The Institutional Fan-Made Paratext: the Case of the Van Der Memes

Brembilla, Paola (2013) The Institutional Fan-Made Paratext: the Case of the Van Der Memes. DOI 10.6092/unibo/amsacta/4316. In: MM2013. Ephemeral Media. Time, Persistence and Transience in Contemporary Screen Culture. A cura di: Pesce, Sara. Bologna: Alma Mater Studiorum Università di Bologna. Dipartimento delle Arti. Sezione Cinema, pp. 1-7. In: Media Mutations. Convegno internazionale di studi sull'audiovisivo A cura di: Pescatore , Guglielmo. ISSN 2239-5490.
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Abstract

This paper discusses the case of the Van Der Memes, internet memes based on close-ups of actor James Van Der Beek emoting feelings which, born as user-generated content (UGC), end up working as marketing tools for a rebranding campaign of the actor. Framing the case study into the complexity of contemporary mediascape, a digital environment where corporate branding strategies progress alongside remix culture, the analysis will unfold along two main directions: on the one hand, we will see how the same content undertakes constant reworks and repurposes, as the duration and circulation of the media objects involved gets inevitably altered. On the other, we shall see how the case of the Van Der Memes calls into question the conflict between bottom/up and top/down productions, as it exemplifies a profitable relation between the notoriously unruly world of UGC and the institutional environment of television industry.

Abstract
Document type
Book Section
Creators
CreatorsAffiliationORCID
Brembilla, Paola
Keywords
Memes, Spreadability, User-Generated Content, Branding
Subjects
ISSN
2239-5490
DOI
Deposit date
27 Jul 2015 13:43
Last modified
28 Oct 2015 15:16
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