Spreadable Media. Henry Jenkins
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2009). Weiner’s response is emotional rather than legal, but both his complaint and AMC’s actions in response to tweeting fans reflect a desire on the part of the media industries to maintain a tight grip on the reception and circulation of content. While the attention to detail that Weiner and his staff consistently display is part of what drives the show’s reputation and its audience’s enjoyment, expanding that tight control over how Mad Men is viewed, discussed, and spread restricts the show’s circulation and dampens audience enthusiasm.
In many cases, however, the people writing as Mad Men characters had professional as well as personal interest in the show. Several were marketers themselves (Draper, for instance, was performed by strategist Paul Isakson with digital agency space150), and these fans drew on their professional identities to lobby for account reinstatement. Strategist Bud Caddell (who created the original character Bud Melman on Twitter) launched WeAreSterlingCooper.org to act as “command central” for the community of fans participating in the Twitter fan fiction and to articulate their rights to continue posting. The site issued “a rallying cry to brands and fans alike to come together and create together”:
Fan fiction. Brand hijacking. Copyright misuse. Sheer devotion. Call it what you will, but we call it the blurred line between content creators and content consumers, and it’s not going away. We’re your biggest fans, your die-hard proponents, and when your show gets cancelled we’ll be among the first to pass around the petition. Talk to us. Befriend us. Engage us. But please, don’t treat us like criminals. (Caddell 2008)
In the midst of the controversy, marketer Carri Bugbee, who had tweeted as @peggyolson, opened up new Twitter account @Peggy_Olson to continue writing. She started with, “I worked hard. I did my job. But the boys at Twitter are just as churlish as the boys at Sterling Cooper. Such a pity that they’re so petty” (quoted in Siegler 2008). As fan tweeting and public discussion about the controversy increased, AMC did a swift about-face. Reportedly, AMC was following advice from its digital marketing agency Deep Focus, which itself had suffered criticism from marketers for preaching the value of social media while working with a client blatantly stomping on fans’ passion and expressions (Learmonth 2008). More visible after the suspension controversy, the Sterling Cooper Twitterers returned to their posts.
Perhaps the Mad Men snafu resulted from the continued prevalence of “stickiness” as the chief way to measure success. If AMC evaluated the success of promoting Mad Men only by the easily measurable traffic through its official channels, then discouraging anything that might distract people from these destinations makes sense. From that mindset, fan-created material off official Mad Men channels is in competition with the show, and any traffic those outlets receive dilutes the reach of the show’s official presence. This approach assigns no value to how fan-created-and-circulated content might drive awareness and engagement in a show indirectly, because it cannot be easily quantified.
Beyond the lingering desire to cling to a stickiness model, companies are often just uncertain about audiences spreading material for their own purposes. Though marketers idealize a dream audience that will passively pass along official (viral) messages, they know that the reality is much messier: fans who create new material or pass along existing media content ultimately want to communicate something about themselves. Fans may seek to demonstrate their own technical prowess, to gain greater standing within a niche community, to speculate about future developments, or to make new arguments using texts already familiar to their own audiences. As the Mad Men Twitter example proves, content often gains traction when people are given the latitude to use “official” media texts to communicate something about themselves.
The clash of professional concerns and fan enthusiasm within the Mad Men Twitter community caused particular consternation. Since the Mad Men Twitterers were marketers, professional motivations also drove their fan creation. Because of this, Deep Focus initially indicated that the Twitterers shouldn’t be considered fans (Caddell 2008), suggesting their professions removed them from the logics of fandom, locating them instead squarely within the economics of “corporate America.”
Further, Caddell describes infighting among the Twitterers as their popularity grew, with multiple contenders vying to portray popular characters and some more secretive members concerned that, if their true identities were “outed,” their professional standing could be compromised. Meanwhile, some of these fans used their role in this controversy to demonstrate their own knowledge about Twitter and their understanding of fan enthusiasm, building recognition within the marketing community. After the controversy subsided, Caddell published the report “Becoming a Mad Man”; Bugbee built a new agency, Big Deal PR—drawing, in part, on the controversy and the Shorty Award she won for her Twitter portrayal of Peggy Olson; and several others have drawn on their participation in this fan activity through professional publications or conference presentations. In the process, tension over who claimed ownership of the fan activity and which Twitterers took credit for this moment of success became public. For instance, when Bugbee created a South by Southwest Interactive panel about the Mad Men/Twitter phenomenon, Caddell (2009a) publicly discussed the politics of panelist selection, blogging about the omission of himself and other prominent “fans” who were pivotal in the movement.
The circulation of media content within participatory culture can serve a range of interests, some cultural (such as promoting a particular genre or performer), some personal (such as strengthening social bonds between friends), some political (such as critiquing the construction of gender and sexuality within mass media), some economic (such as those which serve the immediate needs of everyday individuals, as well as those which serve the needs of media companies). We are not arguing that fans are somehow resisting consumer capitalism and its intellectual property regimes through these various processes and practices, as many of even these unauthorized activities might indirectly profit media companies and brands. Whatever audiences’ motivations, they may discover new markets, generate new meanings, renew once-faded franchises, support independent producers, locate global content which was never commercially introduced in a local market, or disrupt and reshape the operations of contemporary culture in the process. In some cases, these outcomes are the direct goal of participatory culture; in others, they are a byproduct. Companies that tell audiences to keep their hands off a brand’s intellectual property cut themselves off from these processes, many of which might create and prolong the value of media texts.
The media industries understand that culture is becoming more participatory, that the rules are being rewritten and relationships between producers and their audiences are in flux. Few companies, however, are willing to take what may be seen as substantial risks with potentially valuable intellectual property. Fans’ desires and corporate interests sometimes operate in parallel, yet they never fully coincide, in part because even companies that embrace the ideals of audience engagement are uncertain about how much control to abdicate. Watching AMC and Deep Focus sometimes reject and sometimes embrace the efforts of their fans to promote Mad Men, regardless of these fans’ alternative motivations, provides a glimpse into the limits of current industry understanding of what we call spreadable media. The fans in the Mad Men case are themselves part of the branded entertainment industry, using their recreational time to consider how this new cultural economy might operate. Some have publicly acknowledged that their actions crossed the lines which normally separate producers from their audiences, while others were wary to speak out, unsure what was at risk as they ventured into this uncertain terrain. However, these marketers/fans and their fictional characters articulated audience desires to participate more actively in producing and circulating media and professional desires to make marketing and media texts more participatory.
Corporate interests will never fully align with those of participatory culture, and frictions will frequently emerge. For instance, people are deeply ambivalent about how media companies and corporate communicators participate in such an environment. With audiences’ greater autonomy, they seek more explicit acknowledgment from companies but are concerned with how the active participation of corporations might distort communities or that corporations will only embrace audience practices in the ways they can most easily profit from them. Participatory culture is not synonymous with the business practices that have been labeled Web 2.0, a distinction we will explore