Write and Wrong: Ownership, Access and Value

Clinton D. Lanier, Jr, University of Nebraska-Lincoln
Albert M. Muniz, Jr., DePaul University
Hope Jensen Schau, University of Arizona
To explore issues of ownership and access, we examine three organically formed fan communities (Harry Potter, Xena: Warrior Princess, and Tom Petty and the Heartbreakers). We analyze the fan fiction content, its method of dissemination, and discussions surrounding the interpretation and meanings of the fan fiction to the fan community. We find that fans engage in co-creation of meaning and value through consumer generated fan fiction involving the focal texts of the community. We find that this form of co-creation is a transformative process that converts the commodities of mass culture into popular culture. We further demonstrate that it is not the focal text itself that leads to collaborative co-creation, but rather a rich open text, or what is left unwritten, that inspires consumers to co-create.
[ to cite ]:
Clinton D. Lanier, Jr, Albert M. Muniz, Jr., and Hope Jensen Schau (2007) ,"Write and Wrong: Ownership, Access and Value", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 697-700.