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THE BRONY CULTURE STUDY: UNDERSTANDING THE NEEDS AND VIEWS OF ADULT FANS OF MY LITTLE PONY: FRIENDSHIP IS MAGIC By JESSICA A. MARSH A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN MASS COMMUNICATION UNIVERSITY OF FLORIDA 2016 © 2016 Jessica A. Marsh To my family, friends, and professors who have supported, encouraged, and challenged me both in this process and throughout life ACKNOWLEDGMENTS First and foremost, this thesis would not have been possible if it weren’t for the fans of My Little Pony: Friendship is Magic who eagerly came forth to participate in this study. I am forever grateful to you all for your participation and the insight you provided into the fandom and your experiences. Thank you. I’d also like to thank the members of my thesis committee. You were quick to see the research potential and merit in studying a fandom such as the Bronies and gave me the permission and encouragement to do so. I’d like to thank my parents, my aunt Helena, and my grandmother for encouraging me early on to follow my dreams, do that which makes me happy, and instilling in me a hunger for learning from books as well as people. I am blessed to have such people in my life. Thank you to my significant other, Jason Andrews, for your love, support, and encouragement through this project and every project I take on. Without the love of my family and friends I would not be who I am today. Thank you all for the parts you play. 4 TABLE OF CONTENTS page ACKNOWLEDGMENTS .................................................................................................. 4 LIST OF TABLES ............................................................................................................ 7 LIST OF FIGURES .......................................................................................................... 8 LIST OF ABBREVIATIONS ............................................................................................. 9 ABSTRACT ................................................................................................................... 10 CHAPTER 1 INTRODUCTION .................................................................................................... 12 Purpose .................................................................................................................. 14 Research Questions ............................................................................................... 15 2 LITERATURE REVIEW .......................................................................................... 17 Fans and Fandoms: An Overview ........................................................................... 18 A Brief History of Fan Studies .......................................................................... 18 Unpacking the Word “Fan” ............................................................................... 19 Technology: Changing Fan Practices and Fan Experiences ............................ 24 My Little Pony: Friendship is Magic ........................................................................ 26 Bronies .................................................................................................................... 33 A Fandom Is Born ............................................................................................ 33 Who Are the Bronies? ...................................................................................... 35 The Appeal of MLP:FiM .................................................................................... 38 The Portrayal of Bronies in the Media and Other Pop-Culture Texts ................ 43 The Gender Discussion .................................................................................... 45 Anti-Fans, Anti-Bronies, and Bullying ............................................................... 48 The Influence of MLP:FiM and the Fandom ..................................................... 51 The Community and Creative Works ................................................................ 54 3 DESIGN AND METHODOLOGY ............................................................................ 61 Recruitment ............................................................................................................ 62 Data Collection ....................................................................................................... 65 Personal Biography and Bias .................................................................................. 67 Significance of Study .............................................................................................. 69 4 FINDINGS ............................................................................................................... 70 Interview Process ................................................................................................... 70 5 Data Analysis .......................................................................................................... 71 Validation of Findings.............................................................................................. 74 Participants’ Relationship to Show (Research Question 1) ..................................... 74 Participants’ Relationship to Fans and Fandom (Research Question 2) ................. 89 Participants’ Experiences with “Outsiders” (Research Question 3) ......................... 96 Discussion and Implication of Findings ................................................................. 103 Limitations of Study and Findings ......................................................................... 122 5 CONCLUSION ...................................................................................................... 131 APPENDIX A IMAGES OF MY LITTLE PONY CARTOONS ...................................................... 147 B PARTICIPANTS’ DEMOGRAPHIC DATA ............................................................ 150 C INTERVIEW QUESTIONS .................................................................................... 153 LIST OF REFERENCES ............................................................................................. 156 BIOGRAPHICAL SKETCH .......................................................................................... 169 6 LIST OF TABLES Table page B-1 Participants’ demographic data ........................................................................ 150 7 LIST OF FIGURES Figure page A-1 My Little Pony ’n Friends (1986–1987). DVD cover image for the complete series. ............................................................................................................... 147 A-2 My Little Pony ’n Friends (1986–1987). Screenshot from Season 2, Episode “Escape from Catrina.” Characters left to right: Sparkler, Powder, Posey, and Skydancer......................................................................................................... 147 A-3 My Little Pony Tales (1992). DVD cover image for the complete series.. ......... 148 A-4 My Little Pony Tales (1992). Screenshot of Melody, a main character in My Little Pony Tales, from Episode 15, “Princess Problems.” ................................ 148 A-5 My Little Pony: Friendship is Magic (2010–present). DVD cover image for Season 1. ......................................................................................................... 149 A-6 My Little Pony: Friendship is Magic (2010–present). Screenshot of protagonist Twilight Sparkle in Season 5, Episode 16, “Made in Manehattan.”. ................................................................................................... 149 8 LIST OF ABBREVIATIONS MLP:FiM Abbreviation for My Little Pony: Friendship is Magic. MLP This is an abbreviation used, either italicized or not, for My Little Pony. When italicized the abbreviation refers to the television series. 9 Abstract of Thesis Presented to the Graduate School of the University of Florida in Partial Fulfillment of the Requirements for the Degree of Master of Arts in Mass Communication THE BRONY CULTURE STUDY: UNDERSTANDING THE NEEDS AND VIEWS OF ADULT FANS OF MY LITTLE PONY: FRIENDSHIP IS MAGIC By Jessica A. Marsh May 2016 Chair: Bernell Tripp Major: Mass Communication In 2010, Hasbro’s iconic My Little Pony brand received a new look when the Hub network debuted the children’s cartoon My Little Pony: Friendship is Magic. While the show became popular among its target demographic, girls under the age of ten, upon its airing it quickly developed a unique and unexpected audience—that of adult males. These adult fans, known as “Bronies,” watch My Little Pony: Friendship is Magic, create fan art, cosplay, attend conventions, and engage with one another through various online forums. In this qualitative study, semi-structured, synchronous interviews were conducted with both adult male and female fans of My Little Pony: Friendship is Magic in attempts to understand three aspects of being a fan. This study sought to understand first, the relationship between participants and the show by focusing on why participants like watching My Little Pony: Friendship is Magic and how the show has affected them. Second, the study sought to discover the relationship participants have with the fandom, especially why they felt the need to join the fandom and what pleasures and meaningful experiences do they gain from participating. The study also sought to identify the 10 experiences participants have had with those outside