Fans’ (esth)et(h)ics elaboration: Poaching as true love practice

Detalhes bibliográficos
Autor(a) principal: Ianatoni Camargo, Thiago
Data de Publicação: 2021
Outros Autores: Maranhão de Souza-Leão, André Luiz, Melo Moura, Bruno
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Revista de Administração de Empresas
Texto Completo: https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/85103
Resumo: The current study takes the subculture of fans as being the core of productive consumers, and assumes consumption to be asubjectivation practice based on Foucault's theory, which defines subjectivity as the result of an ethical and aesthetic elaborationprocess. The aim of this study is to analyze how fans elaborate fannish (est)et(h)ics by positioning themselves about mediaproducts during their interactions. In order to do so, the main fan community of the TV series “Game of Thrones” (GoT), a majormedia phenomenon, was analyzed. The genealogy of the subject was the method adopted for analyzing fans’ comments aboutthe saga. Results pointed towards two subject-forms, namely likers and guardians. They are based on moral stylizations thatmodulate fans’ relationships with media products through a single ethics, which was interpreted as poaching the differentpleasures that arise from consumption. The study’s suggestion is that this process reveals what Foucault calls true love, whichcorresponds to the completeness of self in its relationship with the other.
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spelling Fans’ (esth)et(h)ics elaboration: Poaching as true love practice Elaboración est(ética) de fanes: Poaching como verdadero amor Elaboração (est)ética de fãs: Poaching como prática de verdadeiro amor Game of Thrones, subjectivity, genealogy, Foucault, Consumer Culture Theory.Game of Thrones, subjetividad, genealogía, Foucault, Consumer Culture Theory.Game of Thrones, subjetividade, genealogia, Foucault, Consumer Culture Theory.The current study takes the subculture of fans as being the core of productive consumers, and assumes consumption to be asubjectivation practice based on Foucault's theory, which defines subjectivity as the result of an ethical and aesthetic elaborationprocess. The aim of this study is to analyze how fans elaborate fannish (est)et(h)ics by positioning themselves about mediaproducts during their interactions. In order to do so, the main fan community of the TV series “Game of Thrones” (GoT), a majormedia phenomenon, was analyzed. The genealogy of the subject was the method adopted for analyzing fans’ comments aboutthe saga. Results pointed towards two subject-forms, namely likers and guardians. They are based on moral stylizations thatmodulate fans’ relationships with media products through a single ethics, which was interpreted as poaching the differentpleasures that arise from consumption. The study’s suggestion is that this process reveals what Foucault calls true love, whichcorresponds to the completeness of self in its relationship with the other.Tomando la subcultura de los fanes como el seno de un consumidor productivo y asumiendo que el consumo es una prácticasubjetivante, nos anclamos en la teoría de Foucault, que define la subjetividad como el resultado de una elaboración ética yestética. Así, el presente estudio analiza cómo los fanes elaboran una (est)ética fandomera a través de posiciones en relacióncon productos de medios en sus interacciones. Para ello, examinamos la principal comunidad de fanes de Game of Thrones(GoT), que se ha convertido en un importante fenómeno mediático. El método utilizado es la genealogía del sujeto. Con este fin,analizamos los comentarios de los fanes acerca de la saga. Los resultados apuntan a dos formas temáticas: likers apreciadoresy guardianes. Se basan en estilizaciones morales que modulan la relación de los fanes con el producto de los medios a travésde una ética única, que interpretamos como caza furtiva, una "caza" de diferentes placeres derivados del consumo. Proponemosque este proceso revela lo que Foucault llama amor verdadero, una completitud de sí mismo en la relación con el otro.O presente estudo toma a subcultura de fãs como seio de um consumidor produtivo e assume o consumo como práticasubjetivadora, baseado na teoria foucaultiana que define a subjetividade como resultado de uma elaboração ética e estética.Com isso, o objetivo do estudo é analisar como fãs elaboram uma (est)ética fânica por meio de posicionamentos de si emrelação a produtos de mídia em suas interações. Para tal, analisamos a principal comunidade de fãs da série de TV Game ofThrones (GoT), que se tornou um grande fenômeno de mídia. A genealogia do sujeito foi método adotado para a análise doscomentários de fãs sobre a saga. Os resultados apontam duas formas-sujeito: curtidores e guardiões. Elas se sustentam emestilizações morais que modulam a relação dos fãs com o produto de mídia por meio de uma única ética, a qual interpretamoscomo poaching, uma “caça” por diferentes prazeres advindos do consumo. Propomos que esse processo revele o que Foucaultdenomina verdadeiro amor, uma completude de si na relação com o outro.RAE - Revista de Administracao de Empresas RAE - Revista de Administração de EmpresasRAE-Revista de Administração de Empresas2021-12-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdftext/xmlhttps://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/8510310.1590/S0034-759020220203RAE - Revista de Administracao de Empresas ; Vol. 62 No. 2 (2022): March-April; 1-17RAE - Revista de Administração de Empresas; Vol. 62 Núm. 2 (2022): março-abril; 1-17RAE-Revista de Administração de Empresas; v. 62 n. 2 (2022): março-abril; 1-172178-938X0034-7590reponame:Revista de Administração de Empresasinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/85103/80423https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/85103/80424https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/85103/80853Copyright (c) 2021 RAE-Revista de Administração de Empresasinfo:eu-repo/semantics/openAccess Ianatoni Camargo, ThiagoMaranhão de Souza-Leão, André Luiz Melo Moura, Bruno 2022-09-21T17:49:50Zoai:bibliotecadigital.fgv.br:article/85103Revistahttps://rae.fgv.br/raeONGhttps://old.scielo.br/oai/scielo-oai.phprae@fgv.br||ilda.fontes@fgv.br||raeredacao@fgv.br2178-938X0034-7590opendoar:2022-09-21T17:49:50Revista de Administração de Empresas - Fundação Getulio Vargas (FGV)false
dc.title.none.fl_str_mv Fans’ (esth)et(h)ics elaboration: Poaching as true love practice
Elaboración est(ética) de fanes: Poaching como verdadero amor
Elaboração (est)ética de fãs: Poaching como prática de verdadeiro amor
title Fans’ (esth)et(h)ics elaboration: Poaching as true love practice
spellingShingle Fans’ (esth)et(h)ics elaboration: Poaching as true love practice
Ianatoni Camargo, Thiago
Game of Thrones, subjectivity, genealogy, Foucault, Consumer Culture Theory.
