In 2024, social media culture is dominated by fans, with platforms like YouTube, TikTok, and Spotify highlighting the impact of fan engagement on entertainment. Fans are creating and sharing content related to their favorite artists, shaping cultural moments and driving trends. For example, the feud between Kendrick Lamar and Drake was amplified by fan-generated content, expanding the reach of both artists. Fans also play a role in transforming web content into successful media franchises, as seen with the indie animated series ‘The Amazing Digital Circus.’ However, not all fan-created content is positive, with instances of offensive videos and bootleg merchandise. Despite the positive portrayal of social media fandom in end-of-year reports, experts like Abigail De Kosnik from the University of California, Berkeley, stress the need for companies to address the challenges within fandom, including offensive content and political disinformation. This shift towards fan-dominated culture marks a significant change in the entertainment landscape, with fans playing a crucial role in shaping online discourse and trends.
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