Henry Jenkins Convergence Culture

[AlexReid]

Just a reminder that you are scheduled to read the first two chapters of Jenkins' book this week. I will be posting here tomorrow to get our conversation started and get you thinking about what you might do on our wiki with Jenkins. (That's assuming that I don't spend all day in line trying to vote.)

[AlexReid]

Though we are only reading the first two chapters of Jenkins' book, I want to start our discussion with two passages from the concluding chapter that I think will help you see where we are going.

Right now, we are learning how to apply these new participatory skills through our relation to commercial entertainment--or, more precisely, right now some groups of early adopters are testing the waters and mapping out directions where many more of us are apt to follow. These skills are being applied to popular culture first for two reasons: on the one hand, because the stakes are so low; and on the other, because playing with popular culture is a lot more fun than playing with more serious matters. (246)

the most controversial claim in this book may be my operating assumption that increasing participation in popular culture is a good thing. Too many critical pessimists are still locked into the old politics of culture jamming. Resistance becomes an end in itself and of itself rather than a tool to ensure cultural diversity and corporate responsibility. The debate keeps getting framed as if the only true alternative were to opt out of media altogether and live in the woods, eating acorns and lizards and reading only books published on recycled paper by small alternative presses. But what would it mean to tap media power for our own purposes? Is ideological and aesthetic purity really more valuable than transforming our culture?(248-9)

So here's the book in a nutshell. Jenkins looks at how fans of various popular media use participatory media as a way of engaging, shaping, and extending the programs that they love. Chapters one and two look at American Idol and Survivor. I'd be interested to hear you take on what Jenkins has to say about these shows and the way that fans engage with them. Do you participate in any fan cultures like this?

There are also some key terms defined in the introduction and first two chapters. I'd like to get a sense of how you understand them.You could write here about them or perhaps create a wiki page. Here is a list of some possible terms to discuss:

• convergence
• participatory culture
• affective economics
• collective intelligence
• expert paradigm
• inspirational consumers

Ultimately what you should be able to see here is the complex, dynamic relationship between fans and media producers. The producers realize they need the fans. The strong fan base for a show is like the strong voter base for a candidate. They are the ones who will get other people energized and participatory. However, the relationship is tricky. Jenkins notes how fans seek to spoil the Survivor outcome and react to product placement in American Idol. As such, producers sometimes take adversarial positions in relation to fans as they seek to control their product and monetize it through advertising and such.

In the end, the question that concerns us all is whether or not these kinds of participatory media culture practices will lead us toward a new, networked democracy.

[Jessica]

Spoiler websites are more than addicting! I completely avoided them for a long time because I felt that it would stop me from watching the shows I love but when the last episode of the Sopranos came I could not resist going to a Spoilers website. After that visit I got addicted to it; I could not stop going to the website for all of my favorite shows. Although Survivor is not on the top of my list of shows to watch I have looked at Spoiler websites for America's Next Top Model and Designer's Challenge. I think that the Producers definitely have something to do with the information that gets leaked on spoiler websites because a lot of it is true. I also agree with the producers that it is a good idea to do this because it keeps viewers like me hooked on the show and wanting to see if people were on the site were correct or not.

On the topic of American Idol its not really something that I have ever really gotten into. I know how much American Idol is controlled by a group of Americans that I just do not fit into and do not wish to. I therefore and very little to say about American Idol. I feel that the show has developed into a very commericalized, "15 minutes of fame" show, whereas it used to be about talent back when Kelly Clarkson was around.

