Piled Higher and Deeper: 'The PhD Comics' as a Co-Creative Consumption Experience

Wohlfeil, Markus and Solé, Mar (2013) Piled Higher and Deeper: 'The PhD Comics' as a Co-Creative Consumption Experience. In: Academy of Marketing Annual Conference 2013, 2013-07-08 - 2013-07-12, Cardiff Business School, University of Glamorgan.

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Ever since Jorge Cham launched the “Piled Higher and Deeper – The Life (or the Lack Thereof) in Academia” in 1997, this newspaper- and web-based comic strip series has enjoyed a growing popularity among postgraduate research students and academic staff members all over the world, for whom the main protagonists provide a humorous mirror to their own daily experiences of life in academia. Thus, the Piled Higher and Deeper comic strips appeal to a very distinct brand community that is narrowly defined by common shared experiences as postgraduate researchers. This netnographic study explores whether, to what extent and how members of the Piled Higher and Deeper brand community are getting actively involved in co-creation activities.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: phd comics,comics,comic book fandom,co-creation,prosumption,crowdsourcing,brand community,netnography,discourse analysis,user involvement
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Pure Connector
Date Deposited: 05 Feb 2014 12:00
Last Modified: 20 Feb 2021 01:05
URI: https://ueaeprints.uea.ac.uk/id/eprint/47419

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