Fans outside of fandom: Self-identity and behaviour of the moderate and cyclical fan through their television viewing habits

Television is one of the most effective and fastest changing forms of mass communication. As advancements in technology continue to change the landscape of television, research on culture surrounding television viewing habits must also continue to change and develop. This thesis addresses how individuals engage with scripted television programmes. It focuses specifically on those who engage in fan behaviours, yet may not fit into what is generally accepted as being part of a fandom. Among these individuals both cyclical and moderate fan behaviours are prevalent. Fan studies has emerged as a valid and integral part of media and culture studies. As both areas of study increase in popularity, it is imperative that research continues to explore and shift paradigms. The original contribution to knowledge this thesis makes is to illustrate the contradictions between how some individuals identify as a fan versus their actual behaviours. It also contributes further insights into how emerging technology influences television viewing behaviours. Results from this thesis specifically examine how the rise in social media usage, binge-watching, and nostalgia television influences fan behaviours. The concept of the moderate fan is explored as is their place within fan studies scholarship. It also shifts the concept of the ‘cyclical fan’ to the more encompassing ‘cyclical fan behaviours’. In addition this thesis also highlights the perception of fan behaviours and the theory of ‘othering’ viewed through the framework of the cultural omnivore. Who, how, and what individuals choose to watch on television is explored and how those choices affect the intensity and duration of their behaviours. This thesis suggests that a wider spectrum is needed to be more inclusive of the different levels of fan behaviour and that an individual’s self-identification as a fan should play a larger role in determining their place on the fan spectrum. The research from this thesis serves to build a bridge between fan studies and television studies by examining television viewing habits and fan behaviours