ENGAGEMENT 1.0
 Understanding the History of Fan Interactivity



                 #sxsw-fans
Ivan Askwith (@ivanovitch)
Senior Strategist, Big Spaceship
think.bigspaceship.com

Henry Jenkins (@henryjenkins)
Director...
why not engagement 2.0?
who are fans?
sci-fi / fantasy
sports fans
brand fans
we’re all becoming fans.
friending a brand
from fandom to engagement.
five patterns of engagement
1. identification
2. mastery
baseball
stats
3. production
4. participation
5. appropriation
five patterns of engagement

           1. identification
           2. mastery
           3. production
           4. parti...
quot;Web 2.0 is Fandom Without the Stigmaquot; -- Henry Jenkins
Fans As Early Adapters and Adopters
Fandom as Virtual Community
Fandom as Social Network
Fandom as Consumer Activism
Fandom as Participatory Culture
Fan Communities/Brand Communities
Fandom and Informal Learning
Fandom and Globalization
Fandom as Remix Culture
Fans as Influencers
Fandom and User-Supported Television
quot;We had so many stories to tell and there was only so much room in the TV show -- so we decided that we
 could tell th...
Fans as Experts
“WIKIMEDIA”- Robert Kozinets
Fandom and Collective Intelligence
Barack Obama, Fan in Chief
Should Fan Produc.ons Be Free?

          Abigail De Kosnik
          SxSW Interac.ve
            16 March 09
Fans Make Things

In‐Person: Trade and Sell


Online: “GiJ Culture” (and Sell)
Media References to Fan Fic.on
FanLib.com: The First (Failed) ATempt at 
             Mone.za.on
Commercial Fan Produc.on:
        Hip‐Hop
Commercial Fan Produc.on:
       Doujinshi
Commercial Fan Produc.on:
       Fan Films
Commercial Fan Produc.on:
     Game Mods
Commercial Fan Produc.on:
  Literary Appropria.ons
Fan Fic.on Genre: “Porn BaTle”
Fan Fic.on Genre: Literary Fic
Ivan Askwith (@ivanovitch)
Senior Strategist, Big Spaceship
think.bigspaceship.com

Henry Jenkins (@henryjenkins)
Director...
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
Engagement 1.0 - Understanding Fan Interaction
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Engagement 1.0 - Understanding Fan Interaction

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Presentation from "Engagement 1.0" panel at SXSW Interactive 2009, with Ivan Askwith, Henry Jenkins and Abigail DeKosnik.

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Engagement 1.0 - Understanding Fan Interaction

  1. 1. ENGAGEMENT 1.0 Understanding the History of Fan Interactivity #sxsw-fans
  2. 2. Ivan Askwith (@ivanovitch) Senior Strategist, Big Spaceship think.bigspaceship.com Henry Jenkins (@henryjenkins) Director of Comparative Media Studies, MIT www.henryjenkins.org Abigail De Kosnik (@De_Kosnik) Asst. Prof, UC Berkeley Center for New Media bcnm.berkeley.edu
  3. 3. why not engagement 2.0?
  4. 4. who are fans?
  5. 5. sci-fi / fantasy
  6. 6. sports fans
  7. 7. brand fans
  8. 8. we’re all becoming fans.
  9. 9. friending a brand
  10. 10. from fandom to engagement.
  11. 11. five patterns of engagement
  12. 12. 1. identification
  13. 13. 2. mastery
  14. 14. baseball stats
  15. 15. 3. production
  16. 16. 4. participation
  17. 17. 5. appropriation
  18. 18. five patterns of engagement 1. identification 2. mastery 3. production 4. participation 5. appropriation
  19. 19. quot;Web 2.0 is Fandom Without the Stigmaquot; -- Henry Jenkins
  20. 20. Fans As Early Adapters and Adopters
  21. 21. Fandom as Virtual Community
  22. 22. Fandom as Social Network
  23. 23. Fandom as Consumer Activism
  24. 24. Fandom as Participatory Culture
  25. 25. Fan Communities/Brand Communities
  26. 26. Fandom and Informal Learning
  27. 27. Fandom and Globalization
  28. 28. Fandom as Remix Culture
  29. 29. Fans as Influencers
  30. 30. Fandom and User-Supported Television
  31. 31. quot;We had so many stories to tell and there was only so much room in the TV show -- so we decided that we could tell these alternative stories in the comics. The stories could be deeper, broader and reveal more secrets about our characters. It was also a way to tell stories that would be otherwise un-produceable on our show.quot; -- Aron Eli Coleite and Joe Pokaski on the Heroes comics.
  32. 32. Fans as Experts
  33. 33. “WIKIMEDIA”- Robert Kozinets
  34. 34. Fandom and Collective Intelligence
  35. 35. Barack Obama, Fan in Chief
  36. 36. Should Fan Produc.ons Be Free? Abigail De Kosnik SxSW Interac.ve 16 March 09
  37. 37. Fans Make Things In‐Person: Trade and Sell Online: “GiJ Culture” (and Sell)
  38. 38. Media References to Fan Fic.on
  39. 39. FanLib.com: The First (Failed) ATempt at  Mone.za.on
  40. 40. Commercial Fan Produc.on: Hip‐Hop
  41. 41. Commercial Fan Produc.on: Doujinshi
  42. 42. Commercial Fan Produc.on: Fan Films
  43. 43. Commercial Fan Produc.on: Game Mods
  44. 44. Commercial Fan Produc.on: Literary Appropria.ons
  45. 45. Fan Fic.on Genre: “Porn BaTle”
  46. 46. Fan Fic.on Genre: Literary Fic
  47. 47. Ivan Askwith (@ivanovitch) Senior Strategist, Big Spaceship think.bigspaceship.com Henry Jenkins (@henryjenkins) Director of Comparative Media Studies, MIT www.henryjenkins.org Abigail De Kosnik (@De_Kosnik) Asst. Prof, UC Berkeley Center for New Media bcnm.berkeley.edu STEAL OUR SLIDES! slideshare.net/ivanaskwith
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