[QUOTE] From Henry Jenkins, Sam Ford, Joshua Green. Spreadable Media: Creating Value and Meaning in a Networked Culture

(…) fans who create new material or pass along existing media content ultimately want to communicate something about themselves. Fans may seek to demonstrate their own technical prowess, to gain greater standing within a niche community, to speculate about future developments, or to make new arguments using texts already familiar to their own audiences. As the Mad Men Twitter example proves, content often gains traction when people are given the latitude to use “official” media texts to communicate something about themselves.

Henry Jenkins, Sam Ford, Joshua Green. Spreadable Media: Creating Value and Meaning in a Networked Culture