The practice of creating an impression of grassroots support for an idea, individual, or product to increase credibility and legitimacy when such such grassroots support does not exist, misleading the audience into believing that the position of the astroturfer is the commonly held view.

Market Populism

A situation where audience empowerment and subcultures have been absorbed by organizations, giving them a new ideology aligned with their own one, and turning them into mainstream culture.

Term coined by Thomas Frank

Eva in Dictionary of Digital Humanities

May 28, 2016

Agnotology

The study of purposeful acts to seed and spread confusing, unaccurate or deceitful information, usually to favour a product or idea.

Term coined by Robert N. Proctor

See Fake News
See Astroturfing

Devotees

A type of participant in online brand communities, characterized by lifelong interests in the brand but limited commitment to the social community around it.

Eva in Dictionary of Digital Humanities

Apr 30, 2016

Fanboy

A person who supports enthusiastically a something or somebody. Also known as fan.

Related terms:

Fan Culture
Lovemarks

Eva in Dictionary of Digital Humanities

May 4, 2016

Media Mix

A trend in storytelling born in Japan in which information is dispersed across a varied range of media channels and technologies, as well as in the form of collectibles and location-based entertainment sites.

Eva in Dictionary of Digital Humanities

May 1, 2016

Viral Phenomenon

A dramatic increase in the public relevance of a digital object in a short period of time, delivered by word of mouth or enhanced by social media or networks.

Eva in Dictionary of Digital Humanities

May 1, 2016

Connectedness

Strong emotional bonds developed between viewers and cultural objects (including fictional characters) that have an impact on how the audience responds to product placements.

Term coined by Cristel Russell

Related terms:

Lovemarks

Eva in Dictionary of Digital Humanities

Apr 23, 2016

Commercial Culture

Culture emerging from industrialized production and commercial distribution.