Henry Jenkins

Jenkins celebrates and explores participatory culture  - his main argument suggests that audiences don't respond to texts as passive agents, audiences don't just consume they react to texts, quite often using media products to subvert the messages and ideologies that they construct. Texts become "creative scaffolds" that audiences respond to with fan fiction, YouTube remixes and fn websites.

To Jenkins, the internet has a particular ability to actualise this active response. Jenkins argues that the Internet empowers and enables fan groups nd that these groups:

Works in the same way as folk traditions – bringing people together as communities
These groups can work with non-commercial motives
These groups can  work for the social good – the Harry potter Alliance