A mídia espontânea no entretenimento: Um estudo de caso da série The Umbrella Academy

Abstract

This work seeks to identify how spontaneous media generated by fans of an entertainment product can give it amplitude, using The Umbrella Academy series as a case study. As theoretical reference we used studies on the types of media, entertainment, the definition of touchpoints and how they appear in entertainment, as well as consumer behavior, covering the consumer as a fan, according to authors such as Kotler (2000), Wheeler (2012) and Jenkins (2009). The analysis seeks to identify different types of spontaneous media, publications and actions generated by the audience of the series on the Internet, in different social media, relating them as touchpoints of the series. The result of the analysis that is composed of the survey of proprietary and paid media used by Netflix for the dissemination of the series, and also the spontaneous media generated by fans, reinforces the relationship of touchpoints to the entertainment product, expanding the reach of its dissemination.