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Fandom and Social Media Marketing Lo...

DeMeo, Elizabeth.

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Fandom and Social Media Marketing Looking at "Doctor Who" Tumblr Engagement Through the Lens of Participatory Culture.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Fandom and Social Media Marketing Looking at "Doctor Who" Tumblr Engagement Through the Lens of Participatory Culture./
Author:	DeMeo, Elizabeth.
Description:	91 p.
Notes:	Source: Masters Abstracts International, Volume: 55-05.
Contained By:	Masters Abstracts International55-05(E).
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10111225
ISBN:	9781339744353

Fandom and Social Media Marketing Looking at "Doctor Who" Tumblr Engagement Through the Lens of Participatory Culture.
DeMeo, Elizabeth.

Fandom and Social Media Marketing Looking at "Doctor Who" Tumblr Engagement Through the Lens of Participatory Culture. - 91 p.

Source: Masters Abstracts International, Volume: 55-05.

Thesis (M.A.)--Liberty University, 2016.

In social media marketing, the most important aspect that brands and companies try to reach for is engagement with their audience. Today's audience is no longer filled with passive consumers, but active participants. Nowhere is this more obvious than with fans of entertainment television. When television fans go on social media, they look to actively discuss, share content, and engage with other fans of the show. In the realm of entertainment television and social media marketing, the Doctor Who Tumblr has both a strong presence and an engaged audience. In 2013, the Tumblr page won a Shorty Award for its coverage of the Doctor Who 50th Anniversary, which broke records for Tumblr engagement for a televised event, surpassing both the SuperBowl and MTV Video Music Awards. How was this possible? This paper endeavors to answer that question, using the idea of participatory culture as a lens for examining Tumblr engagement on the 50th Anniversary of Doctor Who. What did the social media managers do to engage their audience and why was it effective? This study includes both a survey measuring individuals' attitudes toward social media and entertainment television, and a quantitative and qualitative study of the Doctor Who Tumblr page on the day of the 50th anniversary.

ISBN: 9781339744353Subjects--Topical Terms:

2144804
Mass communication.

Fandom and Social Media Marketing Looking at "Doctor Who" Tumblr Engagement Through the Lens of Participatory Culture.
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500 $a Adviser: Carey Martin.
502 $a Thesis (M.A.)--Liberty University, 2016.
520 $a In social media marketing, the most important aspect that brands and companies try to reach for is engagement with their audience. Today's audience is no longer filled with passive consumers, but active participants. Nowhere is this more obvious than with fans of entertainment television. When television fans go on social media, they look to actively discuss, share content, and engage with other fans of the show. In the realm of entertainment television and social media marketing, the Doctor Who Tumblr has both a strong presence and an engaged audience. In 2013, the Tumblr page won a Shorty Award for its coverage of the Doctor Who 50th Anniversary, which broke records for Tumblr engagement for a televised event, surpassing both the SuperBowl and MTV Video Music Awards. How was this possible? This paper endeavors to answer that question, using the idea of participatory culture as a lens for examining Tumblr engagement on the 50th Anniversary of Doctor Who. What did the social media managers do to engage their audience and why was it effective? This study includes both a survey measuring individuals' attitudes toward social media and entertainment television, and a quantitative and qualitative study of the Doctor Who Tumblr page on the day of the 50th anniversary.
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