Fandom went mainstream in the 2010s — for better and worse

From Fifty Shades to Veronica Mars, the last decade brought major changes to fandom culture. Skiptomaincontent clock menu more-arrow no yes WehaveuntilDecember31 We’reaimingtoraise6,000contributionsbytheendoftheyear,topreparefor2022.Makeaone-timegiftnowtohelpusgetthere.Anyamountwillhelp. × BTSperformsin2018. BTS/Facebook Fandomwentmainstreaminthe2010s—forbetterandworse FromFiftyShadestoVeronicaMars,thelastdecadebroughtmajorchangestofandomculture. By AjaRomano@ajaromano Dec30,2019,4:00pmEST Sharethisstory SharethisonFacebook SharethisonTwitter Share Allsharingoptions Share Allsharingoptionsfor: Fandomwentmainstreaminthe2010s—forbetterandworse Reddit Pocket Flipboard Email Partof Lookingbackatthetumultuous2010s Atthestartofthisdecade,“fandom”wasn’tawordmostpeopleknew,muchlessfullyunderstood.Thoughthewordhasbeeninusesincetheearly1900s,formostofthelast100yearsorso,it’sbeenknownmainlytopeoplewhoconsideredthemselvestobeinfandom—arelativelynichenumberofpeoplewhoself-identifiedasbeingpartofacommunityoffans. ThatallstartedtochangewiththeriseoftheMarvelCinematicUniverseneartheendoftheAughts,whichkickedthegradualmainstreamingofgeekcultureintohighgear.Andalongsidethatmainstreaming,fandomitselfchangedandevolvedindramatic,significantways. BeforetheMarvelCinematicUniverse,participatoryfandomwassomethingfanscouldonlydopubliclyeveryonceinawhile;performativegeekculturewasreservedforspecialeventslikeComic-Conorthenewestsci-fiorfantasyfilm.ButbecauseofMarvel’ssteadyrolloutoffilmsoverthedecade,fandomwassuddenly,perpetuallyexpectedtobeengagedinparticipatingintheMarvelapparatus.Geekculturebecameanewandintenseformofconsumerism,andsuperheroes,insteadofbeinganerdyfringeinterest,becameastandardmodelthroughwhichaplethoraoffanscouldrelatetopopculture. InalignmentwiththeMarvelmachine,fansbecameincreasinglyvocalabouttheirfandomidentities,partlythankstoemerging,vibrant,andvisiblefandomcommunitiesonsocialplatformslikeTumblrandTwitter.Forbetterorworse,FiftyShadesofGreyintroducedmuchoftheworldtothevastnessofonlinefanfiction,whilemediaoutletslikeBuzzFeedmainstreamedfandom-basedideaslikeshippingand“problematicfaves.”Theuser-builtfanfictionarchiveAO3gainedwidespreadrecognitionandthenclosedoutthedecadebywinningaHugoaward.MassivefandomsforgroupslikeOneDirectionandK-popbandBTShelpedevolvetheculturalperceptionoftheshrillteenagefangirltowardamorepositiveimageoffansasactive,engagedparticipantsinthenarrativestheyconsume. Thatengagementwasalsoincreasinglyideological.Throughoutthe2010s,fandomfounditswayintopolitics,andpoliticsfoundtheirwayintofandom,fromcall-outculturetoGamergate.Fanstooktosocialmediatoprotestnarrativedevelopmentstheyfoundoffensive,likeCaptainAmericabeingrevealedasaNazi-esquefigureina2016comic,orThe100killingoffhalfofitspopularqueercouple. Andwhilefanbacklashisnothingnew,inthe2010sthatbacklashgainedthetenorofpoliticalfervortoanunprecedenteddegree.Everythingfromfictionalrelationshipstoempoweredfemalecharactersbecamepolarizedcriticalbattlegrounds—notevencriticismwasimmune.And“fans”themselvesbecamedividedintoseveralmoreaggressivetiers,from“superfans”(reallyintensefans)to“stans”(reallyintense,possiblytoxic,fans)to“antis,”fanswhoseidentitiesrevolvedaroundhatingotherfansorevenpartsoftheirownfandom. Sowhere,attheendofthedecade,hasallthisleftus?Hasanyonebenefitedfromtheincreasedpoliticizationoffandom?Dowethinkoffandomdifferentlynowthanwedidadecadeago?Andcananyofthesedisruptivechangesofthepastdecadehelpuspredictwhatmightbearoundtheculturalcorner? Togainsomeinsightintothesequestions,Iaskedtwofriendlyneighborhoodfans,Voxcritic-at-largeEmilyVanDerWerffandConstanceGrady,tojoinme,AjaRomano,indiscussingfandominthe2010s—thegood,thebad,andtheproblematic,favesandotherwise. FromMarveltoK-pop:Fandomunderwentaseachangeoverthedecade