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Brony Study Analysis

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Brony Study Analysis

  1. 1. Zachary Hayslip Mass Comm 3380
  2. 2. Secondary Analysis Purpose  Due to the overall length of the Brony Study covering the psychological and sociological nuances of what Bronies are, this analysis will focus primarily on if the findings reflect reality or not.  Also, we will look at the methodology of the continuing Brony Study itself. Secondary Analysis: using preexisting data and references in analyzing the methodology of a research project (Wimmer 19, further detail Wimmer 119)
  3. 3. The Researchers  Patrick Edwards, Ph.D.  Dr. Psych Ology to other Bronies  Ph.D. in Clinical Psychology from University of Georgia  Teaches and trains Researchers and Clinicians at the Master degree level  Marsha H. Redden, Ph.D.  Dr. Sci Entific to other Bronies  Ph. D. from Louisiana State University, 1973  Has taught classes which include research design and methodology, as well as psychological testing  Member of American Psychological Association  Licensed doctor in Louisiana and South Carolina Art by Will EdwardsQuoted from Bronystudy.com
  4. 4. The Study’s Goals  Describe the Brony Community (Fandom)  Contrast the Bronies versus the Non-Bronies on demographic and personality variables  Provide information that might confirm or disconfirm myths/beliefs about the Brony Community (Fandom)  Look for Types of Bronies and differences between these Types Quoted from Bronystudy.com Art by Will Edwards
  5. 5. Pony Survey One Methodology  Comparison of Bronies and non-Bronies  Surveyed 648 Subjects  Reported 8x more Bronies responded than non-Bronies  Used Yoked Control Group due to lack of respondents  Focused on who Bronies are by psychologically and sociologically comparing them to non-Bronies Yoked Control Group: “Each member of the control group is matched or "yoked" to a member of the experimental group so that, for the groups as a whole, the time spent participating or the types of events encountered is kept constant. A specific research example will clarify the concept.” Quoted From Research In Psychology: Methods and Design By C. James Goodwin
  6. 6. Pony Survey One Methodology  An analytical survey consisting of close-ended questions regarding demographics, Brony fandom, moral values, effects the has had on the respondent, etc. utilizing Likert scales  Data is used in attempting to define “Brony” and discover what it means to be one  Conducted online powered by the Vovici Corp.  Are being followed up by two subsequent surveys Sleepy Skies by enigmatia Analytical Survey: a survey which attempts to answer why situations exist. (Wimmer 185) Likert Scale: measures respondents opinions on a scale of agreement or disagreement (Wimmer 55-56)
  7. 7. Brony Survey One Demographics  Age 1  14 to 57 years old  Average 21 years old  Gender  86% Male  Education  35.2% High School  62% In or had completed college  Location:  69% North America  22% European  5% Australian  Employment  Both full- and part-time  70% students  37% Employment 1 Due to IRB consideration only subjects who were 17 years of age or older were used in the following analyses – Quoted from Bronystudy.com
  8. 8. Brony Survey One Demographics  Sexual Orientation  84% Heterosexual  1.7% Homosexual  10.3% Bisexual  3.8% Asexual  Marital Status  96.4% Single  2.9% Married  Dating  22.4% No interest in dating  60.9% Interested but not dating  10.5% Occasionally date  6.3% Frequently date
  9. 9. Brony Survey One Findings  Many negative Brony myths and stereotypes of being unemployed or gay are not withstanding  Reportedly, using chi-squares, no significant differences in relation to education, geographic location, employment, or sexual orientation were found, but dating habits did differ Twilight Hits the Books by dm29Chi-Square Statistic: observed measurements set against expected frequencies; also known as crosstabs (Wimmer 308-309)
  10. 10. Hypotheses  First Hypothesis  The Brony demographic of viewers watching My Little Pony: Friendship is Magic affects the production of the show itself, acknowledging its audience of a growing, unintended male demographic.  Second Hypothesis  Due to the average age of this demographic, Brony culture currently bears a profound effect on the Internet culture of today with creatives producing new fan- content every day. Creatives: producers of content through various media; not necessarily professional Spitfire Reading by SpitfireBlaze
  11. 11. Research Questions  First Research Question  Does the lack of a large sample size invalidate the data of the first survey?  Second Research Question  Does the Brony demographic have a substantial effect on the show’s ratings?  Third Research Question  Is the reality of fandom of My Little Pony Friendship is Magic reflected in online fan-created content? Derpy Hooves from Equestriadaily.com
