GOVERNED ON THEIR OWN TERMS: FANS’ PROSUMPTION OF AVENGERS ENDGAME MEDIA PARATEXTS

Moura, Bruno Melo; Souza-Leão, André Luiz Maranhão de

doi:10.1590/S0034-759020240204

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ARTICLES • Rev. adm. empres. 64 (2) • 2024 • https://doi.org/10.1590/S0034-759020240204 copy

GOVERNED ON THEIR OWN TERMS: FANS’ PROSUMPTION OF AVENGERS ENDGAME MEDIA PARATEXTS

Gobernados en sus propios términos: Prosumo de los fanes hacia los paratextos mediáticos de Avengers: Endgame

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

Based on the Foucauldian framework, this research aims to analyze how fans’ prosumption of media products’ paratext reveals consumers’ governmentality. The Netnographic Foucauldian Genealogy was adopted to analyze the fans’ interaction with media paratexts of the movie Avengers: Endgame. Results show that fans’ opinions ranged from acknowledging the quality of paratexts to feeling disappointed with them. Thus, it is possible to state that fans allow themselves to be governed by the entertainment industry to safeguard their fan condition.

Keywords:
governmentality; prosumption; media paratexts; fan studies; genealogy of power

Power operators’ criteria
Differentiation systems	Comprised by alterities between forms of conduct that reveal how power forces are produced on top of each other within synergistic relationships. They show which exercises of power conduct the actions of others (e.g., linguistic or cultural differences, legal systems, economic conditions).
Types of objectives	Evidence the convergence of interests between forms of conduct by taking into consideration that each of them presents specific purposes associated with the exercise of power. They allow analyzing the motivation behind the actions of some individuals over others and are evidenced as a means for maintaining social positions (e.g., privileges or status, exercising a profession, accumulating capital).
Instrumental modalities	Correspond to power technologies used for governing purposes practiced through exercises of power. They are the instruments that make governing possible (e.g., word effects, surveillance systems, control rules).
Institutionalization forms	Establish how institutional structures - be them simple or complex, open or closed, and so on - and contextual aspects (i.e., knowledge, norms) ground power relationships.
Degrees of rationalization	Correspond to the ways power relations operate. They concern identifying better approaches to enable the exercise of power, the intensity of power instruments’ effectiveness, the likelihood of obtaining certain results and the efforts involved in it, and so on.

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