Much attention has been paid to the role of the audience in online news production. However, very little research has addressed how the audience understands this participation. Using the theories of affect and fandom, this paper will investigate the most popular form of online participation – comments. Based on a case study of Australian alternative journalism site, New Matilda, it will argue for a broader understanding of participation online, one that incorporates those who ‘internalise’ their participation and in particular the role emotion plays in audience engagement.