Crossmedia master ku 010213

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Crossmedia master ku 010213

  1. 1. AARHUS UNIVERSITY FEBRUARY 1 2013Cross-mediaAnja Bechmann XPKDKADK TATION
  2. 2. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor[PRESENTATION ]›  Cross-media›  New business models and challenges›  The innovation networks of cross-media›  Break›  Digital Cross-media›  Examples & my new research›  Workshop? 2
  3. 3. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorCross-media ›  Cross-media: The study of strategic communication/production using more than one platform ›  Concentrating on universes with internet and mobile phones ›  Concentrating on physically integrated media (former seperated) and the challenge of connecting old and new media 3Source: Bechmann (2009). Crossmedia, PhD dissertation
  4. 4. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor AR FA AK AK AK CM-koncept AR FA FA FA AK AK AK AR Passagested Illustration 2 p. 81 – crossmedia-production model 4
  5. 5. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorFLOW DESIGN: CONTENT 5
  6. 6. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorTwo cross-media perspectives Media circulation Universe communication 6 Source: Bechmann (2009). Crossmedia, PhD dissertation
  7. 7. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorFLOW DESIGN: CONTROL 7
  8. 8. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor Challenges in the change proces ›  New business models ›  Bundling and unbundling ›  Nuances of cope ›  Keep status as passagepoint in network ›  Control mechanisms Bet. Beskrivelse CAP Create and Play DAL Discover and Link Content FAD Fetch and Distribute OAP Open and Play Content/Code 8Source: Bechmann (2009). Crossmedia, PhD dissertation
  9. 9. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 9
  10. 10. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor Cross-media perspectives ›  New business models ›  Bundling and unbundling ›  Nuances of cope ›  Keep status as passagepoint in network ›  Control mechanisms Bet. Beskrivelse CAP Create and Play DAL Discover and Link FAD Fetch and Distribute OAP Open and Play 10Source: Bechmann (2009). Crossmedia, PhD dissertation
  11. 11. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 11
  12. 12. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor Cross-media perspectives ›  New business models ›  Bundling and unbundling ›  Nuances of cope ›  Keep status as passagepoint in network ›  Control mechanisms Bet. Beskrivelse CAP Create and Play DAL Discover and Link FAD Fetch and Distribute OAP Open and Play 12Source: Bechmann (2009). Crossmedia, PhD dissertation
  13. 13. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 13
  14. 14. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor Cross-media perspectives ›  New business models ›  Bundling and unbundling ›  Nuances of cope ›  Keep status as passagepoint in network ›  Control mechanisms Bet. Beskrivelse CAP Create and Play DAL Discover and Link FAD Fetch and Distribute OAP Open and Play 14Source: Bechmann (2009). Crossmedia, PhD dissertation
  15. 15. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 15
  16. 16. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 16
  17. 17. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 17
  18. 18. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 18
  19. 19. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorFLOW DESIGN: USER PARTICIPATION 19
  20. 20. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor History of user influence/involvement ›  Continuation of interactivity (Jensen 1995 – tv vs. webpages): ›  Transmission – consultation, conversation, registration ›  User Production (Syvertsen 2006 tv vs. Sms-tv) ›  Reactive (little influcence), reactive (more influence), interactive (most influence) ›  User Innovation (von Hippel 2005 trad. Media vs. Open source) ›  Internal motivated, probabilistic, process/not problem solving, equipotentiality not hieararchy, granular, small scale contribution, shared not owned content (Benkler & Bruns 2008) ›  User-led innovation: in-segment-variation (nicheproduction), tools for user innovation process, complementary products for the user innovation 20Source: Bechmann (forthcoming 2010). User-created tv as entertainment (in Danish).
  21. 21. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorUser involvement and crossmedia (OAP)›  Distinguish between: Reactive -> Production Reactive Proactive (productive) -> proactive patterns Unique/ User User context production innovation sensitive Expert Coworkers Potential solution competition 21
  22. 22. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 22
  23. 23. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor›  CNN and Twitter:›  http://www.cnn.com/video/#/video/international/2009/03/19/ ic.march.twitter.bk.a.cnn 23
  24. 24. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorUser involvement and crossmedia (OAP)›  Distinguish between: Reactive -> Production Productive Proactive (productive) -> proactive patterns Unique/ User User context innovation sensitive Expert Coworkers Potential solution competition 24
  25. 25. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 25
  26. 26. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor 26
  27. 27. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorDESIGNING PROCESSES 27
  28. 28. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorChange processes›  ’New’ ways of working ›  Shared understandings of crossmedia work: ›  Project management: handling COPE (DAL, OAP, FAD, CAP), crosspromotion, functional division, versioning & allocation of resources ›  Production: knowledge sharing & collaboration, network production (internal and external collaboration), general kompetences (supplementing expertise competences eg. Across media and technical AND content knowledge) ›  Different interests forms crossmedia in different directions – alliances of interest Efficiency Innovation Career Profession 28
