Millennial Fandom:

"I'll never say I'm the number one Harry Potter fan in the world... that's a bold statement to make... there're probably people who like it more than I do. There will be few, but there will be more"

Meet Jessica Hicks.

She is a 22-year-old aspiring author, from Coventry; she is also a self-professed fangirl. 

Every room in her house contains Harry Potter merchandise and memorabilia of some form, some of it bought and a lot of it crafted, created and painted. 

How much did all of it cost? She doesn't want to think about it.  

What will it be all be worth in 20 years? Monetary value isn't why she started collecting it in the first place.

There are so many posters on her bedroom wall that you can't tell what colour the paper is underneath. Her cupboard is filled to the brim with merchandise and memorabilia, from signed movie premier boards, to script manuscripts. 

She had a spare few hours at the weekend, so she handpainted her bedroom drawers with an intricate Harry Potter inspired design.  

Harry Potter has been so present in her life that she cannot remember a time when it did not exist. Since discovering the fandom when she was four years old, she has read each of the seven books in the J.K Rowling franchise twenty times (and counting); she knows every word to the movie Harry Potter: The philosopher's stone.

Jess is just one of the millions of fans across the world, who passionately dedicate their time and money to the object of fandom that they feel passionate about.

Fans have existed in our culture ever since we could conceive of a book, movie, or public figure to idolize, but how has the fan experience really changed with the emergence of social media and the internet?

One thing that is sure to have changed (and will continue to change ) is the language, slang, and terminology used by fans; The term 'fandom' itself is a term that has gained popularity in the last 10 years. 

Other words might not have made it to the Oxford dictionary (yet) but they are still used and understood by those inside the fan community. 

Do you think you know all of the terms associated with fandom? Take this quiz and see for sure:

The internet has revolutionised the way fandoms can express themselves. Social media platforms such as Twitter have made it easier than ever for public figures to interact with their fanbase. 

Fans are creating their own fan pages and artwork in a bid to be noticed by their idols. The internet allows fans to transgress the geographical boundaries that separated fans in a pre-digital age, making easier than ever for fans to create and distribute fan pages, art-work and media.

In 2018, people are using fandom as a creative and positive space.  From fan pages to merchandise, fans are being inspired to create; some even generate income from their creations.

From fandom also comes mental health campaigns and charity events that attempt to inspire good in the world. 

 Public perception

The term fan is derived from the term fanatic; despite this Hazel Collie, Lecturer in Media and Cultural theory said that there has been a significant shift in the perception of fans over the years. 

"A wider variety of people are prepared to admit to being a fan of something… before, being a fan was pathologised as a crazy state of being."  

It is somewhat ironic that what used to be perceived as a "crazy state of being" is now being used to combat mental health issues.

Levels of mental health issues in people under 25 are worryingly high.  Jessica Hicks and other fans I have interviewed cited their chosen fandoms as a great help to any mental health issues they have.

For some, fandom has saved their life.

Is this change for the better?

With the positive also comes the negative.

Due to the unregulated and anonymous nature of the Internet, there are many risks that accompany being a fan in the 21st century. We have little control over which fans young people can idolise on platforms like YouTube. 

Social media has the potential to be a toxic environment. 

 50% of 18-34-year-olds consider quitting;  social media has the potential negatively impact both the mental health of fans and the creators the fans idolise.  

While benkinersphobia is not a term adopted by the official Oxford dictionary, it has been adopted into the urban dictionary. 

It is a 'condition' akin to the world of the Harry Potter fandom and it felt all too real for Jessica Hicks. 

So immersed in the world of her favourite franchise, she was genuinely disappointed when her acceptance letter to Hogwarts never turned up on her eleventh birthday.

When she discovered Harry Potter Jess could never have known how much her love for the franchise would become such a huge part of her identity. 

 In school, heads would turn to her any time Harry Potter was mentioned. But being such a blatant fan of the franchise didn't always attract positive attention;

"[at school] it would lead to nicknames like 'goblin' and 'Hagrid' running about... [there are people] who think what you like is childish when they themselves have never tried it."

 Instead of focusing on the negative attention that accompanies being a fan, she focuses on the positive such as the many global friends she has made; it is with this group of people that she can freely discuss her interests. 

Is the fandom identity 'healthy'?

