Fandom, Brandom and Plandom : Haptic Fandom, Anticipatory Labour and Digital Knowledge

Abstract

This chapter considers the development of Disney’s MyMagic+ app and the critique that it is an intrusive form of technology that removes spontaneity from visitors’ trips. The chapter also considers how theme park fans can organise and look forward to their visits to the Orlando parks using a range of participatory sites such as social media sites, blogs and, in the case of Disney, the My Magic+ app itself. These acts of planning also serve an affective purpose in allowing fan/visitors the chance to invest in anticipating the physical and emotional experience of the visit itself, and the haptic experience this offers. However, the chapter also bears in mind arguments around fan labour to consider how the participatory work that fans do must be examined alongside debates over consumption, work and branding.