Constructed Rivalry

The creators make it seem like fandom rivalries emerge naturally from fan debates, but they actually construct these divisions to create hype and keep discussions alive . Henry Jenkins’s Star Trek Rerun, Reread, Rewritten(1988) discusses how fans engage with media, but their participation is still shaped by the original creators. Jenkins states, "The fans are reluctant poachers who steal only those things that they truly love, who seize televisual property only to protect it against abuse from those who created it and who have claimed ownership over it" (Jenkins, 59). This means that while fans feel they are taking control of the story, they are still playing within the boundaries set by the creators.

This strategy is seen in these two franchises.  House of the Dragon actively encouraged fans to pick a side between Team Black and Team Green. They frame these two opposing factions as a historical rivalry. Similarly, Captain America: Civil War promoted Team Cap vs. Team Iron Man, and had fans choose based on favorites and the ideologies. These campaigns kept fans invested long after the initial release, showing that the debates were not organic but carefully planned. Fans may believe they are making independent choices, but their participation is guided by marketing strategies.

Identity

Divided fandoms are effective because they tap into the fan’s sense of identity. Fandom as Extension of Self (2005) argues, "The object of fandom, whether it is a sports team, a television programme, a film or pop star, is intrinsically interwoven with our sense of self, with who we are, would like to be, and think we are." (Sandvoss, 96) By choosing sides in conflicts like Team Cap vs. Team Iron Man or Team Black vs. Team Green, fans are not just expressing a preference but also showcasing aspects of their identity and values.

This deep connection explains why these divisions resonate so strongly with audiences. Fandoms can also work as a way for people to define themselves. Some fans even prioritize their fandom identities over other social interactions. Sandvoss states , ". . . they often emphasize the personal and private nature of their fandom" (Sandvoss, 100). This explains how participation in these fandoms and subgroups becomes part of their everyday lives. By aligning with a particular faction, fans engage in a process of self-identity. A Team Cap supporter may see themselves as optimistic and principled, while a Team Iron Man supporter might think of themselves as pessimistic.

History

The strategy of encouraging fan participation has a long history in media. As early as the 1910s, fan magazines constantly attempted to push readers of these magazines into more active roles. “You Are Invited to Participate Interactive Fandom in the Age of the Movie Magazine”(2009)states,  "Fan magazines intended to transform spectators of celebrity culture into participators in celebrity culture."(Orgeron, 4) These magazines used various interactive strategies to engage readers. These would include contests, opinion polls, surveys, and letter columns. These early strategies mirror the modern social media-driven campaigns that encourage fans to actively engage in divided fandoms today. Studios have tapped into all the major social media platforms to advertise their projects. These platforms are perfect as they have a lot of traffic of users where they can intercept with either veteran fans, or potential fans.

Self-Made Groups

Once these rivalries are set, fans themselves help maintain them by reinforcing group loyalty. Sarah Thornton’s concept of subcultural capital explains how fandoms create hierarchies, where one group claims to be more legitimate than the other. In Club Culture(1996)it states, "Distinctions are never just assertions of equal difference; they usually entail some claim to authority and presume the inferiority of others" (Thornton, 10). In divided fandoms, this plays out when fans argue that their side understands the story better than the opposing side.

For example, in the House of the Dragon fandom, Team Black and Team Green fans often engage in heated arguments about which characters are right or wrong. Similarly, MCU fans on Team Cap or Team Iron Man debate which ideology is more justified, as if these divisions were natural rather than a marketing decision. Thornton’s theory shows how fans reinforce these divisions on their own.

Final Thoughts

Divided fandoms seem to allow meaningful engagement. It lets fans take ownership of the narratives. However, Jenkins, Thornton, Sandvoss, and Ogeron explain that these divisions are carefully designed to keep fans engaged while ensuring that their participation remains within boundaries set by the studios. Through marketing strategies and fan policing, fans are given an illusion of choice. In reality, their engagement benefit the creators who set up these groups in the first place. Understanding this system is key to seeing modern fandom not only as a free space for debate. They are also structured environments where participation is both encouraged and controlled.