When you grow up as the franchise does, it's not surprising that it has been adopted into part of who you are. 

This is the case with Jess, who admits her love of Harry Potter and other fandoms "is probably why [she hasn't] changed that much since [she] was eleven or twelve." 

She still decorates her room with posters and most of her t-shirts are decorated with fandom logos and designs.

Occupational psychologist, Professor Craig Jackson says fandom it is a particularly interesting thing for psychologists, particularly in the millennium.

He said: "Fandom can be incredibly healthy... the problem you have with some individuals is extending fandom beyond the normal realm of adult functioning [which] can be a problem."

He remarked how fifteen years ago, there used to be a clear demarcation between childhood, adolescence, and adulthood; this is a line that has since become a little blurred.

" We're delaying the onset of adulthood we’re being teenagers for longer... People enjoy the freedom that being an adolescent can have. Fandom can be part of that."

When asked he thought this would be a serious issue, his answer was indecisive; It can be hard to predict what the potential psychological effects will be until it happens and millennial fans haven't yet reached a particularly old age yet.  

However, Professor Craig Jackson did note that fandom has been shown to increase happiness and social skills; so on the question of if fandom can cause long-term psychological damage, only time can tell. 

G.I.S.H (formerly known as G.I.S.H.W.H.E.S) is the 'Greatest International Scavenger Hunt'. It is a charity event that takes place for a week each year.

 Team members from all across the globe work together to complete fun, creative and kind challenges. 

Misha Collins from the popular American television show, Supernatural created the event; those who take part are usually part of the fandom community, supernatural and otherwise. 

Many of the items on the G.I.S.H list are created with the knowledge that the players are part of the fandom and will understand the reference.

It is an event that encourages community and creativity… as well as a sprinkling of public humiliation. 

There have been hundreds of tasks posted over the years, some of which include performing a random act of kindness for a neighbour, getting a tattoo of yourself getting a tattoo, and creating a picture of the Queen as a 1950’s pin-up girl.

Jessica Hicks said G.I.S.H was a way for her to meet up with her friends to celebrate fandom. Through the event, she has made many global friends stretching from Bath in England, to Ohio in the USA. 

 This is an event that is deemed worthy enough by Jess and the rest of her team to use up some of their work holiday allowances, but the event is far from a relaxing holiday. The event can get stressful when the competitive element kicks in. 

It is a tradition in the Prime Numbers team to stay up all night completing tasks, on the final day of the event. 

But in the end, the sacrifices are worth the experience for the competitors.

"it gives you a chance to find out what's possible... [items on the list] will help other people lives... some of our best memories ever [have come from] hanging out and doing this"

This kind of mentality seems to be shared by G.I.S.H players across the globe. 

Caroline Brown has been taking part in G.I.S.H since 2015. 

Like Jess, she found the charity event through her love of Supernatural which is now a big part of her life. She said: 

"I would say I'm definitely a hardcore fan, and it's a fact I'm rather proud of...I love the connections that I can make with people all around the world while embracing myself!"

Always keep fighting

The side projects that the cast of Supernatural embar upon have changed Caroline's life. 

In particular,  Jared Padalecki's 'always keep fighting campaign' has made such a significant impact on Caroline.  

When asked where she would be without fandom, Caroline had this to say:  

"Honestly, my life would be completely different. I've known fandoms my entire life, and when I've been at my weakest, they have always been there for me. Always keep fighting was there for me when I thought I couldn't go on, and it was the support of the fandom (and, of course, Jared) that kept me going."

The always keep fighting movement also had a clear impact on Jess.

One of her favourite moments over the years of fan conventions was meeting Jared and breaking down into tears while thanking him for creating the movement.

Fandom inspires Jess every day; they help her to combat her own mental health issues. 

 Toxic fandom: Are people choosing to quit social media? 

While the supernatural fandom has seen their fair share of positive influence, a lot of negativity surrounds the fandom in regards to online 'trolling' and bullying. As Jess said: "some fandoms are toxic... there is a deal of negativity within that attacks people's mental health and not the other way around."

 In December 2014,  anonymous groups from 4chan and 8chan supposedly sent messages to suicidal supernatural fans on social networking site, tumblr in an attempt to make them take their own lives.

