...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 the folk.
Henry JenkinsRead
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 new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.
Interpretation
What this quote means
The quote contrasts old and new consumer behaviors in the media landscape.
Henry Jenkins examines the evolution of media consumers, highlighting how they have shifted from being passive and predictable to active, migratory, and socially connected individuals. This change reflects a broader trend in which new consumers are more publicly engaged and vocal about their media consumption than previous generations, challenging old paradigms of media interaction.
Themes
ConsumersActiveMediaConnectionLoyalty
In practice
Example use cases
In a presentation about digital marketing trends, you could use this quote to illustrate the changing consumer landscape.
More from Henry Jenkins
All quotes →Fandom, after all, is born of a balance between fascination and frustration: if media content didn't fascinate us, there would be no desire to engage with it; but if it didn't frustrate us on some level, there would be no drive to rewrite or remake it.
Henry JenkinsRead
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