Betwixt and Between: Liminality and Feminism in the Twilight Brand Community

Hope Jensen Schau, University of Arizona, USA
Kate Thompson, University of Arizona, USA
Our research revolves around representation of, and collective consumption by, females engaged in the Twilight brand community centered on the Twilight Saga including books and film adaptations. Empirically, the Twilight consumer collective offers a unique female-centered incarnation of brand community and feminine-driven consumer engagement which contrasts with previous studies favoring male-dominated brand communities. We reveal the manner in which feminist discourses are collectively negotiated, intertwined and reconstituted (Gill 2007) in a female-dominated brand community. Twilight offers fans a paradoxical interplay of feminist and anti-feminist discourses characteristic of post-feminist media culture (Friedberg 1993). Members use Twilight as a platform to negotiate feminism and socially prescribed female roles (Mulvey 1975).
[ to cite ]:
Hope Jensen Schau and Kate Thompson (2010) ,"Betwixt and Between: Liminality and Feminism in the Twilight Brand Community", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 89-93 .