fans: wack-a-mole

April 20th, 2009 • posts i've written

Engaging and promoting fan engagement offers media companies a more positive outcome than attempting the wack-a-mole game of trying to quash grassroots appropriation wherever it arises. Doing so also brings corporations into direct contact with lead users, revealing new markets and unanticipated uses.

- Joshua Green and Henry Jenkins, The Moral Economy of Web 2.0:
Audience Research and Convergence Culture

Part of my week of posts dedicated to fans and the future of digital marketing. Tell your friends.

Related posts:

1. fans: media consumption
2. fans: will they go along for the ride?
3. fans: piracy

Tags: fan culture, Fandom, fans, henry jenkins, joshua green, lead users, wack-a-mole

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