CMST 2G03 Chapter Notes - Chapter 11: George Lucas In Love, Digital Millennium Copyright Act, Folklore
28 Sep 2017
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Document Summary
Fans are the most active segment of the media audience, one that refuses to simply accept what they are given, but rather insists on the right to become participants. Internet provides a new distribution channel for amateur cultural production. Fan film-makers are starting to make their way into the mainstream industry. Modern mass media encourages broad participation, grassroots creativity: note: grassroots can be defined as the most basic level in an organization. Grant mccracken, cultural anthropologist and industry consultant, suggests media producers must accommodate consumer demands or they risk losing them. The media industry is increasingly dependent on active and committed consumers. Cultural production occurred mostly on the grassroots level; creative skills and artistic traditions were passed down mother to daughter, father to son. No boundary between emergent commercial culture and the residual folk culture: commercial culture raided folk culture and folk culture raided commercial.
