000			02339nam a22002177a 4500
003			UPMIN
005			20240228135536.0
008			240226b |||||||| |||| 00| 0 eng d
040			_cUPMin
090			_aLG993.5 2023 C54 _bV55
100			_aVillanueva, Kristel Mae D. _eauthor _925204
245			_aThe Twilight renaissance: the role of visual imagery as a communication tool to maintain the popularity of the twilight films on twitter / _cKristel Mae D. Villanueva; Karen Joyce G. Cayamanda, adviser
260			_c2023
300			_a73 leaves
502			_aThesis _b(BA Communication and Media Arts) _cUniversity of the Philippines Mindanao, _d2023
520	3		_aThis study looked into how the social media platform Twitter was utilized as an avenue of communication by two specific users to maintain the popularity of the Twilight Saga. The study aimed to answer which content types were the most popularly used, which content elements tended to gain the most engagement, and what aspects of Twitter were utilized to maintain engagement and interaction between members of the fandom. Guided by the created conceptual framework based on virality as a paradigm of digital communication and Julia Kristeva’s intertextuality, the study underwent a digital ethnographic qualitative research approach through netnography. Collected results from data gathering went through a thematic analysis and crossed reference with existing data through a systematic review. Through this research, it was found that images, along with familiar elements such as the films’ main characters and external themes in popular culture were highly used and were found to be a popular among Twitter users which drove high engagement with content. The high engagement of the content made Twilight accessible to non-members of the fandom which increased its visibility and popularity, which supports the concept where fan clubs are a source of virality. The simple and open-source format of the Twitter platform also made it a favorable communication tool between users in and outside the fandom, with the fans like the subjects of this study being indirect “ambassadors” who promote the Twilight brand.
658			_aUndergraduateThesis _cCOMA200
700			_aCayamanda, Karen Joyce G. _eadviser _9743
905			_aFi _aUP
942			_2lcc _cTHESIS _n0
999			_c20566 _d20566