No shame to play: Ludic prosumption on Brazilian fanvideos

Autores

  • André Luiz Maranhão de Souza-Leão Universidade Federal de Pernambuco. Administration Graduate Program
  • Bruno Melo Moura Universidade Federal de Pernambuco. Administration Graduate Program
  • Walber Kaíc da Silva Nunes Universidade Federal de Pernambuco. Administration Undergraduate Program
  • Vitor de Moura Rosa Henrique Universidade Federal de Pernambuco. Administration Undergraduate Program
  • Italo Rogerio Correia de Santana Universidade Federal de Pernambuco. Administration Undergraduate Program

DOI:

https://doi.org/10.1108/REGE-04-2019-0043

Palavras-chave:

Play, Fanvideo, Prosumer, Participatory culture, Ludic consumption

Resumo

Purpose – 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 “zu^era” –, 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.

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Biografia do Autor

  • André Luiz Maranhão de Souza-Leão, Universidade Federal de Pernambuco. Administration Graduate Program

    Facult member at the Administration Graduate Program of theUniversidade Federal de Pernambuco. Research fellow of the National Council for Scientific andTechnological Development (CNPq).

  • Bruno Melo Moura, Universidade Federal de Pernambuco. Administration Graduate Program

    PhD student at the Administration Graduate Program of the UniversidadeFederal de Pernambuco.

  • Walber Kaíc da Silva Nunes, Universidade Federal de Pernambuco. Administration Undergraduate Program

    Administration undergraduate student at the Universidade Federal de Pernambuco.

  • Vitor de Moura Rosa Henrique, Universidade Federal de Pernambuco. Administration Undergraduate Program
    Administration undergraduate student at the Universidade Federal de Pernambuco.
  • Italo Rogerio Correia de Santana, Universidade Federal de Pernambuco. Administration Undergraduate Program
    Administration undergraduate student at the Universidade Federal de Pernambuco.  

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Publicado

2020-12-02

Edição

v. 27 n. 4 (2020)

Seção

Artigo

Como Citar

No shame to play: Ludic prosumption on Brazilian fanvideos. (2020). REGE Revista De Gestão, 27(4), 335-352. https://doi.org/10.1108/REGE-04-2019-0043