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Star Trek

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on 21 November 2013

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Transcript of Star Trek

Brand Community
Magical thinking
An American science fiction entertainment franchise created by Gene Roddenberry
Time: since 1960s
Owner: Paramount, CBS
Fans: millions of ‘Trekkies’ or ‘Trekkers’

"the most successful and lucrative cult phenomenon in television history"
--Entertainment Weekly 1994,p.9



Marketing enlightment
Social influences
Star Trek
Communicator Cell phone

Dr. Martin Cooper, inventor of the first handheld mobile phone credits the TOS communicator as the main inspiration

Cell phone
PADD Touch tablet

"PADD" is short for Personal Access Display Device, a hand-held computer interface

Touch tablet

Visual communications

Video conferencing
Virtual presence

First appeared in The Original Series, a device put into ear was used to communicate with other humans or aliens
Bluetooth earpiece


Taser: Similar as a phaser in ST, can set the range from stun to kill
Kirk, James T.

Final Rank
: Captain
Full Name
: James Tiberius Kirk
Date of birth
: March 22, 2233
Place of birth
: Riverside, Iowa, Earth
: Starfleet Academy, 2250-2254
Marital status
: Single
: One son, David Marcus
Serial number
: SC937-0176 CEC
: On original Enterprise, Deck 5; on refit/1701-A, Deck 5/Room 0195
Date of death
: 2371

"Maybe we can't stroll to the music of the lute. We must march to the sound of drums. "

"It is curious how often you humans manage to obtain that which you do not want. "


Final Rank
: Captain, retired
Serial number
: S179-276SP
Full Name
: Spock (lineal Vulcan name unpronounceable)
Year of birth
: 2230
Place of birth
: Shi'Kahr, Vulcan
: Starfleet Academy, 2249-53
Marital status
: Once married
Last whereabouts
: Romulus

"I'm a doctor, not a ..."

McCoy, Leonard H.

Final Rank
: Admiral, retired
Full Name
: Leonard H. McCoy, M.D.
Year of birth
: 2227
: University of Mississippi, 2245-49; medical school, 2249-53
Marital status
: Divorced
: A daughter, Joanna
: Original Enterprise: 3F 127

"And Uhura, whose name means freedom. She walks in beauty, like the night."


Final Rank
: Commander
Full Name
: Nyota Uhura
Date of birth
: 2239
Place of birth
: United States of Africa, Earth
: Mother, M'Umbha
: Starfleet Academy, 2257-61

Star Trek conventions
Star Trek in TV series

A specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand.

Muniz A.M. and Thomas C. (2001)

3 Core Community Commonalities
Consciousness of kind

Rituals and traditions

Sense of moral responsibility

Consciousness of kind

Oppositional Brand Loyalty

Rituals and Traditions
Celebrating the History of the Brand
Sharing Brand Stories

Many people in scientific and engineering fields have stated that they were inspired by Star Trek. Even physicist Stephen Hawking is a fan of the show.

Many women have testified that they were positively influenced by the show's depiction of women scientists working alongside their male counterparts.
Help defuse racial relationships

Popular phrases from the original series such as "Beam me up, Scotty" ,"Live long and prosper", have entered broad popular use.

Moral Responsibility
Integrating and Retaining Members

Assisting in the Use of the Brand

E.g. bring Star Trek back into live
Magical thinking is the identification of causal relationships between actions and events where scientific consensus says that there are none.

People are wired to find meaning in the world, a predisposition that leaves us with less control over our beliefs than we may think.

•Mind rules over matter.
•Rituals bring good luck.
•Primed for the future.
"Any sufficiently advanced technology is indistinguishable from magic."

Star Trek
References 1
Burroughs, A., 2004, magical thinking ,St.Martin’s press
Consume Attention, (2012), Brand Community and Marketing http://ici.szu.edu.cn/UploadFile/File/20126251518248328.pdf
The BBC news (2012) Star Trek captains boldly go to London convention, [online], Available: http://www.bbc.co.uk/news/entertainment-arts-20002297 [21 Oct 2012].
The fluent in 3 months (2011) what’s it like to attend a Star Trek Convention, [online], Available: http://www.fluentin3months.com/star-trek/.
Muniz A.M. and Thomas C. (2001), Brand Community, Journal of consumer research, Vol. 27, pp.412-429
Schau, H.J., Arnould, E.J. and Muniz, A.M. (2009), How brand community practices create value, Journal of Marketing, Vol. 73, pp.30-51

Brand Community Marketing
New marketing method

Help spread a positive brand image

Get feedback from the brand community, encourage R&D

Keep the relationship between brand and its followers

Infinite Diversity in Infinite Combinations

Designed by Gene Roddenberry
Marketing premium long before the third season

Example: IDIC
References 2
Schouten, J.W., and McAlexander, J. H.,1995, Subcultures of Consumption: An Ethnography of the New Bikers, Journal of Consumer Research, Vol.22,Issue.1,pp.43-61
Kozinets,R.V. and Handelman,J.M.,2004, Adversaries of Consumption: Consumer
Movements, Activism, and Ideology, Journal of Consumer Research, Vol.31,Issue.3,pp.691-704.
Maclaran,P. and Brown,S.,2001, The Future Perfect Declined: Utopian Studies and
Consumer Research, Journal of Marketing Management,Vol.17, Issue.3,No.4,pp.367-390.
Maclaran,P. and Brown,S., 2005, The Center Cannot Hold: Consuming the Utopian Marketplace, Journal of Consumer Research, Vol.32,No.2,pp.311-323.
St.James,Y., Handelman,J.M. and Taylor.S.F.,2011, Magical Thinking and Consumer Coping, Journal of Consumer Research, Vol.38, No.4.
Belk,R.W., Wallendorf,M. and Sherry,Jr.J.F.,1989, The sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey, The journal of Consumer Research, Vol.16,No.1,pp.1-38.
Belk,R.W. and Tumbat,G.,2005,The Cult of Macintosh, Consumption,Markets and Culture,Vol.8,No.3,pp.205-217.
Example 2
Trekkies or Trekkers' meetings and conventions
Fanzines, apps, online games

A religion and Utopia
Star Trek as a religious phenomenon
the secularization of religion and the sacralization of the secular

•development of science and techonology
•hedonistic society, the rise of individualism and escapism
•civil religion

a founding prophet and an origin myth
--Gene Roddenberry and his explicit humanist philosophy

scripture and accepted canon
-- although ST episodes don't comprise literal "scripture," they are the basis for a rigorously enforced canon

a unifying belief system and the offer of salvation
--"a better world" promise and collective salvation

Utopian: a Love Story
A utopia is a community or society possessing highly desirable or perfect qualities.

The world of Star Trek: based upon highly-advanced science and techonology.
The United Federation of Planets: society that had moved beyond money.

"The economics of the future is somewhat different. You see, money doesn’t exist in the 24th century… The acquisition of wealth is no longer the driving force in our lives. We work to better ourselves and the rest of Humanity."

--Captain Picard

• Also, there seems to be an “end to war” at least on earth.

Utopian: a Love Story
• self-constructed future world
--fans' self-perception
--meaning-of life seeking processes.

• Star Trek fans tend to practice what they preach
--not content to wait for Roddenberry's utopian vision
--committed to doing their part such as establish charities

Why-- at a deeper level
According to Forbes magazine:
Thank you!
Full transcript