Participatory Culture: From Co-Creating Brand Meaning to Changing the World

Jenkins Henry ()
Additional contact information
Jenkins Henry: Provost’s Professor of Communication, Journalism, and Cinematic Arts University of Southern California, Los Angeles, USA

NIM Marketing Intelligence Review, 2014, vol. 6, issue 2, 34-39

Abstract: Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism.Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.

Keywords: Fan Communities; Activism; Culture Jamming; Cultural Acupuncture; Branding; Social Brand Engagement (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/gfkmir-2014-0096 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:6:y:2014:i:2:p:34-39:n:7

DOI: 10.2478/gfkmir-2014-0096

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().