Fandom as Consumer Collective - Paperback

by Robert Kozinets (Author), Henry Jenkins (Author)

Consumer collectives overlap with, include, and also transcend subcultures and audiences to form a new type of social grouping, simultaneously engaged with and critical of consumer culture. The book explores this tension-between individual consumer and social collective, participation and resistance, community and market, consumer and producer-unpacking how consumer collectives challenge existing commercial norms while also embracing the cultural opportunities they offer. It demonstrates a bridging of unhelpful disciplinary divides and calls for an enhanced appreciation of the creative, critical, and transformative potential of consumer collectives. Furthermore, it builds and then demonstrates an integrated conceptual toolkit for better understanding a world where passionate consumers participate in collectives that provide them with a deep sense of fulfillment. For scholars, practitioners, and fans alike, this book explores fandom as a critical engine of cultural production, a source of creative collective effervescence, and a force for cultural expression in an increasingly fragmented world.