AjaRomano:Ithinkwhenwelookbackatthe2010s,therearesomeobviousimmediatetentpolesthatjumpouttopeopleasfandommilestones—butfirst,Ireallywanttoknowwhatthemostsignificantfandommomentsofthelastdecadewereforbothofyoupersonally.Forme,itwasthepartwhereFiftyShadesofGreysingle-handedlyjump-startedmycareer.Whatwerethemomentsthatshapedyoudirectly? ConstanceGrady:Thebiggestfandommomentformewouldhavetobethemomentthatledindirectlytomewritinginthisroundtabletoday:whenGossipGirlfandomwentcompletelyfuckingwild. IstartedlurkinginGossipGirlfandomaround2010outofsheerboredom.Iwasjustoutofcollegeandtryingtomakeitinbookpublishing,andIwasslowlylosingmymindtryingtofigureoutMicrosoftWord’smailmergefeatureonstarvationwages.Soatnight,Iwouldgohometomycrappysubletandsoothemyselfwithsomegoodold-fashionedtrashyteensoapopera.ThenIwouldpokearoundonlinetoseewhateveryoneelsewassayingabouttheshow—maybecheckoutsomememeshereandaficthere. Mostly,thefanworkwaslowkeyandoftengentlymocking.GossipGirlfandomwasrefreshinglyawarethattheshowitwascommittedtowaspuregarbage,buteveryonewashavingfunpickingittopiecesandmakingsomethingnewwiththedetritusnonetheless. IfyouknowyourGossipGirlhistory,youknow2010istheyeartheshowwentofftherails.Thatwastheyearseasonthreeaired,inwhichChuck—bythentheshow’sromanticlead—sellshisgirlfriendBlairtohisrapistuncleinexchangeforahotel. Forthefandom,thisplotdevelopmentwastraumatic.ChuckandBlairwerethebiggestshipontheshow.TheyweresobigthattheTumblrtag#chairwasfilledexclusivelywithgifsofthemmakingout,andfansusedtogointothetagtoyellatpeopleforpostingpicturesofactualchairs.Butforalotoffans,seasonthreewastheend.Theyweren’twillingtokeeponrootingfortruelovetotriumphbetweenagirlandtheboywhosoldherforrealestate.Chairshippersstartedtojumpship. GossipGirlwascertainlythe“best.show.ever.”toitsfandom—untilitwasn’t. NewYorkMagazine Thosewhostayedcommittedtotheshipstartedtopanic.Theyneededtokeeptheirnumbersup.Afandomcan’tsurvivewithoutfanstheretofanthefiresofenthusiasm! Luckily,theChairshippershadasecretweapon.Theyhadasourceonthesetwhowaswillingtoleakthemspoilers. WhatfollowedwaswaymoreenthrallingthanabsolutelyanythingthateverhappenedonGossipGirlitself.ChairshippersdevelopedsecretchatroomsinwhichtheystrategizedtheirspinonanyspoilersthatlookedbadforChuck(theconversationafternewsleakedthatChuckwouldshatteraglasswindowoverBlair’sheadwasaroughone).Theyriggedonlinepolls,plottedTwittercampaigns,anddoledoutspoilersasacarrotforthosewhoremainedfaithfultotheship. Chairhaters,meanwhile,fledtoananonymouscommunity—referredtobythoseintheknowasananonmeme—onLiveJournal,wheresecretsourcesinsidethosesecretChair-onlychatroomsfedthemscreencapsofallthosestrategicconversationstobedissectedandmocked.Andeventuallyeventheshow’swriters’roomgotinonthedrama,too,formingsecretallianceswithfanstoflushoutthespoilerleakersandshamethem. By2015,IwasoverGossipGirlitself.GossipGirlfandomhadbecomemyfavoritenighttimesoapinstead.Iwasalsooverbookpublishing,andIwasstartingtothinkthatmaybeIwantedtotrymyhandatwritingaboutpopculture. AndthenonedayonTwitter,oneofmyfavoritecriticstweetedoutalinktoapplytoafellowshipthatwouldteachyouhowtowriteaboutpopcultureatVox.