[Deanna]

On the topic of American Idol- i feel like I have a completely different view than everyone else. I admit, these days I do not watch so much because i think they've worn it out, but at first, it was an addicting and interesting show which got fans involved in ways that no other show really had before. I think a lot of good things have come from American Idol. It isn't just a 15 minutes of fame type gig for some people- look at Carrie Underwood for example. She went from being a small town girl from Oklahoma, to auditioning and now is so big in the country music industry, in just 2-3 years shes won grammys and not to mention almost every other award out there and is hosting the CMT music awards next week. She actually does have talent, seeing her in concert proves that American idol is not just a 15 minutes of fame show. People like Carrie are why I participate and watch American Idol. I do, however, believe that it has grown a little out of control these days. They've taken a great show, and marketed it to everyone by making everything American idol, from video games to clothes. I think this is smart in some senses, but kind of low. I think it kind of takes away from the genuineness of the show. People look at it more as a controlled publicity stunt rather than a talent competition which it should be.

As far as spoiler boards- i too am guilty of reading them. I think they are beneficial in some ways to television stations because it keeps the interest of fans by allowing them to talk and try to guess what is going to happen next. The story of ChillOne in the book was very interesting. I feel like this has happened a lot for many different shows. You always have people on the message boards claiming to know things and trying to get your attention but it's very hard to know who to believe. It's actually funny to read about the Survivor message board, and see how Jenkins talks about ChillOne and how people were suspicious of his comments. I used to visit the Prison Break message boards, and i remember reading a post, which someone told us that one character, who was presumed to be dead (her head was found in a box)- was going to end up coming back in the fourth season...everyone freaked out and said this was not possible-except- i tuned in this season and what do you know, who is back? that character. They had a long plot of how it wasn't really her who was killed. It makes me wonder how people really find out this type of information and also lets me believe a little more than i used to.

I used to be a fan of Jessica Simpson when i was younger, and i used to be a part of her message board. There were always posts from certain people, who were close to her, and who actually had good information which you knew that was most likely correct. But, there were always those other people who would just randomly come on, and say things to get people excited, or angry and start rumors.

Overall, i think technology has had a great affect on the television industry as well. Even bad publicity on the internet, is publicity.By allowing people to have message boards, and spoiler sites, it allows for them to join other fans and get more involved. This helps the show grow and stay on top- just has Survivor did for many seasons.

[Tim]

I don't watch much television. I more of a movie buff. But from what little reality/talent tv I have seen it's easy to see why it's sooo addicting. Contestants are told they're too ugly, too fat, too stupid, and people absolutely love it. I really can't comment on these shows.....just don't have the patience for them.

But I do remember seeing a bunch of logos (coca cola, pepsi, etc) plastered all over that British dudes cup. And I just read yesterday that someone died in Paula Abdul's front yard. Completely off topic..sorry

I was actually part of a participatory culture on "dramaforpresident.com." I don't think Doug Ellin and Eric Weinstein consulted our opinions, in fact I'm sure they didn't, but we all commented nevertheless. All we did wascontribute to a forum asking for ideas for the the fourth season of Entourage....

[Vicky]

Though I've never kept up with the show religiously, I totally agree with Jessica's statement about the commercialization of American Idol. Kelly Clarkson is really the most successful winner out of all the seasons of the show, and a lot of it probably has to do with the fact that it was the first season, when the show was more genuinely about talent, passion and fan involvement/partipatory culture rather than “shameless product placement,…incestuous corporate hype,” (61) marketing, money-making and what seems to be rigging the winners. (Daughtry got robbed in Season 5. Where has Taylor Hicks been since then?)

But back to commercialization: they definitely got carried away with American Idol merchandise, from video games to ice cream flavors and shower radios (Yes, shower radios: check out http://www.usatoday.com/money/media/2007-04-09-idol-usat_N.htm)

Don't get me wrong; the other winners are extremely talented too and several are definitely continuing to make a name for themselves. But the majority of the winners who followed Kelly Clarkson have been one-hit wonders or carbon-copies of artists already out there.

American Idol has also turned into a platform for openly cruel and unnecessary criticism. Simon’s malicious remarks have become emblematic of the show. After seeing Mandisa Hundley audition for season 5, he said that they would need a “bigger stage this year.” While constructive criticism can be beneficial in regards to improving, there is no reason to poke fun at someone’s weight or appearance. Comments like that enforce the media’s commercialized ideal that thin is not just beautiful, but apparently required to be talented as well. Sadly, some people tune in just to see what Simon’s new quips for the week will be.

