#BCM240 – Fandom

Fandom refers to fans of sport or famous person. Research shows that sports fans do influence the business practices today. Sports team brands have astonishing power to infiltrate culture, particularly in the media-saturated economy of the 21st century (Guschwan 2012). .Most of the sports fans for instance like football fandom, they often watched live matches in stadium or through television. These matches act like an endorsement for the media products and licensed merchandise such as Nike. During the matches, the football players will wear their jersey sponsored by particular brand at the same time they are promoting it as well. When this fandom saw their favorite team or player wearing the latest jersey, they will get one as well. Guschwan (2012) explored that fans of any sports team are an asset of the brand, brand managers realized the usefulness of fans and are seeking to exploit fan labor. In the meantime, social media enabled the fans to easily meet online, thus created an online opportunity for the marketers to exploit the fan labor.

One famous football player I would mention is Cristiano Ronaldo who earns nearly half of his $44 million income from sponsors. Ronaldo’s 60 million Facebook fans and 20 million Twitter followers are both tops among all athletes (Badenhausen 2013). The video above shows Andy Caine, Nike Football Creative Director talks about the insights and inspiration behind Cristiano’s new collection. Ronaldo is currently in the last year of a previous five-year deal signed with Nike in 2010. The huge marketing potential for Ronaldo is pretty apparent on a global level hence Nike s looking to further lock down the world’s most popular athlete (Sneaker Report 2013). With Cristiano Ronaldo providing the star power, Nike engaged multitudes of fans. The academic discourse of fandom led by Henry Jenkins centers the consumers’/fans’ uses, needs and desires, while dealing warily with the inherent economic and power inequalities of the marketplace (Guschwan 2012). Nike does establish a page with all the endorsement products of Ronaldo (http://nikeinc.com/cristiano-ronaldo). In my opinion, celebrity endorsement is very important for a product or brand to attract the target audience to purchase the products. Sports team brands use individual stars to boost the team brand. In addition, the power of fandom does give a very big influence as well in a way that giving out full supports to their favorite celebrity.


Badenhausen, K 2013, Floyd Mayweather fans versus Cristiano Ronaldo fans on social media, accessed 27/9/2013, http://www.forbes.com/sites/kurtbadenhausen/2013/08/13/floyd-mayweather-fans-versus-cristiano-ronaldo-fans-on-social-media/

Guschwan, M 2012, Fandom, brandom and the limits of participatory culture, Journal of Consumer Culture, vol.12, no.11, pp.19-40, accessed 27/9/2013, http://joc.sagepub.com.ezproxy.uow.edu.au/content/12/1/19.full.pdf+html

Snearker Report 2013, Nike reportedly working out $64 million endorsement deal for Cristiano Ronaldo, accessed 27/9/2013, http://sneakerreport.com/news/nike-reportedly-working-64-million-endorsement-deal-cristiano-ronaldo/


#BCM240 – Moral Panic – Smartphone

The new media shapes our cognition of time and space: reality time, cyber time, real world, and cyberspace. In this digital era, new media stimulates ccelerates the speed of interaction and diversifies interactions (Kweon, Hwang, Jo 2011). New media like smartphones are becoming essential to our everyday lives by serving as tools to fulfill tasks both at work and home. It overcomes the limitation of both physical and geographical barriers. By using a social media application in smartphone, we can easily connect to people around the world. We could call them, text them or video call them as well by simply clicking a few button. The panic over smartphone arise due to the consumption on it increasing day by day.

table 1

Statistic URL: http://www.gartner.com/newsroom/id/2573415

Table 1 shows the worldwide smartphone sales to end users reached 225 million units, it increases 46.5 percent from the 2012. Mobile media allows for greater mobility and this is the reason why smartphone users are increasing everyday. When smartphone just launch, most of the users are generation Y however as time go by, we could see many generation X using smartphone today. According to Tsatsou (2009), media and communication technologies play a complex role in shifting conceptions of time and space, without diminishing to insignificance the concepts of time and space or subjective experiences of them. A smartphone overcomes time constraints because user can access it whenever needed, whereas social networking service creates various social media and space, which overcome limitations of space. The new media creates a new public sphere in a way that people realize it as a social activities space. People today enjoy making new friends and chat with their friend through social media.