“Comeworkwithme!”wroteEmilyVanDerWerff. “Whatisthesinglebiggestculturalstorythatnobodyiscoveringenoughrightnow?”askedtheapplication. Iwrotea500-wordessayexplainingtheshitthatwasgoingdowninsecretGossipGirlfanchatroomsthesedays. Thatessaydidn’tgetmeafellowship,butitdidgetmeaninterview.Andayearlater,EmilyemailedmeandtoldmethatVoxwashiringmorefellowsandIshouldapplyagain.Sothanks,GossipGirl,forbeingsuchamessofashowthatyourbasicallychillfandomturnedintoatoxicwastelandofdysfunction—andintheprocessgettingmeanewjobandanewcareer. EmilyVanDerWerff:Ihavehadthesurrealexperienceofmostlyseeingfandomthroughtheeyesofsomeonewhocoversthethingsfansadore.ParticularlywhenIwasrecappingTVshowslikeGleeandCommunity,Iwasapersonwhoseviewsfanswouldeitherengagewithoroutrightreject.IwouldoccasionallyfindmyselfbearingthebruntofsomefandomtizzyaboutashippingwarIhadnoideaevenexisted.(TheweirdestofthesemighthavebeenwhentheBigBangTheoryfanswhoshippedSheldonandPennycameforme.) LenaDunhamandDonaldGloverinGirls. HBO Butthisreflectstomeanothersideoffanengagement:peoplewhowerelessinterestedintransformingaworkthaninengagingwithitcritically.Forme,thatsortofengagementwasmostprominentinplaceslikecommentsections,anopinionthatmaybecoloredfromhavingspentyearsworkingattheAVClub,whichhadathrivingcommentsectionduringmytimethere. ThefansofaTVshowwouldpickitapartandreduceitdowntoitsbones,thensuckthemarrowoutofthosebones.Itwasreallysomethingtosee,anditoftenleftme—me—wonderingiftheygotanyenjoymentoutoftheworkitselforprimarilyfoundenjoymentinfindingthingsaboutitthatdidn’tworkforthem. PerhapsthestrongestexampleofthiswastheTVshowGirls,whichbeganin2012andimmediatelybecameashowthathadlegionsoffansandlegionsofanti-fanswhocouldn’tstopwatchingeverysingleepisode.Theargumentsandconversationsaroundthatshow(ashowIreally,reallyliked,tobeclear)underlinedjusthowdifferentourexperiencesofitcouldbe—andhowoftenfandomfounditselfdividedinthe2010sbycomplicatedpoliticalandsocialissuesthattheworkswelovedtalkingaboutweren’talwaysdesignedtobear.(Otherexamples:Hamilton,GameofThrones.) Work! JoanMarcus ButI’dberemissifIdidn’tpointoutthatfandomhadadarkersideinthe2010s,too.I’msureyoutwoaregoingtopushbackagainstmydefinitionoftheStarWarsfanswhoharassedKellyMarieTranofftheinternetorthegamerswhokickedupGamergateas“fans,”buttheywere.IntheTVspace,thesesortsoffanswereoftendubbed“badfans,”becausetheywanted,say,WalterWhitetowinthedayattheendofBreakingBad(thusmissingtheshow’sentirepoint).Butitwasn’tasthoughthesepeopleweren’tasengagedasthemorethoughtfulandcriticalfanswere.Becausetheywere. The2013VeronicaMarsKickstarterfundamentallychangedthefan-creatorrelationship