This article analyzes the relationship between the central role of fashion brands in high quality TV series and the increasing ability of the audience to acquire such branded items, both materially and/or symbolically, on the web. Viewers’ desires to connect and interact with media content takes advantage of brand recognition, which is facilitated both by its online searchability and by technologies that let viewers constantly engage in fandom activities, such as detection, searching and acquisition.
This article analyzes the relationship between the central role of fashion brands in high quality TV series and the increasing ability of the audience to acquire such branded items, both materially and/or symbolically, on the web. Viewers’ desires to connect and interact with media content takes advantage of brand recognition, which is facilitated both by its online searchability and by technologies that let viewers constantly engage in fandom activities, such as detection, searching and acquisition.
Fashion Brand Searchability: From TV Series to Audience Online Interaction / Ando', Romana. - STAMPA. - 1(2017), pp. 508-519.
Fashion Brand Searchability: From TV Series to Audience Online Interaction
Romana Ando'
2017
Abstract
This article analyzes the relationship between the central role of fashion brands in high quality TV series and the increasing ability of the audience to acquire such branded items, both materially and/or symbolically, on the web. Viewers’ desires to connect and interact with media content takes advantage of brand recognition, which is facilitated both by its online searchability and by technologies that let viewers constantly engage in fandom activities, such as detection, searching and acquisition.| File | Dimensione | Formato | |
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