Henry Jenkins Quotes

Humans do not engage in activities that are meaningless. If you think you see people doing things you find meaningless, look again and try to understand what the activities mean for them.

Although we've used the concept brand communities a couple of times, it's important to reiterate that communities aren't created, they are courted. Most brands will need to court a range of different communities and travel across pools, webs, and hubs if they want to reach the full range of desired consumers.

Critical pessimists, such as media critics Mark Crispin Miller, Noam Chomsky, and Robert McChesney, focus primarily on the obstacles to achieving a more democratic society. In the process, they often exaggerate the power of big media in order to frighten readers into taking action. I don't disagree with their concern about media concentration, but the way they frame the debate is self-defeating insofar as it disempowers consumers even as it seeks to mobilize them. Far too much media reform rhetoric rests on melodramatic discourse about victimization and vulnerability, seduction and manipulation, "propaganda machines" and "weapons of mass deception". Again and again, this version of the media reform movement has ignored the complexity of the public's relationship to popular culture and sided with those opposed to a more diverse and participatory culture. The politics of critical utopianism is founded on a notion of empowerment; the politics of critical pessimism on a politics of victimization. One focuses on what we are doing with media, and the other on what media is doing to us. As with previous revolutions, the media reform movement is gaining momentum at a time when people are starting to feel more empowered, not when they are at their weakest.

From American Idol to The Matrix participatory media - where old and new media converge by involving fans - is influencing our culture by creating new forms of interactive storytelling. Yet by enabling people to participate in such various media they can converge as a crowd to alter the story to create new modes of engagement, some not necessarily endorsed by the creator - or the brands that back them.

The worst thing a kid can say about homework is that it is too hard. The worst thing a kid can say about a game is it's too easy.

Just as we would not traditionally assume that someone is literate if they can read but not write, we should not assume that someone possesses media literacy if they can consume but not express themselves

When politicians like Sen. Joseph Lieberman target video game violence, perhaps it is to distract attention from the material conditions that give rise to a culture of domestic violence, the economic policies that make it harder for most of us to own our own homes, and the development practices which pave over the old grasslands and forests. Video games did not make backyard play spaces disappear; rather, they offer children some way to respond to domestic confinement.

The key is to produce something that both pulls people together and gives them something to do.

If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.

Participatory culture shifts the focus of literacy from one of individual expression to community involvement.

In a hunting society, children play with bows and arrows. In an information society, children play with information

Anthropologist Mary Douglas (1991) examines the very thin line separating a joke from an insult: a joke expresses something a community is ready to hear; an insult expresses something it doesn't want to consider.

We want to raise a generation of kids who have a mouse in one hand and a book in the other,

Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story.

Piracy often reflects market failures on the part of producers rather than moral failures on the part of consumers.