Aja:Believeme,I’vebeeninsomanytoxicfandomenvironmentsthatI’dnevertrytoclaimthattheGamergatersandGhostbusterstrollsandtheirilkweren’t“realfans.”Thetruthisthatfandomhasalwaysbredincrediblytoxicsub-communities,bothbecausefansoftenhaveveryintensefeelingsandbecausealltheculturalshameandmockerywefacecanmakeithardtoknowhowtobeafanandwhat“agoodfan”lookslike.I’msuretheAVClubcommentersfeltthattheirlevelofknowledgeandpersonalinvestmentalsoconferreduponthemalevelofownershipovertheircanon,andbeinghypercriticalwasonewayofperformingthatownership. Butthosekindsofperformanceschangedradicallyoverthedecade.Ononelevel,thishadalottodowithplatformcultures.In2010,fansstartedmigratingawayfromtheclosed,nichecultureofLiveJournalandmovingtowardthemoremainstreamTumblr,whichcametodominatefandomculturefortherestofthedecade.Largelyasaresultofthismigration,fandomculturebecamevastlymoreaccessibletohugeswathsofthepopulation—includingthecreatorsofthepropertiesaroundwhichthesefandomscohered.Asfanculturebecamemoreaccessibletothecreatorsthemselves,theystartedtoexpectfanstobevisibly,enthusiasticallyparticipatoryinspecificways. The2013VeronicaMarsKickstarterfundamentallychangedthewaymanycreatorsandfanssawtheirrelationship,evolvingitalmostinstantlyfromatop-down,worshipfulartistichierarchytosomethinglikeanequalpartnerinvestment.BeforetheVeronicaMarsfandomkickstartedanentiremoviesequeltothecultshow,Kickstarteritselfwasmostlythedomainofnichegeekcultureandindiecreators.ButthiscampaignshowedHollywoodthatfandomcultureatlargecouldbechanneledtoactasanearlyinvestorforprojectstheindustrymightdeemtoorisky—andasaresultofitsrecord-breakingsuccess,industryattitudestowardfandomrapidlychanged. Thatshift,inturn,meantthatfansstartedtoseethemselvesasinvestorsintheworkstheyconsumed,andcreatorswereeagertoexploitcollectivefanengagement.I’mthinkingofabroadrangehere,fromcultfaveslikewebcomicHomestuckandYouTubeseriesLizzieBennetthatprofitedfromdeepfaninvestment,toprestigedramaslikeTrueDetectiveandWestworldthatbenefitedfromself-awarefandomswhosawtheirinteractivityaspartofthe“game”oftheshow.Youcanarguethattheentiremodernentertainmentcomplexnowbuildsparticipatoryfandomintoitsbusinessmodel.Butwhenfansaskforthingsinreturn,they’reseenasdemanding.Howdowereconcileallthesethings?Whatmakesperformativefanengagementempoweringratherthantoxic—andwhydoesallofthistendtogetframedbythemediaandbycreatorsasfanentitlement? Constance:Ooh,thisistricky,andactually,VeronicaMarsisagoodcasestudyhere. KristenBellasVeronicaMarsandJasonDohringasLogan. MichaelDesmond/Hulu VeronicaMarswentonaslongasitdidentirelybecauseofitsfandom.Inthe’00s,fanmail-incampaignsgotitrenewedforasecondandthirdseasondespitelowratings.In2013,thefanKickstartercampaignraisedover$5milliontopayforthemovie’sproductionbudget.Thisyear,theshow’shistoryofintensefanengagementisanenormouspartofwhatledtotheVeronicaMarsHulurevival—andinthatrevival,Veronica’sloveinterestLogandies,destroyingtheshipthatlargeswathsofthefandomwerehugelyinvestedinand,withit,theirfannishinvestmentintheshow. MyimpulsewhenLogandiedwastothink,“Well,thatsucks,butcertainlyshowrunnerRobThomasisentitledtodowhateverhewantswithhischaracters.Hedoesn’towemeorhisfansanything.”Butanumberoffansdisagreed:RobThomas,theysaid,hadtakenadvantageoftheirdesiretoseeVeronicaandLogantogether,usingtheirinvestmentasshipperstoleveragenotjusttheirtimeandattention,buttheliteraldollarsoutoftheirpockets.Inthatcase,didn’theowethemsomething?Wasn’tkillingLoganabetrayalofthecontractThomashadmadewiththefandom? Related WhytheendingoftheVeronicaMarsrevivalwassoshocking