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

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

RAE - Revista de Administração de Empresas, 2021, vol. 62, issue 2

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

Date: 2021
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