Bono described what he was thinking when he pressed “go” to publish his Little book of a big year, but what was he actually doing? More extensively and intimately engaging with fans than he had done for a long time, the little book makes interesting reading across many issues. I will be exploring issues of meaning making in a paper presentation at the Fandom and Religion Conference, University of Leicester, UK. In particular, I will briefly approach Bono’s presentation of himself, his beliefs and understanding of fandom, whilst linking his Little book to other discourses. In my analysis, I will apply the concepts of Sensemaking and Sensegiving. For those interested, I have included the longer abstract below.
I’m delighted to be presenting in the same session as Dr. Scott Calhoun, whose presentation is titled “Ecce Bono: Celebrity Status After 33.” – really looking forward to hearing that!
“F is for Fans… J is for Jesus: Making sense of Bono’s big year”
Dr. Chris Wales
“It’s January 1, 8 p.m. I nearly didn’t press go on this, and I am clearly delirious in places. It’s very personal, but I feel in not a corny way that U2 has a very intimate relationship with our audience … so I’m going for it.”
“Little book of a big year: Bono’s A to Z of 2014”, U2.com, 2015
No strangers to fandom and anti-fandom, in 2014 Bono placed U2 once again in what he likes to describe as “right in the centre of a contradiction” with the “controversial” U2/Apple album release that intended to reach instantly a wider audience. A few months later, as 2015 began, he published a “little book” on U2´s official website, seemingly one of his most intimately direct, although asymmetric, communications with fans. I will review and analyse this personal ‘treatise’ and the events leading up to and around it, showing the way it directly and indirectly addresses issues relating to unity, fandom, activism and religious tolerance, whilst explaining the relevance of music and message, aimed at deepening understanding of the U2 mind-set. Bono’s communication is analysed as an act of sensemaking (Weick, 1995) and sensegiving (Gioia & Chittipeddi, 1991), theoretical constructs thought pertinent to understanding the band´s internal and external meaning making. The paper explores how alongside the increasing growth and diversity of their fan-base, U2 has engaged with the varying interpretations and expectations placed upon them, especially concerning issues of belief. The search for ultimate validation is linked to musical authenticity (Pattie, 1999), rather than promotion of celebrity, aligned to the band’s self-claimed constant and driving desire to produce authentic and relevant music, built on deep, intimate audience engagement, while embracing controversial issues such as faith and conviction. Further analysis considers how this ‘intimate’ form of communication might be understood as “authentic” or “performed” (Marwick and Boyd 2011; Bennett 2012).