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#(using the bbc tags because john did the same in his announcement posts so i think thats just fair)
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C’mon. Play the Game.
This just popped into my head re: the Sherlock ARG getting underway in earnest, and some anxiety around that. Folks who’ve been going harddd since January 15th are exhausted -- all the more so because the Sherlock fandom is used to operating on a years-long hiatus schedule and we’ve suddenly been pushed into hourly realtime effort. It’s decidedly uncomfortable on one hand, but also thrilling.
The ARG is basically an epic game of chicken. Do we trust we know the rules and parameters enough to play it without getting bruised or overly frustrated by TPTB who are playing it with us? We’ve been burnt before. If there is no explicit prize of another episode, promised upfront, then what does “winning” mean other than knowing we were smart enough to risk our pride to prove we’re clever? 
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Answer: we play it because we can, because we want to, and yeah, because we’re clever. And maybe we also know we can rescue each other from it if it gets too cray. And because it makes us fall in love with the brilliant members of this fandom a bit more. (John has a role also in this scene.)
A Study in Not Blinking
It strikes me that there are a lot of parallels between the fandom’s feelings around the ARG and this scene in ASiP when the cabbie (Moftiss) convinces Sherlock (us?) to stay at the table, even though S. knows there is no gun keeping him there. The cabbie’s gun is fake. Just as many brill folks have determined that the gun at the end of TLD/bracketing TFP is also _not a tranquilizer gun_.  It’s not what we are told it is, based on the evidence of our eyes. And same goes for the representation of a J&S romantic relationship on the show -- we stand by our visual understanding of what is real and there, vs. the “official” view point that it isn’t, and also btw who you are doesn’t matter. 
Bear with me a sec. I think based on what we have seen so far in the ARG, they have been playing a very long game indeed. Witness @tjlcisthenewsexy’s recent brilliant discovery & explication about the cabbie’s license # from ASiP (X). My hunch is that they’ve been building in meta-ARG stuff all along, all so that they would have the option of using it later if they wanted. With that in mind, let’s take a look at the ASiP classroom showdown from the perspective of where we are now, dipping our toes into the ARG.
Read this through, please:
Transcript courtesy of the lovely and astute Ariane DeVere (X) -- S1 E1, part 4:
CLASSROOM. SHERLOCK: What if I don’t choose either? I could just walk out of here. (Sighing in a combination of exasperation and disappointment, Jeff lifts up the pistol and points it at Sherlock.) JEFF: You can take your fifty-fifty chance, or I can shoot you in the head. (Sherlock smiles calmly.) JEFF: Funnily enough, no-one’s ever gone for that option. SHERLOCK: I’ll have the gun, please. JEFF: Are you sure? SHERLOCK (still smiling): Definitely. The gun. JEFF: You don’t wanna phone a friend? (Sherlock smiles confidently.) SHERLOCK: The gun. (Jeff’s mouth tightens, and slowly he squeezes the trigger. A small flame bursts out of the end of the muzzle. Sherlock smiles smugly.) SHERLOCK: I know a real gun when I see one. (Calmly Jeff lifts the pistol/cigarette lighter and releases the trigger. The flame goes out.) JEFF: None of the others did. SHERLOCK: Clearly. Well, this has been very interesting. I look forward to the court case. (He stands up and walks towards the door. Jeff puts the gun onto the desk and calmly turns in his seat.) JEFF: Just before you go, did you figure it out ... (Sherlock stops at the door and half-turns towards him.) JEFF: ... which one’s the good bottle? SHERLOCK: Of course. Child’s play. JEFF: Well, which one, then? (Sherlock opens the door a little but shows no sign of leaving the room.) JEFF: Which one would you ’ave picked, just so I know whether I could have beaten you? (Sherlock closes the door again.) JEFF (chuckling): Come on. Play the game. (Slowly Sherlock walks back towards him. When he gets to the table, he reaches out and sweeps up the bottle nearest to Jeff, then walks past him. Jeff looks down at the other bottle with interest but his voice gives nothing away as he speaks.)
Aside: Aaaand now I get the deeper level of all the Russian roulette gun-swapping references that have been going around (maybe kept up most hilariously by @joolabee originally). 
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ARG Meta Interpretation of the ASiP Classroom Showdown
Sorry if this is just reiterating something that someone else has already done. My brain is mush at the moment, and it is entirely possible folks have already thought of this exchange in a post-S4, mid-ARG context.
Here’s the mid-ARG meta view of this scene:
The fandom doesn’t have to play the ARG (alternate reality game). No one is making us. We could just walk out of here.
But. We don’t like being manipulated. We decide to play along only so far as to call the puppet master’s (cabbie/Moriarty/Moftiss) bluff, and make them show us what we are playing for, and force them to surrender.  I’ll have the gun, please. We know what we are looking at (johnlock) and we believe we are right. We cannot be intimidated. I believe this corresponds to the anti-S4 backlash campaign, and the earnest expectation of more content.
The bluff is called. Definitely. The gun. Gun is not what it appears to be. The fandom unpacks TFP and other elements of S4 that are “fake,” and documents/discusses, all in record time. Some of us come out of shock and begin to see elements of narrative threads that can make sense of the mess, the true signals buried in the fake noise.
The Powers That Be (TPTB, the cabbie/Moriarty/Moftiss, all of whom are in charge of the game structure and who know us well enough to be always changing it to suit us with perfect temptations) applaud our skill in seeing the fake gun. We are unfuckable; no fear. We insist:  I know a real gun when I see one.
