Of proprietors and poachers: fandom as negotiated brand ownership

Crisp, Virginia, Hickman, Jon, Janes, Stephanie and McCulloch, Richard (2013) Of proprietors and poachers: fandom as negotiated brand ownership. Participations: Journal of Audience and Reception Studies, 10 (1) . pp. 319-328. ISSN 1749-8716 [Article]


The concept of textual poaching positions fans as active audiences who borrow from, embellish and remix textual materials as part of their consumption. However, this potentially invasive behaviour is often at odds with the rights and demands of intellectual property holders. Through case studies of alternate reality games, filesharing networks, Twitter hashtags, and football (soccer) fandom, this forum article brings together four scholars to discuss the inherent tension between brands and fannish consumer practices. In particular, the authors focus on the interplay of power and control between the two parties, debating the extent to which fandom might be considered a negotiated form of brand ownership.

Item Type: Article
Research Areas: A. > School of Media and Performing Arts
Item ID: 9967
Useful Links:
Depositing User: Virginia Crisp
Date Deposited: 05 Mar 2013 11:12
Last Modified: 21 Sep 2018 13:16
URI: https://eprints.mdx.ac.uk/id/eprint/9967

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