing Theory, 11(3), 303-324. doi:10.1177/1470593111408178

Porat, A. B. (2010). Football fandom: A bounded identification. Soccer & Society, 11(3), 277-290.

Potterish. (2012, 1 julho). Pottermore e o direito de escolha [Post da web]. Recuperado de https://potterish.com/2012/07/pottermore-eo-direito-de-escolha/

Rieder, K., & Voß, G. G. (2010). The working customer: An emerging new type of consumer. Journal Psychology of Everyday Activity, 3(2), 2-10.

Ritzer, G. (2010). Focusing on the prosumer: On correcting an error in the history of social theory. In B. Blättel-Mink, & K.-U., Hellmann (Eds.), Prosumer revisited: Zur aktualität einer debatte (pp. 61-79). Berlin, Spain: VS Verlag für Sozialwissenschaften.

Ritzer, G. (2013). Prosumption: Evolution, revolution, or eternal return of the same? Journal of Consumer Culture, 14(1), 3-24. doi:10.1177/1469540513509641

Ritzer, G. (2015). Prosumer capitalism. The Sociological Quarterly, 56(3), 413-445. doi:10.1111/tsq.12105

Ritzer, G., Dean, O., & Jurgenson, N. (2012). The coming of age of the prosumer. American Behavioral Scientist, 56(4), 379-398. doi:10.1177/0002764211429368

Ritzer, G., & Jurgenson, N. (2010). Production, consumption, prosumption: The nature of capitalism in the age of the digital ‘prosumer’. Journal of Consumer Culture, 10(1), 13-36. doi:10.1177/1469540509354673

Ruckenstein, M. (2015). Playing Nintendogs: Desire, distributed agency and potentials of prosumption. Journal of Consumer Culture, 15(3), 351-370. doi:10.1177/1469540513499225

Scaraboto, D. (2015). Selling, sharing, and everything in between: The hybrid economies of collaborative networks. Journal of Consumer Research, 42(1), 152-176. doi:10.1093/jcr/ucv004

Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51. doi:10.1509/jmkg.73.5.30

Schreyer, C. (2015). The digital fandom of Na’vi speakers. In L. Bennett & P. J. Booth (Eds), Performance and Performativity in Fandom. Transformative Works and Cultures, (18). doi:10.3983/twc.2015.0610.

Seregina, A., & Schouten, J. W. (2016). Resolving identity ambiguity through transcending fandom. Consumption Markets & Culture, 20(2), 107-130. doi:10.1080/10253866.2016.1189417

Troye, S. V., & Supphellen, M. (2012). Consumer participation in coproduction: ‘I made it myself’ effects on consumers’ sensory perceptions and evaluations of outcome and input product. Journal of Marketing, 76(2), 33-46. doi:10.1509/jm.10.0205

Watson, J. (2010). Fandom squared: Web 2.0 and fannish production. Transformative Works and Cultures, (5). Recuperado de http:// journal.transformativeworks.org

Youtube. (2014). Vergonha por gostar de Harry Potter?. Recuperado de https://www.youtube.com/watch?v=PhJp5qHIH2w

Artigos mais lidos escritos pelo mesmo(s) autor(es)