As April 2019 approached, the internet was buzzing with the news of multiple major franchises ending their narratives within mere weeks of each other. Game of Thrones and the Marvel cinematic universe (MCU) are two of the largest franchises in pop-culture history with about ten years of success after success. As both approached their premiere dates, fans began the defense against spoilers while pitching their theories for the final stretches. With the emergence of hyper-fan culture and these new unique communication twists, the new media landscape and its corporate giants faces a new set of peculiar challenges. In this paper, we will observe the GOT and Endgame properties, their fandom’s experience with theories and spoilers, and how this new wave of communication challenges the relationships with fan audiences.

Fandom culture is still relatively new to study, especially in our new hyper-fan and online community era that exists today. McKee explains, just as fandoms change and grow, so does culture and “these ways of thinking about culture do indeed refuse the ascription of absolute, generalized and transcendent value to texts; but do not deny that, in culture, evaluations and distinctions are continually being made (p. 3).” Beloved narratives and their fandoms provide an interesting look at the investment of audiences to their respective properties and the immersive nature of the digital space. With the integration of the digital space, fandoms are more immersive than ever, allowing audiences to step further and deeper into the media they know and love. As Miller (2011) suggests, “while digital culture has become an unremarkable part of everyday life, it also continues to be a source of never-ending creativity (p. 226).” Fan theories allow audiences to not only consume the media but connect with the text at a deeper level than what is presented. This active engagement with media has illustrated, possibly more clearly than ever, the impact and ability that these media properties have to engage and empower an audience in their stories.

The contrast in theories, leaks, and spoilers are important to the larger discussion surrounding digital communities and immersive digital experiences. These are specific forms of communication that are unique to this community. Miller (2011) poses this emergence of tradition and culture where “consumers are increasingly involved in seeking out information from a variety of sources, interacting with others who share interests, and even helping to produce their own experience of the product in isolation or in groups (p. 84).”Theories, on one hand, are specifically created by audiences to add to the existing content. The application of the audience’s imagination in the online space discussing these theories allow for a deeper enjoyment of the existing content. Spoilers and leaks, on the other hand, have an entirely different affect. Leaks are existing parts of the content that have been unreleased to the public and spoilers similarly have grown from the idea that audiences have spoiled something of pleasure for an audience. Tom Percival from Unilad explains that it is, “basically when someone reveals a critical plot point to you, spoiling the show before you’ve actually watched it (Percival, 2019).” Theories, leaks, and spoilers all are now born in the digital space and they all directly impact the audience’s experience with the media properties. “Members of any subgroup tend to have a general consensus regarding which behaviors are acceptable, i.e., which behaviors constitute true fans or desperate over-conformers (Jenkins et al).” As these spaces grow as hubs for information, it is more important than ever to understand how these can positively engage or destroy relationships with fandom audiences.

In discussing theories, they are commonly seen as the most “harmless” of these communication measures because a majority of the time they are unconfirmed. With both Game of Thrones and Avengers: Endgame, theories play a special role in the larger mythos of the show/movies. Both are adapted from written narratives and are a part of expanded worlds and histories. Theories keep audiences connected with the properties, even when new content is not readily available, like for the gaps between seasons or film premieres. Audiences are able to theorize potential plot twists, character deaths, and even the completion of a plot arch that had been started in the beginning, all without the risk of spoiling the narrative for others. It builds upon the established familiarity and intimacy between audience members, regardless of demographic or geographic variables. In regard to Game of Thrones, fan theories flooded the web based off of years of exposition and the novels, illustrating the collective and loyal support of its fanbase. However, fans cautioned spoilers even after the episode premiered in order to allow time for others to catch up with the show.  Even the show itself made every attempt to prevent early leaks and spoilers from being released, even faking certain endings with their own cast members which was later reported by the cast before the premiere. Even if a theory was eventually proven true, it was not considered a betrayal of trust and instead seen as just a well thought out guess. This establishment of trust and a common bond between fandom members establishes identity intimacy, allowing the audience as a whole to engage freely and with the content with like-minded people.

However, leaks and spoilers undermine that established trust, especially when it comes from the fan community. We saw this most recently with Avengers: Endgame. Less than a week before the premiere, five minutes of leaked footage flooded the internet, being sent to fans all over the world, spoiling multiple massive plot points throughout the movie. With the leaked footage, came floods of spoilers from early premieres to unknowing audiences who expected to make it to the premiere date without the film’s narrative being spoiled. Spoilers pose a specific challenge to our current communication structure and the ability to freely consume information. Unlike fan theories, spoilers and leaks are proven and can be provided with proof from the film or show. This is a betrayal that many fans deem unforgiveable for one major reason: it violates the common rules established by the fan communities. If shared from a corporate entity, like Marvel for example, it betrays the understanding of why people are watching the film, not just for an ending but for a journey. In the case of the Endgame leak, it was from a illegal recording from an audience member which as posted on almost every social media platform available. By the time it had been removed, popular news and even audience members had already had key plots spoiled for them, all with the press of a button.

The rise of the digital age gives way to a very important question when it comes to the corporate conversation surrounding fan culture. How can new media continue to foster healthy communities and relationships with fans in a culture where, with the click of a button and within minutes (if not seconds), you can read an entire synopsis of what happens in a movie that premiered less than an hour ago? Other than protecting business interests (why would anyone watch a show that already has the ending plastered online), communicators have to have a basic understanding how to militarize these fandoms in support of blocking leaks and spoilers and encouraging open theorizing at which both Game of Thrones and Marvel properties have done exceedingly well. Initiatives like “#dontspoiltheendgame” give a core mission for fans to stand behind, allowing them in on the mission and permission to protect a narrative that’s just as much theirs as it is the creators. Also, HBO sponsored post-shows like “Talk the Thrones” or fan-sponsored shows like Nerdist’s “All Kings Considered,” allow for healthy and spoiler-free debate on what’s to come in the future of these shows and incentivize fans to dive deeper into existing themes.

The future of fan culture is bright, and so are the futures of the communities that fuel it as fans utilize all that the digital space has to offer. As the new media landscape changes, it is of vital importance for communicators and creators of this content to remain vigilant in how they engage with their fan communities. In observing trends from both Game of Thrones and Avengers: Endgame, we are able to observe how utilizing a fan base through theories can reinforce trust and creativity, and how spoilers and leaks can betray the relationships created within these audiences. As communicators, it is our job to facilitate a healthy conversation for these fandoms so we can all continue to love and share in the world these stories build for us.

References

Jenkins, H., Jensen, J., & Hills, M. (n.d.). Subcultures and Sociology. Retrieved from       https://haenfler.sites.grinnell.edu/subcultural-theory-and-theorists/fandom-and- participatory-culture/

McKee, A. (2001). ‘Which is the best Doctor Who story?’: a case study in value judgements        outside the academy. Intensities: The Journal of Cult Media, v. 1, p. 1-61.

Miller, V. (2011). Understanding digital culture. London: SAGE Publications.

Percival, T. (n.d.). The Rise Of 'Spoiler Culture' And How To Deal With It. Retrieved from https://www.unilad.co.uk/featured/the-rise-of-spoiler-culture-and-how-to-deal-with-it/