On our own, we look back over all the times in BBC show canon, esp. within that TPTB seemingly acknowledged fandom interpretation as being deeper than casual-viewer understanding of the show. This was them saying to us: None of the others did. TAB’s heart of the conspiracy, TST’s references to ice lollies, tea code, the best secret societies having acronyms, TFP shockproof elephant glass, etc.
After S4 airs and is effed up, especially TFP, they begin to lose us for a a bit, first because narrative was false to its characters, and then because queerbaiting hamfistedness. TPTB will not publicly or officially engage to confess what their deal is. But we know what we saw. Justifiable anger/frustration/hurt from fanbase over TPTB’s lack of acknowledgment re: queerbaiting and lack of representation. Fandom amasses lists of canonical show reference points as evidence of our case. We take that case to the wider internet, to the BBC, and elsewhere, to try to hold TPTB somehow morally or legally responsible for all that jazz. There are conversations about the fandom crowdfunding an Operation Norbury PR/lawsuit initiative. We get up to leave, and we say to them: Clearly. Well, this has been very interesting. I look forward to the court case.
And then. And then they challenge us to play the game anyway, with the free knowledge that they cannot manipulate us directly with more bullets of questionable narrative content -- nothing more has been officially announced. We are on the point of walking away to wait passively, to write fix-it fic and make art and chat amongst ourselves, and get on with our lives. . . . But. There is a hint of a vast situation in front of us that offers puzzle-solving, intelligence, close-reading of the world, adrenaline and connections. Also possibly witty recycling of our own in-jokes and crack memes, and helping those to become part of the actual 130-year-old vast Sherlock canon’s Great Game, in the service of making real what we have repeatedly seen and know to be true within the BBC show. It’s rather irresistible. And they say: Come on. Play the game.
Do we turn around and consider it? I have already decided I need to sit down at the table and examine the possibilities. I don’t care about seeming foolish, so pride is not a concern. It’s not risking my life, and has the potential to be great fun. . . I respect the decision of those who don’t want to play, but personally I do. I think this is us losing our patience in the most delightful way possible, and taking the reins. Expect the best explosions.
So that’s that. I have no idea how much of this I can keep up with, simultaneously with work commitments and a personal life. But I have hope that the community can collectively carry it forward 24-7 and keep an open mind, and keep pulling on loose threads because it’s fun, and we’re clever. The fandom knows no time zones; we are global and we are engaged. You’re a scintillating group, and this narrative, this Sherlock-TV-world-real-life narrative, is super compelling. It pushes all my researcher buttons in the best way, with the ultimate reward that finding answers makes them real. No clue whether we will see canon Johnlock but I think this is worth playing to see where it goes.
Especially if we can wink knowingly at each other while doing so. (Pleased to meet you, by the way.)
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Postscript: Suggestions for How to Play
ARGNet post on Getting Started with ARGs (X)
If you don’t want to play the ARG but want to stay otherwise actively engaged in the fandom, consider saying so at the top of your Tumblr blog, and perhaps blocking the (#sherlock arg) tag. I propose that tag should go on everything ARG-related. 
Reminder to please document with links what you do, and tag/share info so that others can easily know what you’ve done and seen, and carry it forward. When you can, read the notes on a post and repost from something useful or new that someone else on that thread has said, done or seen -- this includes folks who want to be part of it all. Embed links in X marks like so (X) so they will show up in notes.
Players who are coming at this from TJLC fandom should throw in the #tjlc tag, to keep it front and center. All ARG playing requires tinfoil hat wearing, so I’m going to say we mostly drop that set of tinfoil hat tags unless you want to throw it in there. It’s more important to keep #tjlc if that’s the flag you fly.
If you are codebreaking, please post:
the encoded source ciphertext and where it came from (with a link also if possible), and
if you have broken the code, include the translated plaintext, as well as
what kind of cipher it was, and what key(s) it used.
be sure to add the tag (#sherlock arg codebreaking) so our army of smarties can become increasingly code-literate within the ARG, as codes become more complex.
If you’re playing, then play. Contribute something. Use the tags to read up and learn for yourself what’s going on. Engagement is always welcome, but try to refrain from just passively asking others to fill you in personally via direct questions to their ask boxes. Folks will be busy pursuing their own inquiries and organizing the info they have found. And ask box space may be precious to some, if that is how ARG clues tend to arrive from mysterious sources. 
Other optional tags: 
#dancing with the octopus = not knowing how many of the arms of the ARG we are or will engage, but enjoying ourselves anyway. 
#the greater game = gives immediate context for what the ARG is in a way that makes folks think of Sherlock and not pirates (Belated epiphany: OMG. Sherlock always wanted to be a pirate. What do pirates say? ARRRRRG.)
#sherlock chess arg = references the S4 chess promo pic that throws the game pieces to us, and tells us it’s our move.
Tagging folks (I’m wary of tagging too many and causing annoyance, but please consider reblogging if you found this useful. We need to spread the word about standardizing our methods and tags! Thank you!):
@the-7-percent-solution, @whimsicalethnographies @teapotsubtext, @ti-ori-se @jenna221b, @inevitably-johnlocked @marcelock @tjlc @tjlcisthenewsexy, @mrsashdown, @materialofonebeing @joolabee, @toxicsemicolon, 
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