Henry Jenkins - Fandom
- refers to a particularly organised and motivated audience of a certain media producer franchise
- fans are active participants in the construction and circulation of textual meaning
- fans are dedicated and knowledgable 
- they appropriate texts and read them in ways that are not fully intended by the producers (textual poaching - stealing things from products)
- they construct their social and cultural identities through borrowing and utilising mass cultuare images and may use this subcultural capital to form social bonds - through online forums

- write fanfiction - romance (slash fiction) - captain kirk and spock from startrek - bromance
- fan art
- fan edits
- cosplay 


Clay Shirky - end of audience theory 
- there is no such thing as audience - they are no longer passive, they interact with media products in an increasingly complex variety of ways
- leaving comments 

- cant discount the ideology of the producer 

-gameology - recreating videogames in real life, talking to experts - assassins creed experts recreate moves
- a professional product - its possible to make money from talking/reenacting video games 

- game lore
- decoding messages (valhallas runes)

-essential for developers to engage with fans so they purchase next games - engaging through secrets/messages

- fan edits - many fans engage in fan projects because they enjoy making things - allows fans to reach audiences to view their skills and improve their talents - give fans opportunity to create derivative works 
- ability to explore themes not explored in the original product 

-- 

curran and seaton - media industries are motivated by power and profit 

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