JOMEC Journal Journalism, Media and Cultural Studies Published by Cardiff University Press When Tourism Comes to You (But You Still Have to Go Get It, Dawg): The Rickmobile and Transmedia Tourism/Fandom Paul Booth DePaul University Email:
[email protected] Keywords Fandom Merchandising Mobile Advertising Social Media Branding Tourism Consumer Culture Transmedia Abstract This paper analyses the Rickmobile, a mobile, pop-up merchandise car themed and designed around the eponymous Rick Sanchez (voiced by Justin Roiland) from Cartoon Network’s Rick and Morty (2013- ), as a site of transmedia mobile pilgrimage and fan-tourist destination. As a material fan object and as an object of fan tourism, the Rickmobile becomes a site of overlapping discourses surrounding the historical contexts of cult merchandising, media pilgrimage, and fans’ social media reporting. Reflecting aspects of the show, it can be seen as a transmedia brand extension. At the same time, the Rickmobile encourages a particular type of fan engagement, harnessing active fan agency and encouraging fans to create their own Rick and Morty experience – but in doing so, fans become simultaneously imbricated within authorized, top-down and commercially-aligned structures. Contributor Note Paul Booth is Professor of Media and Cinema Studies at DePaul University. He is the author/editor of 11 books, including Digital Fandom (2010/2016, Peter Lang), Game Play (2015, Bloomsbury), Wiley Companion to Media Fandom and Fan Studies (2018, Wiley- Blackwell), and the forthcoming Watching Doctor Who (2020, Bloomsbury, with Craig Owen Jones). Citation Booth, Paul (2019), ‘When Tourism Comes to You (But You Still Have to Go Get It, Dawg): The Rickmobile and Transmedia Tourism/Fandom’, JOMEC Journal 14, ‘Transmedia Tourism, ed.