Abstract
At present it is increasingly complicated to set limits between advertising, entertainment and information. This hybridization of genres (Imbert, 2003) is responsible for brand new formats between fiction and entertainment, such as advertainment, or between information and entertainment, such as infotainment. These are hybrid proposals designed to respond the commercial interests of the audiovisual business, on the one hand, and the changing consumers tastes, on the other. This scenario is getting complicated by the penetration of internet and web 2.0 that have made possible both the establishment of communities as well as the interaction between creators and users, between brands and consumers.
Thus, halfway between fandom and User Generated Content (UGC), there are narrative productions created by the TV series fandom, who decide to keep the plot generating new narratives linked to the original. In this process of narrative construction, the consumer of television series becomes not only a fictional content producer, but also and specially an advertisement diffuser.
The purpose of this paper is to present an overview of the different discursive productions from the TV shows fandom, as well as to analyze if they could be studied from the commercial communication standpoint.
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Copyright (c) 2012 Marina Ramos, Javier Lozano, Victor Hernández-Santaolalla