Stages of Creative ProductionIn chapter 7 of Hanging Out, Messing Around,and Geeking Out Patricia C. Lange and MizukoIto describe five different stages of creativeproduction through social media:● Production● Collaboration● Gaining Audience● Feedback● Goals and Aspirations
The Creative ProductsTo illustrate the stages of production we willfocus on these four types of projects createdby social media users:● Videos● AMVs● Fansubs● Myspace profiles
Production● Youth creators are limited in their access toproduction equipment and software. They aregravitating towards methods of production onsocial media because of its wide availability.● The practice of creating online typically leadsto a blend of consuming media and producingit by remixing already existing forms of videos,images, literature, and web designs.● Does this technique constitute as creativeproduction? Or a manipulation of someoneelses work?
Production-Videos● Many videos produced for social mediadistribution are candids or personal, usingthe Internet as a digital scrapbook.● Lola and Ashley are video creators that hosta regular talk show focusing on realitytelevision shows.● Using the tools available, Lola and Ashleyare able to host this show with littletechnological and production knowledge.● Their show focuses on pre-existingtelevision shows to create a discussion.
Production-AMVs● AMVs (anime music videos) are a montageof anime footage strung together and put tomusic to typically create a narrative.● This process relies heavily on footage thatis already created for the producer tocreate a project to call their own.● Many AMV creators are self taught byexploring the tools that are available tothem instead of having formal videoeducation.
Production-Fansubs● Fansubbing isthe practice oftranslatingJapanese animefilms andtelevision showsand then addingsubtitles.● Fansubbers typically work in groups tocreate fansubs from preexisting animevideos.
Production-Myspace Profiles● Although a Myspace profile is intended to be areflection of the user, it relies heavily onimages and HTML code borrowed from otherwebsites and users. Dan Perkel has coined thisas "copy and paste" literacy. (256)● Lange and Ito summarize the melding ofproducing and consuming Myspace profilesdescribing "profile creation [as] a casualactivity in defining a personal webpage andgraphic identity, pieced together with foundmaterials on the Internet." (261)
Collaboration-Videos● In professional settings, video production isusually a collaborative effort consisting ofmembers specializing in videography, soundrecording, post-production editing, etc.● Through social media, video creators cancollaborate digitally rather than in the samesetting.● "Collab" videos are when video makers lendfootage or actors to each other to create newvideos. This practice is a way to allude toother works to gain an already existingaudience.
Collaboration-AMVs● Since AMVs rely on pre-produced videomaterial, the artist can be considered to becollaborating with the producers with thefootage and music.
Collaboration-Fansubs● Because fansubbing is such a specific formof creation, it attracts a niche of creators.● Fansub groups typically consists of a "rawprovider", a translator, a timer, an editor,an encoder, a typesetter, and severalquality checkers.● These groups usually have trial periods andformal tests when admitting new members.● Can you think of any other exclusive hobbygroups, digital or not, that administer testsand trial periods?
Collaboration-Fansubs● All these hoops assure the group that theywill be working with someone who strivesfor the same level of quality and can easilycollaborate with everyone in the group.● After a fansubber becomes skilled in theirdepartment of expertise, they will usuallybe invited to collaborate with otherfansubbing groups.
Gaining Audience-Videos● A common way to share videos among otherusers is the website Youtube.● Youtube allows users to link or embed theirwork wherever they feel on the Internet. Ifa creator only wants to share their workwith a certain group, settings can beadjusted accordingly.● View counts are tracked on Youtube but caneasily be manipulated and are consideredunreliable.
Gaining Audience-Videos● A more reliable metric used on Youtube issubscriptions, where a user is notified whena creator posts a video. Some creatorspractice "sub-for-sub" where creators willmutually subscribe to each other tomaximize sharing and feedback.● Other ways videos are promoted are shoutouts from other creators and collaboratingwith others.
Gaining Audience-AMVs● Gepetto, an AMV editor, was first divinginto the world of video mixing when he wasasked to teach a video workshop in his highschool. Although he was considered anamateur in the AMV community, his skillswere recognized highly outside of it.● Anime conventions serve as a physical spaceto showcase work instead of digital. Theseconventions host competitions wherewinning AMVs are shown in a theater to alarge audience.
Gaining Audience-Fansubs● It is common in the fansubbing communityto focus primarily on quality instead ofaudience size.● When fansubbers do track numbers, theymake it visible for all viewers to see.
Feedback-Videos● As a main source of video sharing, Youtubeprovides a rating system along comment postsand messaging.● Any user is allowed to post comments on publicvideos whether negative or positive. Creatorsusually refrain from deleting negativecomments to show support for online freedomof speech.● Users are not always educated orknowledgeable of video production andtherefore do not always provide helpfulfeedback either.
Feedback-AMVs● While Youtube helps broadcast videos and theirmakers to a wide audience, AMV creatorschoose to showcase their work to a morespecific audience in hopes of acquiringconstructive feedback and knowledgeable andfair ratings.● Animemusicvideos.org supplies templates forwriting reviews, rating systems, top video lists,and discussion boards.● AMV creators support each other through asystem of mutual feedback: the more you give,the more youll get.
Feedback-Fansubs● Fansubbers attend anime conventions todiscuss and compare their work.● Because fansubbing requires a lot ofspecific knowledge, the most informedfeedback comes from other fansubbers.● Fellow fansubbers are also already aware ofthe creative standards that are shared inthe fansubbing community.● For these reasons, fansubbers typically onlylook to fellow fansubbers for constructivecriticism.
Goals and Aspirations● In the cases of fansubbers and AMV creators, there arenot many who strive to have a career in their field.Fansubbing and AMV work generally do not have a placein the commercial market and the art is usually treatedas a hobby which they can always improve upon.● Some young video creators do have the dream ofworking in a career with video. Although they have nospecific job aspiration, they work hard to one day workin the field that they love.Users like Ashley use their present videos to create aportfolio on social media, hoping to showcase it toprospective colleges and employers.