Tru Fan

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Stars Wars has attracted a cadre of dedicated fans across a multi-decade period. With the first film rapidly approaching 30 years old, the final instalment in the six episode part was released on May 19. This study looks at the impact of fandom on aspects of the consumption of the Star Wars experience, from attitudes to Star Wars, through to broader behaviours related to opinion seeking and opinion leadership. The study also uses a new measure of fandom, the “TruFan”scale, which performs well as an indicator of the influence of fandom. The study was conducted on a queue of 300 fans waiting for the midnight screening of Revenge of the Sith.

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Tru Fan

  1. 1. TruFan Role of Fandom as an influence on attitude
  2. 2. Trufan <ul><li>&quot;TruFan&quot; is named after the internet slang term for a dedicated and loyal follower of an entertainer, cult, credo, hobby, pastime or genre (Barrett, 2004) </li></ul><ul><li>TruFan scale </li></ul><ul><ul><li>items from Wakefield and Barnes (1996) </li></ul></ul><ul><ul><li>Personal Involvement </li></ul></ul>
  3. 3. Study Context <ul><li>The Fandom of the Space Opera </li></ul><ul><li>Attitudes to Advertising </li></ul><ul><li>Attitudes to Star Wars </li></ul>
  4. 4. Method <ul><li>Survey </li></ul><ul><ul><li>personally administered to the sample population </li></ul></ul><ul><ul><li>200 surveys / 178 useable response (89%) </li></ul></ul><ul><ul><li>estimated total population of 300 filmgoers (n=178, 60% response rate overall). </li></ul></ul><ul><ul><li>Selection of the sampling unit was based on the cinema where the author and their assistant had tickets to the midnight screening. </li></ul></ul>
  5. 5. Sample <ul><li>Gender </li></ul><ul><ul><li>3:1 ratio of 124 males to 42 females (n=166). </li></ul></ul><ul><li>Ethnicity </li></ul><ul><ul><li>88% self identified as Australian, </li></ul></ul><ul><ul><li>12% self identifying with 11 different nationalities represented (n=164). </li></ul></ul><ul><li>Fandom </li></ul><ul><ul><li>various external indicators of fandom including </li></ul></ul><ul><ul><ul><li>possession of official merchandise, </li></ul></ul></ul><ul><ul><ul><li>wearing of t-shirts, </li></ul></ul></ul><ul><ul><ul><li>carrying of light sabres or </li></ul></ul></ul><ul><ul><ul><li>carrying stuffed Ewoks </li></ul></ul></ul><ul><ul><ul><li>wearing full costume </li></ul></ul></ul>
  6. 6. Tipping the Scales 171 .7132* Opinion Leadership (Flynn, Goldsmith, & Eastman, 1996) 173 .7633* Opinion Seeking (Flynn, Goldsmith, & Eastman, 1996) 172 .9120 Normative Pressure (Dann, 1999) 171 .8507 Emotional Quotient Scale (Wells, 1964) 165 .8244 Attitudes to Star Wars Advertising 174 .8529 Movie Optimism The Other Scales 160 .9112 Personal Involvement and Fan Loyalty (TRUFAN) 175 .8703 Fan Loyalty (Wakefield and Barnes, 1996) 163 .9224 Personal Involvement (Zaichkowsky 1985) N= Alpha Fandom Scales
  7. 7. Impact of Fandom <ul><li>Self Identification as a Fan </li></ul><ul><li>Fandom and Optimism </li></ul><ul><li>Fandom and the Use of Star Wars Characters in Advertising </li></ul><ul><li>Fandom and the Yoda Advert </li></ul>
  8. 8. Self Identification as a Fan 163 1.15 3.52 TruFan 175 0.97 3.95 Involvement Scale 156 0.68 3.94 Summed Fanaticism Scale 175 1.22 3.66 I like to let people know I'm a Star Wars fan 177 1.03 4.16 I will always be a Star Wars fan 177 1.05 4.02 I am a loyal Star Wars fan n SD Mean
  9. 9. Fandom and Optimism - 0.241** 0.277** The TV commercials and trailers have encouraged me to be optimistic 0.407** 0.364** 0.462** I am hopeful about Episode III 0.507** 0.459** 0.611** I believe Episode III will be a good film 0.323** 0.283** 0.339** I am optimistic about Episode III 0.407** 0.375** 0.495** The trailer left me excited Fandom Involve TruFan Correlations
  10. 10. Fandom and Advertising - 0.176* 0.203* Impressive, most impressive - 0.199* 0.166* Very persuasive 0.155* 0.159* 0.182* Not annoying Fandom Involve TruFan Correlations
  11. 11. Fandom and the Yoda Advert -0.253** -0.159* -0.202* This ad leaves me cold -0.172* -0.202* -0.295** I'm tired of this kind of advertising -0.213* -0.189* -0.326** I dislike this ad -0.194* -0.187* -0.222** This ad has little interest for me -0.152* -0.176* -0.202* I would probably skip this ad if I saw it in a magazine - 0.204** 0.189* This ad is very appealing to me Fandom Involve TruFan Correlations
  12. 12. Fandom and General Reactions <ul><li>moral rights of the creator </li></ul><ul><ul><li>only item in the study to have a gender difference at a statistically significant level, </li></ul></ul><ul><ul><ul><li>male respondents (3.89) being more in favour of creator editing that female (3.41) </li></ul></ul></ul><ul><ul><ul><ul><li>(t=2.204, p=.031) </li></ul></ul></ul></ul>0.467** 0.283** 0.322** The creator of a movie has the right to re-edit their work Fandom Involve TruFan Correlations
  13. 13. Fandom in Review <ul><li>demonstrable impact on attitude to products, existing movies, and significant influence on optimist appraisals of forthcoming products </li></ul>

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