"If, instead, we begin to look at the geek as someone who allots - TopicsExpress

"If, instead, we begin to look at the geek as someone who allots space for media interest alongside or in place of class, race, or gender identity, then a more meaningful pattern emerges. The geek gives primacy to media consumption, using it as both identifier and lens with which to view the world; what that media happens to look like is irrelevant. The tie that binds geeks of a given strain together is what they choose to buy... As a thought experiment, imagine brand loyalty that doesn’t have people nearly coming to blows over Doctor Who and Star Wars; think, instead, of the argument in question being over Disney and BBC. Or, for a starker contrast, instead of people dressed as Marvel characters at ComicCon, imagine Geico geckos or Progressive Insurance Flos. This is essentially already happening: what is Superman in the twenty-first century but a corporate mascot, albeit one with a lavish backstory? It’s no wonder that non-geeky media desperately tries to cultivate geek cred in the form of viral commercials or a presence at conventions. Having brand loyalty so intense that it can incite real or simulated violence would be a remarkable windfall for any company able to harness it."

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