Comments on: Studying Star Trek: Fans, Brands, and Beyond http://kozinets.net/archives/5 Robert Kozinets on Marketing, Media, and Technoculture Tue, 06 Jan 2009 20:27:35 +0000 http://wordpress.org/?v=2.2.1 By: scott_ellington http://kozinets.net/archives/5#comment-37 scott_ellington Tue, 03 Jul 2007 18:10:10 +0000 http://kozinets.net/archives/5#comment-37 <i>The Internet and so-called Web2.0 phenomenon are doing similar things with our knowledge of consumption and “consumers” (oh, what a notoriously passive word that this…does anyone have any good ideas for an alternative term?).</i> "Feeders" is an inelegant alternative to "consumers", but it does suggest a quality of reciprocity in the symbiotic transaction of information and attention across a medium. It's no longer adequate to reduce the contribution of an audience to box-office "take". The audience also pays attention, and in so doing, actively <b>feeds</b> production at the very, very least. The Internet and so-called Web2.0 phenomenon are doing similar things with our knowledge of consumption and “consumers” (oh, what a notoriously passive word that this…does anyone have any good ideas for an alternative term?).

“Feeders” is an inelegant alternative to “consumers”, but it does suggest a quality of reciprocity in the symbiotic transaction of information and attention across a medium. It’s no longer adequate to reduce the contribution of an audience to box-office “take”. The audience also pays attention, and in so doing, actively feeds production at the very, very least.

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