by 
Panelists: Diane Nelson, danah boyd, Molly Chase
Once seen as marginal or niche consumers, fan communities look more ‘mainstream’ than ever before. Some have argued that the practices of web 2.0 are really those of fan culture without the stigma. Courted, encouraged, engaged and acknowledged, fans are more and more frequently being recognized as trendsetters, viral marketers, and grassroots intermediaries. Fan affinity is being seized as a form of grassroots marketing, representing the bleeding edge of brand and property commitment. The sophistication of fan-created products rivals the professional products they honor, sometimes keeping defunct properties alive long after their shelf life might otherwise have expired. How is the increasing importance of fan behavior re-writing the media landscape? What kinds of accountability should media companies have to their most committed consumers? What kinds of value do fans create through their activities? What are the sources of tension that still exist between media producers, advertisers, and fans?
