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Television Sharknados and Twitter Storms: Cult Film Fan Practices in the Age of Social Media Branding

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thesis
posted on 2023-09-26, 23:56 authored by Hay, Stephen

This thesis examines the Syfy channel’s broadcast of the television movie Sharknado and the large number of tweets that were sent about it. Sharknado’s audience engaged in cult film viewing practices that can be understood using paracinema theory. Paracinema engagement with cult films has traditionally taken place in midnight screenings in independent movie theatres and private homes. Syfy’s audience was able to engage in paracinematic activity that included making jokes about Sharknado’s low quality of production and interacting with others who were doing the same through the affordances of Twitter. In an age where branding has become increasingly important, Syfy clearly benefited from all the fan activity around its programming. Critical branding theory argues that the value generated by a business’s brand comes from the labour of consumers. Brand management is mostly about encouraging and managing consumer labour. The online shift of fan practices has created new opportunities for brand managers to subsume the activities of consumers. Cult film audience practices often have an emphasis on creatively and collectively engaging in rituals and activities around a text. These are the precise qualities that brands require from their consumers. Sharknado was produced and marketed by Syfy to invoke the cult film subculture as part of Syfy’s branding strategy. This strategy can be understood using the theory of biopolitical marketing. Biopolitical marketing creates brands by encouraging and managing consumer activity on social media. Instead of simply promoting itself, a brand becomes an online platform through which consumers can engage. An active consumer base raises a brand’s profile and puts forward the image of happy, loyal customers. An equally important advantage of biopolitical marketing is that it can mask the marketing aspect of branding. Consumers who are cynical towards marketers may be less defensive towards a group of fellow consumers enjoying a product online. Developing a consumer community around a business where every consumer interaction enhances the brand and there is no semblance of marketer involvement is the end goal of biopolitical marketing. The subculture around cult films not only has brand-friendly practices, but is also positioned as being rebellious, a quality that can be particularly valuable in trying to mask the presence of marketing.

History

Copyright Date

2016-01-01

Date of Award

2016-01-01

Publisher

Te Herenga Waka—Victoria University of Wellington

Rights License

CC BY-NC-ND 4.0

Degree Discipline

Media Studies

Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level

Masters

Degree Name

Master of Arts

ANZSRC Type Of Activity code

1 PURE BASIC RESEARCH

Victoria University of Wellington Item Type

Awarded Research Masters Thesis

Language

en_NZ

Victoria University of Wellington School

School of English, Film, Theatre and Media Studies

Advisors

de Bruin, Joost; Kuehn, Kathleen