Transcript Group B`s Presentation File

CONVERGENCE:
ECONOMIC & CULTURAL
IMPLICATIONS
not just a technological phenomenon
Group B
Dating Now vs 90s
■ How has media convergence impacted your life?
New cultural shift (Bird, 2011:503)
■ Types of audiences
- Interactive : Passive
- Participatory : Active
Prosumers
(Carpentier, N. 2011)
■ “Do new media environments allow for more intense forms of participation in
media production, or do these media ‘merely’ increase interaction with media
organisations and content?”
■ “The old Author (the media professional) is claimed to also have lost control
over the production process, as the ‘producer’ has overcome the rigid
separations between both categories.”
(Carpentier, N. 2011)
s
New cultural shift (Bird, 2011:503)
Mass self communication (Castells 2009)
Organised communities
Alternative & Community Media
(Maximum democratic expression)
Is it free labour?
Economic implications
■ Free labour
■ “ ...if we (momentarily) accept the focus on commercial media, we need to take into
account Jenkins’ argument that a high price is paid, as the risks of being incorporated
are substantial. The media industries have not disappeared and ‘To be desired by the
networks is to have your tastes commodified’ (2006, p. 62). This also impacts on the
production sphere, as the audience’s leisure time is often transformed into (free) labour
(Terranova 2000) and consumers are disciplined into work (Zwick et al. 2008)...”
(Carpentier, N. 2011 )
■ Commercialisation of personal data (data mining)
■ Prosumers expand viral marketing strategies
■ Monopolisation of ICT market (infrastructure)
Economic implications
“ ...in a digital culture where composers, users, and consumers often don’t realize that digitally
published work is copyright protected. The authors argue that this lack of realization is in part a
function of the intangibility of digital text: “. . . we no longer have an object—a
book or a chart or a sheaf of papers—to claim as evidence of intellectual work. Without a
physical object, individuals may sense no need to attribute to a source.”
- D.N. DeVoss, S. Webb (2008)
■ How does the commercialisation of data impact intellectual property?
■ Sharing economy (Uber, Kickstater, Open Software, etc.)
■ Start-ups (Technological media convergence brings new business models)
Transmedia
AXE Anarchy: The Graphic Novel – Case Study
Transmedia
■ Most transmedia contents serves one or more of the following functions
- Offers back story
- Maps the World
- Offers us other character's perspectives on the action
- Deepens audience engagement
(Jenkins, 2011)
■ Fandom, Fanfic phenomenon - Prosumer behavior
■ Transmedia can be seen as contextual
" Where will we be in the future? "