  12. 12. State of the Herd Census 2012  Online survey conducted by Coder Brony to find out how many Bronies there are worldwide  Over 9,000 Brony respondents worldwide reporting their locations, if they’ve gone Public about being a Brony, favorite characters, etc.  Constructed graphs and charts of demographical information of Bronies From herdcensus.com
  13. 13. State of the Herd Census 2012  Informal study not conducted by professional researchers  Contains data only from Bronies pulled in from advertising amongst other Bronies on Equestriadaily.com  Contains data from those younger than 17 years of age (as opposed to Bronystudy.com) From herdcensus.com
  14. 14. State of the Herd Census 2012 From herdcensus.com
  15. 15. State of the Herd Census 2012 From herdcensus.com
  16. 16. State of the Herd Census 2012 From herdcensus.com
  17. 17. State of the Herd Census 2012 From herdcensus.com
  18. 18. Literature Review  External Validity is found in comparing the data from both Bronystudy.com and herdcensus.com  Age relatively the same, factoring in younger ages from Herd Census  Brony gender percentage is essentially equal in both studies  Education level relatively the same factoring in younger ages from Herd Census  Marital status is also the same Oh, Flutterexploitable! by SorcerusHorserus External Validity: how well results can be generalized by other studies and validated (Wimmer 31)
  19. 19. Brony Survey Reliability  To further analyze Brony fandom, Bronystudy.com has recently completed their second survey of Bronies and have opened their third  Data still being analyzed from second survey  Subsequent data focuses more on Bronies alone rather than Brony and non-Bronies  Reliability has yet to be established Load, You Piece of Crap Looooad by Unknown Reliability: able to reproduce the same findings in different situations and studies
  20. 20. Further Analysis of Cultural Effects  By looking further into the Brony Phenomenon, one can use data analysis from searching the Internet to validate other information regarding the popularity of the show both in hard ratings facts and other, less scientific means MLP Thinking with Portals: Trust and Cooperation by Yudhaikeledai (Flash movie)
  21. 21. Reflection in Television Ratings  A Canterlot Wedding Neilsen Daypart  “The first episode earned year-to-year delivery gains among … Adults 18-49 (+102%, 95,000), Persons 2+ (+369%, 483,000) and Households (+286%, 363,000)”  “The second episode earned year-to-year delivery gains among … Adults 18-49 (+46%, 104,000), Persons 2+ (+157%, 475,000) and Households (+130%, 341,000).”  Only time ratings were higher on The Hub Network was during an all-day My Little Pony Marathon The Unveiling by Killryde Daypart: a given period of a television broadcast day (Wimmer 357)
  22. 22. Reflection in Television Ratings  A Canterlot Wedding Neilsen Ratings  Does not reflect time-shifted viewings through DVR, Youtube, iTunes, Netflix and other media  Significant due to time-shifted viewing of shows is growing in popularity among the young adults (reflective of average Brony age)  Further study should be done in time-shifted markets to determine older demographic significance Duel of the Fates by EmeraldPony
  23. 23. Brony Effects on the Show Itself  Like many other cartoons, references and gags are inserted into the show to also entertain adults watching with their families  The creators of have acknowledged and embraced its Brony fan-base, including references sparked by fandom Retrieved from Listal.com
  24. 24. Our Little Derpy  Derpy Hooves, a fan favorite, was a mistake  Fandom originates from a 4chan.org post reporting a background pony with a certain derpy looking face. From Derpy Hooves Wikia Page and 4chan.org Derp: Internet-slang for stupid comment or action
  25. 25. Our Little Derpy  Can be linked to origins of the Brony fandom  Due to positive fan response, Derpy Hooves began appearing in episodes with a “Where’s Waldo” effect, making brief, hidden cameos  Appeared with voice lines in season 2, episode 14 The Last Roundup From Knowyourmeme.com From My Little Pony Wikia Page
  26. 26. Discord and Star Trek  Discord, the evil master of chaos and disharmony  A major villain featured in the first two episodes of the second season of My Little Pony: Friendship is Magic  Known for his silly antics and outlandish randomness Discord enjoying a milk glass Retrieved from rabbithutchiscalling.blogspot.com Discord by slifertheskydragon