Tobehonest,Icanseetheargument.Whenashow’ssurvivaldependsthisheavilyonitsfans,thepowerdynamicbetweencreatorandfandomdoeschangedramatically.TheVeronicaMarsfandomwentaboveandbeyondtokeepthatshowcomingbackagainandagain,andtheshowrunnerrespondedbydestroyingthepieceoftheshowthatahugepartofthefandomcaredaboutmost.Emotionally,thatdoesfeellikeabetrayal. The100offersamorepolitically-chargedexample.TheCWteensci-fishowbuiltupahugeamountoffandomsupportforitsqueercentralpairingofClarkeandLexa(a.k.a.Clexa).Theshowrunnerstweetedsupportivelytofansabouthoweveryonedeservedlove,andtheypublishedpicturesonTwitterofthetwoactresseseatingrainbowcandytogether.InaworldinwhichTV’squeercharactersandespeciallylesbiansarekilledoffsofrequentlythatthetropehasaname(“Buryyourgays”),Clexaseemedlikeasafehaven.Fans,understandably,feltthattheyhadfinallyfoundasafequeerromancetorootfor,andtheyturnedoutindrovesfortheshow. Related WhythebestepisodeofThe100'sthirdseasonhasalsothrownitsfandomintochaos ThenThe100killedLexaoff.Onacertainlevel,that’sjustthekindofthingThe100does,becauseit’sashowthatbuiltitsreputationonshockingandbrutalonscreendeaths.Butthistime,fanswentwild.Theshowrunnersrespondedwithbewilderment:Didn’tfansknowthatThe100,whereadwindlingnumberofteenstrytosurviveonapost-apocalypticEarth,wasashowonwhichnoonewassafe?Andthefansrepliedinoutrage:Didn’ttheshowrunnersknowthatthereweretoofewqueerromancesonTVforthemtobetreatedsocavalierly,andthatkillingthelesbianhadbecomeagrossandharmfulcliché?Whathadthewriters’roombeenthinking,draftingofffanenthusiasmforClexawhileknowingthatLexa,likesomanyofTV’slesbians,wasdoomed?Thatargumentalsofeelsmorethanfairtome. https://hedaswarrior.tumblr.com/post/170201783429/clexanal-clexa-kisses Thatsaid,Idon’twantustoenterintoanerainwhichfansendupdictatingcanon,andIthinkalotoffansfeelsimilarly.Andagain,VeronicaMarsisagoodexamplehere:Thatcrowdfunded2014moviewasexplicitlybuilttobefanservice,designedtogivefansexactlywhattheywanted,anditwasnotverygood.I,afan,didnotenjoybeingservicedinthatway. Iguessmyquestionis,howdowefindabalancehere?Whatwoulditlooklikeforcreativeteamstobeawareofwhattheyowetotheirfans,withoutfeelingpressuredtomakemediocreandunchallengingworkinanattempttosatisfyeveryone? Related Queerwomenhavebeenkilledontelevisionfordecades.NowThe100'sfansarefightingback. Emily:Iwasgoingtosaysomethingalongthelinesof,“Ihavealwaysfeltlikecreativeteamsdon’towefansanything,evenasfansdon’towethosecreativeteamstheirallegiance,”butthatfeelstooharshatthispointintime.It’sprettyclearthatinthelate2010sandheadingintothe2020s,anengagedfandomcanbethedifferencebetweenlifeanddeathforalotofculturalproperties.Butit’salsoclearthatengagedfandomsdon’talwayswanttobepushedoutoftheircomfortzones.Andyetthebeststorytellingoftendoestakeplaceoutsideofthosecomfortzones. IthinkalotaboutaquotefromJossWhedonthatIheardwhenIwasateenageranddecidedwasaccuratewithoutatonofreflection:“Don’tgivepeoplewhattheywant;givethemwhattheyneed.”OfthemanybitsofstorytellingwisdomWhedonhasdispensedininterviewsovertheyears,thisistheonethathasmosttakenonalifebeyondhisfandom,becauseitspeakstosomethingthatIthinkwe’reallalittlewaryofin2019:anesthetizingartagainstthehorrorsoftheworldsomuchthatitbecomesasortofsafespace. Here’safor-instance:TheseasonfourfinaleofTheMagiciansmadeahuge,boldstorytellingchoice,killingofftheshow’sprotagonist.Inthefirstseason—whenhewasjustanotherwhinywhiteguyheadingupaTVshow—fansmighthaverejoiced.Butbytheendofseasonfour,whenwehadlivedthroughfouryearsofhisstruggleswithmentalillnessandlearnedhewasbisexual(oneofthefewbisexualmenonTV,period),hehadcometostandinforawholehostofotherideas.Theaudiencerevolted.Tothisday,theshowrunnerscan’tsomuchastweetwithoutabunchofangryresponses.Andseasonfiveisjustaroundthecorner. TheMagicianscultivatedadevotedfanbase—butdidthatlimititsabilitytotakechances? Syfy