Mayhem and Phan.

Mayhem as Elsa from Frozen.

     While they may not be the "produser" fans that S. Elizabeth Bird spends the majority of her  "Are We All Produsers Now?: Convergence and Media Audience Practices" discussing, Michelle Phan and FashionByMayhem are both examples of active online DIY-ers that have gained notoriety by the public, and are typically "neglect[ed] by Cultural Studies scholars" (Bird 505). As Bird asserts "focus on fan produsage and local agency downplays the power of media producers" and I intend to look at both FashionByMayhem and Michelle Phan in relation to the co-option of fan activities by the media industry (Bird 507).

Mayhem's recreation of
a Project Runway look.

      FashionByMayhem.com is the website that features the paper fashion creations of the mother-daughter duo, Angie and Mayhem**. The pair uses construction paper, tissue, tape and other everyday materials to both recreate looks from movies and award shows, as well as their own original designs. After simply posting examples of their work on Instagram, the pair became an online sensation. In a post entitled "Gratitude, Excitement and Overwhelm" (see here), Angie describes and explains her rejection of the media industry's attempts to co-opt, exploit and take ownership of Angie and Mayhem's story. Angie's insistence on keeping life as normal as possible for her daughter, and rejection of the "time sensitive" opportunities for financial gain and pop

Original design by Mayhem.

cultural recognition is refreshing. Every product featured on the website comes with a note assuring readers that they have not been sponsored and have paid for the products, just like anyone else. This adds a feeling of authenticity and trust to their posts, one that is missing from many online celebrity sources where "the celebration of the online produser simply mask[s] the ever-increasing power of the media industry" (Bird 507). 

      Alternatively, the power of the media industry can be more clearly seen through the commercialization of Michelle Phan. Michelle Phan gained viral success for her make-up tutorials on YouTube, striking her largest success with looks inspired by Lady Gaga music videos. Phan's success has since grown into a YouTube multichannel network, a partnership with Lancôme, her own L'Oreal cosmetic line and most recently, she has become a spokesperson for Dr. Pepper (see below).

      This commercial is a prime example of the media industry has "co-opt[ed] fan activities and viral media" (Bird). Phan's personal story from waitress to YouTube celebrity has been repurposed to sell a carbonated drink. Of course, Phan has benefitted greatly from this induction into the world of high-powered media industry. However, situations like this dash the hopes of scholars like Toffler, who predicted that the shift to a more active consumer society would result in "home-grown services" and "fewer customers for mass-produced goods" (Bird 506). What can be seen through these two examples is the control the large media corporations have over the seemingly open-market that is the internet and the efforts they will go to retain dominance.

(**Note: Mayhem is a nickname for Angie's daughter. It is used for all online references to the child in order to protect the young 4 year old's identity.)