Does the phenomenon of fandom refute the view that consumers of mass media culture are passive cultural dopes?

In the last century television, film and video came to dominate the mass mediated world and increasingly continues to do so today with an abundance of entertainment being brought into the homes of millions of people globally provided by the culture industry. A popular and traditional view of mass media audiences sees them as passive ‘culture dopes’, a phrase used by Stuart Hall (Notes on Deconstructing ‘the Popular’ 1981) describing the audience as passive consumers of whatever media is placed in front of them. Although not supported by Hall, this was the opinion taken by Adorno and Horkheimer in the mid 1940’s who took a pessimist view of the culture industries believing that ordinary people are unable to resist the power of the mass media….(short extract)