NBA Memes- the Role of Fan Image Macros Within The
NBA Memes- The Role of Fan Image Macros within the Online NBA Fan Community Michael Lee (N8429634) Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy PhD Thesis Principal Supervisor: Dr. Stephen Harrington Associate Supervisor: Associate Professor. Jean Burgess Faculty of Creative Industries Queensland University of Technology 2017 Keywords Keywords Memes, Internet Memes, Image Macros, Basketball, NBA, Race, Masculinity, Popular Culture, Sports, Social Media, Brain Scalabrine, Jeremy Lin, Donald Sterling, Michael Jordan, Asian, African-American, Digital Communication. i Abstract Abstract This project explores internet memes, pinpointing the utilisation of images macros by online-based basketball fans, as a cultural tool for communication, conversation, critique and debate. More specifically, this study will focus on how basketball fans through image macros, are engaging with different facets of culture, not limited to sport. What makes basketball memes stand out in comparison to memes of other professional sports pertains to the generativity of the image macros. The term ‗generativity‘ refers to how a text through extensive remix, imitation and circulation through online social networks, can potentially invoke indifferent responses from participants who are exposed to the meme. In terms of basketball memes, the images of basketball stars at times become generative in their own right, as a result of the utilisation of them by fans through memes, binding them to a host of different cultural viewpoints, some of which contradict their professionally-crafted star images and the corporate visions of their endorsements, teams and leagues. This fan generativity is influenced by several intervening factors, from the history of the world‘s most famous basketball competition, the NBA, to how the league is marketed, to other cultural influences related to social identities concerning masculinity, politics, religion, sexuality and in particular, race.
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