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

Bruno Melo Moura and André Luiz Maranhão de Souza-Leão

RAE - Revista de Administração de Empresas, 2024, vol. 64, issue 2

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 toanalyze 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.

Date: 2024
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