Author ORCID Identifier

Date of Award

Fall 12-14-2021

Degree Type


Degree Name

Master of Arts (MA)


Film, Video & Digital Imaging

First Advisor

Ethan Tussey

Second Advisor

Diana Anselmo

Third Advisor

Jade Petermon


This thesis uses industrial discourse analysis and fan studies to posit that fandom has the power to intervene in moments when producers and brands thwart expectations generated by industrial lore. Steve Jobs’ “Four Quadrants” strategy became a crucial piece of Apple’s industrial lore is shown to influence the expectations of Apple fans. Negative fan reactions to new product launches will be used to demonstrate the impact of said lore and the openings it creates for dissent. Analysis of the industrial discourse surrounding the discontinued iMac Pro and redesigned Mac Pro determines the efficacy of fan interventions in eliciting a concession from Apple.


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