Convergence Branding: Convergence Culture's implications for branding

Sarah Raatræ Lundstein & Komal Qasir Mirza

Student thesis: Project on Graduate Program


The following research takes place in the overlap described in literature about Convergence Culture, participation, and branding. The focus in this report is the general observation that the claimed blurring between users and producers in literature seems to be emerging in the context of branding. To examine this observation, we asked ourselves what implications the blurred relationship between users and producers have for corporate branding opportunities. In essence, we found it interesting to challenge the ontological foundation on which the literature seems to claim the blurred relationship. In order to examine this, we thought it useful to examine an organization which actively involves their users. Our final choice fell on LEGO. By means of case study and online ethnography, and an analytical lense consisting of participation and branding theory, we found that self-expression and social belonging are emerging value-creation processes in the conditions for branding; Both in terms of user empowerment and corporate strategy.

EducationsCommunication Studies, (Bachelor/Graduate Programme) Graduate
Publication date30 May 2018
Number of pages48
SupervisorsDavid Mathieu