Learning from friends: The one with transmedia literacy development in online TV media fandom communities

Abstract

This study explored how adults may be developing transmedia literacy through their participation in online TV media fandom communities. Transmedia literacy is a concept that extends from media literacy, focusing on participatory cultures, user-generated content, and informal learning strategies. There are four main elements of transmedia literacy: 1) transmediality, 2) prosumption, 3) collaboration or interaction, and 4) critical thinking. Theoretically, the study argues adult participation creates opportunities for connected learning– a concept that emphasizes learning environments in a networked digital age that are 1) interest-driven, 2) peer-supported, and 3) academically oriented. While previous research in this field has primarily focused on youth, little is known about how adults engage and might be learning in these informal learning environments. By examining how TV media fandom communities facilitate knowledge-sharing, the research aimed to bridge this gap and offer insights into adults’ transmedia learning in digital spaces. Using a qualitative case study research design, the study examined what transmedia literacy skills, if any, were being developed in the online Friends TV show fandom community on the social media platform Reddit. Data sources included multimedia artifacts, comment threads, and interviews with adult members of the Friends fandom community. The analysis focused on how participants developed transmedia literacy skills as well as their perceptions of connected learning and how transmedia skills applied to other parts of their lives. Findings indicated that adults are experiencing elements of connected learning as they participate in their TV media fandom communities. Also, adult fandom members were likely acquiring transmedia literacy skills through their participation. Additionally, results suggested that these skills are likely to transfer to other aspects of adults’ lives outside of the participatory culture space (such as an online fandom community). However, participants did not recognize a connection from learning in the subreddit as transferable to other parts of their lives. This study highlights the role of online fan communities as valuable learning spaces for adults. The findings have implications for media literacy education, demonstrating how informal, interest-driven learning can enhance digital and transmedia competencies in broader contexts.