Many (New York Times) articles frame fanfiction as yet another aspect of these media brands. As Stuart Elliot (2005) notes: “[I]f you like the TV show, why not buy the fra- grance? Wear the jewelry? Read the book? Join other fans online to help write an episode?” (7). Due to corporations “co-opting” and “encouraging” fanfiction, participants in fanfiction communities have become “brand ambassadors” (Elliott 2005, 7), similar to the walking billboards of brand name clothing and logo-as-fashion (Stelter 2008).
Drew Emanuel Berkowitz, Framing the Future of Fanfiction: How The New York Times’ Portrayal of a Youth Media Subculture Influences Beliefs about Media Literacy Education, p205