During 2006 and 2007, I had several conversations with people where I said that the model of fandom developed online from 1998 to 2006 was fundamentally dead. The major changes for this involved shifting business strategies, strategies that required content creators to actively engage and develop their fan bases as they had never done before. You couldn’t risk shutting down whole sites or categories on a site with a cease and desist letter. The impact would be negative and newsworthy. Fans would rally to protest such actions if taken on any scale and the demographics of fan communities had changed so that content creators couldn’t assume that fans would do anything to avoid going to court.
To counter fannish usurpation of their branding, message and ability to market themselves, I predicted increased engagement as a form of control Why use legalities to shut down conversation when you can channel the message, host the content, define the rules, use other forms of media to help define a fan community to better build your brand? It was the logical business decision, and one that content creators have slowly adopted.
The net result of this shift includes an increased speed in terms of how fast fandom moves, a diffusion of power structure in fan based communities, breaking down barriers between creators and fans as each use each other for their own purposes, and an overall blurring of the lines between entertainment/general popular culture fans and more hard core fandom. At the same time, as business models change, technology and how people interact with it are changing. Things that were once very hard to access are becoming more readily accessible.
There are just a lot of changes that are happening really, really fast. It can and does often feel overwhelming. (And then, today, Ozzie Guillen got on Twitter.)
There feel like a lot more choices in what to be fannish about. Television for example is no longer limited in the United States to the major networks in order to get original programming. It also isn’t limited to premium, pay extra for a station original programming for original dramatic and comedic television. Increasingly, “cable” stations are creating their own original programming. If a show is bumped from network television, some networks are picking these shows up. Added to this confusion of more original programming, it is easier to access original content from other countries and countries that don’t speak English. Consumers aren’t limited to expensive imports on VHS. The prices have dropped and getting things on DVD is really easy. BitTorrents are another option. YouTube is another place to find that content. It is easier to make friends with some one across the globe who might share their interests with others. (I introduced an Australian friend to Kings. Then, two days later, the announcement that the show was canceled hit.) This wasn’t the case even five years ago.
Content producers are accessible like never before and they aren’t afraid to try to manipulate fans for various reasons. Heck, there are currently several projects out there which seek to use fandom to crowdsource the funding of movies or crowdsource the writing of scripts. Crowdsourcing is becoming more and more frequent. It just doesn’t begin to compare to the engagement of content producers. They will interact with fans on Twitter, create fan pages on Twitter, set up contests, solicit fans for ideas, comment on their own performance. They have blogs. they answer e-mails. They publicly thank fans for their support online and off, and have been known to name fans by name. Gone are apparently the days of jms where content producers were afraid to engage fans like that. People seeking book deals model that behavior to develop their own fan bases because a large fan base can help you get published as publishers know you have a built in audience.
The media is also increasingly engaging fans. (Even as some are trying to disengage from companies like Google to better lock their content.) They haven’t been as active in trying to get copyrighted material removed from fansites. They engage with fans on Twitter, create Facebook fan pages, encourage people to comment, create official accounts on services like Buzz and Google Wave. They will promote fansites, treating them as a normal part of the discourse involving a movie or show to the point where movie and television show and now used interchangeably with the term fandom. The media distinction for media fandom between super fans and passive consumers of a product is eroding. Media access to the power players, what the media has to say as a result of those connection has a greater impact on wider fandom than ever before because the information isn’t just consumed by hard core players who can act on it but an increasingly activist traditionally passive consumer base. Knowledge gained from the media, easy access to power players on social media and media willing to give serious, non-demeaning attention to fan activism is a new cycle that begets real results. It makes it easier to participate in because the barriers are fewer and there are fewer barriers for passive consumer to become small time activists.
The acceptance of fandom, especially around anime, television, sports, video games, movie, theater and actors, has made it easier for fans to bring their friends and family into the community; spaces are harder to define as purely fannish, business or professional. (Even content creators are breaking these barriers. It isn’t just fans.) It isn’t something you need to keep as in the closet as you once had to. One of the results of this is that the size of fannish communities are exploding: A community that might once have had 500 people may now have 50,000 people. As a consequence, personal interaction and the development of purely fannish relationships can be harder to make and we fall more into regional patterns again, where were assign greater value to the people online that we can and have met in person. (It is like fandom during the 1960s, 70s and 80s.) This can and does lead to a diffusion of fannish activity as people try to make their experiences manageable and not overwhelming while still maintaining that identity as part of a larger group.
When there is a larger group identity, it can be more powerful than it ever was before. Fans can get together and run a fan run convention with budgets of a hundred thousand dollars. Fans are networked enough so that they can raise large amounts of money for charity efforts when things that impact our greater society happen. (Just look at how they responded to Haiti.) The amount of money that fans are capable of raising in a short time period is like nothing that fans could do even four years ago. They might have been able to raise $250,000 before but it might have taken them several years to accomplish that. If their community has the right connections, it could just take a few days.
Scale and size and eroding boundaries boundaries between traditional components of fandom have fundamentally changed definitions of fandom. Things have been sped up. The amount of communities is huge. The amount of activity is insane and trying to quantify and qualify what type of activity that is has become increasingly difficult.
In short, we really need to begin to get a grasp on this and document it for the sake of fandom history. On the other hand, this is just overwhelming in the extreme. As a fan historian, who likes to document some things happening in the hear and now, it is discouraging. There is just so much data that it is hard to process. I’m overwhelmed at how to document the then and document the now. I know what’s going on but all that’s going on makes it hard to find a starting point.