Fans’ (esth)et(h)ics elaboration: Poaching as true love practice

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Thiago Ianatoni Camargo
André Luiz Maranhão de Souza-Leão
Bruno Melo Moura


The current study takes the subculture of fans as being the core of productive consumers, and assumes consumption to be a
subjectivation practice based on Foucault's theory, which defines subjectivity as the result of an ethical and aesthetic elaboration
process. The aim of this study is to analyze how fans elaborate fannish (est)et(h)ics by positioning themselves about media
products during their interactions. In order to do so, the main fan community of the TV series “Game of Thrones” (GoT), a major
media phenomenon, was analyzed. The genealogy of the subject was the method adopted for analyzing fans’ comments about
the saga. Results pointed towards two subject-forms, namely likers and guardians. They are based on moral stylizations that
modulate fans’ relationships with media products through a single ethics, which was interpreted as poaching the different
pleasures that arise from consumption. The study’s suggestion is that this process reveals what Foucault calls true love, which
corresponds to the completeness of self in its relationship with the other.


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How to Cite
IANATONI CAMARGO, T.; MARANHÃO DE SOUZA-LEÃO, A. L. .; MELO MOURA, B. . Fans’ (esth)et(h)ics elaboration: Poaching as true love practice . RAE - Revista de Administracao de Empresas , [S. l.], v. 62, n. 2, p. 1–17, 2021. DOI: 10.1590/S0034-759020220203. Disponível em: Acesso em: 26 may. 2024.


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