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Performing Fantasy and Reality

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.advisor Schouten, John W., Professor, Aalto University, Department of Marketing, Finland
dc.contributor.author Seregina, Anastasia
dc.date.accessioned 2016-08-17T09:01:16Z
dc.date.available 2016-08-17T09:01:16Z
dc.date.issued 2016
dc.identifier.isbn 978-952-60-6902-9 (electronic)
dc.identifier.isbn 978-952-60-6901-2 (printed)
dc.identifier.issn 1799-4942 (electronic)
dc.identifier.issn 1799-4934 (printed)
dc.identifier.issn 1799-4934 (ISSN-L)
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/21528
dc.description.abstract Fantasy is a phenomenon that has a strong presence in both everyday life and in research. Fantasy is a central part of contemporary, consumption-oriented culture through its strong ties to the development of identity, the construction of communities, the attainment of desires, and the creation of meanings. Nevertheless, fantasy in itself is rarely the focus of research and thus remains undefined and under-explained. Moreover, research that does note fantasy tends to accentuate only its entertaining and leisurely aspects, presenting it as something unserious, irrational, and escapist. Studies further tend to present fantasy as something purely cognitive and imagery-based. However, fantasy is also a bodily and shared experience that is tied to materiality, space, and culture. It therefore becomes important to explore fantasy as a phenomenon in its own right from a bodily and negotiated point of view. In this research, I explored how individuals engage in the performance of fantasy in order to gain a better understanding of the phenomenon as a subjective experience that is a part of contemporary Western culture. Talking on a performance methodology that focuses on experience, participation, and interaction, I collected data ethnographically in the context of live action role-playing games. I supported the ethnography with art-based research that took form in visual art addressing the theory and data analysis of this study. I propose that fantasy can be described as the conscious engagement in two parallel performances, the performance of reality and its transformation that is outside of our symbolic order. Fantasy is therefore a different approach to and interpretation of normalised performance and reality. I further show that fantasy is intrinsically tied into the performance of reality. Fantasy allows investment into reality through its explicitly reflexive nature that pushes individuals to become aware of and thus also critical of the structures of their everyday performances. Lastly, I map out two different types of fantasy performance, entertainment-driven fantasy and exploration-driven fantasy. These differ in the ways individuals negotiate roles, interaction, space, time, and materiality as part of the performance. Entertainment-driven fantasy allows momentary attainment of personal desires, while exploration-driven fantasy leads to more long-term agency through reflexive learning. All in all, this research brings new insight into the understanding of fantasy as part of contemporary consumer culture, tying it into experiences of space, materiality, agency, desire, Utopia, nostalgia, mass media, and entertainment. Through shedding light on fantasy's intrinsic connection to reality, this study examines not only the human experience of the non-real, but also our current subjective experience of reality, society, and shared meaning. en
dc.format.extent 277
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher Aalto University en
dc.publisher Aalto-yliopisto fi
dc.relation.ispartofseries Aalto University publication series DOCTORAL DISSERTATIONS en
dc.relation.ispartofseries 132/2016
dc.subject.other Marketing en
dc.title Performing Fantasy and Reality en
dc.type G4 Monografiaväitöskirja fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword Fantasy en
dc.subject.keyword imagination en
dc.subject.keyword performance en
dc.subject.keyword theatre en
dc.subject.keyword LARP en
dc.subject.keyword live action role-playing game en
dc.subject.keyword consumer culture en
dc.subject.keyword art-based research en
dc.identifier.urn URN:ISBN:978-952-60-6902-9
dc.type.dcmitype text en
dc.type.ontasot Doctoral dissertation (monograph) en
dc.type.ontasot Väitöskirja (monografia) fi
dc.opn Bode, Matthias, Professor, University of Southern Denmark, Denmark
dc.subject.helecon arts management
dc.subject.helecon games
dc.subject.helecon entertainment
dc.subject.helecon theatre
dc.subject.helecon arts
dc.subject.helecon consumer behaviour
dc.subject.helecon way of life
dc.subject.helecon kulttuurijohtaminen
dc.subject.helecon pelit
dc.subject.helecon viihde
dc.subject.helecon teatteri
dc.subject.helecon taide
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon elämäntapa
dc.date.defence 2016-08-12

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