Shaking It Up My Way: Amateur Appropriation of Popular Media

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.


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.


Pia A. Albinsson, Appalachian State University, USA
B. Yasanthi Perera, New Mexico State University, USA
Sarita Ray Chaudhury, Humboldt State University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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