"Follow the World's Creators": Negotiating the Value of GIF Art and Artists

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atmire.migration.oldid5631
dc.contributor.advisorEiserman, Jennifer
dc.contributor.advisorShepherd, Tamara
dc.contributor.authorMcCutchin, Carla
dc.contributor.committeememberKeller, Jessalynn
dc.contributor.committeememberHogan, Mél
dc.date.accessioned2017-05-30T18:46:31Z
dc.date.available2017-05-30T18:46:31Z
dc.date.issued2017
dc.date.submitted2017en
dc.description.abstractThis study employs Adam Arvidsson’s (2009) ethical economy theory to examine how the value of GIF art and artists is negotiated on the social media platform Tumblr.com. According to Arvidsson corporations generate value by guiding the development of social relations through the construction of a collaborative ethos. On Tumblr, this ethos is manifested through their business model and brand identity which invites users to “Follow the World’s Creators.” Through its business model and brand, Tumblr discursively positions itself as a site where creators and creative activity obtain cultural value, but also supply the platform with reputation value. By conducting a series of interviews with 15 GIF artists over email, my study shows that the value of GIF art and artists is predominantly conferred through circulation, a method of sharing that is afforded by Tumblr’s reblog function.en_US
dc.identifier.citationMcCutchin, C. (2017). "Follow the World's Creators": Negotiating the Value of GIF Art and Artists (Master's thesis, University of Calgary, Calgary, Canada). Retrieved from https://prism.ucalgary.ca. doi:10.11575/PRISM/26201en_US
dc.identifier.doihttp://dx.doi.org/10.11575/PRISM/26201
dc.identifier.urihttp://hdl.handle.net/11023/3854
dc.language.isoeng
dc.publisher.facultyGraduate Studies
dc.publisher.institutionUniversity of Calgaryen
dc.publisher.placeCalgaryen
dc.rightsUniversity of Calgary graduate students retain copyright ownership and moral rights for their thesis. You may use this material in any way that is permitted by the Copyright Act or through licensing that has been assigned to the document. For uses that are not allowable under copyright legislation or licensing, you are required to seek permission.
dc.subjectMass Communications
dc.subjectEconomics--Theory
dc.subject.otherinternet
dc.subject.otherTumblr
dc.subject.otherGIFs
dc.subject.otherdigital art
dc.subject.othersocial media
dc.subject.otherpolitical economy
dc.title"Follow the World's Creators": Negotiating the Value of GIF Art and Artists
dc.typemaster thesis
thesis.degree.disciplineCommunications Studies
thesis.degree.grantorUniversity of Calgary
thesis.degree.nameMaster of Arts (MA)
ucalgary.item.requestcopytrue
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