Beyond the Market: The Societal Influence of Fandoms

The purpose is to argue that market-generated and brand-related phenomena such as fandoms work as a social and institutional force beyond the market and to showcase their influence on the society as a whole.

The influence of fandoms on many societal institutions is explored through the literature on fandom studies and consumer research.

The research indicates that market-generated resources and their related sociocultural dynamics play a significant role in shaping the evolution of many institutions of current societies.

The research is exclusively focused on fandoms despite the varied facets of market-related sociocultural dynamics, opportunity exists for research beyond the exploratory work done here shifting the focus from fandoms to brand systems.

Researchers, especially in Consumer Culture Theory (CCT), may use the perspective shift from market to society to enlarge the scope to new fields of study, out of the market.

The research provides new lenses to understand emerging phenomena in fields such as religion and/or politics difficult to understand with traditional frameworks.

This paper provides exploratory research identifying market-related social and institutional processes and emphasizing how they influence other societal institutions, such as family, religion, corporations, professions, and politics; rather than bringing social and institutional processes into the marketplace.