Popular Culture Review Vol. 28, No. 2, Summer 2017 - Page 55

century. The creator and writers of Castle ceded power to a dedicated group of fans. Fans responded favorably on social media. Ratings continued at a high level for six years. Several of the actual books written by Richard Castle, the fictitious lead character, topped the bestseller list. However, Castle’s writers ignored the protests of shippers when they brought in unlikeable characters and muddled the story line. They deviated from what shippers expected: emphasis on the romantic attraction between the two leads. Modern fans are no longer passive. When the writers failed to heed their desire for relationships, they abandoned the show and ratings plummeted. Shippers knew what they wanted and how to get it. When the writers and producers of Castle ignored this fact, shippers forced them to cancel this popular and profitable show. Cultivation Theory Journalist George Gerbner founded cultivation theory, one of the most influential approaches to the field of mass communication. He hypothesized that viewers who watched television perceived the real world in ways that reproduced the most common and recurrent messages of the television world (Shanahan and Morgan 8). The primary objective of Castle’s producers was to secure and mold audiences. Castle reflected and shaped the attitudes of these viewers. The fans invited its delightful characters into their lives and felt entitled to influence their behavior. According to cultivation theory, television swayed the behavior of individuals in a targeted demographic group. It created a synthetic world that fans viewed as reality (Moon 5). Individuals were involved in the friendships and feelings of the characters as they emotionally attached to the show. Media scholar Henry Jenkins in Textual Poachers commented on this phenomenon. β€œOnly by integrating media content back into their everyday lives, only by close engagement with its meanings and materials, can ™…ΉΜ™Υ±±δ½ΉΝΥ΅”Ρ‘”™₯Ρ₯½Έ…Ή΅…­”₯Ё…Έ…Ρ₯Ω”)Ι•Ν½Υɍ—Št€ ΨΘ€Έ) •™½Ι”Ρ‘”%ΉΡ•ΙΉ•Π°ΑΙ½‘Ս•Ί…Ήα₯½Υͱ䁅݅₯Ρ•έ••­±δΙ…Ρ₯ΉΜΡΌ‘•Ρ•Ι΅₯Ή”Ρ‘•₯ȁΝՍ•Ν́½Θ)™…₯±ΥΙ”…Ή½ΉΡ₯ΉΥ•ΝΑ½ΉΝ½ΙΝ‘₯ΐΈQ‘” …ΝΡ±”½΅΅ΥΉ₯ΡδΑ½ΝΡ•₯΅΅•‘₯…Ρ”…Ή½Α₯½ΥΜ)½΅΅•ΉΡ́½ΈΉ•Ρέ½Ι¬…Ή₯Ή‘•Α•Ή‘•ΉΠέ•‰Ν₯Ρ•ΜΈQ‘•₯ȁ½ΥΡΑ½ΥΙ₯ΉΜ½ΉΝΡ₯ΡΥΡ•Ι₯Ρ₯…°‘₯͍½ΥΙΝ”)…‰½ΥЁ …ΝΡ±”°₯Ή™±Υ•Ή•½Ρ‘•ΘΩ₯•έ•Ιϊd½Α₯Ή₯½ΉΜ°…ΉΑΙ•ΝΝΥΙ•Ρ‘”Ή•Ρݽɭ́ɕ…Ι‘₯ΉœΡ‘”)ΑΙ½Ι…·Šé™…Ρ”ΈQ‘”ΝΡΙ½Ήœ‰½Ή‰•Ρέ••Έ™…ΉΜ…Ή …ΝΡ±”ΑΙ½‘Ս•„‘•‘₯…Ρ•™½±±½έ₯ΉœΈQ‘•δ)Ρ•αΡ•°Ρέ••Ρ•°…Ή‰±½•Ρ‘•₯ȁ…ΑΑΙ½Ω…°έ‘•ΈΙ•±…Ρ₯½ΉΝ‘₯Ά½ΈΡ‘”Ν‘½άέ•Ι”Νέ••Π…ΉΡ‘•₯Θ)…Ή•Θέ‘•ΈΡ‘•δΝ½ΥΙ•Έ)•Ή­₯ΉΜΉ½Ρ•₯Έ ½ΉΩ•Ι•Ή”½˜ Υ±ΡΥΙ”Ρ‘…Ё½Ω•Θ‘₯́…Ι••Θ‘”(Τΐ