HIPSTERS VERSUS POSERS: FANNISH SPLIT IN THE INDIE MUSIC WORLD

• Autor(a) principal: CAVALCANTI,RODRIGO C. T.
• Data de Publicação: 2021
• Outros Autores: SOUZA-LEÃO,ANDRÉ L. M., MOURA,BRUNO M.
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: RAM. Revista de Administração Mackenzie
• Texto Completo: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712021000300302
• topic: Fans; Indie Music; Subjectivity; Parrhesia; Netnography

ABSTRACT Purpose: Web 2.0 technologies have enhanced relational dynamics in fan communities. Indie music fans significantly identify themselves with the genre and participate in these communities within a music industry reinvention scenario. Based on the Foucauldian perspective, by sharing knowledge about media products, fans manifest truths capable of expressing subjectivities - parrhesia, a way of mutually affecting different truths. Thus, the aim of the present study is to analyze how parrhesia is operated in interactions among indie music fans. Originality/value: The present research expands an important theoretical-investigative path in the consumer culture theory (CCT) field by adopting Michel Foucault’s later theoretical cycle, which addresses the construction of subjectivities. Design/methodology/approach: Netnography of interactions among indie music fans was carried out in one of the largest online discussion forums on the topic. Findings: Heated discussions observed in the investigated community often create a split that shows a dispute focused on defining what being an indie music fan means. Based on disruptive parrhesia anchored in moral backgrounds associated with erudition and collectivism versus hedonism and individuality, self-declared true fans and those who seek fun establish alter-subjectivities as hipsters and posers.