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Understanding Representation Jen Webb

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International Journal of Cultural Studies
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New Audiences, New Textualities

Anti-Fans and Non-Fans

Jonathan Gray

Goldsmiths College, University of London, England media{at}london.com

Intentionally or not, audience research often equals fan research, as anti-fans and non-fans are ignored or assumed. However, televisual anti-fandom and non-fandom involve different viewing practices, different proximities from the text and, thus, different textualities. This article therefore argues for the necessity of more research into anti-fans and non-fans, proposing that such research will shed further light on the nature of televisual textuality and on the role of media talk and intertextuality in forming it. The text remains a mysterious figure in media and cultural studies, and this article aims to bring us closer to understanding it. First, fan research and its own implicit assumptions of relations between text and audience are discussed; then, an `atomic' model of textuality is presented, accounting for fans, anti-fans and non-fans; and, finally, a method for studying new audiences and textualities is offered.

Key Words: affect • fans • methodology • reception studies • television audiences • text • textuality • viewing positions

International Journal of Cultural Studies, Vol. 6, No. 1, 64-81 (2003)
DOI: 10.1177/1367877903006001004
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