  29. 29. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor Effektiviseringsalliancen Create and Play Funktionel Translativ Professionsalliancen Generalister Konceptuel Discover and Link VersionFetch and Distribute Karrierealliancen Navigationel Fastholdelse Netværkssamarbejde Projektledelse Open and Play Innovation Innovationsalliancen 29 Mediecirkulation Univers-produktion
  30. 30. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorDigital cross-media›  Cross-media as cross-platform & interoperability of data 30
  31. 31. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorGoogle: Cloud computing & multiservice 31
  32. 32. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorGoogle: Cloud computing & multiservice 32
  33. 33. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorBambuser: Live user broadcast withgeotagging›  WALKTHROUGH: http://www.youtube.com/watch?v=JwinszmBtL4&feature=related›  WEBSITE: http://bambuser.com/channel/glance01/broadcast/941322 33
  34. 34. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorFoursquare: checkin & geotagging game 34
  35. 35. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorDifference between cross-media &digital cross-media›  “content” change›  Business models in the traffic and number of users (attention economy)›  Business models in the number and quality of contributions (moral economy)›  Digitial platforms exclusively makes seamless exchange of data possible and targeting more precise 35
  36. 36. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor2012/13 RESEARCH 36
  37. 37. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorDIGITAL CROSSMEDIA›  FACEBOOK CROSS-PLATFORM & DATA INTEROPERABILITY 37
  38. 38. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor›  Sutor (2011) critics the use of the term ‘interoperability’ for not taking into consideration the intent of opening up the code. He argues that we need to distinguish between actual interoperability where parties connect in symmetrical power relations and intraoperability where software providers are dominant in terms of market share, attitude or acquiescence (Sutor 2011, p. 214) and want to “suck all-important data and processing into the central software econsystem”.›  In the case of social networks and open APIs we see the case of intraoperability where software developers agree upon an assymmetrical power relationsship where they connect to Facebook and Google, enhancing the importance of their standards and thereby making them stronger and more powerful as a passage point in the network (Castells 2009; Latour 1987; Bechmann, 2009). 38
  39. 39. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorThree types of interoperability
  40. 40. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor
  41. 41. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor
  42. 42. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorThe engaged user(Bechmann & Lomborg, New Media and Society)
  43. 43. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor
  44. 44. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorPreliminary findings
  45. 45. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorPreliminary findingsOnly 9,4% or 1009 out of 10,707 status updates on participants walls are mademade outside Facebook status update text field on PC(Facebook Platform launched May 24, 2007 & first iphone november 2007 (wikipedia) – firstdata entry is from 2008 in our system
  46. 46. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorPreliminary findingsOnly one update (out of 10,707) is made through Twitter(The participants have not connected the two services. Either they are not on Twitter OR itmust indicate that participants do not post same updates on the two services even though itis possible)Only six (out of 4100) news updates on their newsfeeds were sent from Twitter. Thisindicates that the same tendency goes for their network of friends
  47. 47. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorPreliminary findings3,4% (362 out of 10,707) wallposts are created through Facebook for iPhone orFacebook for Android(this may indicate that even though Facebook registers increase of traffic throughsmartphones, this is primarily viewing/lurking activity)10,7% (440 out of 4120) of news updates in their newsfeeds are created through Facebookfor iPhone or Facebook for Android
  48. 48. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorPreliminary findings13 out of 4120 newsfeeds was sent from Facebook for ipad3 partipants pasted 13 (out of 10707) wall posts from Facebook for ipad(again maybe ipad is used for reading primarily)(BUT remember that Facebook for ipad is newly introduced (first wifi ipad released in USApril 3 & EU May 28, 2010, wikipedia) and total wallposts are from 2008 and onwards)
  49. 49. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorPreliminary findings0,8% (84 out of 10,707) wallposts are checkins or place-tagged photosThe checkins are three categories from going out/partying (most checkins & pics), travelingor from college/homeAlso 0,7% (30 out of 4120) of news in the newsfeeds are checkins or place-tagged photos
  50. 50. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass Professor Thank You! Anja Bechmann, Head of Digital Footprints Research Group, AU +45 5133 5138 anjabechmann@gmail.com // @anjabechmann Digitalfootprints.dk // @digifeet 50
  51. 51. AARHUS UNIVERSITY Crossmedia FEBRUARY 1 2013 ANJA BECHMANN Ass ProfessorWORKSHOPLooking at Facebook or Foursquare:›  1. Using the types of COPE from the traditional media – can they describe digital cross-media: In what way and where is cross-media different in the service?›  2. How would you describe the user’s role from the matrix suggested in the presentation? 51

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