26 Quotes by Henry Jenkins

Just as we would not traditionally assume that someone is literate if they can read but not write, we should not assume that someone possesses media literacy if they can consume but not express themselves

That changes your whole perception of the film, your perception of the ending...The challenge for us, especially with the Lord of the Rings is how do we deliver that one piece of information that makes you look at the films differently?

Piracy often reflects market failures on the part of producers rather than moral failures on the part of consumers.

Although we've used the concept brand communities a couple of times, it's important to reiterate that communities aren't created, they are courted. Most brands will need to court a range of different communities and travel across pools, webs, and hubs if they want to reach the full range of desired consumers.

From American Idol to The Matrix participatory media - where old and new media converge by involving fans - is influencing our culture by creating new forms of interactive storytelling. Yet by enabling people to participate in such various media they can converge as a crowd to alter the story to create new modes of engagement, some not necessarily endorsed by the creator - or the brands that back them.

In a hunting society, children play with bows and arrows. In an information society, children play with information

Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story.

The key is to produce something that both pulls people together and gives them something to do.

Participatory culture shifts the focus of literacy from one of individual expression to community involvement.