Star Wars began as a three part movie series in the 1970's. It captured the hearts of a youthful generation, while finding its way into social events, merchandise, and even internet sensations over a period of almost forty years. People have found many ways to honer the series and emerge themselves in the culture. Events such as comic-con and dragon-con allow fans to dress up as their favorite characters and mingle with other fans. Some of these fans even go to the length of signing up as a group for light saber duals and choreographed staging of scenes from movies at these events. Attendees feel a sense of collective effervescence as they spend this time together, living in one of their favorite worlds that they ordinarily would not. They acknowledge the symbols of the series such as the rebel logo on their t-shirts or tattoos of characters while conversing about some of their favorite topics such as the debate over. "who shot first? Han or Greedo?" All of these feelings and interests are what create the collective identity of the fans.
Another important aspect of this phenomena is the merchandise. Since it's creation, Star Wars has branded items from lunchboxes to its extensive action figure production. The company makes an unbelievable profit from the collectors of Star Wars. Many of these collectors have to have multiples of the action figures. sometimes there may be an issue at the manufacturing plant and the same action figure that once had an open hand may be reproduced with an open hand so the hardcore collectors will have both of the same figure. Whenever a movie is released they will collect everything from the popcorn tubs to the cardboard cut outs because of how important the items are to them, not because of price but in sentimental value. The critical approach of pop culture would explain this portion of the phenomena as a way to reinforce the will and profit of the mass media industry.
More recently Disney purchased the Star Wars franchise and has plans to release three new films. This in addition to the cartoon series that are reproduced for newer generations serves as an example of how Star Wars continues its legacy by throwing itself at society in heavily in spurts and consistently with smaller things.
I think the tension between fandom as ownership vs. fandom manufactured and/or exploited for profit is a super interesting dynamic to explore, and this analysis seems to touch on some of that. I'm really excited to see what comes from this! Good luck on your paper. :) - Kirsten Fitzgerald
ReplyDeletePS Han shot first.