No shame to play: Ludic prosumption on Brazilian fanvideos

Purpose - Fans are proactive consumers of pop culture products, who can be seen as prosumers. Fanvideo production is one of their most widespread practices in the participatory culture scenario. Thus, the aim of the present study is to analyze how ludic prosumption is featured on plays performed in Brazilian fanvideos based on successful pop culture franchises. Design/methodology/approach - Research based on the interpretive content analysis of fanvideos of plays produced by Brazilian fans based on five emblematic pop culture franchises and published on YouTube. Findings - Results have shown six play types in the analyzed fanvideos - i.e. child's play, performing powers, cosplay, play in social rites, teaching to play and "zu<^>era" -, which revealed a way of having fun in different situations through different practices based on ludic consumption experiences in different spheres of social life. Originality/value - CCT-based studies focused on investigating plays as ludic consumption phenomenon, as well as fan culture, remain at early research stage. Thus, the main contribution of the present study lies on associating such concepts based on the concept of prosumption.