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 of Comparative Media Studies, MIT
www.henryjenkins.org
Abigail De Kosnik (@De_Kosnik)
Asst. Prof, UC Berkeley Center for New Media
bcnm.berkeley.edu

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. participation
5. appropriation

\"Web 2.0 is Fandom Without the Stigma\" -- 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

\"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.\" --
Aron Eli Coleite and Joe Pokaski on the Heroes comics.

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 of Comparative Media Studies, MIT
www.henryjenkins.org
Abigail De Kosnik (@De_Kosnik)
Asst. Prof, UC Berkeley Center for New Media
bcnm.berkeley.edu
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