"Utilising" bromances

Celia Lam; Jackie Raphael

doi:10.4324/9781003093329-4

"Utilising" bromances

Celia Lam
, Jackie Raphael

School of International Communications

Research output: Chapter in Book/Conference proceeding › Book Chapter › peer-review

Abstract

This chapter delves further into bromance as a cultural commodity and proposes the term bromance capital. Applying these theories within advertising and the film industry, a case study on the Hugh Jackman, Ryan Reynolds and Jake Gyllenhaal bromance is investigated. Exploring this long-spanning fake-feud bromance reveals the intention behind their social media posts and provides a successful example of bromance capital in practice. The bromance developed its own value, while also presenting a relationship that was entertaining to audiences

Original language	English
Title of host publication	Celebrity Bromances
Subtitle of host publication	Constructing, interpreting and utilising persona
Place of Publication	London
Publisher	Routledge
Chapter	4
Pages	87-107
Number of pages	21
ISBN (Electronic)	9781003093329
DOIs	https://doi.org/10.4324/9781003093329-4
Publication status	Published - 2022

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abstract = "This chapter delves further into bromance as a cultural commodity and proposes the term bromance capital. Applying these theories within advertising and the film industry, a case study on the Hugh Jackman, Ryan Reynolds and Jake Gyllenhaal bromance is investigated. Exploring this long-spanning fake-feud bromance reveals the intention behind their social media posts and provides a successful example of bromance capital in practice. The bromance developed its own value, while also presenting a relationship that was entertaining to audiences",

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"Utilising" bromances

Abstract

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