Participatory Culture: From Co-creating Brand Meaning to Changing the World
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Jenkins, H. (2014). Partizipationskultur: Fan Communities für eine bessere Welt. NIM Marketing Intelligence Review, 6(2), 35-39

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NIM Marketing Intelligence Review – Social Brand Engagement

Participatory Culture: From Co-creating Brand Meaning to Changing the World

Authors

  • Henry Jenkins, Provost’s Professor of Communication, Journalism, and Cinematic Arts, University of Southern California, Los Angeles, USA, hjenkins@usc.edu
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Abstract

Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism.  Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.

Authors

  • Henry Jenkins, Provost’s Professor of Communication, Journalism, and Cinematic Arts, University of Southern California, Los Angeles, USA, hjenkins@usc.edu
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Suggested Citation

Jenkins, H. (2014). Partizipationskultur: Fan Communities für eine bessere Welt. NIM Marketing Intelligence Review, 6(2), 35-39



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