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Ethnography of the New 19.1.2005
 

Ethnography of the New 19.1.2005

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    Ethnography of the New 19.1.2005 Ethnography of the New 19.1.2005 Presentation Transcript

    • Ethnography of the New
      • 19.1.2005
      • Goetz Bachmann
      • Goldsmiths College, Centre for Cultural Studies
      • [email_address]
    • Content
      • 1. The Broadband Project
      • 2. Ethnography and the New
      • 3. Researching the New
      • 4. Some Results
    • 1. The broadband project
    • Basics of the project
      • Topic: Non-linear media in a cross-platform environment
      • Technologies: IPTV and 2nd generation broadband
      • Approach: Produce a pilot. Research production and usage.
      • Coalition: Video Networks (HomeChoice), Hildebrand, Archangel and Goldsmiths
      • Started 8/03. Will last till 1/05
    • HomeChoice: Technology
      • ADSL-based TV -> full and immediate backchannel
      • Server-based -> one to one network
      • Simple set-top boxes -> TV and VoD is streamed, not downloaded
      • Connections of 4-6 MB/s –> TV-quality
      • Own Exchanges -> limited availability
    • HomeChoice: Current offer
      • On the computer:
      • Broadband internet with up to 2MB/s (guaranteed)
      • On the TV-set:
      • Digital TV-channels, VoD (e.g. Hollywood and film archive) and some TV/VoD hybrids
    • User research
      • “ Laboratory” of everyday life
      • One year, 21 households, 68 members
      • All: IPTV, 1 MB internet
      • Some: Selected other technologies (e.g. 3G mobiles)
      • Ethnographic, wide mix of methods
      • Extensive and intensive phases
      • Interconnected household
    • Production
      • Producing and broadcasting of a cross-platform interactive object
      • Archangel: Concept, filming, editing
      • Hildebrand: Brand, design and website
      • Video Networks: Coding, EPG and broadcast
      • Goldsmiths: Research, consult and project management
    • Production: Goldsmiths role
      • GS provides data on users (consult), based on user research
      • GS researches interaction in the project network, gives feedback on this (consult) and researches reactions to feedback
      • GS researches the reception, gives feedback on this to the producers (consult) and researches their reactions
      • Project management
    • 2. Ethnography and the New
    • What is Ethnography? Meet people 
      • Observe and participate and experience and ask ( and reflect)
      • Understand
    • What is Media Ethnography?
      • ‘ Proper ethnography’
      • Accumulated ethnographic miniatures
      • Virtual ethnography
    • Why is the new a problem in ethnography?
      • Most ethnographies are about everyday life -> the field/object must have existed for some time
      • The classical ethnographic holism tended to stabilize (this is nowadays much less so)
      • Ethnographies of practice tell stories in the aftermath -> danger of over-theorizing practice
    • Why is the new a problem in media ethnography?
      • Ethnographies contextualize -> they produce an inherently conservative attitude?
      • Most media ethnographies are about audience/users
      • Ethnographies that research media products by researching the producers are often about the conditions that constrain the product
    • The new and the future
      • New phenomena
      • The emergence of new structures (a future that is ‘present in the present’)
      • The actual virtual
      • The ongoing process of change
      • The indeterminate becoming of the present
    • 3. Researching the new
    • Research right form the start
      • A topic close to the “cutting edge”
      • An (auto-)ethnography of how the cutting edge is constructed
      • Research production/R&D and usage
      • Ethnography on forming the coalition (project networks with a history)
    • “ Real participation” in the production
      • Share a responsibility for the product
      • Participate in the virtual of the creative process
      • Use hindsight to identify decisive moments of the process and alternative routes
      • Compare this with how the situation looked at the time (the virtual of the creative process)
    • “ Experimental” elements in the audience ethnography
      • A before-after scenario via new products/technologies (one year)
      • Stimulate change in everyday practices: stimulate realistic dreaming, nurture innovative ideas
      • Concentrate on innovative practices
      • Spread innovative practices
    • 4. Some results
    • The product: Iwant2 be comedy
      • A Reality TV show, seven episodes over 7 weeks
      • Competing sketch comics (beginners, 2x2 candidates) are being mentored
      • Interactive? Voting for topics and candidates, order tickets on IPTV and online
      • Multi-path? Full versions of interviews, sketches etc.
      • Cross-platform? A website, a live-audience
    • The engineering of enthusiasm
      • Formation of a project network: Hype
      • Interaction in the project-network: (Shared?) visions
      • The production of the material: producing the Reality of Reality TV
      • Inscribed enthusiasm in the digital object: Cross-platform users
      • Audience and broadcaster feedback: Denied and reconstructed enthusiasm
    • On-demand Media-time
      • Self-scheduled media rituals
      • Co-viewing: Less but more intense?
      • The series: Condensed but more intense?
      • International times: From tuning into the national audience to tuning into the New.
      • Aliveness instead of Liveness?
      • Temporal instead of synchronized communities?
    • Practical experiences and ideas
      • Do’s and Don’t’s for the EPG in a multipath formats on IPTV
      • “ Live” production for IPTV and cross-platform
      • Cooperation in the production of cross-platform content for IPTV: From clearly defined roles to overlapping roles
      • Possibilities of closed and open multi-path narratives
      • Possibilities for VoD/TV hybrids (like non-linear channels)
    • The new and the future
      • New phenomena
      • The emergence of new structures (a future that is ‘present in the present’)
      • The actual virtual
      • The ongoing process of change
      • The indeterminate becoming of the present