Fans, Fandoms, and Brand cultures by Gregorio Fuschillo

Harry Potter Alliance

gregorio_fuschillo — 2018-02-28 13:50:40 UTC

Fandom studies: a historical overview

gregorio_fuschillo — 2018-02-28 13:52:08 UTC

Fandoms in TV movies

gregorio_fuschillo — 2018-02-28 13:52:54 UTC

Participatory Culture:

gregorio_fuschillo — 2018-02-28 13:53:55 UTC

The future of fandom

gregorio_fuschillo — 2018-02-28 13:55:44 UTC

Fuschillo (2020)

gregorio_fuschillo — 2019-01-11 11:58:57 UTC

How fandoms work?

gregorio_fuschillo — 2019-01-11 12:07:03 UTC

The future of fandom

gregorio_fuschillo — 2019-01-11 12:14:45 UTC

Aca-Fan

gregorio_fuschillo — 2022-01-10 13:03:40 UTC

http://henryjenkins.org/

Fuschillo (2016)

gregorio_fuschillo — 2022-01-25 08:10:12 UTC

Fans, Fandoms, and Brand Culture

gregorio_fuschillo — 2023-04-10 21:32:21 UTC

Group - Carla, Roxane, Anais, Tom, Margot

2023-04-11 13:06:56 UTC

Disney :
1° Resistance -> They need to dream and they doesn't want to grow up.

2°Participation -> They create the Disney fan community in talking around them and showing to family and friends...

3° Activism ->

Question 1 :
- They create new movie for everyone.
- They create an entire park.
- They do a lot merchandizing.
- They do a lot of Event for Vacation.
- They do a TV Channel.
- They create a Disney + Platform.
- They do musicals.

Question 2 :
- They democratize the phenomenon by buying a lot of merchandizing product.
- They go often to the park between adult.
- They do flashmob and other event.

Question 3 :

Group - Lucie,Felipe,Clara

2023-04-11 13:11:00 UTC

One Direction quickly gained a massive following of young fans around the world. These fans called "Directioners" were highly engaged and active on social media, using hashtags and other online tools to connect with each other and with the band.

Question 1 :

RESISTANCE : Resistance to the society which is not enough in the image of the new generation (at the time of the group).

PARTICIPATION : Mobilisation of the fans, highly engaged on social media, concert... creating a strong sense of community among fans.

ACTIVISM : When the group wanted to separate.

Question 2 :

In the One Direction fan phenomenon, the band played a central role in inspiring fan participation and activism. Through their music and public statements, One Direction communicated their values and beliefs to their fans, and this helped to galvanize the fan base and inspire them to take action in support of causes they cared about.

Question 3 :

The One Direction fan phenomenon, including both fandom and anti-fandom, contributed to shaping mainstream culture by influencing popular music, fashion, and social media trends. The passionate engagement of Directioners and their ability to mobilize for causes they believed in also demonstrated the power of fandom to effect positive change in the world.

Question 4 :

One Direction's management team is actively engaged with the band's fan base, recognizing the importance of their support in the success of the band. They utilized social media and other online platforms to connect with fans, encourage participation and activism, and leverage the fan base to drive sales and promote the band's image.

Group - Violette, Léa V, Camille, Louise, Loanna

2023-04-11 13:11:36 UTC

Mickael Jackson:

1) Resistance : After the segregation in the United States, he became known and represented the very image of the black community

2) Participation: Michael Jackson was one of the most popular entertainers of all time, and his fans were highly engaged and actively involved in his career. Fans followed Jackson throughout his career, from Motown to his heyday in the 1980s, and attended rallies and concerts around the world. Jackson's fans were also very active on social networks even before they existed, organising fan clubs and creating fanzines.

3) Activism: Michael Jackson has been heavily involved in social activism initiatives, including children's rights and humanitarian causes. He established the "Heal the World" foundation, whose mission was to alleviate the suffering of children around the world and to promote peace. In addition, Jackson has participated in a number of charity events and launched campaigns to raise awareness of various causes, including the fight against AIDS

Question 2:

The Michael Jackson brand shapes the perception and legacy of the late pop icon.
It's represents his music, image, and personal life.
and continues to evolve after his death with new releases, documentaries, and merchandise.
It's also attracts a loyal fan base passionate about his music and impact on pop culture and navigates challenges and controversies while preserving the legacy of the artist and maintaining its relevance.

