ABSTRACT
The final chapter brings together the four components of engagement to consider when engagement starts and ends. Practitioners placed clear temporal boundaries on engagement that were closely tied to the content that they were involved in producing. Audiences, however, saw engagement as more fluid and ongoing, as something that could begin in purely peritextual behaviours as a form of ambient engagement and that could ultimately become part of their cultural DNA. This is turn demonstrates how ownership over engagement shifts between practitioners and audiences, cementing engagement as an act of co-creation involving those on both sides of the screen.