As far as spoiler websites go, I’m definitely not a fan. I don’t keep up with too many TV shows because my schedule is so hectic and changes frequently, but still, I’m so against spoilers. I like the element of surprise and I’ve used them only a few times, when I knew I wouldn’t be around to catch it on TV. Although now, many channels put the episodes on their websites after they air on TV, which I prefer any day.

[Vinny Thide]

I never realized how involved convergence culture really was. I'm not much of a TV watcher except for sporting events. I'll occasionally watch "American Idol" or "ER" when my girlfriend turns them on but I'm not a follower of any television programs. I've learned how strong internet communities are through this class and now I can add another learning experience to my list through this class - that collective intelligence can spoil a TV show!

Participatory Culture describes new ways consumers interact with media content, media producers, and each other as they explore the resources available to them across the media landscape. Consumers are active participants, shaping the creation, circulation, and interpretation of media content. Participation deepens emotional investment in media properties, expanding their awareness of both content and brand (MIT website) The presence of Coca-cola, Ford, and AT&T is very apparent to viewers of this show, and these companies are very aware that Idol is a highly trafficked show. Participatory culture is at work with Idol. In some ways it is positive and in some ways viewers it is negative. Some viewers are fed up with the products pushed on them during Idol as obnoxious. Personally, I hate commercials, other than the ones during the superbowl, I don't think procucts displayed on the set during a show would bother me if it took away all the commercials.

[Taylor]

Vinny, I agree that commercials can be obnoxious especially during shows such as Idol because they repeat themselves and force their products down your throat. Those commercials drive me so crazy sometimes that I don't want to support the products ever because I don't like their advertising. So, yes participatory culture is definitely at work with American Idol because those people know how many millions watch that show and engage in the voting process. The participatory culture or the consumers totally shape how the advertisers display their content and brand. In this case since there are so many viewers of Idol the media continuously throws commercials and marketing efforts out there repeatedly so the participatory does not forget their product and knows it is widely available wherever they are.

[Tim]

That's why HBO and Showtime are so much better--no commercials. Commercials drive me up the wall. I've never been so convinced by a commercial that I sprinted out the store to stock up on pepsi or whatever these annoying commercials are advertising. I wonder how much money American Idol gets for advertising Coca Cola.....

[Alyson Best]

I really hate to admit to, but I’ve been there. I have checked spoiler boards for information. Not just about Survivor because lets be honest, Thursday nights are sort of bad. But when ABC runs the Bachelor or Bachelorette I am on those boards checking out what people have to say the next day. The stuff those people say and figure out and talk about is unbelievable. They are able to figure out how the producer edits the show and how different camera angles mean different things. Sometimes I wonder if these people don’t have anything else going on in their lives?

I have always wondered if someone on the boards worked for the show. Like the producers decided to send someone out there to just plant the seed and see where it goes from there. I feel like this is a great way to keep people coming back week-to-week. If you think something exciting is going to happen you are more likely to tune in. Maybe you would even want to tune in just to check and see how well the people on the boards are doing. It is a very interesting way to bring the two different types of media together. We are a society that wants the information now. So now with these types of web sites and communities we can get the information that we want or that we think we want. We can’t wait until next week when the show airs again or a few months down the line when it ends.

In a way I feel like subscribing to podcasts about shows is another form of this. I subscribe to the Grey’s Anatomy Podcast and it is normally the producers who do the podcast talking about the show and hinting at what is going to come up. Even though there is no real fan interaction they are sort of helping those rumor mills along. Every week they say something about the upcoming episode, I am sure there is someone somewhere who takes what they say and runs with it and turns it into something people discuss on a board someplace for a week until the show airs. The producers do a good job at not giving away very much information, but they do hint at stuff, which could be taken in a number of different directions.

