Abstract | Abstract
The article attempts to map how a televisions series is spread into social media. With the voyage of discovery as metaphor as a point of departure and virtual ethnography as method the BBC modernization of Sherlock Holmes into Sherlock is the focus of interest. The aim is to examine how social media mediate meaning, significance and new content in the series and to describe, explain and interpret the motives people have to spend energy and time to expand the universe of the series with their own productions and give feedback to others who do the same.