Fandoms: Active Producers in Media Culture

The Fan: More Than Just a Consumer

The term "fan," derived from "fanatic," carries connotations of excessive devotion. Media scholar Henry Jenkins challenges negative stereotypes of fans, arguing for their legitimate place within mass culture. In his book Textual Poachers: Television Fans and Participatory Culture (1992), Jenkins rejects common tropes, portraying fans as active participants rather than passive consumers.

Good Taste and Social Distinctions

Pierre Bourdieu's concept of "good taste" helps explain societal perceptions of fans. Notions of taste are not inherent but reflect dominant class interests, perpetuating social distinctions. However, fans disrupt this hierarchy by transforming from consumers into producers and manipulators of meaning.

Tactics of Appropriation

Following Michel de Certeau, Jenkins views fans as active interpreters who appropriate texts to serve their interests. De Certeau distinguishes between the strategies employed by producers, who control meaning, and the tactics used by consumers to resist and reshape those meanings. This can be seen in fan fiction and other forms of creative production.

The Harry Potter and Star Wars Examples

Legal battles, such as those fought by Warner Bros. and Lucasfilm against fan creations, highlight the tension between producers' control and fans' creative expression. These conflicts raise questions about ownership and the boundaries of participation.

Fandom as Produsage

Fandom is driven by adoration, fascination, and sometimes frustration with existing narratives. Fans actively engage with media, articulating unrealized possibilities and becoming producers themselves. Axel Bruns' term "produsage" captures this blurring of consumption and production, where fans actively shape media culture.

Conclusion

Fans are not merely passive audiences but active producers who reclaim media for their own purposes. They engage in a constant negotiation with "legitimate" producers, pushing the boundaries of participation and reshaping the media landscape.