 It was an event that deeply resonated with Jessica and she could not hold back her emotions as she relayed what she knew about the orchestrated attack.

She couldn't understand why anyone would attack a fandom filled with vulnerable users.

The topic of controlling online trolling has been a topic of debate for years and the laws surrounding the policing of online trolls is ever evolving.

 But the issue with lies in the anonymous nature of online users who can often be difficult to track and reprimand.

Social psychologist, Professor Craig Jackson noted that the internet has gradually become a more toxic environment as it has evolved: 

"If someone would have gone online years ago and said 'I feel suicidal,' most users would have responded in a supportive way. If you go online now, half would be supportive, the other would troll."

A notable example of this is when Star Wars actress, Kelly Marie Tran deleted her Instagram and twitter accounts after racial and sexist abuse from Star Wars fans. 

Professor Craig Jackson said it is likely we will see an increase of both fans and celebrities leaving social media platforms and taking a break from social media when it negatively impacts their mental health.  

Do it for the vlog

YouTube is a form of new media where young people can create on the same platform as the YouTubers they admire. 

 It is seen as a platform where anybody can become famous seemingly overnight. According to Pew research centre, YouTube has found to be the most popular social media site for teenagers.

There are many different types of videos that a user can upload, one of which is the internet's response to reality television.

'Vlogging' consists of YouTube creators recording their daily lives and uploading a condensed version of their day online. The footage can be as seemingly as mundane as filming themselves cleaning and decluttering, to more intense vlogs that include stunts.

Regardless of the content, vloggers have the potential to amass millions of views per video.

Senior lecturer in media and cultural theory, Oliver Carter is fascinated by the nature of social media stars and the fans who follow them. 

He said: 

 "vloggers usually are young people who can connect to a young audience, they generally work quite menial jobs... but of an evening they set up businesses online relating to their fandom."

Many debates have been raised regarding the nature of YouTube and if it will surpass traditional television one day in terms of viewership. 

YouTube has a reach of over 1 billion views per day, with 95% of advertiser viewability.    

However, online video sharing platforms such as YouTube do not have the same level of safeguarding that broadcasting has with Ofcom; (potentially young) fans are free to watch videos that violate YouTube policies and guidelines before the video gets flagged and taken down.

A notable example of this was when American vlogger, Logan Paul posted a video of a man who had apparently committed suicide in a Japanese forest. 

The video was up for hours for his then 15 million followers to see.

Logan put the incident down to the pressure of making a "15 minute TV show every single day" and finding new ways to keep the videos interesting. 

As a result, he said: "It's easy to get caught up in the moment without fully weighing the possible ramifications."

Impact on fans

Guidelines aside, other issues surround vloggers and their audience.

 A lot of research and surveying has been done into how social media platforms can have a negative impact on the self-esteem and psychology of the those who use them. 

A lot of focus has been mainly on photo sharing sites like Instagram, but vlogging also has the potential to show a very artificial and constructed lifestyle. 

As occupational psychologist Craig Jackson said; 

"[vlogs] are showbiz on a smaller screen. The problem is of course, many young people who get unfettered access to social media see people like Jake Paul and Logan Paul and believe that their way of life is a reality and something that they should then aspire to."

Call out culture

'Call out culture' is the social phenomenon whereby fans call out people in the public eye for making supposed bigoted statements in the past; most of these statements come from old tweets from the user. 

This is particularly prolific on the YouTube platform and has can deeply impact the creator's career and business plan. 

YouTube star and vlogger,  Zoella recently commented on this type of culture that makes her afraid to put out footage of her realistic everyday life, on the chance that she is called out for it.  

In the video, she said: 'I feel like I can't fully be myself online. I question absolutely everything I say, everything I do... just to make sure I don't say anything that can be taken out of context."

Conventions

Every year, fans flock to conventions made specifically for those who love watching YouTubers and their content. To those who attend, they are an integral part of their fan experience. 

Jess remembers doing anything to save money for the Harry Potter and Supernatural conventions she would attend. She makes sure to go to one each year, even if that means making the expensive trip to America.

To Jess, the conventions are an integral aspect of being a fan. As useful as it is being a fan online, there is something special about meeting idols in person opposed to on a twitter account.  

She used it as an opportunity to physically meet the friends she only knew from an online avatar and a twitter handle.

