Fan Affirmation: Alethurgy on an Indie Music Fandom
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Rodrigo César Tavares Cavalcanti
André Luiz Maranhão de Souza-Leão
Bruno Melo Moura
Abstract
Context: highly identified with the genre, indie fans are engaged and productive, especially in virtual communities where they circulate opinions and share experiences. Objective: since relations mediated by consumption provide conditions for constituting subjectivities, we rely on Foucault’s theory with the aim of analyzing how the interactions of indie music fans evidence an alethurgical process of subjectivation. Methodology: to do this, we performed a netnography on a large global forum for indie music discussion. Results: results show a cultural configuration in which the communal sense legitimize conducts, based on emotional testimonies and manifestations of expertise, which establish the very condition of fanity associated with the capacity of its members to outline the fan object, develop a fan authority and then to position themselves in relation to the market logic in which the genre is inserted. Conclusion: thus, we conclude that indie music fans perform an alethurgy of affirmation. The study innovates by adopting the concept of alethurgy as a means of analyzing the subjectivation of fans, which is evidenced as a theoretical gap in the field of CCT.
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Cavalcanti, R. C. T., Souza-Leão, A. L. M. de, & Moura, B. M. (2021). Fan Affirmation: Alethurgy on an Indie Music Fandom. Journal of Contemporary Administration, 25(5), e190395. https://doi.org/10.1590/1982-7849rac2021190395.en
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Foucault, M. (2014). Do governo dos vivos: curso no Collège de France (1979-1980). São Paulo: Martins Fontes.
Foucault, M. (2017). Subjectivity and Truth: Lectures at the Collège de France, 1980-1981. Londres: Springer, 2017.
Fuschillo, G. (2018). Fans, fandoms, or fanaticism? Journal of Consumer Culture. Epub ahead of print 4 May. https://doi.org/10.1177/1469540518773822
Gamble, J., & Gilmore, A. (2013). A new era of consumer marketing? An application of co-creational marketing in the music industry. European Journal of Marketing, 47(11-12), 1859-1888. https://doi.org/10.1108/EJM-10-2011-0584
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Gray, J., Sandvoss C., & Harrington C. L. (2017). Fandom: Identities and communities in a mediated world. New York: New York University Press.
Guschwan, M. (2012) Fandom, brandom and the limits of participatory culture. Journal of Consumer Culture, 12(1), 19-40. https://doi.org/10.1177%2F1469540512438154
Hackley, C., & Hackley, A. R. (2018). Advertising at the threshold: Paratextual promotion in the era of media convergence. Marketing Theory, 19(2), 195-215. https://doi.org/10.1177%2F1470593118787581
Hesmondhalgh, D. (1999). Indie: The institutional politics and aesthetics of a popular music genre. Cultural studies, 13(1), 34-61. https://doi.org/10.1080/095023899335365
Hills, M. (2002). Fan cultures. London: Routledge.
Hills, M. (2012). Twilight’fans represented in commercial paratexts and inter-fandoms: Resisting and repurposing negative fan stereotypes. In A. Morey. Genre, reception, and adaptation in the Twilight series (pp. 113-131). Farnham: Ashgate.
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International Trade Administration [ITA]. Department of Commerce. (2017). 2017 Top Markets Report Media and Entertainment Sector Snapshot. Retrieved from https://www.trade.gov/topmarkets/pdf/Top%20Markets%20Media%20and%20Entertinment%202017.pdf
Jenkins, H. (1992). Textual Poachers: Television fans and participatory culture. New York: Routledge.
Jenkins, H. (2006) Fans, Bloggers, and gamers: Exploring participatory culture. New York: New York University Press.
Jones, I. (2015). ‘He’s still the winner in my mind’: Maintaining the collective identity in sport through social creativity and group afirmation. Journal of Consumer Culture, 17(2), 303-320. https://doi.org/10.1177%2F1469540515590479
Karababa, E., & Ger, G. (2010). Early modern Ottoman coffeehouse culture and the formation of the consumer subject. Journal of Consumer Research, 37(5), 737-760. https://doi.org/10.1086/656422
Kedzior, R., & Allen, D. E. (2016). From liberation to control: Understanding the selfie experience. European Journal of Marketing, 50(9-10), 1893-1902. https://doi.org/10.1108/EJM-07-2015-0512
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Kozinets, R. V. (1999). E-tribalized marketing? the strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264. https://doi.org/10.1016/S0263-2373(99)00004-3
Kozinets, R. (2001). Utopian enterprise: Articulating the meanings of Star Trek’s culture of consumption. Journal of Consumer Research, 28(1), 67-88. https://doi.org/10.1086/321948
Kozinets, R. V. (2002). Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man. Journal of Consumer Research, 29(1), 20–38. https://doi.org/10.1086/339919
Kozinets, R. V. (2010). Netnography: Doing ethnographic research online. London: Sage.
Kozinets, R. V. (2015). Netnography: Redefined. London: Sage.
Lanier, Jr., C., Rader, C., & Fowler, A. (2015), “Ambiguity and fandom: The (meaningless) consumption and production of popular culture” In Research in consumer behavior: Consumer culture theory (Vol. 17, pp. 275-293). Bingley: Emerald Group.
Langlois, G. (2013). Participatory culture and the new governance of communication: The paradox of participatory media. Television & New Media, 14(2), 91-105. https://doi.org/10.1177%2F1527476411433519
Leguina, A., Arancibia-Carvajal, S., & Widdop, P. (2015). Musical preferences and technologies: Contemporary material and symbolic distinctions criticized. Journal of Consumer Culture, 17(2), 242–264. https://journals.sagepub.com/doi/10.1177/1469540515586870
Luedicke, M., Thompson, C. J., & Giesler, M. (2011). Consumer identity work as moral protagonism: How myth and ideology animate a brand-mediated moral conflict. Journal of Consumer Research, 36(6), 1016-1032. https://doi.org/10.1086/644761
Magaudda, P. (2011). When materiality ‘bites back’: Digital music consumption practices in the age of dematerialization. Journal of Consumer Culture, 11(1), 15–36. https://doi.org/10.1177%2F1469540510390499
Maloney, D. (2011). Was 2011 the beginning of the end of ‘selling out’ in indie rock? Retrieved from https://www.billboard.com/articles/news/464795/was-2011-the-beginning-of-the-end-of-selling-out-in-indie-rock.
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