Being a fan used to be fun. But the rise of social media gave voice to our worst demons.
Right now Hollywood is trying to nurture healthier followings rather than just growing them as large as possible. The fans don’t always have to like the movies, TV shows, or books, and they are welcome to disagree with each other. Debate is part of the fun. But the goal is to be more reasonable, and maybe even kinder.
Tunisha Singleton, a media psychologist who specializes in fan engagement, points out that professional sports have long dealt with toxicity in fandom and says standing up instead of looking the other way is vital. “I think a healthy fan diet can be made when the brand itself leads from the front and encourages fans to match their values with action,” she says.
Last year, when J.K. Rowling made divisive comments about trans people, Daniel Radcliffe and other Harry Potter stars disavowed her remarks, which may have helped hold the fandom together. “Celebrity influencers online can encourage responsibility,” says Singleton. “If you see something, say something. If the community is suffering, then we all suffer.”
Just seeing each other as humans again may also help. Several studio insiders blame the pandemic for worsening tensions, since the lockdown ended in-person gatherings likeCelebration, Comic-Con, and moviegoing itself, which fostered a sense of togetherness. Being online-only turns everyone into an abstraction, dehumanizing fellow fans.
Franchises are often about sparring heroes who transcend their differences for a common cause. That’s a message storytellers can learn from. “The more people who are into a thing, the more people you have to share your passion with,” Ratcliffe says. “In something like Minecraft, the more people who love it, the more cool stuff is out there for you to incorporate into your worlds. It’s important to tell kids, ‘Hey, the more, the better.
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