Although we've used the concept brand communities a couple of times, it's important to reiterate that communities aren't created, they are courted. M…

- Henry Jenkins

Piracy often reflects market failures on the part of producers rather than moral failures on the part of consumers.

- Henry Jenkins

Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for …

- Henry Jenkins

Humans do not engage in activities that are meaningless. If you think you see people doing things you find meaningless, look again and try to underst…

- Henry Jenkins

That changes your whole perception of the film, your perception of the ending...The challenge for us, especially with the Lord of the Rings is how do…

- Henry Jenkins

Participatory culture shifts the focus of literacy from one of individual expression to community involvement.

- Henry Jenkins

...Fan fiction is a way of the culture repairing the damage done in a system where contemporary myths are owned by corporations instead of owned by t…

- Henry Jenkins

From American Idol to The Matrix participatory media - where old and new media converge by involving fans - is influencing our culture by creating …

- Henry Jenkins

If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then ne…

- Henry Jenkins