TheMagiciansisexactlythesortofshowthatrequiresitsengagedfanbasetostayalive.Andininterviewsaroundthefinale,itwasclearthattheshow’swritershadthoughtabouthowmuchthecharactermeanttofansonavarietyoflevels,bothpertainingtothenarrativeandpertainingtoTVrepresentationofbisexualityandofthosestrugglingwithmentalillness.Butitwasalsocleartheyfeltthestoryturnwastoointerestingnottodo. Truthbetold,Iagreewiththem.IfoundthefinalstretchofMagiciansepisodesinseasonfourshatteringforthewaytheytoldastoryabouttraumaandfriendshipandself-sacrifice.ButIalsolovegrim,epictragedyasageneralrule.I’mnotaversetotheideathatmaybepeoplefromunderrepresentedgroupsonTVdeserveanylittlebitofanythingtheycanget—afterall,itwasn’tsolongagothattheonlypeoplelikemeonTVwerepresentedasjokesormurderedsexworkers—butIalsodon’twanttoeversuggestthatwholeclassesofhumanbeingsaren’tallowedtheemotionaloutpouringofgreattragedysimplybecausetheworldisadarkplacefortoomanyofus. WhatIamsaying,Ithink,isthatIdon’tthinkit’sthatfarofawalkfromthefolkswhohatedLastJedibecauseitviolatedsomeelementofStarWarscanontheyweredeeplypassionateabout(whoweremostlymocked)andthefolkswhoweremadatthedeathofLoganonVeronicaMars(whoweremostlyeasytosympathizewith).Igetwhythelatterismoresympathetic.ThefolksbehindVeronicaMarscameoffasblinkeredandcallouswiththeirshow’sbigdeath,andtheyhadfarlessofajustificationforthatbigdeaththantheMagiciansproducersdid.Butatthesametime,therehastoberoomforstorytellerstoexpandandexperiment,lestweendupinaworldwhereeverythingisprotectedbybulletproofcanon. Andyetthatcallousnessranklesmeallthesame.Therehastobesomesortofdemilitarizedzonewherefansallowartiststhegraceoftryingnewthings,whileartistsmakesurethey’renotdoingthingsjusttodothem(or,worse,justtopissofftheaudience).IstilllargelyagreewiththeJossWhedonquotefromabove—butIalsothinkhispredilectionforkillingcharactersoffgotkindofoldabout10yearsago.Sometimeswhatyouthinktheaudienceneedsiswhatyouthinkyouneed,andthebetterchoiceistotrytofindanotherpathtothestoryyouwanttotell. Aja:Thehardpartaboutthis“betterpath”isthatIthinkalotoftimes,creatorsthinkthey’realreadyonthatbetterpath.Butthefanssimplydon’ttrustthattheyare,especiallyifthey’remarginalizedpeoplewhohaveareal-lifestakeintheoutcomesofstories.It’sonethingforthewriterstoasktheiraudiencesfortrustandpatienceandawillingnesstofollowthemintosomedifficultplaces.It’sanotherthingwhenthosedifficultplacesintersectwithrealmarginalization—whentheyhavethepotentialtoreinforceregressiveandharmfulsocialnorms. Take,forexample,queerbaiting,oneofthemostfrustratingfandom-relatedphenomenonsofthedecade.It’spresentineverythingfromSherlock,Supernatural,andTeenWolftoStarWars,HarryPotter,andFrozen,andstillgoingstrongasweheadintothenextdecade.Queerbaitingtendstohappenbecausewritersand/oractorswithinitiallygoodintentions—toseedtheideaofcharactersmaybebeingmorethanstraight—realizethatnowthey’vegonetoofar,andwhatwasoncelightsubtextualteasinghasbecomeawholething.Sowhatdotheyinevitablydo?Theyrapidlybacktrack,overemphasizinghowstraightthequeerbaitedcoupleorcharacteris. Thatsoundsinherentlyhomophobic,butoftenit’snot—oftenit’squeercreatorsdoingthequeerbaiting.Infact