Conventions were important to Jess for the similar reasons as the young people who attended YouTube event,  Summer in the City.

Ticket prices, as well as the cost of travel and hotels, do not come cheap for the eager fans, but it is a cost that is invaluable for the sense of community and finding like-minded people who watch the same creators.

Not all YouTube conventions have been known to go as smoothly. Young fans pay hundreds for an unforgettable experience with their idols, only for the convention to feel overpriced and a waste of money. 

The Hello World convention in 2017 was marketed as an immersive live show featuring YouTube creators but turned out to be a disappointment to fans. 

Despite being unregulated, video-sharing websites such as YouTube are truly innovative for fans. 

Senior lecturer in media and Cultural theory, Oliver Carter says that new media platforms like YouTube will be expected to encounter some issues surrounding regulation as it gradually establishes itself over the years.

 Ofcom was not established for broadcasting media until 2003. YouTube is a much newer form of media and regulations will take much longer to be established. 

 Music fans are certainly prolific and can be found in most walks of life as well as over many decades of existence. 

The digital age has changed the way music is consumed and distributed, but after speaking to music fans it seems the heart of music fandom hasn't changed as much as the clothing style has. 

How has music changed?

48-year-old, Mike Hicks remembered a time when glam metal was popular in the 70 and 80's. 

A certain appearance came with the fan territory and Mike would often find himself judging others at a gig on their hair length.

Hair length in particular, isn't as much of a defining hierarchy of music in 2018.  Fans I spoke to instead talked of the importance of wearing band shirts, or even getting tattoos relating to the band.

Ben Curry, Lecturer in music at Birmingham University said the way music fans dress "has always been a significant aspect of popular music from ragtime to the present day."

Some musicians today have been suggested to produce music that fits into multiple genres, something that Ben Curry goes onto explain further:  

"There is arguably a growing self-awareness in popular music which may mean a greater tendency to play with genre in various ways. But remember that the more distant past always looks simpler and more easily categorized because we make sense of it after the event."

Mike Hicks believes that music fans today are missing out on the "ritual" that was purchasing an album on vinyl:

"...it was almost religious in the way you did it. You took it out of the sleeve. Put it on the turn table. Gently put the needle on. There was none of this skipping. You had to listen to the whole thing."   

However, much like a record on a player, music and the trends come from it are cyclical. 

In recent years, there has been a resurgence in people purchasing vinyl instead of a digital album. 

However, an ICM poll in 2016 found that 41% of people who bought vinyl had a record player but never used it and 7% didn't even own a record player. 

This is where some music fans might differ from the likes of Mike Hicks, who played vinyl when he was growing up with an appreciation of both sound and aesthetic. 

Create

The desire of the music fan to create their own content is something that pre-millennial and post-millennial fans can relate to.  

Mike Hicks and Alan Barrett both produced their own music in the bands they formed. Mike still plays gigs to this day and finds playing in a band to be a welcome relief from his daily work life.

43-year-old, Joanne has repurposed her own band shirts, transforming them into bags and other accessories. While working as a nanny in Paris, she remembers a time when she made friendship bracelets for the musicians she would encounter at Paris gigs. 

"Bret Michaels (musician from the band 'Poison') was on MTV a few days later and he was still wearing the friendship band I made him..." 

Modern music and mental health 

Paige Mallory is a 21-year-old from America. 

She is just one of many twenty-one-pilots fans, or as they call themselves 'the skeleton clique'. 

She has never given Tyler Joseph or Josh Dun a handmade friendship bracelet, but she has still expressed her fan creativity over the internet.

She has created her own YouTube channel and a Twitter page dedicated to discussing the deeper meaning and theories behind the band's music. 

Psychologist, Professor Craig Jackson said: "individuals who are part of a community, whether it's online or in real life or a healthy mixture of both generally does better mental health-wise." 

This is something that Paige confirmed in her interview saying how so many of her friendships and relationships have evolved by communicating with other members of the clique online:

"[my twitter account] was a stepping off point for what became a series of in-person friendships, some amazing concert experiences with groups of people I wouldn't have known were it not for this band and that online community."

Like Jessica Hicks, Paige's fan creations were more than just an object to fill time; Twenty One Pilots were important to her when she was at her lowest in terms of mental health.

