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The Logic Of Affective Economics In Philippine Fans’ Discursive Articulations In Response To A League Of Legends Skin Sale, Manuel R. Enverga Iii
The Logic Of Affective Economics In Philippine Fans’ Discursive Articulations In Response To A League Of Legends Skin Sale, Manuel R. Enverga Iii
European Studies Department Faculty Publications
This study has employed a single case study approach to examine how Filipino League of Legends (LoL) fans reacted to sale of a skin; or character cosmetic; to raise awareness for the Taal Volcano eruption in 2020. The promotion was posted on Facebook and received over 9,000 reactions. It also received over 1,000 comments; which served as the data source for this study. Following a discourse analysis of relevant comments; the researcher has found that commenters’ articulations were underpinned by the logic of affective economics. Responses to the skin promotion either exemplified brand loyalty towards League of Legends or expressed …