Convergence culture in the creative industries


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Convergence culture in the creative industries

  1. 1. Convergence Culture in the Creative IndustriesMark Deuze<br />Presentation by<br />Donny Weinbrenner<br />Casey Wilson<br />
  2. 2. Mark Deuze<br />PhD in Social Sciences from University of Amsterdam<br />2003 Fulbright Scholar<br />Associate Professor, Indiana University<br />Dept. of Telecommunications<br />Published 6 books, with 3 more contracted<br />
  3. 3. Mark Deuze<br />“Mark Deuze Video Introduction” will follow this slide<br />
  4. 4. Convergence Culture<br />Focuses on the blurring of the lines between producer and consumer, pro and amateur<br />Technology allows those roles to be closer and more fluid than ever before, which means that we need to reevaluate how we consider said roles<br />Deuze examines four industries (advertising, marketing, games, journalism) and explains how they have reacted to this shift<br />
  5. 5. The Truman Show<br />Deuze argues that Truman could have taken control of his media, and by extension, his message had he stayed inside the show.<br />The trailer for The Truman Show will follow this slide.<br />
  6. 6. Convergence in Marketing: Amazon<br />Deuzestudied Amazon as an example of convergence culture in the online retail environment. He cites creation of user lists as well as user reviews and ratings as an example of the consumer also producing the content of the site.<br />
  7. 7. Convergence in Games: Counter Strike<br />In order to observe convergence culture in computer games, Deuzediscusses the example of Counter Strike. Originally created as a mod of the Half-Life engine(a commercially produced computer game), it shows how open source products and communities breed creations by consumers that can be distributed in the same manner as professionally produced media.<br />
  8. 8. Convergence in Journalism: Bluffton Today<br />In his case study of journalism convergence, Deuzelooks at Bluffton Today. This is a local newspaper with a website, both of which contain large amounts of material produced by local citizens. The publication gives little to no preference to journalists over citizen reporting, and also use feedback from website users to decide what will go in the print edition of the newspaper.<br />
  9. 9. Convergence in Advertising: The CPB Group<br />The CPB Group was Deuze’scase study for convergence in advertising. Specifically he looked at their ad campaign for Mini Coopers and how they let visitors to the website put together tools provided by the company to produce their own advertisements, thus building brand loyalty through the users investment in creating the ad.<br />
  10. 10. Convergence Culture: Advertising<br />Chevy offered users the chance to create their own commercial for the Tahoe, but they could not have anticipated the media being turned against them when a user created a scathing advertisement. Said ad will follow this slide.<br />
  11. 11. Convergence Culture: YouTube<br />Dan 3.0 is an ambitious new project in which viewers directly vote to decide what Dan Brown will do with his life. The viewers are creating the content of the videos via this voting, as well as sustaining the project by reacting to advertising. <br />
  12. 12. Convergence Culture: YouTube<br />Of course, a project so reliant upon a close connection between producer and consumer will hit stumbling blocks, as the video that follows will attest.<br />
  13. 13. Convergence Culture: Tosh.0<br />Comedy Central’s Tosh.0 is an example of the existing corporate culture integrating user content for their own ends. The host, Daniel Tosh, comments on YouTube videos that have gone viral and interacts with his audience via live Tweet chats. Despite the show’s reliance on YouTube, the show has no official YouTube presence. (Its parent company is Viacom, which has been in a highly publicized dispute with YouTube.) A clip of the show follows. <br />
  14. 14. Examples of Producer/Consumer Overlap<br />Amazon<br />Bluffton Today<br />Counter-Strike<br />Linux<br />CPB Group<br />Fan Fiction<br />Café Press<br />