"I found twenty-one pilots in a very dark mental place, and they helped pull me out of it. They're an anchor, a sign of hope for many, many people."

Ticket Cost

When comparing the evolution of music fans, a big difference that has become apparent over time is how the cost of a ticket to a concert or gig has increased so drastically. 

Artists are attempting to put pressure on ticket touts who re-sell tickets for inflated prices. 

Mike Hicks remembered seeing the likes of Iron Maiden for as little as £6.50 a ticket, travel included. He went again this year, only to find tickets were closer to £100.

This is an issue close to Paige Mallory's heart. She uses her fan status and influence on social media to sell merchandise. While this money could be used to turn a profit, all profits go towards clique ticket project; a group that uses donations to purchase Twenty One Pilots tickets for the fans who can't afford to buy them for themselves. 

The inspiration to raise funds for the project came from a personal experience. At a time when Paige couldn't afford to see the band live,  a friend Paige had never met bought her a ticket. 

"This is something the clique is known for in my mind; thankless generosity. Because we don't want thanks. We know how important this band is to ourselves and each other, and we do our best to help each other out."

Of course, you do not have to be a millennial to enjoy the music produced in 2018. 

Twenty One Pilots fan account @New_Era_News has amassed over 9000 twitter (August 2018) followers. It is run by multiple fans who tweet from the account. 

One contributor who goes by the name of Track_1 on the account is 49-years-old and from Wisconsin, USA. The rest of the contributors are aged between 14- 49 yet all have one thing in common; their love for the band's music. 

"That is what it is about. The music. We will ALWAYS have the music."

Track_1 has had experience with helping his own children through the "slippery slope" of depression and loved how being a fan of music can help to transform mental health and our outlook on life; this is why it was so important for him to be a contributor to the fan account. 

"Tyler and Josh have never saved someone. The Clique has never saved someone. I have never saved someone. We all try to help people find the strength to save themselves. When people choose to stay alive - they are doing that. Nothing makes me more proud than hearing that."

Fandom Tension

One thing that has always existed throughout the lifetime of fan culture is rivalry within and between fan groups.

Alan Barrett remembers the rivalries associated with being a fan of U.K punk band The Clash, often "thinking he was a bit better than" those who hadn't seen them live as many times as he had.

Hazel Collie, Media lecturer at Birmingham City University said that she finds fandom tension interesting as "we as people want to believe we are 'winning' the game. 

"What always really strikes me is how people don't realise they're participating in a hierarchy."

This is not something that is only isolated to fandoms in music. Jessica Hicks recalls the tension that exists between Stephanie Meyer's Twilight and J.K Rowling's Harry Potter franchise; it is a fandom rivalry that she partakes in.

The dislike became so intense that she wrote an English Literature assignment entitled 'Don't get me started on Twilight.' It received top marks. 

To Jess, the fandom tension is warranted as long as you have thoroughly investigated the 'rival'.

"I gave the [twilight] franchise a try; I read the books, watched the films... it's safe to say I didn't like them."

How different is millennial fandom?

Ticket prices, unregulated internet laws, and Joanne Hick's preference for the band East 17 over Take That aside, is fan culture in 2018 so drastically different? 

The passion of fans and their desire to create has undoubtedly remained the same. 

Musicians, YouTubers, Actors and novelists alike would be nowhere without a dedicated fanbase.   

Jessica Hicks encourages everyone to embrace fandom in whatever form they want. Jess believes that fandom enhances our culture, inspires creativity and spreads positivity. 

She said: "If you find something you love, you shouldn't be afraid of what other people think about it and limit yourself... to appease other people."

While fandom is by no means a cure for mental health issues, Jess believes that embracing something you love can provide a release for any depressive or anxious thoughts you might be having.

"...if you ever feel like you're getting down... the best place to turn is back to that fandom route because [there will be] people who support you, if not you need to find a better fandom" 

Fans have always represented such an important part of our culture, giving music, films and YouTube videos their purpose and meaning.

At the heart of it all, being a fan in 2018 is much like being a fan in 1988.

Regulation, technology and platforms may have changed but fans still find ways to create and find a way to express their devotion to the fanbase; 2018 fandom has just been fitted with a digital pacemaker. 

Article author: Sarah McGee