Fandom: Identities and Communities in a Mediated World

Edited by Jonathan Gray, CornelSandvoss and C. Lee Harrington

With an afterword by HenryJenkins

New York University Press


Introduction: Why Study Fans? 

Fan in the Mainstream

As we have moved from an era of broadcasting to one of narrowcasting, a process fueled by the deregulation of media markets and reflected in the rise of new media technologies, the fan as a specialized yet dedicated consumer has become a centerpiece of media industries' marketing strategies. Rather than ridiculed, fan audiences are now wooed and championed by cultural industries, at least as long as their activities do not divert from principles of capitalist exchange and recognize industries' legal ownership of the object of fandom. 


The changing cultural status of fans is probably best illustrated by the efforts of those in the public gaze, such as celebrities and politicians seeking to connect with consumers and voters by publicly emphasizing their fan credentials. 

Fan Cultures and Social Hierarchy

Scholars are still concerned with questions of power, inequality, and discrimination, but rather than seeing fandom as a tool of empowerment they suggest that the interpretive communities of fandom (as well as individual acts of fan consumption) are embedded in the existing economic, social and cultural status quo. 

...they no longer portray fandom as an extraordinary space of emancipation and reformulation of gender relations. Instead, the taste hierarchies among fans themselves are described as the continuation of wider social inequalities. 

*前天摘了积极正面的、主张fandom is beautiful的第一代粉丝研究,今天摘的是第二代。第二代的背景是从大众传播时代进入了分众传播时代,粉丝成为了媒体行业市场策略下的专门消费者。需要消费者的名人与需要投票者的政客都乐于公开强调他们粉丝的合法性。


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