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Pub. Date:
Bloomsbury Academic
LEGOfied: Building Blocks as Media

LEGOfied: Building Blocks as Media

by Chris Ingraham, Nicholas Taylor


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LEGOfied: Building Blocks as Media offers a multi-faceted exploration of LEGO fandom, addressing a blindspot in current accounts of LEGO and an emerging area of interest to media scholars: namely, the role of hobbyist enthusiasts and content producers in LEGO's emergence as a ubiquitous transmedia franchise. This book examines a range of LEGO hobbyism and their attendant forms of mediated self-expression and identity (their “technicities”): artists, aspiring Master Builders, collectors, and entrepreneurs who refashion LEGO bricks into new commodities (sets, tchotchkes, and minifigures). The practices and perspectives that constitute this diverse scene lie at the intersection of multiple transformations in contemporary culture, including the shifting relationships between culture industries and the audiences that form their most ardent consumer base, but also the emerging forms of entrepreneurialism, professionalization, and globalization that characterize the burgeoning DIY movement.

The major aim of this edited volume, and what makes it a compelling project for media scholars, is its rigorous, mutli-dimensional articulation of how LEGO functions not just as toy, as cultural icon, or as transmedia franchise, but as a media platform. LEGOfied is centered around their shared experiences, qualitative observations, and semi-structured interviews at a number of LEGO hobbyist conventions. Working outwards from these conventions, each chapter of the book engages additional modes of inquiry — media archaeology, aesthetics, posthumanist philosophy, feminist media studies, and science and technology studies — to explore the origins, permutations and implications of different aspects of the contemporary LEGO fandom scene.

Product Details

ISBN-13: 9781501354045
Publisher: Bloomsbury Academic
Publication date: 02/20/2020
Pages: 208
Product dimensions: 6.00(w) x 9.00(h) x 0.00(d)

About the Author

Dr. Nicholas Taylor is Assistant Professor of Digital Media at North Carolina State University, USA. He applies critical, feminist and posthumanist perspectives to experimental and mixedmethods research with digital gaming communities. In particular, he is interested in the intersections of subjectivity, communicative practice, technologies and games, as enacted through both game production and play across a variety of contexts.

Dr. Chris Ingraham is Assistant Professor of Communication at the University of Utah, USA. He performs scholarship that engages rhetorical theory, media studies, and ecological thought, that explores the material and affective aspects of cultural publics in everyday life. His first academic book, Gestures of Concern, is forthcoming with Duke University Press.