Recently I watched a video on Youtube which is combination of scenes of Lin Daiyu in TV series—A Dream in Red Mansion, and Lord Voldemort in film—Harry porter. The original source of this video is a Chinese website—Bilibili. The editing of this video aims to create a kind of romantic atmosphere between those two characters who are not related to each other at all. The editor and uploader of this video is a fan of Lin Daiyu and Lord Voldemort, the motive of this person to make this video is to satisfy her own fantasy about those two characters. However, after uploading this video on public media platform, it somehow becomes popular and attracts a group of people to be fans of the couple—Lin Daiyu & Lord Voldemort. And those people tend to use Bilibili as a platform more often than before to spread and share certain content they like.
Convergence of medium blurred the distinction between producing and consuming and also it changes the power relationship between those two by offering equal access to everyone to spread the content they like. More content are shared through certain medium platform,more chances of this medium being influential and successful, therefore the interaction between media producer and media consumer becomes more comprehensive and complex. Jenkins argues that media producer and media consumer should be seen as participants who interact with each other according to a new set of rules that no of us fully understand rather than jus as occupying separate roles (2008,P.3).In the case that mentioned above, it is the participation of of users of Bilibili creates more benefits for this media platform by appealing attentions from broader range of people to join and use this website, and at the same time, the access this platform provide to their users satisfied their own needs. In this dynamic circle, the role of producer and consumer can hardly be distinguished, and even the producer at the same time is consumer to some extent.
It is the blurring distinction between media producer and media consumer provide a chance for the development of bottom-up participatory tendency in fan culture. Fans are not only passive receiver anymore, they are producers of their own fantasy as well.
Henry Jenkins (2008). “ ‘Worship at the Altar of Convergence’: A New Paradigm for Understanding Media Change”, in: Convergence Culture: Where Old Media and New Media Collide. New York: New York University Press, 1-24.
By Zhang Yi