Henry Jenkins

Definition

Henry Jenkins is a prominent media scholar known for his work on media convergence, participatory culture, and the changing dynamics of audience engagement in the digital age. He emphasizes how audiences are no longer passive consumers but active participants who shape and influence media content and distribution through their interactions and collaborations.

5 Must Know Facts For Your Next Test

1. Henry Jenkins argues that the internet has transformed audience behavior by fostering more interactive and collaborative forms of media consumption.
2. He believes that audiences today possess the ability to influence media narratives through fan communities and social media platforms.
3. Jenkins introduced the concept of 'spreadable media,' which refers to how content is shared and circulated among users rather than being simply broadcasted.
4. His work highlights the significance of 'fan culture' in driving engagement and loyalty toward media franchises.
5. Jenkins’ research illustrates the shift from a top-down media model to a more horizontal approach where users play a crucial role in content creation.

Review Questions

• How does Henry Jenkins' concept of participatory culture redefine the role of audiences in media consumption?
  • Henry Jenkins’ concept of participatory culture redefines audiences as active participants rather than passive consumers. In this model, individuals engage with media content by creating, sharing, and remixing it within communities. This shift allows fans to influence narratives and marketing strategies, making their engagement a vital part of the media landscape.
• What are the implications of media convergence according to Henry Jenkins, and how does it affect audience behaviors?
  • According to Henry Jenkins, media convergence implies that different types of media are merging together, which significantly affects audience behaviors. Audiences now access content across multiple platforms, leading them to engage with stories in more interactive ways. This convergence allows for greater flexibility in how people consume media, promoting user participation and collaboration.
• Evaluate the impact of Jenkins' idea of 'spreadable media' on traditional marketing strategies in the film industry.
  • Jenkins’ idea of 'spreadable media' significantly impacts traditional marketing strategies by shifting the focus from merely broadcasting advertisements to creating engaging content that audiences willingly share. This approach encourages filmmakers to foster community engagement around their films, utilizing social networks to enhance visibility. As audiences become brand advocates through sharing and discussion, this strategy allows for organic growth in a film's popularity and reach.

Related terms

Media Convergence: The merging of traditional and digital media platforms, leading to new forms of content creation and consumption.

Participatory Culture: A culture where individuals actively engage in creating, sharing, and remixing content, often facilitated by digital technologies.

Transmedia Storytelling: A narrative technique where a single story or story experience is told across multiple platforms, engaging the audience in various ways.