68
AdAptAtion in the Age of MediA ConvergenCe
narrative’s history as fanfiction adaptation. Screenshots circulate online of
Leonard’s webpage 50shades.com that show how she thanked other fans for
their contribution to the text, a practice that is common on fanfiction writing
sites, which acknowledges the communal nature of fanfiction. 29 However,
“such statements of acknowledgement were absent in both the TWCS and
Vintage editions of Fifty Shades.” 30 Leonard has come a long way from her
writing in the communal and cost-free context of fan communities. Today,
E.L. James is not only selling her fiction, but has been unusually active in
capitalizing on the success of her books in the context of the commercial
market, e.g. through the creation of a strong authorship identity that extends
its power beyond her texts to authorize the film version of her book as well as
merchandise that is at times related to the series rather ephemerally. On E.L.
James’ webpage, users can find links to branded wine, as well as information
on where in the books these wines make an appearance. Fifty Shades of Grey
has further spawned a soundtrack as well as a series of branded sex toys
that are marketed with her name as “approved by E.L. James.” 31
Besides the enthusiasm of many of her readers, members of the fan
community and critics have critically observed James’ transition and her
commercial success. In 2015, The Washington Post reported on the discourse
with the headline: “The most scandalous part of ‘Fifty Shades of Grey’ isn’t
the sex and bondage,” referring to (inaccurate) claims that the former fanfiction is an infringement of Stephenie Meyer’s copyright of Twilight. 32 That
James has been criticized because of her history as a fanfiction writer and
been accused of plagiarizing Twilight shows that the success of an author
of a derivative work, whose writing profoundly challenges ideas of high
cultural notions of “originality” and the “solitary author,” does not sit well
with many. It probably does not help that Fifty Shades of Grey is written
by a woman for women, openly addresses female sexual desire and leans
towards pornographic descriptions, which additionally lowers the cultural
status of the book. Yet, already the question of whether Fifty Shades of Grey
29 Jason Boog, “The Lost History of Fifty Shades of Grey,” GalleyCat, Nov. 21, 2012.
30 See Brennan and Large, 32; also Jones.
31 The sex toys can even be bought as packages with the book. Sites like www.playpassions.
com/brands/fifty-shades-of-grey-official-sex-toys also feature the trailer to the movie, accessed
February 15, 2019. Therefore, these items always point beyond themselves and invite users/
readers to engage further with the franchise.
32 See Christina Mulligan, “The Most Scandalous Part of ‘Fifty Shades of Grey’ Isn’t the Sex
and Bondage,” Washington Post, Feb. 11, 2015. Mulligan, an assistant professor of law, argues that
Fifty Shades of Grey might infringe on copyright law, but should not. Yet, her article lacks a deep
understanding of fanfiction and chimes in with a larger discourse.
AdAptAtion in the Age of MediA ConvergenCe
narrative’s history as fanfiction adaptation. Screenshots circulate online of
Leonard’s webpage 50shades.com that show how she thanked other fans for
their contribution to the text, a practice that is common on fanfiction writing
sites, which acknowledges the communal nature of fanfiction. 29 However,
“such statements of acknowledgement were absent in both the TWCS and
Vintage editions of Fifty Shades.” 30 Leonard has come a long way from her
writing in the communal and cost-free context of fan communities. Today,
E.L. James is not only selling her fiction, but has been unusually active in
capitalizing on the success of her books in the context of the commercial
market, e.g. through the creation of a strong authorship identity that extends
its power beyond her texts to authorize the film version of her book as well as
merchandise that is at times related to the series rather ephemerally. On E.L.
James’ webpage, users can find links to branded wine, as well as information
on where in the books these wines make an appearance. Fifty Shades of Grey
has further spawned a soundtrack as well as a series of branded sex toys
that are marketed with her name as “approved by E.L. James.” 31
Besides the enthusiasm of many of her readers, members of the fan
community and critics have critically observed James’ transition and her
commercial success. In 2015, The Washington Post reported on the discourse
with the headline: “The most scandalous part of ‘Fifty Shades of Grey’ isn’t
the sex and bondage,” referring to (inaccurate) claims that the former fanfiction is an infringement of Stephenie Meyer’s copyright of Twilight. 32 That
James has been criticized because of her history as a fanfiction writer and
been accused of plagiarizing Twilight shows that the success of an author
of a derivative work, whose writing profoundly challenges ideas of high
cultural notions of “originality” and the “solitary author,” does not sit well
with many. It probably does not help that Fifty Shades of Grey is written
by a woman for women, openly addresses female sexual desire and leans
towards pornographic descriptions, which additionally lowers the cultural
status of the book. Yet, already the question of whether Fifty Shades of Grey
29 Jason Boog, “The Lost History of Fifty Shades of Grey,” GalleyCat, Nov. 21, 2012.
30 See Brennan and Large, 32; also Jones.
31 The sex toys can even be bought as packages with the book. Sites like www.playpassions.
com/brands/fifty-shades-of-grey-official-sex-toys also feature the trailer to the movie, accessed
February 15, 2019. Therefore, these items always point beyond themselves and invite users/
readers to engage further with the franchise.
32 See Christina Mulligan, “The Most Scandalous Part of ‘Fifty Shades of Grey’ Isn’t the Sex
and Bondage,” Washington Post, Feb. 11, 2015. Mulligan, an assistant professor of law, argues that
Fifty Shades of Grey might infringe on copyright law, but should not. Yet, her article lacks a deep
understanding of fanfiction and chimes in with a larger discourse.