Picture this. It's 2012. "Gangnam Style" is released, The Dark Knight Rises and The Avengers square off, and I pick up Matt Hill's "Fan Cultures" for the first time. This book birthed various research reports and my MA dissertation. Who knew I'd be using fan theory all these years later? Not me. But here we are.
Hills looks at fan culture, not simply as a community, but as a social hierarchy where fans share a common interest while also competing over knowledge and fan status. As I've joined a few Social Media Manager communities over the last few years, I've often gone back to Hill's book and noted the similarities between fandoms and the online communities I exist in today.
Let's back up a little.
What is a community? I hear you cry!
Communities are groups of people united by a common interest. They provide a space where people can contribute by producing content, answering questions, or giving insight. Thriving communities build a sense of belonging between like-minded individuals.
Social hierarchy in communities
Fans are active interpreters and not just passive consumers of content; they are communities that take elements of texts and provide their own meaning. Think fan-fiction and cosplay. They unite over a common interest, but simultaneously they compete over their fan knowledge and other facts that determine their status.
The hierarchal structure of fandom is partially based around competing to be the best or better fan. How much do they know about the object of affection? How many things do they own concerning the text? How long has the individual been a fan? This currency demonstrates their time and dedication as fans, determining their influence and place in the social hierarchy.
So, how does this look in non-fan communities? Communities naturally have a hierarchical structure. You have Admins or Community Managers that point members to guidelines and principles. In the communities I exist in, a handful of members within these groups also hold influence. What is their influence based on? Well, mainly their knowledge of different platforms, but there are other factors like who they work for, campaigns they've worked on, and how long they've been in the industry. Like fandoms, these factors determine their overall value and influence.
Knowledge as a form of shared economy
Knowledge as a form of shared economy exists in fan culture and online communities.
"Just like in an economy where money can buy goods and services, social capital is a key currency in communities. It is forged from respect, which in turn generates influence." People Powered, Jono Bacon
Fans create their own texts, merchandise, version of the story based on their knowledge and love for a text. Think people hating THAT Game of Thrones ending and rewriting their own version that fits what they needed as fans.
In non-fan communities, people pool together ideas, share their experiences and knowledge, and create resources. I know that if I need help with a social platform update, I head straight to the Slack community I'm part of.
In all communities, members will engage, contribute, and provide value through their knowledge that develops their social capital. Ultimately communities are formed to meet with like-minded individuals and feel a sense of belonging. Still, as knowledge is shared and social capital builds, it will influence a community's hierarchy.