,queerbaitingisoftenjustdowntoakindofmajor,reactionaryobstinancefromcreatorstowardfanengagement,ofakindwe’veseenmoreandmoreoften.RememberwhenSherlockresolveditsgiantseason2cliffhangerbypresentingamontageoffantheoriesaboutwhatcouldhavehappenedandthenneveractuallytellinguswhathappened?RememberwhenWestworldcreatorspanickedandrewrotetheshowafterfansguessedthebigtwist?That’snotgivingtheaudiencewhatitneeds,norisitgivingcreatorswhattheyneedasartists.That’sjustreactingtofannishobsession.It’screatorsfailingtofullyunderstandthepactthey’vemadewiththeirfanbaseandthenblamingtheirfanbasesforit.Andhomophobicorotherwiseregressiveplotpointscanbecomesideeffectsofthatreactionaryfeelingbecausethecreatorsprivilegetheirdesiretoshapeorcontrolthenarrativeoveralltheseotherfactors. IfonlySherlockhadbeenabletomaintainitscool. BBC/Tumblr Ofcourse,theflipsideofthisiswhen,forexample,theStarWarscreators’reactionaryresponsetomisogynisticStarWarsfansistodoubledownonmakingReythemostawesomebadassinthegalaxy.TurnsoutI’mtotallyfinewiththatkindofreactionaryobstinance.Thenagain,thebacklashtothetransformativeelementsofTheLastJediarguablypavedthewayfortherote,disappointingtrilogyconclusionthatRiseofSkywalkerturnedouttobe,becauseJ.J.AbramsandcompanyapparentlyfelttheideasRianJohnsonworkedwithinthemiddlefilmweretooradical.ItwasacompromisetotheworstpartsoftheStarWarsfandomthatendeduppleasingveryfewpeople. Whichbringsmetomylastquestion:Whataresomeofourfavoriteexamplesoffansandcreatorsgettingthingsrightanddoingfandomwellinthelastdecade?Andcantheytellusanythingaboutwhat’snext? Constance:I’manold-fashionedkindoffanwhogenerallylikesmyfourthwalltoremainintact,Iguess,becausewhenItrytothinkoffan/creatorinteractionsIlike,Ican’tthinkofthatmany.MostofthemajorinteractionsI’veseenhaveseemedtoleadtoasenseofbetrayalandpromisesbrokenononeorbothsides. ProbablytheclosestthingIcanthinkoftoacreative“doingfandomwell”wouldbeBryanFuller,theshowrunnerbehindHannibalandPushingDaisiesandthefirstseasonofAmericanGods.Fulleralwaysseemstoreacttohisfandomswithdelight:Hetweetsoutfanartanduseshashtagswithabandon;whenofferedaflowercrownatapanel,hewillabsolutelywearthatflowercrown;andwhenaskedifHannibalLectorandWillGrahamwereinlove,herespondedphilosophically,“Whatislove?” Butatthesametime,Fullerrarelyseemstobedeeplyinvolvedinhisfandoms.Ineverseehimweighinginonfandomcontroversiesorfights,andheneverseemstobelecturingfansaboutgivingthemwhattheyneedratherthanwhattheywant.Hejustpromisesthathewillmakegoodtelevision,goesontomakereallygoodtelevision,andthengetsoutoftheway. Now,maybethat’sjustbecauseFullertendstoeitherleavehisshowsafteronereallygoodseasonorseehisshowsgetcanceledafterafewreallygoodseasons,sohehasn’thadtheopportunitytogetallthatmessywithafandom.Butevenifit’sjustsheerluckthat’sprotectinghimsofar,that’sthekindoffandominvolvementIliketoseefromacreative:benignandsupportivelackofinterest. Aja:Igreatlyappreciatethisapproach.AnothergroupthatI’dsayhasarelativelyhealthyapproachtotheirsubjectmatterandtheircreatorsistherecentlyrevivedGoodOmensfandom,whichisbasicallyjustbeautifulfanartofitsOTPandlotsofMichaelSheenlove. TheRestofOurLives-ChristmasExtraInwhichAziraphaleandCrowleyspendtheirtimecontentedlyindoorsinonewarmnightduringChristmasEve☺️#GoodOmensFanArt#goodomenspic.twitter.com/0tQmmFle2u—gemennair(@gemennair_art)December22,2019 I’dgiveashout-outtothecreativeteamofSupernaturalforthemassiveseachangeitunderwentinitsapproachtoitspredominantlyfemalefandomthisdecade,fromovertmockeryandmisogynytolovingrespectandcelebration.