“I Feel so at Home in This Subreddit" : A Netnographic Analysis of the Fan Subreddit r/ThelastofusHBOseries and Its Community-Building Aspects

Abstract: This thesis examines the online fan community of the HBO series The Last of Us on the social media platform Reddit. Within this study, the fans’ communication practices on the subreddit r/ThelastofusHBOseries are researched and analyzed from a community-building perspective. The subreddit was observed employing a netnographic approach. The observed communicational behavior was divided into categories. The patterns arising from this process were analyzed using discourse analysis and a theoretical framework rooted in fandom, knowledge communities, and uses and gratifications theory.  The research’s results show that the community on r/ThelastofusHBOseries provides a space for fans to connect, share their passion, and engage in meaningful discussions about the show. It embodies convergence culture, the value of mutual knowledge, and participatory practices. The use of insider language, adherence to spoiler etiquette, and organization of regular events further contribute to community building. The subreddit is a valuable platform for fans to exchange interpretations, enrich their reception experience, and foster community belonging. While extensive research has explored fan communities, there is a lack of studies on their online community-building practices. Notably, the subreddit r/ThelastofusHBOseries remains unexplored due to its novelty, alluding to the study’s relevance. Despite the limitations concerning its time frame, missing complementary methods like interviews, and possible sampling bias, the research is still a valuable snapshot, providing significant insights and findings. Future research could thus observe the community’s development over time to examine evolving communication and community building, paying a particular focus to regular events or insider language. Future research would also benefit from complementary methods.