Diversity in popular culture has allowed for greater connections to be established within groups of individuals. Aided through ideas, stories, individuals and artefacts, popular culture and fandom hold a significant place in one’s identity, as it inspires a shared conversation between individuals. ‘What we consider to be popular says something powerful about who we are’. (Professor Do Pop, 2016) From the first instance of modern fandom, involving Sherlock Holmes in 1893 to the more recent fandoms surrounding popular science fictions including Star Wars, Star Trek and cartoon comedy Rick and Morty, fandom has shaped many individuals perceptions, while subsequently redefining it’s own roots from being characterized as ‘taboo’, ‘crazy’ and ‘fanatic’ towards a ‘passionate’ and ‘creative’ guise (Jenkins, H ). With popular culture and more specifically fandom, holding a significant relationship between people and the media, it is important to investigate the ways audiences behave within particular fandoms especially in relation to controversial topics displayed in the media, such as feminism. Throughout my ethnography, I will critique the reactions of fandoms through the utilisation of digital technologies to assess how the particular fandoms respond to controversial issues projected in the media. I will focus on the Rick and Morty fandom and their response to sexism and the feminist movement.
Fan culture, however, more fondly regarded as fandom, can be defined as various communities built around a shared delight of popular culture, including movies, books, sports teams, etc. Henry Jenkins asserts this integrated culture of fandom as an example participatory culture, of which involves individual fans becoming more than consumers, and subsequently acting as producers, creators of creative media (e.g. fan fiction, fan art and the creation of images/ memes). Participating in fandom can be a beautiful thing, as described, ‘fandom can enable the growth of friendships and relationships, inspire works of art and promote independent or non-traditional learning’, he later reports that participating in fandom provides an inclusive and is crucial to cultural and political discussion. Fandom plays a significant role in popular culture, from this; I believe studying the behaviours of fans within various cultures is important in further understanding how the theory of fandom has changed over time. This ethnographic report will analyse the nature of fandom following the introduction of the digital revolution while critiquing how members of specific fandoms react to controversial issues presented in society.
The digital revolution’s impact on fandom has allowed for greater discussion of controversial topics between fandom members and individuals outside the fandom. The nature of fandom has significantly altered following the profound impact of the digital revolution due to the increased levels of connectivity, empowerment, disempowerment, the blurring of relationships between producers and consumer and allowing the spontaneous birth of new forms of cultural production. Digital technologies have enabled fans to engage in a variety of new opportunities presented by digital technologies, for example, discuss controversial themes presented in the medium. Charo Lacalle and Nuria Simelio confirm the significance of the digital revolution in the connection of fandoms, ‘e-fan writing can dramatically alter the relationship between fans and their objects of adulation by allowing audiences to be considered as producers rather than merely passive recipients of cultural message’. (C, Lacalle, N, Simelio 2017) Lacelle and Simelio’s research into the influence of digital technologies on the behaviours has been imperative to my ethnographic research into the behaviours of Rick and Morty audiences, specifically the displayed behaviours in response to controversial issues reflected in the TV Series.
Two Rick and Morty Fans at Comic-Con 2017
My interest with the Rick and Morty fandom has been not only sparked to the release of season 4 (in one day) but subsequently due to the fan group becoming somewhat infamous among many online communities due to their presence and strong (often controversial) opinions regarding the show. The following airing in 2014 on Adult Swim, Rick and Morty have become a hit TV series and a leading name in animation comedy. The show often delights in esoteric pop culture references, though has gained notoriety not for the shows controversial content but subsequently the supporters of the series. Across a variety of digital platforms, including Twitter, 4Chan, Reddit and Facebook, Rick and Morty fans have become somewhat infamous due to their presence and strong opinions regarding the show, which subsequently correlated with a strong opinion about controversial issues.
Hitting media headlines and being described as ‘toxic’, Rick and Morty gained infamy in 2017 for housing the internets most poisonous fandom following two events in which ignited controversial discussions across twitter, Facebook and other media feed. Firstly, the ‘Szechuan Sauce Fiasco’, “highlighted the collective culture of the fandom and its toxic nature to outside community members. In episode 1 of Rick and Morty season 3, the fiasco began when Rick Sanchez (the protagonist of the TV show) made a verbal mention of the ‘delicious’ McDonald’s chicken nugget dipping sauce (a Szechuan sauce from its promotion of Disney movie Mulan in 1998). The video below depicts a segment from the episode where Rick mentions his love for the McDonald’s Szechwan sauce in a manic rant following a twist reveal in the opening of the show.
Fans of the hit animation began to investigate the Mcdonald’s promotional teriyaki flavoured dipping sauce, began discussing over Reddit plans to create a petition to ‘Bring Back Schezuan Sauce’ (See here). The petitions had over 38,000 supporters and ultimately lead to McDonalds’ decision to re-release the Szechuan sauce for a limited time of approx. 24 hours (to read an exact timeline of events regarding the fiasco click here). The gesture proved to be disastrous, fans began harassing McDonald employees, fights broke out, riots erupted and police were called to multiple locations to quell the uproar.” Similarly, fans began creating images and memes to encourage McDonald’s to release the sauce and shared them on a variety of social media platforms. The events fuelled by the shows writer/ creator Justin Roiland’s deep love for the sauce, further illustrates how digital technologies have influenced how fans communicate and discuss controversial issues. Through my observation of conversations between Rick and Morty fans on Reddit regarding the fiasco serves as confirmation that digital fandom creates an ample opportunity for fandoms to communicate, create and orchestrate events to further connect with other members of fandoms. In these circumstances, fans of the show isolate themselves significantly from the outside world, this is viewed through many memes describing the fandom as a ‘highly intelligent fandom’.