  27. 27. Discord and Star Trek  Discord character based off Q from Star Trek: The Next Generation  John de Lancie, who played Q, agreed to the voice acting role not knowing it was for the show  Fan recognition and response to his voice presence eventually brought de Lancie himself into the Brony Herd  Is working on a Bronycon documentary, bringing attention to the Brony fandom From Startrekfan.net de Lancie showing off his Brony T-shirt at Bronycon 2012 from Youtube.com
  28. 28. Other Cameos and References The Big Lebowski Ponies Retrieved from ladygeekgirl.wordpress.com Dr. Whooves in episode 15 of season 2 Retrieved from equestriabr.com
  29. 29. Other Cameos and References Indiana Jones: Raiders of the Lost Ark Retrieved from impassionedcinema.com Daring-Do and the Quest for the Sapphire Stone Retrieved from Equestriadaily.com
  30. 30. Relevance to Brony  These cameos may have appeared to add references for parents to enjoy, regardless of Brony influence  However, it can be argued producers may be more inclined to add such referential material to acknowledge their fan-base  More research is needed to directly correlate references to older generation fandom Popular background ponies Retrieved from social.bioware.com
  31. 31. Bronies on the Internet  My Little Pony fan-art, fan-fiction, fan-videos, fan-merchandise,fan-etc. can be found all over the Internet  396,785 results on Deviantart for search term “MLP” Luna in Moonlight by UnknownHardcore Aren T Easy Unless They Re Brony But I Ll by Unknown Fallen Fluttershy by Heretic of Doom
  32. 32. Bronies on the Internet  Super Ponybeat  Free downloadable fan remix of My Little Pony music  Lauren Faustacorn  Fan-merchandise Sold on Ebay for $1,324.99 Lauren Faustacorn by WhiteDove-CreationsSuper Ponybeat Vol 1 ALTERNATE by eurobeat Brony
  33. 33. Bronies on the Internet  Sunset Chronicle  Fan-fiction by Ciroton  MLP Fighting is Magic  Alpha-stage freeware fighting fan-game Retrieved from Youtube.comRetrieved from Equestriadaily.com
  34. 34. Bronies on the Internet  Equestriadaily.com is the main fan-site for all things related to My Little Pony: Friendship is Magic  As the name suggests, this site updates daily, this is its current banner
  35. 35. Bronies on the Internet  Internet searches for fan-created content reflects the presence of a large group of online creatives producing pony-related material everyday  Ponies have also become an Internet meme and continue to pervade many parts of the Internet, for better or worse Valve Co-Founder and “Professional Troll” Gabe Newell with Celestia Retrieved from ScrewAttack.com
  36. 36. Method of Authority  Using the presence of My Little Pony: Frienship is Magic fan-made content on the Internet as a basis for authority, the show’s profound effect on Internet culture quickly becomes apparent with hundreds of thousands of hits from all over the Internet in a wide variety of different forms Rainbow Dash of the Mane 6 by mauroz Method of Authority: something is true based on a trusted source
  37. 37. Conclusions – First Hypothesis  There is a definite correlation between Brony fandom and the character of Derpy Hooves in the show  However, correlation between references to other media , such as the Big Lebowski and Indiana Jones, and Brony fandom is inconclusive Retrieved from Equestrialdaily.com
  38. 38. Conclusions – Second Hypothesis  The presence of My Little Pony: Friendship is Magic fan- created content throughout the web suggests a strong older following of the show  Therefore, it can be stated that creatives inspired by the show to create content have a significant impact on Internet culture Airship Sovereignity! By Cyberdrace Know When to Fold 'Em By harwicks-art
  39. 39. Conclusions – Research Questions  First Research Question  When comparing both Bronystudy.com and Herdcensus.com, findings for both studies conveyed the same information  Therefore, the researched demographics of Bronies have proven to bear validity and reliability, though what exactly constitutes a Brony has yet to be defined  Second Research Question  Neilsen dayparts revealed a significant increase in television ratings for the HUB network in relation to the show  However, due to lack of data on time-shifted viewings, a popular medium for the average age of Bronies (21 years old), the effect is inconclusive and more research must be done
  40. 40. Conclusions – Research Questions  Third Research Quesion  Relating back to the Second Hypothesis, due to a wealth of fan-created content all over the Internet, effects of Brony fandom can be felt in Internet culture  Therefore, the presence of a large, worldwide fanbase can be seen by the presence of diverse fan-made content all over the Web My Little Pony Dragon Mod for Elders Scrolls V: Skyrim Retrieved from Ponyvillegazette.com
  41. 41. The Brony Study A Surface Look at the Study Thank you for your time

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