The separation between fandom as a subcultural social practice and the mainstreaming of fan culture wherein “fannish values and reading practices spread across the entire viewing public” in ways supported by media corporations is noteworthy (Jenkins 2006). In the mainstreaming
[QUOTE] From Mel Stanfill and Megan Condis, Editorial: Fandom and/as labor
It is now well established that watching television can usefully be conceptualized as work (Jhally and Livant 1986; Smythe 1977), and a labor framing has been applied to user-generated content by critical media studies scholars (Andrejevic 2009; Fuchs 2012; Hesmondhalgh