To date, I thought chapter four was the most entertaining chapter. While I did not agree with some of it, the relationship between Lucasfilm and its fans is fascinating. Whereas the book has discussed the blurred lines between producers and consumers of particular franchises, Star Wars seems to completely erase them. The previous chapters have discussed the fan following of certain films and shows that I did not find particularly interesting because I did not see the reward in putting that much effort into a spoiler site only to gain social significance in an online community. Creating different variations of a film and gaining actual notoriety for them is much more appealing to me.
As Jenkins begins to discuss the relationship between the franchise and the fans, it was very interesting to see how the franchise embraced the fans as part of a culture. Star Wars seemed to be similar to The Matrix in using several platforms to build a brand, but to an even bigger extent. Creating memorabilia, action figures, costumes, and other merchandise is the best way I can think of to extend a brand. I remember having action figures and light sabers growing up. I even dressed up as Boba Fett for Halloween which was by far the best costume that I've ever had (aside from the Burger King last year).
I disagree with Jenkins in his comparison to Napster regarding the attempted regulation of the franchise. Media industries were frantic in trying to regulate Napster because their actual product was being circulated without them receiving compensation. Lucasfilm's regulation of their franchise is definitely financially based, but they are not attempting to gain back control of the actual product that they created. I can see why they would try to regulate the reproduction of their brand in different areas. Creating a separate storyline with existing characters could be taken and translated into another film outside of the franchise. A Storyline can be very universal, and changing the name and appearance of a few characters could create an entirely different brand that Lucasfilm would never profit from. As a film maker, I am sure George Lucas is very proud of what he creates and does not like to see the pendulum swing too far away from his actual product. Creating pornography or disgracing the brand in a parody is a legitimate reason to regulate it.
Jenkins introduces some very far-fetched arguments in chapter five, but he also explains it very well. "None of us really knows how to live in this era of media convergence, collective intelligence, and participatory culture (p.176)." This is the one sentence that I kept in mind throughout the reading. Many of the secondary sources that I referenced blasted Jenkins for the arguments he presented through this chapter. He makes a great point that someone does not possess literacy. because they can consume something. They must also be able to express it. Personally, I have never read or seen anything related to Harry Potter, but I do think it is essential for younger people to read things they are actually interested in to develop a certain skill set that they never will reading textbooks.
I think the site that Heather Lawver launched is a great blend between gaining educational experience and actually enjoying it. The example given of her written statement is probably better than anything I have ever written, so it wouldn't make sense for me to critique her. Students that are using this site are developing the same skills that many adults do not have because this convergence of ideas did not exist. As with anything that has the potential to be successful, it can be taken too far. I am not sure what the exact ratio of "leisure" writing and academic writing should be, but Jenkins presents cases from both extremes.
He also becomes increasingly liberal through the chapter. I do appreciate his case for teens to have their freedom of expression and that too often schools suppress this. However, I think there are topics and discussions that occur between adults that they should not be exposed to, even if they choose to do so. Although I have not been to one of these sites, I can imagine that discussions could turn explicit or sexual quickly and minors should not have the ability to interact in that conversation. I have no idea how to regulate that, but I also do not think people should be in support of it. Jenkins also does a great job of showing the other side. A reverend referencing Columbine in relation to Harry Potter completely kills and credibility that may come from a conservative point of view.
This chapter seemed to bring in more of a moral debate than one involving the convergence of culture. I appreciate and understand Jenkins' point of view as well as the views of people he discussed. Interacting with "beta readers" is a great way for a student to sharpen their writing skills in a more comfortable environment and can also receive feedback from more than just one source. However, writing academically and for a purpose that we do not specifically choose if more realistic and closer to what your career responsibilities will actually be.
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