The paper, titled “Weaponizing the Haters: The Last Jedi and the Strategic Politicization of Pop Culture Through Social Media Manipulation,” examines the online response to 2017’s Last Jedi, a movie that has come to be considered controversial amongst the larger fanbase of the franchise.īay suggests that reputation may not be earned, and instead “finds evidence of deliberate, organized political influence measures disguised as fan arguments,” as he writes in the paper’s abstract. Did Star Wars: The Last Jedi destroy the franchise and permanently rupture the fandom as its critics (melodramatically) have accused it of doing? According to a new academic paper by researcher Morten Bay, the answer is clearly no.
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