I would love to say something about American Idol but I have begun to believe that the show is fixed which lead to not nice things being said.

[Bryce Urbany]

I never realized the scientific reasoning that can go into something so simple as spoiling a television series. I enjoyed the way Jenkins tells the story of ChillOne and his tales of spoiling a season of a reality TV series and how he breaks it down citing the works of internet theorists such as Pierre Levy. The reason why I found this chapter intriguing is because I myself participate in the lurking, not submitting of spoilers. I use the DarkUFO blog site which specializes in the news, theories, and spoilers of the television series Lost. To compare the story of ChillOne and the site Survivor Sucks to today's spoiling standards held with sites like DarkUFO would be no contest. The internet has exploded even since the introduction of sites watching and dissecting shows like Twin Peaks on early message boards. Even from a couple of years ago in 2004 when Lost initially aired and the mulling of the Survivor the terms of spoiling have changed dramatically. It is now much easier to get information about a show onto the internet and a lot more people are participating in these acts. On a daily basis, information is flooded to the DarkUFO site with production notices, photos from the sets, and casting information all being submitted by individual users where, like on Survivor Sucks, people can comment on the credibility of the source material. With a scripted show like Lost, the entire show can sometimes be leaked and a complete synopsis is usually posted of the show a couple of hours before the airtime. To give my own personal opinion on spoiling, I am not sure why I read it all. My best answer is reading as much information about a show that I love makes me feel more involved with the whole experience. It is quoted in the book that another person who read the spoilers on Survivor Sucks enjoys reading them because now that she knows what's going to happen, she still finds enjoyment on watching how everything will unfold, I too must agree with this statement. It doesn't prevent me from watching the show, I will still watch it regardless of the spoilers, so to me there is no harm done in viewing an image from the set with a couple of characters in a set that could potentially give something away from the plot.
As for the chapter on American Idol I can't say much about the show. I have only seen a couple of episodes and that is only because my friends were watching it. I am no way a fan of the show but from the few episodes I did see I totally caught onto the way Coca Cola and At&T have utilized the show to get their product advertisements to the masses through the show. This form of product placement is crucial in this day of DVR's and the ability to skip commercials. Other reality TV shows also use this form of marketing by giving away products on the show to the contestants that the show is sponsored by. A brief plug is usually followed by the introduction of the prize almost like a little fifteen second commercial embedded within the show.

[Vicky]

Bryce raises an interesting point about how "product placement is crucial in this day of DVR's and the ability to skip commercials. " As viewers, we typically don't care for commercials and those of us who do have DVR are just going to skip right through them to get to what they want to watch. Advertising on TV has become more challenging due to the decline of people being forced to sit through the commercials until the show returns. So why not market your products by interspersing them into the program the viewer is already engaged in? I almost don't blame companies for doing this, as obnoxious and annoying as it can be.

[Taylor]

I think it's safe to say I'm one of the few who had no idea what a spoiler board was until I started reading Jenkins' book. However, I am now aware of what a spoiler board is, but I have never unknowingly looked at or participated on one. After reading chapter one I feel like Survivor is destined to have spoilers, that group of people who are set to find out what makes that show tick. I used to watch that show religiously and I remember wondering how the survivor participants can keep the winner a secret for so long! That would drive me crazy, I'd just have to tell one person the secret! So, in saying this I wish I had known about the spoiler boards while I was addicted to that show because it would have made it so much better.

In Chapter 2, American Idol is discussed, and I can say that I am one of the many who still watches this show much more than I need to. I think that the results of this show are produced by those who offer their "insider" opinions of who will win and who will get voted off this week and so forth. It's sort of like a domino effect in a way because let's say a person of accreditation says X is going to win because he has the most amazing voice and such great stage presence etc. then others seem to follow and lo and behold X wins because the public (who listened to the highly esteemed person in the first place) voted for them, and convinced their friends to do the same. So, this is my view on how fans interact with these shows.