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Wednesday, April 22 • 2:00pm - 2:20pm
Unraveling the Cinematic Future of Spider-Man as the Character Finds a New Home at Marvel Studios

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This research paper offers an analysis of social media and the responses to the campaign circulating around Marvel Studios' acquisition of the Spider-Man property film rights as well as how the studio is planning on handling the character as it pertains to the studio's cinematic universe. This study encompasses how the public responds to the various hashtags and rumors that have emerged from the campaign by examining the growth of knowledge communities. Through this research, the evolution of the campaign to relocate the character to a new studio will be explored by analyzing the contributors of the campaign, including journalists, news outlets and their followers. Data were collected from multiple resources for the #WelcomeHomeSpidey campaign for six weeks using Hootsuite Pro, Sentiment140 and SocialBakers, online social media analytic tools. This study broadens the literature on how social media analytics influence content creation by following a news event as it breaks and how social media reacts to the information. The analytics explored within this study revolve around the reach of the news, the engagement set up by journalists and their followers, the share of voice present between the social media platforms and the sentiment analysis recorded and aggregated in response to the development of the campaign.


Wednesday April 22, 2015 2:00pm - 2:20pm PDT
012 Karpen Hall