Multidisciplinary Perspectives on Media Fandom

Multidisciplinary Perspectives on Media Fandom

Robert Andrew Dunn (East Tennessee State University, USA)
Release Date: May, 2020|Copyright: © 2020 |Pages: 433
DOI: 10.4018/978-1-7998-3323-9
ISBN13: 9781799833239|ISBN10: 1799833232|EISBN13: 9781799833253|ISBN13 Softcover: 9781799833246
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Description & Coverage
Description:

Leisure time today is driven by fandom. Once viewed as a social pariah, the fan and associated fandom as a whole has transformed into a popularized social construct researchers are still attempting to understand. Popular culture in the modern era is defined and dominated by the fan, and the basis of fandom has established its own identity across several platforms of media. As some forms of fandom have remained constant, including sports and cinema, other structures of fandom are emerging as the mass following of video games and cosplay are becoming increasingly prominent. Fandom has been established as an important facet in today’s society, and necessary research is required for understanding how fandom is shaping society as a whole.

Multidisciplinary Perspectives on Media Fandom is a pivotal reference source that provides vital research that reviews some of the most exigent facets of today’s fandom and highlights understudied cultures of fandom as well as emerging intricacies of established fandom. While promoting topics such as esports, influencer culture, and marketing trends, this publication explores both qualitative and quantitative approaches as well as the methods of social science and critical perspectives. This book is ideally designed for marketers, media strategists, brand managers, consumer behavior analysts, researchers, academics, and students.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Branding
  • Consumer Behavior
  • Digital Media
  • Esports
  • Influencer Culture
  • Marketing Trends
  • Mobile Gaming
  • Online Community
  • Social Identity
  • Sports Media
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Editor/Author Biographies

Robert Andrew Dunn is an associate professor for the Department of Media and Communication at East Tennessee State University. He is also the associate chair for the department and head of the journalism program. He teaches both journalism and media courses. Academically, Dunn holds a PhD in mass communication from the University of Alabama, a master’s degree in mass communication from Florida State University, and a bachelor’s degree in mass communication from Auburn University Montgomery. Professionally, Dunn worked in newspapers for nearly a decade. He served primarily as an education reporter and occasional legislative reporter for both the Tallahassee Democrat in Tallahassee, Florida, and The Ledger in Lakeland, Florida. He has also served as an instructor for Florida Southern College and the University of Alabama. Dunn’s research focuses on avatars, virtual identity, mediated identity, media psychology, media effects, fandom, and communication technology. He also has a strong interest in journalism and media convergence. He is an avid gamer, dedicated sports fanatic, expert comic collector, enthusiastic sci-fi/fantasy devotee, frequent fan convention attendee, and Belgian beer buff.

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