FANS’ (ESTH)ET(H)ICS ELABORATION: POACHING AS TRUE LOVE PRACTICE

Camargo, Thiago Ianatoni; Souza-Leão, André Luiz Maranhão de; Moura, Bruno Melo

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ARTICLES • Rev. adm. empres. 62 (02) • 2022 • https://doi.org/10.1590/S0034-759020220203 copy

FANS’ (ESTH)ET(H)ICS ELABORATION: POACHING AS TRUE LOVE PRACTICE

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

The current study takes the subculture of fans as being the core of productive consumers, and assumes consumption to be a subjectivation practice based on Foucault's theory, which defines subjectivity as the result of an ethical and aesthetic elaboration process. The aim of this study is to analyze how fans elaborate fannish (est)et(h)ics by positioning themselves about media products during their interactions. In order to do so, the main fan community of the TV series “Game of Thrones” (GoT), a major media phenomenon, was analyzed. The genealogy of the subject was the method adopted for analyzing fans’ comments about the saga. Results pointed towards two subject-forms, namely likers and guardians. They are based on moral stylizations that modulate fans’ relationships with media products through a single ethics, which was interpreted as poaching the different pleasures that arise from consumption. The study’s suggestion is that this process reveals what Foucault calls true love, which corresponds to the completeness of self in its relationship with the other.

KEYWORDS:
Game of Thrones; subjectivity; genealogy; Foucault; Consumer Culture Theory

Category	Definition
Ethical substance	Refers to the way individuals must constitute part of themselves as the main subject of their moral conduct. It can be achieved by mastering their desires, respecting the prohibitions and obligations in their own actions, as well as through the continuity and reciprocity of feelings experienced in relation to others.
Subjection Modes	Refers to the way individuals relate to moral rules and acknowledge themselves as obligated to put them into practice. It can take place through individuals’ adherence or submission to certain principles and behaviors of the groups or communities they are part of, through the understanding that they belong to a certain tradition that must be preserved and/or revived, and through their response to appeals (esthetic) shaping their personal life.
Ethical work elaboration	Refers to the activity performed on oneself in order to make one’s conduct comply with rules and moral values. It can occur through the process of learning the principles of a given moral rule, of evaluating one’s conduct in relation to adherence to the rule it follows, of renouncing pleasures, and deciphering the movements of desire.
Teleology of the moral subject	Refers to one’s pursuit of becoming a particular moral subject. One can aspire to several likely moral subjectivities, namely: being pure or honorable in relation to certain codes, being freed from certain judgments or traditions, becoming expert in a certain practice.

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[1] AUTHORS' CONTRIBUTION

Thiago Ianatoni Camargo worked on the conceptualization, theoretical-methodological approach and theoretical review (literature review), carried out the data collect and analysis, and the writing of the article. André Luiz Maranhão de Souza-Leão worked on the conceptualization, theoretical-methodological approach and theoretical review (literature review), participated in the data analysis and performed the final revision of the article. Bruno Melo Moura worked on the conceptualization and theoretical review (literature review) and participated in the writing and final review of the article.