Governed on their own terms: Fans’ prosumption towards avengers endgame media paratexts

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Bruno Melo Moura
https://orcid.org/0000-0002-8205-4576
André Luiz Maranhão de Souza-Leão
https://orcid.org/0000-0002-7660-5845

Abstract

Based on the Foucauldian framework, the present research aims to analyse how fans’ prosumption towards media products’ paratext reveals consumers’ governmentality. In order to investigate this phenomenon, the Netnographic Foucauldian Genealogy was herein adopted as method to
analyze the interaction among fans as answers to media paratexts of the movie Avengers: Endgame. Results have shown that fans’ opinion ranged from acknowledging the quality of paratexts to feeling disappointment with them. Thus, it is possible stating that fans guide themselves to be governed by the entertainment industry to safeguard their fans’ condition.

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How to Cite
MOURA, B. M.; SOUZA-LEÃO, A. L. M. de. Governed on their own terms: Fans’ prosumption towards avengers endgame media paratexts. RAE - Revista de Administracao de Empresas , [S. l.], v. 64, n. 2, p. e2023–0018, 2024. DOI: 10.1590/S0034-759020240204. Disponível em: https://periodicos.fgv.br/rae/article/view/90699. Acesso em: 15 apr. 2024.
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