<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism.Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.
 
</p>
</abstract>

Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism.Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.

Participatory Culture: From Co-Creating Brand Meaning to Changing the World

Provost’s Professor of Communication, Journalism, and Cinematic Arts University of Southern California, Los Angeles, USA

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Participatory Culture: From Co-Creating Brand Meaning to Changing the World"}

Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse...

Participatory Culture: From Co-Creating Brand Meaning to Changing the World

Data publikacji: 04 lis 2014

Zakres stron: 34 - 39

DOI: https://doi.org/10.2478/gfkmir-2014-0096

Słowa kluczowe
Fan Communities, Activism, Culture Jamming, Cultural Acupuncture, Branding, Social Brand Engagement

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Participatory Culture: From Co-Creating Brand Meaning to Changing the World

Data publikacji: 04 lis 2014

Zakres stron: 34 - 39

DOI: https://doi.org/10.2478/gfkmir-2014-0096

Słowa kluczoweFan Communities, Activism, Culture Jamming, Cultural Acupuncture, Branding, Social Brand Engagement

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Słowa kluczowe
Fan Communities, Activism, Culture Jamming, Cultural Acupuncture, Branding, Social Brand Engagement