Superfandom: How Our Obsessions are Changing What We Buy and Who We Are

W. W. Norton & Company
2
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An in-depth look at the influence of fans—society’s alpha consumers—on our lives and culture.

As fandom sheds its longtime stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given organizations—from traditional businesses to tech startups—direct, real-time access to their most devoted consumers, and it’s easy to forget that this access flows both ways. This is the new “fandom-based economy”: a convergence of brand owner and brand consumer. Fan pressures hold more clout than ever before as audiences demand a say in shaping the future of the things they love.

In Superfandom, Zoe Fraade-Blanar and Aaron M. Glazer explain this new era of symbiosis. For producers, it can mean a golden opportunity: brands such as Polaroid and Surge, preserved by the passion of a handful of nostalgic fans, can now count on an articulate, creative, and, above all, loyal audience. Yet, the new economy has its own risks—it’s also easier than ever for companies to lose their audience’s trust, as Valve did when it tried to introduce a paid mod system for its Skyrim video game.

Examining key cases that span a wide range of consumer markets, Fraade-Blanar and Glazer explain why some kinds of engagement with fans succeed and some backfire. Throughout, the authors probe fandom’s history, sociology, and psychology. From the nineteenth-century American Alice Drake, who bribed her way into the houses of her favorite European composers, to Hatsune Miku, the Japanese virtual celebrity whose songs are composed entirely by fans, the dynamics of fandom—the activities we perform to show we belong to a group of people with common interests—may be as old as culture itself.

For groupies of financier Warren Buffet and enthusiasts of Cards Against Humanity alike, the consumer relationship has been transformed. Superfandom is an essential guide for those who care about, contribute to, and live in our rapidly expanding fan-driven economy.

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About the author

Zoe Fraade-Blanar is a faculty member of New York University’s Interactive Telecommunications Program (ITP) and NYU Journalism. She is a cofounder and the CCO of the crowdsourced toy company Squishable.

Aaron M. Glazer is a cofounder and the CEO of Squishable. Previously, he worked as a consultant and journalist.

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Additional Information

Publisher
W. W. Norton & Company
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Published on
Mar 21, 2017
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Pages
288
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ISBN
9780393249965
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Features
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Language
English
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Genres
Business & Economics / Consumer Behavior
Business & Economics / Customer Relations
Business & Economics / Marketing / General
Social Science / Popular Culture
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Content Protection
This content is DRM protected.
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Available on Android devices
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Jonah Berger
New York Times bestseller

What makes things popular?

If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
W. Chan Kim
The global phenomenon that has sold 3.6 million copies, is published in a record-breaking 44 languages and is a bestseller across five continents—now updated and expanded with new content

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