(Andashout-outtoSuperwWhoLock,justbecause!)I’dalsotossinthemightyDisneyfandomgenerally,becauseforallthatDisneyitselfhasendlessissues,fanshavedonealotofworkintheTumblreraespeciallytomakethecanonmoreprogressive,whileshowcasingthekindofexcellentfanengagementthat’sslowlydraggingDisneyintoaslightlylessrestrictivemodewhenitcomestocrackingdownontransformativefanwork.AndtheK-popfandomasawholedeservesmassiveamountsofcreditformainstreaminganentiregenreoverthedecade,basedheavilyonthestrengthoftheirlove. WhileGamergatehasovershadowedjustaboutallotheraspectsofgamingculturethroughoutthedecade,gamingfandomhashadahugeandoutsizedinfluenceonthecultureinotherpositive,collaborativewaysoverthedecade,ineverythingfromTwitchplayingPokémontoDrakeplayingFortnite,andmuchmore.Wealsofoundmomentsoffandomunityinunexpectedwaysthroughoutthedecade,likewhenweallfellbackinlovewithKeanuReeves. Still,mostofthesefandomsremainregressivelywhiteandpatriarchal,andmybesthopeforthefutureisthatfandomcontinuestodiversifyandgainnewculturalground—whilelosingsomeofthemoretoxicelementsthatstilltoooftenkeepmarginalizedfansatbay. WillyousupportVox’sexplanatoryjournalism? MillionsturntoVoxtounderstandwhat’shappeninginthenews.Ourmissionhasneverbeenmorevitalthanitisinthismoment:toempowerthroughunderstanding.Financialcontributionsfromourreadersareacriticalpartofsupportingourresource-intensiveworkandhelpuskeepourjournalismfreeforall.PleaseconsidermakingacontributiontoVoxtodaytohelpuskeepourworkfreeforall. Lookingbackatthetumultuous2010s Alistoflists 7 Thedecade,explained Thedecade’sbiggestflops Thedecadein11memes Thedecadein15awe-inspiringspaceimages Thedecade’s20bestdocumentaries Thedecade,explainedin21TVshows Thedecade,inbrandswelost Culturethatdefinedthedecade 11 Cultureinthe2010swasobsessedwithfindingcommunity—andbuildingwalls TheSocialNetworkknewwe’dspendthenextdecademovingourlivesonline Howthe2014ChristianfilmGod’sNotDeadbecameahitandspawnedanideologicalempire Beyoncé’sLemonadeisoneofthebestmoviesofthe2010s HowaTwitterwarin2010helpedchangethewaywetalkaboutwomen’swriting Thiscomedyofmannersfrom2012perfectlyanticipatedthe2010s’reckoningwithmisogyny HowMarchofthePenguinsruinedthenaturedocumentary Louiewasmyfavoriteshowofthedecade—untilitveryabruptlywasn’t The2010sweresupposedtobringtheebookrevolution.Itneverquitecame. HowIronManandCaptainAmericatookMarvelfromupstarttojuggernaut In2016,theGhostbustersrebootdidn’tchangemovies.Butthebacklashwasabadomen. Politics,climate,andmore 9 2019,in6minutes Howthe2010schangedhealthcare ThedownfallofRoev.Wadestartedin2010 Theicewe’velosttoclimatechangethispastdecade,visualized Thespeciestheworldlost The2010sfeaturedalotofgreatsocialscience.Herearemy12favoritestudies. Adecadeofrevolt 9SupremeCourtcasesthatshapedthe2010s Theinternetmadetranspeoplevisible.Italsoleftthemmorevulnerable. Wehaveanask Abattleforvotingrights.Anuncertainfutureforabortionrights.Inequitiesinhousing,caregiving,andhealthcareaccess.MillionsturntoVoxtounderstandcomplexproblemssuchasthese,andpotentialsolutions.Financialgiftsfromreadershelpusplanthatworkandkeepitfree.Givetodaytohelpushitourgoalof6,000newfinancialcontributionsbythenewyear. Yes,I'llgive close Give Give