How people engage with and interpret media texts has changed in the last decade. Advancements in technology have put the power to create in the hands of ordinary fans. Which in turn, has lead to parodies, fan fiction, and content reviews by fans/critics of programs. This content has lead to mixed responses from the original producers. On the one hand, the original producers are pleased that their fans are enjoying the content, but at the same time, they do not want others to profit off content that they worked long and hard on. This is where the lines are blurred. How much content is fair to show for the purpose of a review or a parody? Should the people who create the original product be the only ones who are allowed to profit off the material, even if it is only a percentage of original content that is being used? In this blog I will discuss the nature of fan involvement in the creation of their own, unique content that is legally protected under Fair Use Law. Also, I will be examining how audiences have transitioned from being passive to active due to the rise of participatory culture, and how audiences hold power.
In the textbook, the idea of fans speaking for themselves was mentioned. "The range of fan activities and interpretations uncovered by Jenkins and later scholars demonstrates that fan audiences are deeply engaged in their favourite media texts. Fans often reinterpret media content and create their own cultural productions in response." (Sullivan, 2013, 193). Fans creating their own media texts have revolutionized the commercial media industry. For instance, 50 Shades of Grey began as fan fiction for Twilight. We live in a time where anyone can get involved in the creation of content due to technological advancements in the computing industry and the film industry. Also, content can be viewed almost anywhere since geographical barriers have been essentially eliminated due to the Internet. This gives fans an opportunity to create meaningful content that speaks on behalf of fans. It also allows fans to flex their creative muscles and make something worth watching.
Sullivan, J. (2013). Media Audiences: Effects, users, institutions and power. Sage Publications Inc., New York, NY.
Sullivan, J. (2013). Cited Jenkins 2006. Media Audiences: Effects, users, institutions and power. Sage Publications Inc., New York, NY.
Astigarraga, I. Pavon, A. & Zuberogoitia, A (2016). "Active Audience?: Interaction of young people with television and online video content." Communication and Society, 29(3), 133-147.
Watch from: 0:00-1:15
Video Link: https://www.youtube.com/watch?v=z1KTxxOyokA
This parody is a great example of how audiences can get involved in the creation of their own content that was inspired by a show or an event. This relates to the idea that Sullivan mentioned in the text. Fans can create their own content in response to programs they enjoy. (Sullivan, 2013, 219). Some people wonder how content like the Simpsons parody can be posted since they are using copyrighted material. Well legally, parodies are protected under the "Fair Use" section of copyright law. According to copyright.gov, for content to qualify under Fair Use they have to meet four criteria. They look at the "Purpose and character of the use, including whether the use is of a commercial nature or is for nonprofit educational purposes", "Nature of the copyrighted work", the amount used, and the effect it has on the original work. (http://www.copyright.gov). In the textbook, this is referred to as remixing. When creators take existing content and make something new out of it, it is remixing. (Sullivan, 2013, 221). In order for the criteria of Fair Use to be met, the new content should be new and distinguishable from the original work. Parodies are a great example of new content generated from original works. Even though they use copyrighted material, it should not intrude upon Fair Use as long as the copyrighted work is not overused. In the Simpsons example, it is clear that the characters need to be used in order to establish to the audience that this is what the parody is about. Also, there should be no negative effect on the original work (The Simpsons) because it is clear that it is a joke and should not be taken too seriously. Parodies allow audience involvement to shift from passive to active.
In chapter 9 of the textbook, Henry Jenkins discusses participatory culture. "Fans and other consumers are invited to actively participate in the creation and circulation of new content" (Sullivan, 2013, 219. Cited Jenkins 2006, 290).
This neat take on the popular television show "Storage Wars" is a good example of participatory culture. These individuals from Brampton mimicked and parodied the popular cast of Storage Wars. Instead of just mindlessly watching Storage Wars on television, fans are encouraged to actively engage in media due to technological advancements. One critical reason why fan made creations circulate prominently online is because fans are given the opportunity to publish their works on popular platforms such as Twitter, Facebook, and of course, YouTube. YouTube has been described in the textbook as "perhaps the single most important online tool for empowering audiences in the 21st century" (Sullivan, 2013, 220). The platform has given bountiful opportunities for individuals to express their views, opinions, and display their talent. YouTube has given a voice to independent creators if they chose to use it. Plenty of people now currently live off the money they make from the videos they post. We have seen the shift from audiences following traditional media outlets such as radio and television, to people following their favourite content creators on YouTube. As a result, fan subcultures for popular YouTubers have been established. Each YouTuber with a substantial amount of followers often has a group of people who follow them and stay up to date with their content.
