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Rhiannon Bury

In: The SAGE Handbook of Social Media

Chapter 20: Television Viewing and Fan Practice in an Era of Multiple Screens

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Television Viewing and Fan Practice in an Era of Multiple Screens
Television viewing and fan practice in an era of multiple screens
Rhiannon Bury

The year before Facebook co-founder Mark Zuckerberg was born, George Lucas co-founded THX, a system to ensure high-quality motion picture sound, first implemented in time for the 1983 release of Star Wars: Return of the Jedi. An early THX trailer included the slogan ‘The audience is listening.’ Today, thanks in part to Zuckerberg and other so-called Web 2.0 entrepreneurs, ‘the people formally known as the audience’ (Rosen, 2006) are sharing, liking, following, tweeting, blogging, reblogging, and otherwise engaging with popular media content produced by industry and fans alike. Of course, viewers and fans have always done more than passively consume media, but ...

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