I hate the term “fan service,” or, don’t forget you’re writing to an audience
While everyone is entitled to their opinion, that doesn’t mean that the opinion is valid. I mean, technically, if one’s definition of substantive writing absolutely excludes the possibility that anyone would find said writing enjoyable, I guess it is a valid observation. But I don’t think that such a definition is a reasonable one.
One of the reasons I hate the term “fan service” is because the implication is that merely because a moment in a story (whether that story is a novel, short story, movie, or television episode) makes the audience cheer that means it is objectively a bad thing. Now the counter-argument is usually stated that they aren’t saying a story shouldn’t be enjoyable, but rather that the author shouldn’t put something in merely because the audience wants it.
To which I say, “Bold of you to insist you can always discern the writer’s motive.”
On one level, the fan service critique sounds like simply another way of stating an oft-repeated piece of writing advice: “Of course you have to write to an audience, but never forget you are writing for yourself.” That’s a good piece of advice so long as you understand what it means is that you shouldn’t compromise your story to appeal to an audience. And by compromise we mean, don’t make the story unsatisfying/unbelievable to you. Because then you aren’t writing your story.
Sometimes what people who use the term “fan service” really mean is that it is something they think the wrong sort of person would want. It’s a weird form of gatekeeping. “This plot development appeals to the sort of person I don’t want to consort with, and I don’t want to consort with them so much, that I don’t want to be perceived as liking the same sort of things as they do.”
While others who use the term seem to honestly believe that if something is enjoyable that it isn’t worthwhile. Because only difficult-to-understand art is substantive? Though there is a lot of snobbery in this attitude, so it may just be another form of gatekeeping.
Other times, the person using the term means the event was something they didn’t care for. And that is a valid reason to dislike a particular story, but that doesn’t mean the story is objectively bad. Whether you like the plot point or not is literally a subjective thing. And you know what else is subjective? The definition of “substantive” when applied to any work of art. Because substantive just means “important” or “meaningful” and what is important and meaningful is going to vary from person to person.
“A story has to be a good date, because the reader can stop at any time. Remember, readers are selfish and have no compulsion to be decent about anything.”
I like this Vonnegut quote because it embraces the idea of subjectivity. Readers are selfish, he observes, but he doesn’t say that is a bad thing—because in this context it isn’t. Just as a person who is on a date with someone that they find incompatible (whether they simply have no common interests, or are off-putting, or creepy, or acting like an asshole) has the right to walk away, so too the reader has the right to set the book aside and never finish it.
It’s simply the flip side of the principle that not every story is for everybody. While a particular person may be incompatible with you, they may be absolutely perfect for someone else. The same goes for stories. Something that I can’t stand might be one of your favorites, and vice versa.
Putting things in your story that makes some of the readers cheer ought to be one of your goals as a writer. You shouldn’t be afraid of it. The key is whether or not that same thing is something you think belongs in the story.
The ultimate goal is to write a tale that makes some readers keep turning the page, again and again, anxious to find out how it ends. That means at least occasionally including moments that cause that reader satisfaction.
That isn’t fan service.
That is simply good storytelling.