CARRIERE, CASTRO, GIROUD, MOUTON, PAREEK

2023-04-11 13:14:06 UTC

Resistance: Icon for young people in a conservative post-war society. He brought rock'n'roll to France, representing a resistance to the conservative society (e.g. without American culture).

Participation:
- biker culture, with leather garments, helmets, motorbikes, special look of fans with haircuts (mullet), beard, tattoos, jewellry, sunglasses and so on.
- Expositions and Events around Johnny Hallyday for decades

Activism: bring back the golden age, bring back the good times of Johnny Hallyday, educate new generations about Johnny Hallyday (his music, his records, etc.)

*What is the role the brand plays?*
Fandom: Record companies are working to keep his heritage alive, and to keep communities engaged and alive.

*How did fandom shape the mainstream culture?*
It helped open up France towards the American culture, i.e. rock music, biker culture, American way of life.

*Did the company play any role in leveraging the fan base?*
His songs talked about love, nostalgia, loneliness, and rebellion. He incarnated the "Yé-yé", a musical phenomenon of the 60's in France, which sought to adapt the American and British rock music.

Patagonia Group - Olivia, Léa Lucas, Fuhua, Lina

2023-04-11 13:25:46 UTC

Patagonia has a strong and passionate community of customers, employees, and advocates who share the company's values and commitment to environmental sustainability and social responsibility.

Patagonia's customers are often avid outdoors enthusiasts who appreciate the company's high-quality products and dedication to protecting the natural environment. Many of these customers are also part of the larger environmental community and are drawn to Patagonia because of the company's advocacy work on environmental issues.

Patagonia's employees are also a key part of the company's community. The company is known for its progressive employee policies, such as its commitment to fair labor practices and its flexible work schedules. Patagonia has also established a unique corporate culture that values sustainability and activism, which has helped to attract and retain employees who share these values.

In addition to its customers and employees, Patagonia has a network of advocates and partners who work with the company to promote environmental sustainability and social justice. For example, Patagonia has partnered with organizations such as 1% for the Planet, which connects businesses with environmental nonprofits, and the Sustainable Apparel Coalition, which aims to improve the sustainability of the apparel industry as a whole.

Overall, Patagonia's community is a diverse group of individuals and organizations who share a common goal of creating a more sustainable and just world. By working together, Patagonia and its community have been able to make a significant impact on environmental and social issues.

Group - Amaza & Olivia

2023-04-11 13:43:26 UTC

K - pop : BTS Fan Phenomenon (resistance, participation, activism)

Resistance : at the beginning, alienated because of culture differences and a new approach to music (mix of genres)

Participation : values - youthful, young, rebellious, fashion icons, put professional dancing concept into music

Activism : put south korea on the map, people started getting interest in south korean culture in general, raising awareness around political issues

How they shape the mainstream culture : anti - fandom then went fandom, mainstream culture (eg. western traditionnal media) was against k - pop. Now k - pop is a whole culture, is dominating many domains (music, luxury, fashion), hybrid music so able to surf on the trends, adapt to the trends

Role of the company : affected the fans, collaboration with popular artists in the us for ex, smooth integration into the Western culture

RAJAT, Sakshi et Jagdish

2023-04-11 13:44:58 UTC

https://docs.google.com/document/d/1g0rTrEbAAxNDDIRwoiDg6fq3uwAqBm0yNFSLO2FbdjA/edit?pli=1#

GROUP STARBUCKS - Anna, Noémie, Sarah, Chloé & Léa

2023-04-11 20:11:55 UTC

Fuschillo et al. (2022)

gregorio_fuschillo — 2024-01-29 08:38:06 UTC

Luc Brayann Ntamack

2024-02-01 10:06:43 UTC

Fuschillo et al. (2024)

gregorio_fuschillo — 2025-01-30 20:08:04 UTC

Karmine Corp (Phivos)

2025-03-03 13:41:56 UTC

1. Participation – The Strength of the KCorp Community

-KCorp has one of the most passionate and engaged fanbases in esports, comparable to traditional sports ultras.

-The Blue Wall ("Mur Bleu") is an active, vocal, and dedicated community that supports the team across League of Legends (LEC), Valorant, and Rocket League.

-Fans organize watch parties, social media trends (#KCORP, #BlueWall), and stadium events that feel more like football matches than typical esports events.

