If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public

- Jenkins, Henry (2006). Convergence Culture: Where Old and New Media Collide. New York: New York University Press.

Patterns of media consumption have been profoundly altered by new media technologies that enable us to archive, annotate, appropriate, and recirculate media content. An increasingly more digitally enabled and media literate population has taken tools once the reserve of professional media producers and made reworking photographs, video, and music a routine practice. The “remixability” of media content, shared platforms for the distribution of grassroots media, and the social networks that have grown up around media properties are reshaping audience expectations about the entertainment experience.

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

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