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Harry Potter, the wizard who was worth $25 billion thanks to continuous products releases, a
strong brand community and a bit of magic. This thesis analyses the case of the Harry Potter brand
community by segmenting it between two generations.
Literature defines brand communities with three markers: shared consciousness, rituals and
meanings and moral responsibility (Muniz & O’Guinn, 2001). In addition to that, Burgess and Jones
(2018) characterize the media fandoms as an emotional attached version of brand communities.
Chaney et al. (2007) teach that generation Y and Z have a need for constant change. What does the HP
community to retain and attract new members?
In this thesis, I use a qualitative method, conducting exploratory interviews to determine the
motives of each generation to enter and stay inside the community. The two generations were chosen
because they differentiate on the factor of growing up with the saga or not.
My results show the younger generation as more materialistic and a heavier consumer of
merchandising. While Millennials associate the community and the brand to memories, with a more
emotional dimension.
The findings lead to think that brands need to be able to renew themselves due to the need
for change of both generations and to the Gen-Zers’ involvement in many BCs. The brands also need
to be careful and keep up with the expectations of the original fans.
My hope for this thesis is that whoever is brought to read it, will want to (re-)discover Harry
Potter afterwards.

brand community --- media fandom --- Harry Potter --- Millennials --- generation Z --- Sciences économiques & de gestion > Marketing

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Dass die Welt von Zauberlehrling Harry Potter magisch, bunt, schillernd und manchmal gefährlich oder unberechenbar ist, weiß wohl jeder - aber ist sie auch queer? Ist Harry Potter etwa schwul? Vera Cuntz-Leng beleuchtet die Harry Potter-Saga mit besonderem Fokus auf den acht Blockbuster-Verfilmungen sowohl aus queertheoretischer Sicht als auch aus Perspektive der im Internet millionenfach verbreiteten homoerotischen Fanliteratur zur Fantasyreihe. Beide Blickwinkel - Wissenschaft und Fandom - kommen in einen fruchtbaren Dialog miteinander, der auch die queeren Qualitäten und Potenziale des Fantasygenres insgesamt aufzeigt. »Die vorliegende Monographie ist weit mehr als eine weitere Analyse eines populärkulturellen Phänomens, sondern vielmehr ein Handbuch zum Thema Fan Studies, Queer Studies und Fantastikforschung, das für alle, die sich auch nur für eines der drei Felder interessieren, einen großen wissenschaftlichen Mehrwert zu bieten und seinen Platz im Bücherregal [...] mehr als verdient hat.« Maria Verena Peters, MEDIENwissenschaft, 4 (2016) »Mit der Verzahnung von queertheoretischer Relektüre und der Analyse queerer Fanpraxis gelingt es der Autorin herauszustellen, weshalb sich die Septalogie herausragender Beliebtheit bei queerer Harry-Potter-Fan-Art erfreut. Sie erweitert dadurch nicht nur den Blickwinkel auf das Phänomen Harry Potter [...]. Sie trägt damit auch zur Verwissenschaftlichung des Subgenres Fantasy bei und dem mangelnden Interesse der Queer Theory am popkulturellen Phänomen des Fandom Rechnung.« Marcus Felix, www.querelles.net, 17/54 (2016) »Für Potter-Liebhaber/innen sicherlich eine interessante Lektüre.« Hans Helmut Prinzler, www.hhprinzler.de, 28.01.2016

Film; Fantasy; Harry Potter; Gender; Fandom; Geschlecht; Queer Theory; Medienästhetik; Anglistik; Medienwissenschaft; Media Aesthetics; British Studies; Media Studies; --- British Studies. --- Fandom. --- Fantasy. --- Gender. --- Harry Potter. --- Media Aesthetics. --- Media Studies. --- Queer Theory.

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Fanvids, or vids, are short videos created in media fandom. Made from television and film sources, they are neither television episodes nor films; they resemble music videos but are non-commercial fanworks that construct creative and critical analyses of existing media. The creators of fanvids-called vidders-are predominantly women, whose vids prompt questions about media historiography and pleasures taken from screen media. Vids remake narratives for an attentive fan audience, who watch with a deep knowledge of the source text(s), or an interest in the vid form itself. Fanvids: Television, Women, and Home Media Re-Use draws on four decades of vids, produced on videotape and digitally, to argue that the vid form's creation and reception reveals a mode of engaged spectatorship that counters academic histories of media audiences and technologies. Vids offer an answer to the prevalent questions: What happens to television after it's been aired? How and by whom is it used and shared? Is it still television?

Fan films. --- Television programs. --- Amateur films --- Programs, Television --- Shows, Television --- Television shows --- TV shows --- Television broadcasting --- Electronic program guides (Television) --- Television scripts --- Television, fandom, fanvids, history, women.

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This is the first book to apply the concept of ‘contents tourism’ in a global context and to establish an international and interdisciplinary framework for contents tourism research. The term ‘contents tourism’ gained official recognition in Japan when it was defined by the Japanese government in 2005, and it has been characterised as ‘travel behaviour motivated fully or partially by narratives, characters, locations, and other creative elements of popular culture forms including film, television dramas, manga, anime, novels and computer games’. The book builds on previous research from Japan and explores three main themes of contents tourism: ‘the Contentsization of Literary Worlds’, ‘Tourist Behaviours at “Sacred Sites” of Contents Tourism’ and ‘Contents Tourism as Pilgrimage’ and draws together these key themes to propose a set of policy implications for achieving successful and sustainable contents tourism in the 21st century.

Heritage tourism --- Popular culture --- Historic sites --- Sacred space --- Popular culture. --- Tourism. --- Contents tourism --- contents tourism. --- fandom. --- media. --- pilgrimage. --- pop culture. --- popular culture and tourism. --- tourist behaviour. --- tourist experience.

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Though these days, our celebrity culture tends to revolve around movie stars and pop musicians, there have been plenty of celebrity authors over the years and around the world. This volume brings together a number of contributors to look at how and why certain writers have attained celebrity throughout history. How were their images as celebrities constructed by themselves and in complicity with their fans? And how did that process and its effects differ from country to country and era to era?

Philosophy and psychology of culture --- Literature: authors --- Écrivains --- Célébrités --- Littérature anglaise --- Culture populaire --- Histoire --- Histoire et critique --- Histoire. --- Histoire et critique. --- Authorship --- Fame --- Celebrity --- Renown --- Glory --- Authoring (Authorship) --- Writing (Authorship) --- Literature --- Social aspects --- History. --- literary celebrity, self-fashioning, comparative literature, fandom, afterlife.