By: Dominic Jones
One logo I thought would be interesting to analyze would be the logo for the Star Wars Celebration convention that Lucasfilm puts on for fans every year or two. This is one of my favorite logos, as its a convention I have attended every one of since 2010 (including the one in Essen Germany). So I've broken down the Dominant hegemonic position, Negotiated position, and Oppositional position of the most recent iteration of the logo which was used earlier this year for the Convention held in Anaheim and that is currently being used for the upcoming London convention held next year.
Dominant hegemonic position: The dominant hegemonic position is that this is a nice gesture on the part of Lucasfilm/Disney towards their fans, by putting on a fun event where fans can hang out and enjoy special events.
Oppositional position: That this is another example of Lucasfilm/Disney trying to get as much money out the fans as possible, by selling the tickets at an expensive prices, selling overpriced exclusive collectibles and using the fans as a means of word of mouth marketing by showing them small previews of new projects and encouraging them to tell others about it.
Negotiated position: While there is definitely a commercial aspect to the events, it is the coming together of fans which makes Celebration special. The marketing aspects are fun, but it is having so many fans together in one place that makes the event truly special.
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