Truths:
1. Fans are important. Whereas in the past there were 'communal' stories, characters and myths (for example, Robin Hood) re-told and re-arranged by many to tell different, relevant stories, these days the 'communal' stories are owned by corporations. Our communal myths are Harry Potter, Lord of the Rings, Buffy and N*Sync, to name only a few.
Why is it that fans have so much fun with the re-telling of stories? Or more specifically, the re-reading of stories? Why is it important?
Not all consumers of popular culture (or any form of media text, really - literature, television, film, comic) necessarily realise that regardless of which text it is they are consuming, it is 'biased' in some way - ie. it represents a certain viewpoint (be it that of the creator/director, the studio, the author; or even one that the creator(s) are unaware of - one governed by the current social/cultural climate the text was made in).
Generally, the practice of those consuming media can be divided into three types:
1. Passive reading. The consumer chooses not to challenge the viewpoint presented by the text, but rather accepts it.
2. Resistant reading. The consumer chooses to reject the viewpoint presented by the text (and/or the text itself) entirely.
3. Negotiated reading. The consumer sees the viewpoint offered by the text, and takes their own meaning from it - for example; in Lord of the Rings, Aragorn ends up with Arwen. A consumer engaging in a negotiated reading of the text might choose to see (and bring to the fore) subtext between Aragorn and Legolas instead of Arwen.
Fans are generally consumers who fall in the third category - they engage in a negotiated reading of a text. And it isn't even all about slash! They might choose to believe that Harry and Draco have a relationship, or Harry and Hermione, or even that Harry is in fact a deranged young boy imagining what his life would be like if he were a wizard. Or maybe he’s trapped in the Matrix. Or perhaps Harry doesn’t even matter – Snape is the more important character.
Fans are not passive. They don't have to accept everything the text is telling them. They sometimes take subtext and make it the text. They create both broader and more specialised meaning out of what plays a large part in forming our culture and society - our communal myths.
Fans are important.
Fans challenge the dominant viewpoints perpetuated in mainstream – pop culture – media. Fans can bring to the fore marginalized groups within mainstream texts; women, queers, different ethinicities. Fans can negotiate with a text to garner their own meaning from it without rejecting the text as a whole, and while still enjoying it immensely.
Fans don’t sit and take what’s fed to them without question or challenge.
( 2. Fandom is fun. )
( 3. Fans can make a real difference in the texts themselves. )
( 4. And yet, being a fan is not a cool thing. )
So lets sum up what we’ve got so far:
Fans are important in creating communal myths and narratives that belong to – and tell the story of – ‘the people'.
Fans can make an actual difference in the media we consume.
Fandom is fun and builds and encourages supportive communities.
… and yet fandom is considered to be a shameful, worthless thing.
Something not seem right to you?
So, my proposal is to attempt to bring to the masses the above information. Most people stumble upon fandom – think of all the people wandering out there alone who would slot right into these communities, whose lives would be made brighter by becoming a fan. People who aren’t aware that these communities exist, mainly because fans are so reluctant to share them with those outside of fandom for fear of ridicule, or loss of respect.
Which brings me to the second part of the ‘educating the masses’ point: getting rid of the stigma attached to being a media fan. Make it just as acceptable as being a sports fan, or as someone who like shopping, or going out dancing. As any other healthy, community-forming, enjoyable hobby.
And the third part – making people realise that they can make a difference. They don’t have to take the dominant ideologies sitting down. And that’s just fine.
At the moment, we’re only preaching to the masses. Maybe bringing in an already-friendly convert here or there, but not really changing anything out in the rest of the world.
So what do we do? I propose guerilla marketing. What we want is to get fandom visible, bring it into the public consciousness, beyond such condescending stereotypes as Trekkies. How? Not by picketing your local cinema.
The city I live in is rife with artistic and political graffiti. My university is like the internet; anything anyone wants to say goes via scrawled messages in the bathroom cubicles or bill posters taped to the sidewalk. I see – and take in – so many messages, ideas, ideologies, every time I go there.
My plan is to create bill posters that fit in this vein – just A4 sized, printed on sticker paper, probably. A simple design – probably something in the same style as stencil art that offers a negotiated reading of a text. For example, Spike and Angel kissing. Or Frodo dressed like Agent Smith.
The image would be accompanied by a slogan – something that would stick, make the viewer interested and intrigued at the same time, like “Don’t take pop culture sitting down”. Also, a link to a website.
So what would the website have?
Probably a lot of what made up the first half of this post. Simple, accessible information that describes why it’s so damn good and important to be a fan, and how it shouldn’t really get the bad rap it does.
Also, more information about what exactly fandom is, and how the visitor can get involved in fandom themselves, and/or get involved in the guerilla campaign themselves.
So, I’m totally excited about this. But I need feedback, input.
Am I totally out of my mind, or are you as excited about it as me? Or do you not think it’s a good idea?
If you do think it’s a good idea, then hit me with more ideas. Do you have ideas for slogans? For guerilla activities? For images I could use?
I’d also be after artists; nothing too fancy, something recognizable and printable that fits into the social conscience already (okay, I’m really set on the idea of the stencil art, dude. Like the piss-take Che Guevara shirts).
And also after people to spread the word in their corner of the world.
Also, I need a name. I was thinking “Fandominion”, but it sounds a bit too much like this is a move to take over, as opposed to just move into the public space, and share it, you know? So, suggestions on that as well.
SHOOT. And share the link to this post around, if you know anyone else who would be interested.
PS. not lj-cutting a lot of this, as i would prefer people to at least get a glimpse of an intriguing sentence as they scroll past, instead of just skipping over an lj cut.