"Utilising" bromances

Celia Lam, Jackie Raphael

Research output: Chapter in Book/Conference proceedingBook Chapterpeer-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 languageEnglish
Title of host publicationCelebrity Bromances
Subtitle of host publicationConstructing, interpreting and utilising persona
Place of PublicationLondon
PublisherRoutledge
Chapter4
Pages87-107
Number of pages21
ISBN (Electronic)9781003093329
DOIs
Publication statusPublished - 2022

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