Some said that smartphone make the people around them become antisocial. Whty? The reason is because people tend to communicate with their smartphone more than people around them. People are panic about smartphone widen the gap between them with their friends and family that lead to social breakdown. In the old times, people used to ring the doorbell or call the person when reach that person home, however the invention of smartphone and internet changes everything. Instead of doing that, they will inform the person by using social media such as whatsapp and wechat. The new function of social media apps audio note makes everyone rely on social media more. Research shows that using technology helps to activate different areas of brain, therefore over time it becomes overexcited, leading eventually to a sense of anxiety in the absence of external stimuli (Yeung 2013). This causes people too regularly taking out their phones. People today addicted to using their smartphone whenever they are having free time or not, they might use it while doing some other stuff as well. For instance college students who are allowed to bring in their phone to the class. Smartphone causes distraction while the class is still going on, they pay attention to their phone instead of their lecturer. Working adult as well might using their phone while meeting. Smartphone causes a lot of negative impact to our daily life, nevertheless people still rely much on it and even can’t live without it.



Kweon, S, Hwang, K, Jo, D 2011, ‘Time and space perception on media platforms’, Proceedings of the Media Ecology Association, vol.11, pp.25-48, accessed 13/9/2013, http://www.media-ecology.org/publications/MEA_proceedings/v12/8_time.pdf

Tsatsou, P, 2009 ‘Reconceptualising ‘time’ and ‘space’ in the ea of electronic media and communications’, Journal of Media and Communication, vol.11, accessed 13/9/2013, http://journals.culture-communication.unimelb.edu.au/platform/resources/includes/vol1/PlatformVol1_Tsatsou.pdf

Yeung, L 2013, Technology causing communication breakdown, accessed 13/9/2013, http://www.theedgemalaysia.com/technology/231596-technology-causing-communication-breakdown.html

#BCM240 – Television

It is very essential for every household to own a television set today. The proliferation of media technologies today results in the trend that a single household owning a multiple sets of same technology (Lee 2010). Watching television used to be one of the family activities, Saxbe et.al (2011) mentioned that most TV was watched in common home spaces such as living room and appeared as a social function that provides a platform for family togetherness. However, due to the rapid growth of technologies and the explosion of internet, people today especially generation Y don’t actually spend their time watching TV with family at home.

According to Adoimagazine (2011), Malaysian spend on average 19.8 hours online each week, in contrast they spend only 10.6 hours watching TV. In addition, more than 40% of Malaysian internet users access TV and movie content via the internet (Kemp 2012). We can easily search for the latest movie and drama in internet hence it influence people today watching it through their laptop or desktop instead of TV. Some people enjoy multitasking today. While watching TV, they might surfing internet as well or doing some other thing. Hence they might not pay attention to the TV content, TV might be just a tool to accompany them while doing their own stuff. Besides, as I mention above most of the household tonight might own more than one TV set, therefore they might be watching TV separately in their own space as well. Watching TV together with others in a same space or sharing a TV set have to respect the other audience, we can’t switch the channel anytime we want. For instance, some people enjoy watching movie through TV or laptop in their own room without other interruption, they can switch channel easily or pause the movie when it is needed. I think there are really less people sitting together watching TV with their family everyday, the togetherness that TV can bring to family have slowly disappear due to the rapid growth of technology.


Image URL: http://upload.wikimedia.org/wikipedia/commons/9/97/Family_watching_television_1958.jpg

The attachment above shows the togetherness that we could hardly see in the society today. People enjoy doing their thing in their own space or using their own gadget such as mobile phone, laptop and so on.


Kemp, S 2012, Social, digital and mobile in Malaysia, accessed 6/9/2013, http://wearesocial.net/blog/2012/01/social-digital-mobile-malaysia/

Adoimagazine 2011, Malaysian netizens spend nearly 20 hours online per week, the most time spent with any media, accessed 6/9/2013, http://adoimagazine.com/index.php/digital/127-digital-news/7303–malaysian-netizens-spend-nearly-20-hours-online-per-week-the-most-time-spent-with-any-media-

Saxbe, D, Graesch, A, & Alvik, M 2011, ‘Television as a Social or Solo Activity: Understanding Families’ Everyday Television Viewing Patterns’, Communication Research Reports, vol.28, no.2, pp.180-189, accessed6/9/2013,


Lee, FF 2010, ‘The influence of family viewing preferences on television consumption in the era of multichannel services’, Asian Journal Of Communication, vol.20, no.3, pp.281-298, accessed 6/9/2013, http://web.ebscohost.com.ezproxy.uow.edu.au/ehost/pdfviewer/pdfviewer?sid=89dca583-e3bb-44e1-a458-0a369046623c%40sessionmgr11&vid=1&hid=24