Kako online zajednice popularne kulture postaju offline inicijative: studija slučaja Marvel Universa

master's thesis

• Title (english): The Offline Revival of Online Popular Culture Communities: a Case Study of the Marvel Universe
• Author: Maria Drandić
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Ivo Žanić (član povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2018-02-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Online društvene platforme omogućile su stvaranje snažnih zajednica okupljenih oko pop kulturoloških sadržaja. Cilj je ovog rada bio kroz Marvelov slučaj, povlačenjem paralela s dosadašnjim za temu relevantnim spoznajama, istražiti dinamiku online i offline aspekta fandoma kroz koncepte kolektivnog identiteta i virtualne zajednice. Na slučaju je prikazan način na koji je fandom zaživio kao mjesto stvaranja zajedničkog iskustva i ostvarivanja kolektivnog identiteta koji potiče i djeluje u suodnosu s realnim svijetom. Sudjelovanjem u stvaranju sadržaja, izražavanjem mišljenja, kritike, kreativnosti te online/offline interakcijom fanovi ostvaruju i učvršćuju kolektivni identitet fandoma. Online mediji su Marvelovim fanovima pružili platformu putem koje će se povezati i izraziti zajednički interes, osnažujući povezanost fanova unutar zajednice te sa samim brendom, što naposljetku rezultira poticajem na offline inicijativu. Stoga online zajednica fandoma predstavljaju izvor osjećaja kolektiva i zajedništva te ne isključuju nužno onu offline, već djeluju u suodnosu, nadopunjavajući jedna drugu.

Abstract (english)

Online social platforms enable the creation of powerful communities gathered around pop culture content. The main goal of this thesis was to analyze, by sketching the case of Marvel Universe and pulling parallels with relevant findings, the dynamics of the online and offline aspects of fandoms through the concepts of collective identity and virtual communities. Through this case it is shown how the fandom became the place to create common experience and achieve a collective identity that encourages and works in relation to the real world. By participating in creating content, expressing opinions, criticism, creativity, and online / offline interaction, fans achieve and strengthen the collective identity of the fandom. Online media provided Marvel fans with a platform that enables them to connect and express common interest, empowering the connectivity of fans within the community and the brand itself, which ultimately results as a stimulus for offline initiative. Therefore, the online community of fandom offers a source of collective feeling and unity, and doesn’t necessarily exclude the offline community, but rather complements it and function in relation to one another.

• Keywords: online društvene plaforme; fandom; Marvel; popularna kultura; offline inicijativa; kolektivni identitet; virtualna zajednica
• Keywords (english): online social platforms; fandom; Marvel; popular culture; offline initiative; collective identity; virtual community
• Language: croatian
• URN:NBN: urn:nbn:hr:114:139595
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2018-05-21 11:08:34