This book is a collection of essays that distinguish the differences between fans and subcultures.  As consumers, we do something with the media we consume.  However, fans take what they consume and use it as a source or inspiration to create their own art, ideas, or writings.  Subcultures live through what they consume.  For instances, people who attend Insane Clown Posie concerts cover their bodies with paint.  These people are subcultures as they enjoy a certain type of music and dress a certain way.  For bands that use the lyrics of the group as inspiration or sources of ideas are fans, because they take what they consumed and build on it.