-The team’s co-owner, Kameto, maintains a strong connection with fans through Twitch streams, making the community feel deeply involved in KCorp’s journey.

2. Resistance – Against the Traditional Esports System

KCorp started as an underdog organization and challenged the big-budget, corporate esports teams in League of Legends and Valorant.

Fans pushed hard for KCorp to enter the LEC (Europe's premier LoL league) despite financial and structural barriers.

KCorp’s inclusion in the LEC in 2024 was a massive victory for both the team and its fans, proving the power of community-driven movements.

3. Activism – Fans Fighting for the Brand

KCorp fans are known for mass mobilization on social media—whenever there’s controversy or a big match, they flood Twitter and Twitch.

-Example: The controversy with Rekkles (when he left KCorp) sparked huge discussions and backlash from fans, showcasing the intensity of KCorp’s fandom.

The community doesn’t just support the team—they actively defend its reputation and push for bigger recognition in esports.

What’s the Role of the Brand?

KCorp embraces fandom culture rather than trying to control it.
They engage directly with fans through content, events, and interactions on Twitter and Twitch.
The team’s co-owners (Kameto, Prime) act as fan representatives, making decisions based on community input.

How Has Fandom Shaped Mainstream Culture?

KCorp has brought esports closer to traditional sports culture, with stadium chants, ultra-style fan support, and mainstream sports-style rivalries.

Their model has inspired other esports organizations to focus more on community engagement rather than just corporate sponsorships.

KCorp’s massive support base proved that esports teams could build a football club-like fan loyalty, which is rare in gaming.

Did KCorp Leverage Its Fanbase?

- KCorp relies on its fans to push its brand, create hype, and establish dominance in esports.

-Their success in entering the LEC and building strong sponsorships (e.g., with Samsung) is largely due to their fan-driven popularity.

KCorp lets fans be the voice of the brand.

Marvel Fandom (Kenza)

2025-03-03 13:50:58 UTC

Resistance : anti-fandom think marvel prioritized progressive themes over traditional storytelling elements

Participation : values of inclusiveness, creativity, passion and solidarity.

Activism : after the announcement of the character Sabra, an Israeli superhero, some fans called for a boycott due to concerns over the Palestinian genocide.

Role of the Brand : fostering fandom and encountering anti-fandom. The brand engages with its audience by integrating fan-generated ideas but also faces criticism from fans who feel alienated by their decisions.

Impact on Mainstream Culture : Fan activism has prompted broader discussions on representation and inclusivity within media. Additionally, fan-created content, such as memes, has permeated official media, blurring the lines between fan culture and mainstream entertainment.

Company's Role in Leveraging the Fan Base : Marvel actively engages with its fan base by acknowledging and incorporating fan-generated content.

Ultra OM

claraelhmoudi — 2025-03-03 14:06:18 UTC

1) Resistance : challenge the club's management when results or decisions do not align their vision

Participation : key role in the stadium's atmosphere with song, tifos, mass travel to support them, and OM's ambassador.

Activism : lead social initiatives in Marseille, such as food drives, donation for the homeless, and solidarity actions for struggling supporters.

2) Fandom : OM capitalizes on the passion of its supporters to sell jerseys, promote the club’s image, and enhance its media appeal.

Anti-Fandom :At times, the club’s management finds itself at odds with the supporters (e.g., bans on tifos, tensions with certain ultra groups, unpopular decisions).

3) The Ultra Movement Has Influenced Football Culture in France :

• OM is recognized for having the best atmosphere in Ligue 1, and this identity has inspired other clubs to structure their own supporter groups.

• Ultra chants and tifos are echoed in other stadiums and sometimes even in popular music.

4) Yes, OM try to capitalize on its Supporters, but not without tensions:

Match "peuple bleu et blanc" : match exclusive to show the gratefulness for the fan.

Commercial Exploitation : The club sells merchandise inspired by ultra groups (e.g., collaborations with certain collectives).

Conflicts with the Ultras : The club’s management has attempted to limit supporters’ influence, sometimes leading to boycotts and ultra protests.

Example: The tension with Jacques-Henri Eyraud, who aimed to “modernize” the club by reducing the influence of traditional supporters.

But they have to do more effort on, for example : show the tifos, and song.

2025-03-03 14:10:12 UTC