In reading Stephanie’s post, TV as a Commodity? I noticed how she focused on television as a growing demand but not so much on how the consumer really transforms the commodity. We may consume television, and the ways we consume television may change, but what about changing the way that the commodity touches consumers?

Fan culture, or ‘fandom’, is the peak of fan interaction not only with the commodity of television but with each other. While many services have sprung up for interacting with the show as it airs and with other fans, fandom focuses much more on the way that the fanbase as a whole interacts with the show or media. While it’s true that the way we consume television has evolved with social media and it does affect the commodity, fandom is often very influential to how the commodity is spread and how the shows itself are marketed and created. There are countless stories of fan pressure changing commodities, from many years ago where Sir Arthur Conan Doyle was forced to revive Sherlock Holmes due to fan pressure, or more recently in Comic-Con panels where writers and actors respond and have to justify their decisions. When it comes to the changing and real adapting of commodities, the programs themselves become more of the things being sold, instead of just television as a whole.

safe_image

This goes along with what Stephanie said about being able to ‘interact’ with the commodity with social media, but fandom and fan culture have taken it to a new level where we really get to change what is being shown and consumed. Lury states that “Commodities deeply affect the consumers who use them and the consumers themselves transform the commodity in use,” and “the consumer has a continuous productive role.” (p. 104) This role has less to do with the way we consume the commodity and more with the way we change it, based on what we want to consume. In this age of social media, people can respond instantly to what was liked and what wasn’t, and are often catered to. This age of fan culture and responsiveness prompts a real transformation of the commodity, instead of just in the ways we consume it.

Advertisements