Convergence Culture

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FIRST of 2 KEY ideas that co-determine (the future of) Media Work: Convergence Culture Meaning: top down (multimedia, cross-media integration) and bottom-up (consumer as producer/co-creator of content and mediated experience) This perhaps offers a more comprehensive and hopeful outlook for Media Work

Concurrent media exposure: media using

Web 2.0: media use = productive

Media using = media making

writing: blogs http://wefeelfine.org/

2. writing: Wikipedia Foundede by Jimmy Wales (PhD 1994 IU)

2. audio: podcasts http://www.mugglenet.com/mugglecast/ Website strated by 15-year old kid from nortwest Indiana

http://www.clickitticket.com/articles/topmusicblogs.htm

Video: Youtube http://www.youtube.com/watch?v=NLlGopyXT_g (Michael Wesh: Kansas State U: http://mediatedcultures.net/mediatedculture.htm)

Machinema: This Spartan Life: http://www.thisspartanlife.com/

recap bottom up convergence culture: the audience creates; ex.: Velvet Strike http://www.opensorcery.net/velvet-strike/

TOP DOWN CC: INTEGRATION We need to look at LARGE or SMALL companies differently they are all interconnected HUGE communicative complexity High labor mobility and contingency Opportunities for CONTROL as well as creative FREEDOM

Topdown cc hor+vert integration of media industries

Crossmedia storytelling http://www.atom.com/spotlights/starwars/challenge/ http://www.atom.com/funny_videos/sw_tarkin_n_friends/ http://www.atom.com/atomtv/

Transmedia storytelling

Nine Inch Nails Year Zero http://yearzero.nin.com/

Tru Blood campaign http://creativity-online.com/?action=news:article&newsId=130134§ionId=behind_the_work

Yarosa: http://www.tmg-company.com/yarosa/

http://www.youtube.com/watch?v=AokB48BeRm4 voorbeeld: http://www.youtube.com/watch?v=JpQwuYmqRAQ&feature=related

http://www.unlockxbox.com/gameIdeas/theFinalists.aspx

http://vids.myspace.com/index.cfm?fuseaction=vids.individual&VideoID=17554781 http://www.myspace.com/storytellerchallenge

Allows us to make media our of places.

Allows us to play within our spaces: http://www.streetwars.net/

We are increasingly mediating ourselves. Our experiences are an amalgamation of the experiences we have, but also the things we do and create.

Favorites, Groups & Events

Convergence Culture - Presentation Transcript

- convergence culture
- general trends:
- media using =media making
- but: remember the participation gap)
- top down convergence: horizontal & vertical integration of media companies
- bottom up convergence: media multitasking & concurrent media exposure
- key issues:
- the audience (co-) creates & the industry responds
- new genres: crossmedia & transmedia storytelling
- media use as “free labor”
- living our lives as completely mediated
media using is media making
bottom-up convergence culture
Web 2.0: social media, user-generated content
The People Formerly Known As The Audience
writing and UGC: blogs
writing and UGC: wikis
audio and UGC: podcasts
audio and UGC: audioblogs
video and UGC: the YouTube phenomenon
Have you ever uploaded a video to YouTube (or a similar videosharing website)? Yes 55% No 45%
games and UGC: machinema
games and UGC: mods
top-down convergence culture
media concentration / integration / cross-ownership
crossmedia storytelling
transmedia storytelling
transmedia in: music
transmedia in: television
new industry formats: SMS/MMS TV
new industry formats: interactive/viral advertising
new industry formats: participatory games
blurring the boundaries between “industry” and “audience” in production
industry co-opts consumers as free labor
when production is consumption (and vice versa) reality becomes the media
Media converges with reality TXTual Healing
Street Wars
mediating ourselves: media life storytelling