Fandom - Henry Jenkins 
Fandom refers to a particularly organised and motivated audience of a certain media product or franchise.
Unlike the generic audience or the classic spectator, fans are active participants in the construction and circulation of textual meanings. For example, forums etc
Fans appropriate texts and read them in ways that are not fully intended by the media producers (textual poaching) examples of this may manifest in conventions, fan fiction and so on.
Rather than just play a videogame or watch a TV show, fans construct their social and cultural identities through borrowing and utilising mass culture images, and may use the subcultural capital to form social bonds. For example, through online forums like Reddit and 4Chan.

Textual poaching examples:


Image result for assassin's creed cosplay eventsCosplay









Lets Play




































End of Audience - Clay Shirky
Audiences are no longer passive, they interact with media products in an increasingly complex variety of ways.
We could argue against the theory that audiences were never passive, the internet just advanced it further.

Audience theories for the video game industrty:
Albert Bandura, effects model
Stuart Hall, Reception theory
Clay Shirky, End of audience
Henry Jenkins, Fandom

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