Game of Thrones, subjetividad, genealogía, Foucault, Consumer Culture Theory.
Game of Thrones, subjetividade, genealogia, Foucault, Consumer Culture Theory.
title_short Fans’ (esth)et(h)ics elaboration: Poaching as true love practice
title_full Fans’ (esth)et(h)ics elaboration: Poaching as true love practice
title_fullStr Fans’ (esth)et(h)ics elaboration: Poaching as true love practice
title_full_unstemmed Fans’ (esth)et(h)ics elaboration: Poaching as true love practice
title_sort Fans’ (esth)et(h)ics elaboration: Poaching as true love practice
author Ianatoni Camargo, Thiago
author_facet Ianatoni Camargo, Thiago
Maranhão de Souza-Leão, André Luiz
Melo Moura, Bruno
author_role author
author2 Maranhão de Souza-Leão, André Luiz
Melo Moura, Bruno
author2_role author
author
dc.contributor.author.fl_str_mv Ianatoni Camargo, Thiago
Maranhão de Souza-Leão, André Luiz
Melo Moura, Bruno
dc.subject.por.fl_str_mv Game of Thrones, subjectivity, genealogy, Foucault, Consumer Culture Theory.
Game of Thrones, subjetividad, genealogía, Foucault, Consumer Culture Theory.
Game of Thrones, subjetividade, genealogia, Foucault, Consumer Culture Theory.
topic Game of Thrones, subjectivity, genealogy, Foucault, Consumer Culture Theory.
Game of Thrones, subjetividad, genealogía, Foucault, Consumer Culture Theory.
Game of Thrones, subjetividade, genealogia, Foucault, Consumer Culture Theory.
description The current study takes the subculture of fans as being the core of productive consumers, and assumes consumption to be asubjectivation practice based on Foucault's theory, which defines subjectivity as the result of an ethical and aesthetic elaborationprocess. The aim of this study is to analyze how fans elaborate fannish (est)et(h)ics by positioning themselves about mediaproducts during their interactions. In order to do so, the main fan community of the TV series “Game of Thrones” (GoT), a majormedia phenomenon, was analyzed. The genealogy of the subject was the method adopted for analyzing fans’ comments aboutthe saga. Results pointed towards two subject-forms, namely likers and guardians. They are based on moral stylizations thatmodulate fans’ relationships with media products through a single ethics, which was interpreted as poaching the differentpleasures that arise from consumption. The study’s suggestion is that this process reveals what Foucault calls true love, whichcorresponds to the completeness of self in its relationship with the other.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-20
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dc.identifier.uri.fl_str_mv https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/85103
10.1590/S0034-759020220203
url https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/85103
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https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/85103/80853
dc.rights.driver.fl_str_mv Copyright (c) 2021 RAE-Revista de Administração de Empresas
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 RAE-Revista de Administração de Empresas
eu_rights_str_mv openAccess
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dc.publisher.none.fl_str_mv RAE - Revista de Administracao de Empresas
RAE - Revista de Administração de Empresas
RAE-Revista de Administração de Empresas
publisher.none.fl_str_mv RAE - Revista de Administracao de Empresas
RAE - Revista de Administração de Empresas
RAE-Revista de Administração de Empresas
dc.source.none.fl_str_mv RAE - Revista de Administracao de Empresas ; Vol. 62 No. 2 (2022): March-April; 1-17
RAE - Revista de Administração de Empresas; Vol. 62 Núm. 2 (2022): março-abril; 1-17
RAE-Revista de Administração de Empresas; v. 62 n. 2 (2022): março-abril; 1-17
2178-938X
0034-7590
reponame:Revista de Administração de Empresas
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collection Revista de Administração de Empresas
repository.name.fl_str_mv Revista de Administração de Empresas - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv rae@fgv.br||ilda.fontes@fgv.br||raeredacao@fgv.br
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