...Fan fiction is a way of the culture repairing the damage done in a system where contemporary myths are owned by corporations instead of owned by the folk.

That changes your whole perception of the film, your perception of the ending...The challenge for us, especially with the Lord of the Rings is how do we deliver that one piece of information that makes you look at the films differently?

Just as we would not traditionally assume that someone is literate if they can read but not write, we should not assume that someone possesses media literacy if they can consume but not express themselves

The key is to produce something that both pulls people together and gives them something to do.

Participatory culture shifts the focus of literacy from one of individual expression to community involvement.

The worst thing a kid can say about homework is that it is too hard. The worst thing a kid can say about a game is it's too easy.

We want to raise a generation of kids who have a mouse in one hand and a book in the other.

Although we've used the concept brand communities a couple of times, it's important to reiterate that communities aren't created, they are courted. Most brands will need to court a range of different communities and travel across pools, webs, and hubs if they want to reach the full range of desired consumers.