📺Critical TV Studies Unit 4 – TV Audiences and Fan Cultures

Key Concepts and Theories

• Audience reception theory focuses on how viewers interpret and make meaning from media texts based on their social, cultural, and personal contexts
• Uses and gratifications theory suggests audiences actively seek out media to fulfill specific needs (entertainment, information, social interaction, personal identity)
  • Audiences are not passive consumers but active participants in the media consumption process
• Encoding/decoding model proposed by Stuart Hall emphasizes the role of the viewer's background in interpreting media messages
  • Dominant, negotiated, and oppositional readings of media texts are possible depending on the viewer's position
• Participatory culture, coined by Henry Jenkins, describes how fans actively engage with and create content around their favorite media properties
  • Fans are not just consumers but also producers of media content (fan fiction, fan art, fan videos)
• Convergence culture refers to the blurring of boundaries between different media platforms and the increasing interaction between producers and consumers
• Transmedia storytelling involves spreading a narrative across multiple media platforms (television, films, books, video games) to create a more immersive and engaging experience for audiences

Evolution of TV Audiences

• Early television audiences in the 1950s and 1960s were seen as passive consumers of broadcast content
  • Limited programming options and a lack of audience measurement tools contributed to this perception
• Cable television in the 1970s and 1980s expanded viewing options and led to the emergence of niche audiences
  • Channels catering to specific interests (sports, news, music) attracted dedicated viewerships
• VCRs and DVRs in the 1980s and 1990s gave audiences more control over when and how they watched television
  • Time-shifting allowed viewers to record and watch programs at their convenience
• The rise of the internet and streaming services in the 2000s and 2010s further fragmented audiences and changed viewing habits
  • Binge-watching and on-demand viewing became common practices
• Social media platforms have enabled audiences to connect with each other and with content creators in real-time
  • Live-tweeting during television broadcasts has become a popular way for viewers to engage with shows and other fans
• Interactive television and second-screen experiences have blurred the lines between viewers and participants
  • Apps and websites that complement television content encourage active engagement and extend the viewing experience beyond the screen

Types of TV Audiences

• Casual viewers watch television for entertainment or relaxation without a strong attachment to specific programs or genres
  • They may tune in to popular shows or events but do not actively seek out content
• Loyal viewers consistently watch and follow specific programs, genres, or networks
  • They may plan their schedules around television broadcasts and have a strong emotional connection to the content
• Binge-watchers consume multiple episodes of a program in rapid succession, often via streaming platforms
  • They prioritize immersion in a narrative over weekly appointment viewing
• Cord-cutters have abandoned traditional cable or satellite television subscriptions in favor of streaming services and online content
  • They value flexibility, cost savings, and personalized viewing experiences
• Social viewers actively engage with television content through social media platforms and online communities
  • They enjoy discussing shows, sharing opinions, and connecting with other fans
• Fans are highly engaged viewers who have a deep emotional attachment to specific programs, characters, or franchises
  • They often participate in fan activities (conventions, cosplay) and create fan-generated content

Understanding Fan Cultures

• Fan cultures are communities of individuals who share a common interest in a particular media property (television show, film franchise, book series)
  • They engage in various practices to express their devotion and connect with other fans
• Fandom can provide a sense of belonging and identity for individuals who may feel marginalized or misunderstood in mainstream society
  • Fans often find acceptance and support within their fan communities
• Fan cultures have their own norms, values, and hierarchies that shape interactions and behaviors within the community
  • Some fans may have more influence or status based on their knowledge, creativity, or contributions to the fandom
• Fans engage in various forms of cultural production, such as fan fiction, fan art, and fan videos, to express their love for and interpretation of the source material
  • These fan works can challenge or subvert the original text and explore alternative narratives or relationships
• Fan activism involves using fandom as a platform for social or political change
  • Fans may organize campaigns to save canceled shows, promote diversity and representation, or raise awareness about important issues
• Shipping refers to the practice of supporting or creating romantic relationships between characters, often in ways that diverge from the canonical narrative
  • Ship wars can arise when different factions within a fandom disagree about which characters should be together

