Agenciados pelo desejo: O consumo produtivo dos potterheads

IF 0.5 4区 管理学 Q4 BUSINESS
André Luiz Maranhão de Souza-Leão, F. Costa
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引用次数: 27

Abstract

The Harry Potter saga became one of the cultural products with a major impact on the twenty-first cen­tury. Its fans, called potterheads, relate in a social space known as fandom. Their practices are based on the appropriation of the cultural text in a productive consumption process within a context of participa­tory culture. Assuming desire from the perspective of Deleuzian assemblage theory, which presents this concept as a flow of productive energy that is articulated through a collective force, this study aimed to understand how potterheads’ productive consumption is assemblaged by desire. We therefore explored multifocal data concerning practices of potterheads available on digital platforms using Foucauldian Discourse Analysis. Our results revealed that potterheads’ desire assemblage maintains their bond with the canonical universe of the saga, as a way of maintaining identity and security in the transition to adult life, through relationships in the fandom and in pursuit of broader social legitimacy. The study contribu­tes theoretically by adopting the Deleuzian notion of desire as a lens to understand the collective action of consumers in cultural contexts of practice.
由欲望驱动:波特迷的生产性消费
哈利波特的传奇故事成为了对21世纪产生重大影响的文化产品之一。它的粉丝被称为波特迷,他们在一个被称为粉丝圈的社交空间中相互联系。他们的实践是基于在参与式文化背景下的生产消费过程中对文化文本的挪用。假设从德勒兹集合理论的角度来看,欲望是一种通过集体力量表达的生产能量流,本研究旨在理解陶工的生产消费是如何被欲望集合的。因此,我们利用傅科德话语分析,探索了数字平台上有关陶罐头实践的多焦点数据。我们的研究结果显示,波特迷们的欲望组合维持了他们与经典传奇世界的联系,通过与粉丝的关系和追求更广泛的社会合法性,作为一种在向成年生活过渡时保持身份和安全感的方式。该研究通过采用德勒兹的欲望概念作为理解实践文化背景下消费者集体行为的镜头,在理论上做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
1.30
自引率
12.50%
发文量
78
审稿时长
32 weeks
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