The Cosplay Phenomenon in Intentions of Art Marketing

• Authors: Hodinková Dana , Púchovská Oľga , Račkovičová Lucia
• Languages of publication: EN

Abstracts

EN

Since the 1980s, the cosplay phenomenon has become a significant aspect of popular culture mainly in Japan, but also in other parts of Asia and in the Western world as well. Nowadays, cosplay events are the most common feature of various fan conventions and there are also dedicated conventions, such as local and international competitions. Websites, social networks, and other forms of social media centred on cosplay activities are just as popular places for the presentation of cosplayers work, and also for cosplay fan conventions. We encounter the definition of this phenomenon mainly in sociological studies, but in its definition from a marketing point of view, and also in term of art studies is less frequent in an academic environment. In the presented study, we look at the cosplayer as an artist with the possibility to become a brand. Cooperation with cosplayers is attractive for different categories of products, not only directly connected with popular culture, e.g., cooperation with bank institutions. On the other hand, it is really necessary to underline the connection with products and texts of popular culture. In the case of self-promotion of cosplayers, games, movies and other pop-culture festivals and events take really important place. This study aims to present a theoretical reflection of the cosplay phenomenon from the perspective of art marketing, as a potential basis for the further research in this area. The situation is illustrated by practical examples.

Keywords

EN

art marketing; cosplay; digital culture; performance art; personal brand; social media

• Publisher: Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda
• Journal: Acta Ludologica
• Year: 2021
• Volume: 4
• Issue: 2
• Pages: 78-95
• Physical description: Media and Communication, Game studies, Theory of digital games
• Document type: Article

Contributors

author

Hodinková Dana

• Constantine the Philosopher University in Nitra, Faculty of Arts

author

Púchovská Oľga

• Constantine the Philosopher University in Nitra, Faculty of Arts

author

Račkovičová Lucia

• eWAY s.r.o.