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Managing Collective Effervescence: 'Zomsumption’ and Postemotional Fandom

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Managing Collective Effervescence : 'Zomsumption’ and Postemotional Fandom. / Cronin, James Martin; Cocker, Hayley Louise.

In: Marketing Theory, Vol. 19, No. 3, 01.09.2019, p. 281-299.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

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@article{0b5dfa4a81b64525a6fdac1ab9cb916a,
title = "Managing Collective Effervescence: 'Zomsumption{\textquoteright} and Postemotional Fandom",
abstract = "Based on an analysis of the YouTuber-fan community, we theorise the “living dead” nature of collective effervescence under postemotional conditions. We introduce the concept of zomsumption whereby “dead” emotions are carefully synthesised, governed, and presented as “living” throughout the communal consumption of a totem. Here, we explore fans{\textquoteright} efforts to ensure the stability and longevity of their community through the lifelessness of their emotional behaviour. By forfeiting genuine and unfiltered emotions in favour of their rationalisation and governance, fans access the illusory potential for more manageable forms of sociability and totemic worship. This outlook prompts us to reconsider the nature of the relationship between consumption communities and dominant structures of feeling. We suggest that consumption communities should not be presumed liberatory retreats from such structures as, contrarily, some may function as microcosms for reflecting and even incubating the wider postemotional order.",
keywords = "Postemotionalism, YouTube, Fandom, Community, Zombie, Collective effervescence",
author = "Cronin, {James Martin} and Cocker, {Hayley Louise}",
note = "The final, definitive version of this article will be published in the Journal, Marketing Theory, 2018, {\textcopyright} SAGE Publications Ltd, 2018 by SAGE Publications Ltd at http://journals.sagepub.com/loi/mtq",
year = "2019",
month = sep,
day = "1",
doi = "10.1177/1470593118787589",
language = "English",
volume = "19",
pages = "281--299",
journal = "Marketing Theory",
issn = "1470-5931",
publisher = "SAGE Publications Ltd",
number = "3",

}

RIS

TY - JOUR

T1 - Managing Collective Effervescence

T2 - 'Zomsumption’ and Postemotional Fandom

AU - Cronin, James Martin

AU - Cocker, Hayley Louise

N1 - The final, definitive version of this article will be published in the Journal, Marketing Theory, 2018, © SAGE Publications Ltd, 2018 by SAGE Publications Ltd at http://journals.sagepub.com/loi/mtq

PY - 2019/9/1

Y1 - 2019/9/1

N2 - Based on an analysis of the YouTuber-fan community, we theorise the “living dead” nature of collective effervescence under postemotional conditions. We introduce the concept of zomsumption whereby “dead” emotions are carefully synthesised, governed, and presented as “living” throughout the communal consumption of a totem. Here, we explore fans’ efforts to ensure the stability and longevity of their community through the lifelessness of their emotional behaviour. By forfeiting genuine and unfiltered emotions in favour of their rationalisation and governance, fans access the illusory potential for more manageable forms of sociability and totemic worship. This outlook prompts us to reconsider the nature of the relationship between consumption communities and dominant structures of feeling. We suggest that consumption communities should not be presumed liberatory retreats from such structures as, contrarily, some may function as microcosms for reflecting and even incubating the wider postemotional order.

AB - Based on an analysis of the YouTuber-fan community, we theorise the “living dead” nature of collective effervescence under postemotional conditions. We introduce the concept of zomsumption whereby “dead” emotions are carefully synthesised, governed, and presented as “living” throughout the communal consumption of a totem. Here, we explore fans’ efforts to ensure the stability and longevity of their community through the lifelessness of their emotional behaviour. By forfeiting genuine and unfiltered emotions in favour of their rationalisation and governance, fans access the illusory potential for more manageable forms of sociability and totemic worship. This outlook prompts us to reconsider the nature of the relationship between consumption communities and dominant structures of feeling. We suggest that consumption communities should not be presumed liberatory retreats from such structures as, contrarily, some may function as microcosms for reflecting and even incubating the wider postemotional order.

KW - Postemotionalism

KW - YouTube

KW - Fandom

KW - Community

KW - Zombie

KW - Collective effervescence

U2 - 10.1177/1470593118787589

DO - 10.1177/1470593118787589

M3 - Journal article

VL - 19

SP - 281

EP - 299

JO - Marketing Theory

JF - Marketing Theory

SN - 1470-5931

IS - 3

ER -