The multidimensional nature and brand impact of user-generated ad parodies in social media
Bruce G. Vanden BerghMichigan State University
Mira LeeChung-Ang University
Elizabeth T. Quilliam and Thomas HoveMichigan State University
Introduction
Cultural critics argue that parody has become a characteristic form of expression in the mixed and participatory media ecology of the digital age (Jenkins 2006, pp. 282–290). New media technology has provided vehicles that allow not only professionals but any user to borrow and remix artistic or popular culture content in a way that imitates the original content while creating new...