Shaking It Up My Way: Amateur Appropriation of Popular Media

Pia A. Albinsson, Appalachian State University, USA
B. Yasanthi Perera, New Mexico State University, USA
Sarita Ray Chaudhury, Humboldt State University, USA
This study examines consumers’ appropriation of popular media through the creation of user-generated content (UGC). We study UGC of Gangnam Style and Harlem Shake, including video and comment reactions, to explore sociocultural implications of this phenomenon. This is accompanied by a typology of UGC purposes, and their message transmission approaches.
[ to cite ]:
Pia A. Albinsson, B. Yasanthi Perera, and Sarita Ray Chaudhury (2013) ,"Shaking It Up My Way: Amateur Appropriation of Popular Media", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.