Mad Men, Twittertainment and Fandom in the Transmedia Era
Keywords:
fan behavior, Mad Men, Twittertainment, social networking, transmedia, marketingAbstract
This article attempts to examine, using as reference the American television drama series Mad Men, the behavior of TV fans in the current transmedia environment. Having at their disposal an unprecedented technological apparatus, fans today have the power to build (and immerge in) shared imaginary universes, interacting with fictional characters on social networks, creating new forms of fan fiction and reinventing themselves through avatars. Thus it becomes essential to evaluate these cultural changes, as well as their impact on the marketing strategies of content producers.Downloads
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