We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Who is the Biggest Gleek?
- Authors
Wee, Valerie
- Abstract
This article considers how the different components of the GLEE franchise reveal one media company's attempts to attract the valuable youth demographic amid shifting media and technological terrain, and the evolving entertainment demands and emerging new behaviors of young consumers in the digital age. Specifically, I illustrate how 20th Century-Fox and Ryan Murphy Productions' successful promotional strategy for the GLEE television series -- an online contest to discover "the biggest GLEEk" (i.e. GLEE'S most committed fan who was devoted to everything GLEE-related, and dedicated to promoting and converting others into fellow fans) -- would eventually shape the form and content of a wider range of GLEE spin-offs, including GLEE: THE 3D CONCERT MOVIE. In examining these developments, the article explores how this campaign and the conventions of the concert picture were reworked so as to appeal to an audience demanding acknowledgement, engagement, and involvement. This investigation further reveals how these profit-oriented interests in cultivating and exploiting fan labor is blended with (and camouflaged by) a discourse emphasizing humanist values of inclusion, acceptance, and respect for self and others.
- Subjects
GLEE (TV program); DIGITAL media; TWENTIETH Century Fox Television Inc.; MARKETING strategy; DIGITAL technology
- Publication
Iluminace, 2015, Vol 27, Issue 1, p63
- ISSN
0862-397X
- Publication type
Article