Piled Higher and Deeper: 'The PhD Comics' as a Co-Creative Consumption Experience

Markus Wohlfeil, Mar Solé

Research output: Contribution to conferencePaperpeer-review

8 Downloads (Pure)


Ever since Jorge Cham launched the “Piled Higher and Deeper – The Life (or the Lack Thereof) in Academia” in 1997, this newspaper- and web-based comic strip series has enjoyed a growing popularity among postgraduate research students and academic staff members all over the world, for whom the main protagonists provide a humorous mirror to their own daily experiences of life in academia. Thus, the Piled Higher and Deeper comic strips appeal to a very distinct brand community that is narrowly defined by common shared experiences as postgraduate researchers. This netnographic study explores whether, to what extent and how members of the Piled Higher and Deeper brand community are getting actively involved in co-creation activities.
Original languageEnglish
Pageson USB
Number of pages5
Publication statusPublished - 2013
EventAcademy of Marketing Annual Conference 2013 - Cardiff Business School, University of Glamorgan, Cardiff, United Kingdom
Duration: 8 Jul 201312 Jul 2013


ConferenceAcademy of Marketing Annual Conference 2013
Country/TerritoryUnited Kingdom


  • PhD Comics
  • Comics
  • Comic Book Fandom
  • Co-Creation
  • Prosumption
  • Crowdsourcing
  • Brand Community
  • Netnography
  • Discourse Analysis
  • User Involvement

Cite this