Drawing upon a significant weight of empirical data, collected in the field, this thesis proposes a set of four spectrums of investment engaged in by cult media fans: the spectrum of financial investment; the spectrum of what is here termed 'participatory investment'; the spectrum of investment in the idea of textual authenticity; and the spectrum of multiple investments. The spectrum model allows the individual members of the research sample to be located within specific regions of each spectrum and correlations to be drawn between the distinct spectrums, in order for any patterns which emerge to be examined. The thesis also reviews a number of relevant theoretical concerns such as fan studies, ethnography and social psychology.

Cult media is often an area of media studies that is difficult to define. Cult media branches through numerous time periods, genres, and fandom patterns. Cult trends are also constantly evolving over time, changing from word-of-mouth and point-of-sale advertising to social networks and Internet culture. But have the rudimentary basics of how media cults develop and spread their message changed along with the progressing marketing presentation? This dissertation explores the definition of media cults, their history, and marketing styles over time, ultimately exploring the tools utilized to market cult media and examine how these tools are now synthetically applied to many media products in hopes of garnering a passionate cult audience.