I occasionally read new media blogs. Although I largely loathe Media 2.0 remix/mashup culture and find people who want the abolishment of copyright technological utopians, I like to read people I disagree with.
So, I came across this article, about the relationship between fans and Fallout 3.
A few things impressed me. One of the first things I noticed was that even in a marketplace where geek is in, the producers still seemed to hold all the cards. It was Bethesda’s game. It was Bethesda’s site. It was their vision of Fallout that, whether valid or invalid, would hit the shelves. Fans, recognizing a lack of official ownership or control, acted as lobbyists and watchdogs, attempting to indirectly influence the integrity of Fallout 3 through pleas and petitions spread across thousands of forum posts. Bethesda employees, fittingly, treated fans like outsiders in their responses. Whether cordial or hostile (and different producers interacted in different ways at different times), the undertone was clear: we are the organization, you are the public. We’ll let you suggest, but we will decide. The text is ours.
Even more impressive, fans seemed to happily accept their role in the process. Despite many scholarly concerns over the exploitative side of fan labor, when fans on the official Fallout 3 forum lobbied, suggested, and expanded they did so recognizing that this was their most effective way to influence the integrity of Fallout 3. Exploitation was trivial in the face of such purpose. One poster summed up the general fan perspective on their role in the game development process:
Fallout 3 MUST be like Fallout…the best answer for every question on this forum besides “I have the holy sacred duty to watch over my beloved game”
So the idea that geek is in may not be as empowering to the geeks as I had originally believed. Sure, the internet has afforded fans voice and reach in the development process of the texts they esteem. Sure, many producers are actually listening to the suggestions of fans, and others (especially in the digital-games industry) are incorporating fan feedback and production into the official text. But the tone on the Fallout 3 forum seems to mirror the tone of many media producers. Fans are a great niche market to sell things to, and a ready-made audience to focus-group and beta test. But they are not productive partners in the development of media texts. They are still a rung down on the production ladder. I have to wonder what the media market would look like if producers forgot the words “audience” and “consumer” and began to think of fans as co-laborers in a community of enthusiasts.
I’m not sure that the presence of fans, and the biases that the self selection of fandom brings, will always be such a net gain, at least in terms of greater success, although that isn’t the only criteria for success. I just get the feeling most of these new media people see the future as people playing Wagner’s Ring Cycle on kazoo to kazoo enthusiasts, and nothing else.