Mark Deuze discusses the growing popularity of media participation, a process in which fans are taking a more active role in the media they consume. He describes how historically an audience had to rely on letter to editors, or hot-lines to interact with media, and the process was still a top-down system. The advent of the Internet has changed all of that. Watching television is more interactive then it has ever been, often times viewers are given a hashtag to use when referring to the show, in order to streamline the conversation. I recently watched the Emmy award show, while observing the conversation on Twitter. The variety of comments ranged from award winners, to fashion, to fans supporting their favorite shows. Fans are now able to engage in conversation about there favorite shows. The buzz created about a show may attract new viewers.
Fan also have increasing power in reviving their favorite programs. Deuze talks about the possible end of the “gatekeeper” regarding news, but this notion can also lend itself to entertainment programs as well. Shows that have large or dedicated fan-following have showed increasing power over studios—even after a show has been cancelled.
The popular television show Arrest Development, went off the air in 2006, after three seasons. Although the rating when it aired originally were less than stellar, it has garnered a huge cult following via the internet. Participatory fan bases are asserting their power, and that’s something we can all do the chicken dance too.
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