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Is Category Spanning Truly Disadvantageous? New Evidence from Primary and Secondary Movie Markets
Linköping University, Department of Management and Engineering, The Institute for Analytical Sociology, IAS. Linköping University, Faculty of Arts and Sciences.
Ludwig Maximilians University of Munchen, Germany.
2017 (English)In: Social Forces, ISSN 0037-7732, E-ISSN 1534-7605, Vol. 96, no 1, p. 449-479Article in journal (Refereed) Published
Abstract [en]

Genre assignments help audiences make sense of new releases. Studies from a wide range of market contexts have shown that generalists defying clear mapping to established categories suffer penalties in market legitimacy, perceived quality, or audience attention. We introduce an empirical strategy to disentangle two mechanisms, reduced niche fitness and audience confusion, causing devaluation or ignorance of boundary-crossing offers. Our data on 2,971 feature films released to US theaters and subsequently made available on DVD further reveal that consequences of category spanning are subject to strong moderating influences. Negative effects are far from universal, manifesting only if (a) combined genres are culturally distant, (b) products are released to a stable and highly institutionalized market context, and (c) offers lack familiarity as an alternative source of market recognition. Our study provides ramifications as to the scope conditions of categorization effects and modifies some widely acknowledged truisms regarding boundary crossing in cultural markets.

Place, publisher, year, edition, pages
OXFORD UNIV PRESS INC , 2017. Vol. 96, no 1, p. 449-479
National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology)
Identifiers
URN: urn:nbn:se:liu:diva-141126DOI: 10.1093/sf/sox043ISI: 000409194400033OAI: oai:DiVA.org:liu-141126DiVA, id: diva2:1144757
Note

Funding Agencies|German Research Foundation [KE 2020/2-1]; Riksbankens Jubileumsfond [M12-0301:1]

Available from: 2017-09-27 Created: 2017-09-27 Last updated: 2017-10-24

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
  • rtf