This conversation among Bertha Chin, Bethan Jones, Myles McNutt, and Luke Pebler about the Veronica Mars (2004–7) Kickstarter campaign to fund a film assesses the implications of crowd sourcing and fan labor.
As guest editors of this special issue of New Media & Society, we examine the concept of crowdfunding, where grassroots creative projects are funded by the masses through websites such as Kickstarter and Indiegogo, a practice that has been steadily gaining attention in the last few years, across many different sectors of society. We introduce the nine articles comprising the special issue and unravel the developments and challenges involved in these processes, concluding with suggestions for theoretical explorations and empirical considerations of the evolution and growth of crowdfunding within digital society.
Current scholarship on fandom has been preoccupied with examining the changing relationship between media industry professionals and fans. Media producers, celebrities, and industry insiders are increasingly establishing contact with fans, bypassing traditional media entertainment outlets to provide them with information directly. This contact is facilitated by social media networks. Fans serve as grassroots campaigners, promoters, and sometimes even public relations officers, acting as liaisons between media producers, celebrities, or industry insiders and fandom in general. In doing so, they take on roles traditionally fulfilled by professional PR and marketing personnel, and they do it for free, resulting in accusations that they are being exploited for their labor. However, fans do not necessarily view themselves as being exploited. We need to consider the possibility that they may regard their contributions as a service—or gift—to fandom. In examining the roles played by two popular fan sites, Sherlockology and Galactica.tv, I propose to examine how fan labor may be considered an act of gift giving in fandom.
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