Through the use of social media, audiences are able to critique, analyse and discuss themes and topics presented in television. This influence of digital technologies has resulted in the development of anonymous user sites such as Reddit and 4Chan. On these websites, audiences are in a sense encouraged to express their opinions with little regard for censorship and ramifications. Due to this factor, topics discussed are usually of a highly controversial nature, Rick and Morty’s fans certainly don’t refrain from vocalising their opinions, especially on anonymous sites.
An event that highlights the reliance on anonymity and how the digital revolution has acted as a catalyst for connectivity and conversation regarding controversial topics which have been described” as, “The Deplorable Doxxing” by “Sebastian Murriel. Following Season 3 of the show, fans that were unsatisfied with the subjective ‘quality’ of the show took to Twitter to vocalise their dissatisfaction and ultimately blame the two newly hired female staff members (who were recently hired following two seasons of an all-male writing cast).
Frustrated fans began publishing the personal information, including home addresses, phone numbers and the names of family members (Doxxing) of the new female writing staff on 4Chan and Reddit in an attempt to scare them out of their jobs. Some fans even went as far as to send vicious death threats, visit their home addresses and taught the women. Mediators were forced to step in to assist with the situation, and conversation regarding women’s rights and equality was subsequently brought into the forefront of community discussion.
In this circumstance, Rick and Morty fans created a catastrophic environment filled with hate and aggression. Creators of the show, Justin Roiland and Dan Harmon took to Twitter and addressed the actions of frustrated fans as “just disguising” and requested that the horrific actions against the newly employed women stop. Henry Jenkins discusses the high levels of emotion experienced by members of fandom, this high level of emotion can lead to bursts of creativity, excitement and immense passion. In this situation, it is expressed that the fans of Rick and Morty are immensely driven and devoted to the entire show and have become more than avid consumers. Rick and Morty fans are incredibly driven and passionate, however, appear to struggle with changing environments and adequate discussion of controversial issues. Due to the anonymous feature on websites such as Reddit, fans of the Rick and Morty series feel comfortably vocalising their opinions regardless of the pain it may inflict on an individual.
Creators of the show, Dan Harmon and Justin Roiland have not only created a popular sci-fi animated comedy, however, have provided a protagonist for internet trolls to justify their crude online and public behaviour. The development of Rick Sanches as a narcissistic scientist, who pursues self-interest, nihilistically disregards all social expectations and frequently boasts of his intelligence has a significant influence over audiences over the show, as they are likely to accept this behaviour as a ‘monkey see, monkey do’ philosophy. Through the observation of social media sites, such as Reddit and Twitter, I have analysed the behaviours of Rick and Morty fans when responding to issues that have significant in society. Characters in the show (For example Rick Sanchez) have encouraged fans to behave toxically and project opinions of elitism and misogyny. Popular culture can alter the lives of audiences, in this situation specifically, fan practices can potentially set a precedent for unkindly behaviours (such as the Deplorable Doxxing and Szechuan Sauce Fiasco).
Rick and Morty Fan Art
Engagement with fandom is a beneficial experience, and fundamental part of the human experience, Henry Jenkins affirms this notion through the description of fans as passionate and creative. Audiences have various reactions to often confronting and controversial issues, my ethnographic report strived to explain the behaviours associated with controversy displayed by fans of Rick and Morty. In particular, focusing on two real-life events where fans, driven by passion and high levels of emotion, took the opportunity to vocalise their opinions which subsequently resulted in serious ramifications. The digital revolution significantly impacted the behaviour of Rick and Morty fans, in particular becoming a catalyst for toxicity during controversial events like the Doxxing of female staff members. Fandom allows individuals from varying social, geographical and economic backgrounds to connect and share opinions regarding a mutually adores aspect of popular culture, however, it is the way fans behave within these closely-knit communities that orchestrate how perceptions of fandoms are viewed from outside the community.
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Reference List
C, Lacalle and N, Simelio 2017, ‘Television fiction and online communities: an analysis of comments on social networks and forums made by female viewers’, Tandford online, viewed 6 November 2019, https://nca.tandfonline.com/doi/full/10.1080/15295036.2017.1358820#.Xci5BzIzZo4
McDonough, H 2018, ‘Rick and Morty Fandom’, WordPress, viewed 9 November 2019, https://hannaholiviamcdonough.wordpress.com/author/hannaholiviamcdonough/
Futish, K 2018, ‘Inside the toxic intellectually superior world of Facebook Rick and Morty Fans’, Medium, viewed 10 November 2019, https://medium.com/s/darkish-web/inside-the-toxic-intellectually-superior-world-of-facebook-s-rick-and-morty-fans-4ede77fa1f8
Kuchera, B 2017, ‘The Shezuan Sauce Fiasco Proves Rick and Morty Fans Don’t Know About Rick And Morty’, Polygon, viewed 7 November 2019, https://www.polygon.com/2017/10/9/16447460/rick-and-morty-szechuan-sauce-mcdonalds-fans-anger
Muriel, S 2017, ‘Rick and Morty Toxic Fandom’, Medium, viewed 11 November 2019,https://medium.com/@sebastianmuriel/rick-and-morty-toxic-fandom-explained-eedc3716b868
Patterson, R 2010, ‘Digital Fandom’, Tandford online, viewed 7 November 2019, https://www.tandfonline.com/doi/full/10.1080/15405700903502346
Maddie Johnston 