This thesis studies the communication of the "Karmine Corp" through its social networks. The Karmine Corp, or KCORP, is a French esports team founded in 2020 and based in Paris, France. Founded by streamers, it is now the most popular team in France and one of the best-known in Europe. The team's history of success has made it popular on social networks. The comparison between esports (digital competition) and 'classic' sports is also discussed, with arguments put forward by researchers from all sides, enabling us to reflect on the future place or not of esports in sporting competitions. The central theme of this thesis is the analysis of the team's communication and its influence on the current and future evolution of the esports industry. The team's modern communication strategy, based on the fans' satisfaction and loyalty, differs from anything done before in this field, and it can explain the team's popularity. By analyzing the team's social network evolution and specific key posts by doing a netnography, comparing the media evolution of the players before and after they joined the club, and surveying committed fans, this study provides a wealth of data that demonstrates the revolution that KCORP is bringing to the world of esports and the impact of a committed community on a field who need credit to exist.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-69490 |
| Date | January 2024 |
| Creators | Chalvin, Augustin |
| Publisher | Malmö universitet, Institutionen för konst, kultur och kommunikation (K3) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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