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From Comic-Con to Amazon: Fan conventions and digital platforms.

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The COVID-19 pandemic accelerated the platformization of San Diego Comic-Con, moving it online. This analysis reveals the convention was already platform-like, facilitating a smoother digital transition.

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Area of Science:

  • Media Studies
  • Cultural Sociology
  • Digital Humanities

Background:

  • San Diego Comic-Con serves as a critical nexus between media industries and fan communities.
  • The COVID-19 pandemic necessitated a rapid shift to digital platforms, termed 'platformization'.
  • Existing research explores fan conventions, media industries, and the platformization of cultural production.

Purpose of the Study:

  • To analyze the online 2020 Comic-Con (Comic-Con@Home) as a case study of platformization.
  • To investigate how pre-existing platform-like structures within conventions facilitated this digital shift.
  • To understand the reconfiguration of relationships between fan conventions, cultural producers, and digital platforms.

Main Methods:

  • Analysis informed by scholarship on fan conventions, media industries, and cultural platformization.
  • Examination of the 2020 Comic-Con@Home, including specific platform activations like Amazon's Virtual-Con.
  • Comparative approach considering pre-pandemic convention structures and online adaptations.

Main Results:

  • San Diego Comic-Con exhibited inherent platform-like characteristics prior to the pandemic.
  • Conventions function as organized markets and infrastructures, integrating attendees, industries, and complementors.
  • Platform logics, such as experiential marketing and data capture, were already influencing convention operations.

Conclusions:

  • The shift to Comic-Con@Home was not a radical departure but an acceleration of existing trends.
  • The convention's inherent platform-like nature facilitated its move to digital environments.
  • This digital transition signifies an ongoing reconfiguration of interactions between fan conventions, cultural producers, and digital platforms.