A01=Aaron M. Glazer
A01=Zoe Fraade-Blanar
Author_Aaron M. Glazer
Author_Zoe Fraade-Blanar
Burberry
Cards Against Humanity
Category=JBCC1
Category=JBFS
Category=KJS
Disney
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
Facebook
Fandom
Firefly
Grand Theft Auto
Harry Potter
Hatsune Miku
Hello Kitty
IKEA
James Bond
Justin Bieber
Kickstarter
Lady Gaga
Manic Panic
Pabst
Polaroid
Renaissance Faires
Social Media
Squishable
subculture
Surge
Warren Buffett
WWE
Product details
- ISBN 9781781255339
- Weight: 240g
- Dimensions: 128 x 196mm
- Publication Date: 06 Apr 2017
- Publisher: Profile Books Ltd
- Publication City/Country: GB
- Product Form: Paperback
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Fandom isn't a noun, it's a verb. Fans create; they engage; they discuss. From comics to clothing, boundaries between fans and creators are blurring, and in this new fandom-based economy, it's clear: consumers may buy a product, but it is fans who can make or break it.
An essential guide to the fan-fuelled future, Superfandom explores the explosion of fandom and its transformative impact on culture and business. In chapters centred on illuminating case studies, experts Zoe Fraade-Blanar and Aaron Glazer delve into the history, sociology and psychology of fan culture, and how it can change the way business works. With them we visit Disneyland, drink Frida Kahlo branded margaritas, meet the fans who rebelled when Polaroid discontinued its film, and find out how fan-modding of Grand Theft Auto adds value to the game.
The internet allows direct access to this world: businesses can talk directly to their fans, hear their needs and desires, and react in real time. But while the benefits of this relationship can be huge, businesses that exploit or ignore fan bases do so at their peril. It can be very easy to get fan engagement wrong - as IKEA found out when it tried to shut down a fan site. Practical, investigative and reflective, Superfandom is a compelling and convincing exploration of the subject, and an indispensable guide to the brave new world of tech-fuelled fandom.
Zoe Fraade-Blanar is a faculty member at New York University's Interactive Telecommunications Program and the Studio 20 program at the NYU Arthur L. Carter Journalism Institute. She is co-founder and Chief Design Officer of the crowdsourced toy company Squishable. Aaron M. Glazer is the co-founder and CEO of Squishable. Before founding Squishable, he worked as a business researcher, consultant, and journalist. He began studying non-traditional entrepreneurial models during his time at Johns Hopkins University.
