Jenkins Ch. 2

In the case of American Idol, how does texting a vote lead to being a brand loyal? Couldn't it just be that people want to have an interactive role in television watching and have nothing to do with the advertisers or products?

Haven't advertisers taken the concept of "brand communities" too far? Like when the videos of young girls showing off goods on youtube or celebrities tweeting about products they are sent for free, don't people realize that there is incentive for them to say those things and why trust their opinion anyways?