Les pratiques de co-création dans l’industrie de divertissement: une analyse critique des dynamiques du marche

Translated title of the contribution: Co-creation practices in the entertainment industry: a critical analysis of marketplace dynamics

Kristine De Valck, Dina Rasolofoarison

Research output: Chapter in Book/Report/Conference proceedingConference publication

Abstract

In this paper, we critically examine entertainment industry practices to better understand the functioning of the new services marketing paradigm. The value creation process is no longer always first prescribed by the industry; the marketplace takes the lead through fans, media, and commentators. We look at how the human brand ‘Kamini’ is co-created in the marketplace and the roles of the various market forces (industry, artist, consumers, and media) in the meaning-making process. In line with Zwick, Bonsu, and Darmody (2008), we claim that reality is not as wonderful as theory promises and that equal participation has not yet been achieved.
Translated title of the contributionCo-creation practices in the entertainment industry: a critical analysis of marketplace dynamics
Original languageFrench
Title of host publicationActes du 25e Congrès International de l’AFM – Londres, 14 et 15 mai 2009
Publication statusPublished - 2009
Event25e Congrès International de l’AFM - London, United Kingdom
Duration: 14 May 200915 May 2009

Conference

Conference25e Congrès International de l’AFM
CountryUnited Kingdom
CityLondon
Period14/05/0915/05/09

Keywords

  • co-creation
  • netnography
  • entertainment industry
  • viral diffusion
  • buzz marketing

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  • Cite this

    De Valck, K., & Rasolofoarison, D. (2009). Les pratiques de co-création dans l’industrie de divertissement: une analyse critique des dynamiques du marche. In Actes du 25e Congrès International de l’AFM – Londres, 14 et 15 mai 2009