The two video examples I have provided in this blog resemble the idea of "User Generated Content". Napoli (2010) highlights the three criteria needed for user generated content. They are "content made publicly available over the internet, content that reflects a certain amount of creative effort, and content that is created outside of traditional professional routines and practices." (Astigarraga, I. Pavon, A. & Zuberogoitia, A. 2016). In the twenty-first century, amateur creators have been given a chance to shine. According to YouTube statistics found in the textbook, 50% of the content on YouTube is user-created (Sullivan, 2013, 221). Audiences are enjoying non-professionally made content at high levels. The aspect of having an "average joe" creating content that is available to the masses is appealing to audiences because they can relate to the average video maker more than the professional film maker. The increase in popularity for user generated content has lead to more individuals attempting to create their own content. Everyone with access to a computer and the Internet has the potential to create something amazing. More audiences are becoming producers rather than pure consumers and it is important to promote these independent content creators in order to inspire more artists in the future.
Resources:
In chapter 9 of the textbook, Henry Jenkins discusses participatory culture. "Fans and other consumers are invited to actively participate in the creation and circulation of new content" (Sullivan, 2013, 219. Cited Jenkins 2006, 290).
This neat take on the popular television show "Storage Wars" is a good example of participatory culture. These individuals from Brampton mimicked and parodied the popular cast of Storage Wars. Instead of just mindlessly watching Storage Wars on television, fans are encouraged to actively engage in media due to technological advancements. One critical reason why fan made creations circulate prominently online is because fans are given the opportunity to publish their works on popular platforms such as Twitter, Facebook, and of course, YouTube. YouTube has been described in the textbook as "perhaps the single most important online tool for empowering audiences in the 21st century" (Sullivan, 2013, 220). The platform has given bountiful opportunities for individuals to express their views, opinions, and display their talent. YouTube has given a voice to independent creators if they chose to use it. Plenty of people now currently live off the money they make from the videos they post. We have seen the shift from audiences following traditional media outlets such as radio and television, to people following their favourite content creators on YouTube. As a result, fan subcultures for popular YouTubers have been established. Each YouTuber with a substantial amount of followers often has a group of people who follow them and stay up to date with their content.
The two video examples I have provided in this blog resemble the idea of "User Generated Content". Napoli (2010) highlights the three criteria needed for user generated content. They are "content made publicly available over the internet, content that reflects a certain amount of creative effort, and content that is created outside of traditional professional routines and practices." (Astigarraga, I. Pavon, A. & Zuberogoitia, A. 2016). In the twenty-first century, amateur creators have been given a chance to shine. According to YouTube statistics found in the textbook, 50% of the content on YouTube is user-created (Sullivan, 2013, 221). Audiences are enjoying non-professionally made content at high levels. The aspect of having an "average joe" creating content that is available to the masses is appealing to audiences because they can relate to the average video maker more than the professional film maker. The increase in popularity for user generated content has lead to more individuals attempting to create their own content. Everyone with access to a computer and the Internet has the potential to create something amazing. More audiences are becoming producers rather than pure consumers and it is important to promote these independent content creators in order to inspire more artists in the future.
Resources:
Office, U.C (n.d). "More Information on Fair Use". Us Copyright Office. Retrieved November 30th, 2016.
From: http://www.copyright.gov/fair-use/more-info.html
From: http://www.copyright.gov/fair-use/more-info.html
Sullivan, J. (2013). Media Audiences: Effects, users, institutions and power. Sage Publications Inc., New York, NY.
Sullivan, J. (2013). Cited Jenkins 2006. Media Audiences: Effects, users, institutions and power. Sage Publications Inc., New York, NY.
Astigarraga, I. Pavon, A. & Zuberogoitia, A (2016). "Active Audience?: Interaction of young people with television and online video content." Communication and Society, 29(3), 133-147.
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