“Grassroots Creativity Meets the Media Industry”

In this week’s reading, “Quentin Tarantino’s Star Wars? Grassroots Creativity Meets the Media Industry.”, Jenkins discusses how the consumers/fans of the media industry, have taken many aspects of the media culture into their own hands, but still have to give input from the position of “powerlessness”; also discusses the difference between “interactivity” and “participation”.  The sections of the text which touched on the way media and advertising companies want to draw a line between what is and is not okay for consumers to do with the media produced reminds me of the information we learned about copyright and public domain in class.  Handling the media for monetary benefit is obviously not okay, because that takes away from the creators, but advertising and helping to promote the media is fine.  Distributing the media is an iffy subject, as well.  That leads me to the internet and how it has definitely altered the way we consume media.  With mass viewing/listening websites that stream all types of media, everything is at a consumers fingertips, almost immediately.  Even news of new media (songs, tv shows, films, etc.) travels to consumers faster than it had before the invention of the internet; with websites like Hot New Hip Hop, which discuss exactly what is in the title.  Streaming media (with permission of the owner) is not seen as bad as distributing or downloading media, because you do not have ownership over the streamed content.  Downloading the media, especially media that would typically cost a certain amount of money, is illegal and circles a consumer back to copyright laws.  The balance of power between the fans and product owners is tipped in the direction of each respective party, at different points of production.  In the making of the media, fans may have small input into what goes on in the media, but it is mainly the job of the product owners to be in control.  During the advertising and promotion of the media, the fans have complete control.  Consumers are the ones who other consumers listen to, not the production companies or even, critics/”experts”.  Fan culture has changed in the last 3 or 4 years by the emergence of amateur appropriation and commercial competition for more and more franchises.


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