Fan Practices and Engagement

• Cosplay involves dressing up as characters from a favorite media property and attending conventions or events in costume
  • Cosplayers often create elaborate and detailed outfits to showcase their creativity and dedication to the fandom
• Fan fiction is the practice of writing original stories based on the characters, settings, or themes of a media property
  • These stories can explore alternative plotlines, relationships, or perspectives not depicted in the original text
• Fan art includes drawings, paintings, sculptures, and other visual works that depict characters or scenes from a media property
  • Fan artists may reimagine characters in different styles or contexts or create original designs inspired by the source material
• Vidding is the practice of creating fan-made music videos using footage from a media property and setting it to music
  • Vidders use editing techniques to highlight themes, relationships, or emotional moments in the original text
• Collecting involves acquiring merchandise, memorabilia, or other items related to a media property
  • Fans may seek out rare or limited-edition items to showcase their dedication and support for the fandom
• Conventions are gatherings where fans can meet, socialize, and celebrate their shared interests
  • Conventions often feature panels, workshops, and special guests related to the media property or fandom

Impact of Digital Media on Audiences

• Social media platforms have enabled fans to connect and communicate with each other in real-time, regardless of geographic location
  • Fans can share opinions, theories, and fan works, and organize events or campaigns through social media
• Streaming services have given audiences more control over when, where, and how they consume television content
  • Personalized recommendations and ad-free viewing have enhanced the user experience and encouraged binge-watching
• Online forums and discussion boards provide spaces for fans to engage in in-depth conversations and analysis of their favorite media properties
  • These platforms can foster a sense of community and encourage the exchange of ideas and interpretations
• Crowdfunding has allowed fans to directly support the creation of new content or the continuation of beloved franchises
  • Successful crowdfunding campaigns (Veronica Mars movie, Mystery Science Theater 3000 revival) demonstrate the power of fan investment and engagement
• Digital media has blurred the lines between producers and consumers, enabling fans to create and distribute their own content
  • Fan-generated content can gain widespread attention and even influence the direction of the original media property
• Algorithmic recommendations and targeted advertising can shape viewer preferences and behaviors
  • Platforms may prioritize certain types of content or steer viewers towards specific shows or genres based on their viewing history

Case Studies: Notable Fan Communities

• Star Trek fandom, one of the oldest and most influential fan communities, has been credited with pioneering many fan practices (fan fiction, conventions)
  • Star Trek fans have used their passion to promote social and political causes, such as diversity and scientific literacy
• Harry Potter fandom has a massive global following and has inspired a wide range of fan activities and works
  • The Harry Potter Alliance, a fan-led social justice organization, has mobilized fans to support various charitable causes and advocacy efforts
• Supernatural fandom is known for its passionate and dedicated fans, who have created a vast amount of fan works and organized numerous conventions and events
  • The show's creators have acknowledged and embraced the fandom, incorporating fan references and nods into the series
• Beyoncé's Beyhive is a highly active and protective fan community that celebrates and defends the artist's work and personal life
  • The Beyhive has been instrumental in promoting Beyoncé's music and messages, and has engaged in online activism and charitable efforts
• RuPaul's Drag Race fandom has grown alongside the show's popularity, with fans creating art, memes, and online communities to celebrate the contestants and drag culture
  • The show's fans have been credited with helping to mainstream drag and promote LGBTQ+ visibility and acceptance
• BTS Army, the fan community for the Korean boy band BTS, is known for its massive size, global reach, and coordinated efforts to support the group and its members
  • The BTS Army has set records for music sales, music video views, and social media engagement, demonstrating the power of organized fan support

Controversies and Debates

• Fan entitlement refers to the belief that fans are owed certain outcomes or considerations by content creators due to their investment in the media property
  • This can lead to conflicts between fans and producers when creative decisions or storylines do not align with fan expectations or desires
• Toxic fandom describes fan behaviors that are harmful, abusive, or discriminatory towards others, often in the name of defending or promoting their favorite media property
  • Examples include harassment of actors, writers, or other fans, gatekeeping, and online bullying
• Representation and diversity in media have been major concerns for many fan communities, who advocate for more inclusive and authentic portrayals of marginalized groups
  • Fans have used their platforms to call out stereotypical or offensive depictions and demand better representation in their favorite media properties
• Queerbaiting is the practice of hinting at or teasing LGBTQ+ representation in a media property without actually depicting it in a meaningful way
  • This can be seen as a marketing tactic to attract LGBTQ+ audiences without committing to genuine representation, leading to frustration and disappointment among fans
• Fan labor and exploitation have been topics of debate, as fans' creative works and engagement are often used to promote and benefit media properties without compensation or recognition
  • Some argue that fan labor should be valued and rewarded, while others see it as a voluntary expression of passion and dedication
• Spoiler culture and the fear of missing out (FOMO) have become more prevalent in the age of social media and instant communication
  • Fans may feel pressure to stay up-to-date with their favorite shows or avoid online discussions to prevent being exposed to spoilers, affecting their viewing experiences and engagement with fan communities