Using the Gartner cycle as a mechanics for analyzing the impact on fan communities in the modern creative economy

Dolgopolov Dmitry Vladislavovich, Turkina Kseniya Ivanovna

The article aims to identify the possibility of predicting and controlling hype in the media space and using a general mechanism for distributing content to promote products of streaming video services, as one of the largest and most promising content makers in the entertainment industry market. The article analyzes the structure of the innovation diffusion cycle and information dissemination cycle, thereby identifying the main features of positioning new content in the media space. The article concludes the main features of the large brands’ and streaming platforms’ interaction a with fan communities through the mechanisms of the gift economy and the participatory culture.

Keywords:creative economy, Gartner cycle, fan communities, participatory culture, gift economy.