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Superfandom: How Our Obsessions Are Changing What We Buy and Who We Are

Superfandom: How Our Obsessions Are Changing What We Buy and Who We Are

作者 : Zoe Fraade-Blanar/ Aaron M. Glazer

作者 : 柔依.弗瑞德-布拉納/ 亞倫.M.葛雷澤

出版社 : PROFILE BOOKS LTD

可訂購

定價 : NT 550

售價79折, NT435

內容簡介


粉絲文化不僅是經濟的重要基礎,更改變了商業運作模式……
粉絲文化現象完全解析!

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從品牌、藝人、漫畫到影視作品,持續快速擴張的粉絲文化橫跨廣泛領域的消費者市場,不僅是當今經濟的重要基礎,更改變了商業運作模式。本書爬梳粉絲文化的歷史、社會學與心理學研究,並以實際案例分析,探討粉絲文化的崛起、對於商業的衝擊、以及所帶來的轉變力量。

科技發展與社群網站的興盛,促使粉絲文化達到空前的榮景。不管是傳統產業或是新創公司,都因此得以與最忠誠的那一群消費者進行直接互動。以粉絲文化為基礎的經濟,是品牌製造者與消費者的交會:粉絲施加的壓力擁有空前的影響力,他們提供意見與想法,幫助型塑未來產品的樣貌。粉絲與創造者之間的界線也因此逐漸模糊──消費者購買商品,但粉絲不僅購買、更參與討論與創造商品,影響商品的未來樣貌。

本書對於粉絲在經濟、文化與日常生活的影響力,提出深入探討與解析,也說明粉絲管理成功與失敗的實例,是了解當今與未來經濟不可或缺的指南!

Fandom isn't a noun, it's a verb. Fans create; they engage; they discuss. From comics to clothing, boundaries between fans and creators are blurring, and in this new fandom-based economy, it's clear: consumers may buy a product, but it is fans who can make or break it.

An essential guide to the fan-fuelled future, Superfandom explores the explosion of fandom and its transformative impact on culture and business. In chapters centred on illuminating case studies, experts Zoe Fraade-Blanar and Aaron Glazer delve into the history, sociology and psychology of fan culture, and how it can change the way business works. With them we visit Disneyland, drink Frida Kahlo branded margaritas, meet the fans who rebelled when Polaroid discontinued its film, and find out how fan-modding of Grand Theft Auto adds value to the game.

The internet allows direct access to this world: businesses can talk directly to their fans, hear their needs and desires, and react in real time. But while the benefits of this relationship can be huge, businesses that exploit or ignore fan bases do so at their peril. It can be very easy to get fan engagement wrong - as IKEA found out when it tried to shut down a fan site. Practical, investigative and reflective, Superfandom is a compelling and convincing exploration of the subject, and an indispensable guide to the brave new world of tech-fuelled fandom.
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作者介紹
■作者簡介

Zoe Fraade-Blanar

為紐約大學互動電子傳播課程(Interactive Telecommunications Program)與新聞學院教授、設計公司「Squishable」共同創辦人。

Aaron M. Glazer
為設計公司「Squishable」共同創辦人、首席執行長。
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