The key is to produce something that both pulls people together and gives them something to do.
Henry Jenkins...Fan fiction is a way of the culture repairing the damage done in a system where contemporary myths are owned by corporations instead of owned by the folk.
Henry JenkinsIn a hunting society, children play with bows and arrows. In an information society, children play with information
Henry JenkinsHello. My name is Henry. I am a fan. Somewhere in the late 1980sā, I got tired of people telling me to get a life. I wrote a book instead
Henry JenkinsAlthough 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.
Henry Jenkins