What are Brand communities?
Brand communities are groups of people who share identity, values and practices with a particular brand. We analyze the phenomenon from an anthropological perspective. Keep Reading
League of Legends: rituality, interactions and events
In a previous blog post, we mentioned the subcultures originated around the consumption of a particular product or brand. We also mentioned how some events or activities can generate in the participants what in anthropology has been classified as communitas: the feeling of being part of a group or community. In this text, I will… Keep Reading