TRACKING CONFIGURABLE CULTUREFROMTHE MARGINSTOTHE MAINSTREAMDr. Aram SinnreichRutgers SC&IDr. Mark LatoneroUSC AnnenbergIC...
WHAT ISCONFIGURABLE CULTURE?Tuesday, June 18, 13
WHAT ISCONFIGURABLE CULTURE?consumptionconsumption-adjacentproduction-adjacentproduction???Tuesday, June 18, 13
CONFIGURABLE CULTURE INTHEGENERAL POPULATIONUS 2006US 2010NON-US 2010Tuesday, June 18, 13
BlogsMusic RemixPhotoshopVid RemixMusic MashupAMVVid MashupEms/ROMsModsSftwr MashupMachinimaNone0 25 50 75 1004.118.424.92...
BlogsMusic RemixPhotoshopMusic MashupVid RemixVid MashupEms/ROMsAMVsModsMachinimaSftwr MashupNone0 10 20 30 40 5018.410.56...
02550750 25 50 75Burn CDUS 2010Non-US2010Marginal Emerging MainstreamWatch MusicVideoCustom Play ListRip CDMusic Rec Engin...
02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamBonus FeaturesDVRShareVideoBurn DVDComment on BlogTweet/Stat...
02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamCustomizationGame CheatWatch Game ClipsAdd-onsDLCsVirtual Wo...
02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamBasic FixShare PicTaggingPhotoshopTweet/Status UpdatePhoto P...
02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamAccess News via Social MediaOnline PetitionNews AlertShare N...
02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamCustom DesktopChange PrefsChange Browser HomepageInstall Plu...
02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamCollaborative ProjectLinked NetworksPoints/RewardsSocial Gam...
CONFIGURABLE CULTURE ANDAGE COHORTSUS 2006US 2010NON-US 2010Tuesday, June 18, 13
5060708090100US 2006 US 2010 Non-US 201093.680.872.897.389.883.796.289.691.618-2535-4455+Age and Awareness, 2006 & 2010Tue...
0255075100US 2006 US 2010 Non-US 201080.256.416.190.367.438.792.587.562.718-2535-4455+Age and Engagement: Music, 2006 & 20...
0255075100US 2006 US 2010 Non-US 201026.719.22.960.936.921.379.556.237.318-2535-4455+Age and Engagement: Games, 2006 & 201...
025507510018-25 35-44 55+44.632.322.244.749.159.910.718.517.9OriginalSometimesNeverAge and Opinion, 2006Tuesday, June 18, 13
025507510018-25 35-44 55+26.718.710.425.218.720.838.748.760.49.413.98.3OriginalSometimesNeverNo AnswerAge and Opinion, 201...
0255075100Heard of Mashups Heard of AMVs Heard of Machinima Never Heard of Any35.95.810.27.928.926.222.520.721.853.454.558...
CONFIGURABLE CULTURE ANDGENDERUS & NON-US 2010Tuesday, June 18, 13
AwarenessMusic EngSocial EngImage EngSoftware EngVideo EngNews EngGame Eng0 25 50 75 10043.663.761.966.975.481.776.39261.6...
CONFIGURABLE CULTURE ANDINCOMEUS 2010Tuesday, June 18, 13
0%10%20%30%<$25,000 $25,000-39,999 $40,000-59,999 $60,000-79,999 >$80,000Music Remix Video Remix VG Mods PhotoshopConfigura...
25%35%45%55%65%75%<$25,000 $25,000-39,999 $40,000-59,999 $60,000-79,999 >$80,000Political Image Games Film/TV MusicConfigur...
CONFIGURABLE CULTURE ANDSOCIAL POWERUS 2010Tuesday, June 18, 13
010203040US Non-US31.713.117.35.3MadeAccessedUse of Open Licenses, 2010Tuesday, June 18, 13
AgeMaleEducationIncome0 50 100 150 200AgeMaleEducationIncome0 50 100 150 200GrantedCreativeCommonsLicenseSearchedCreativeC...
PhilippinesS. AfricaSingaporeIndonesiaMalaysiaIndiaAustraliaUSAIsraelCanadaSwedenUKTurkey1 2 3 4 53.33.33.63.73.73.844.14....
18-2526-3435-4445-5455-6465+0 25 50 75 10050.436.53428.823.819.48.58.699.38.71141.1555761.967.569.9Yes Don’t Know No3.83Pr...
PrivacyConcernPrivacy ModificationPrivacy Concern by Education, 2010DoctorateMastersCollegeSome CollegeTech SchoolHigh Scho...
THANK YOU.Dr. Aram Sinnreichsinn@rutgers.eduDr. Mark Latonerolatonero@usc.eduICA 2013 * London, UK * June 19, 2013Some rig...
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Tracking Configurable Culture from the Margins to the Mainstream

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Presented at ICA 2013 by Aram Sinnreich and Mark Latonero. Article forthcoming in the Journal of Computer-Mediated Communication.

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Tracking Configurable Culture from the Margins to the Mainstream

  1. 1. TRACKING CONFIGURABLE CULTUREFROMTHE MARGINSTOTHE MAINSTREAMDr. Aram SinnreichRutgers SC&IDr. Mark LatoneroUSC AnnenbergICA 2013 * London, UK * June 19, 2013Tuesday, June 18, 13
  2. 2. WHAT ISCONFIGURABLE CULTURE?Tuesday, June 18, 13
  3. 3. WHAT ISCONFIGURABLE CULTURE?consumptionconsumption-adjacentproduction-adjacentproduction???Tuesday, June 18, 13
  4. 4. CONFIGURABLE CULTURE INTHEGENERAL POPULATIONUS 2006US 2010NON-US 2010Tuesday, June 18, 13
  5. 5. BlogsMusic RemixPhotoshopVid RemixMusic MashupAMVVid MashupEms/ROMsModsSftwr MashupMachinimaNone0 25 50 75 1004.118.424.924.424.631.345.143.149.347.676.971.314.610.611.312.915.622.225.131.431.839.662.667.417.9119.916.621.114.921.524.127.642.850.574.8US 2006US 2010Non-USConfigurable Culture Awareness, 2006 & 2010Tuesday, June 18, 13
  6. 6. BlogsMusic RemixPhotoshopMusic MashupVid RemixVid MashupEms/ROMsAMVsModsMachinimaSftwr MashupNone0 10 20 30 40 5018.410.56.811.217.712.212.622.12221.942.548.544.44.25.26.97.17.78.71011.914.518.939.1US 2010Non-USConfigurable Culture Usage, 2010Tuesday, June 18, 13
  7. 7. 02550750 25 50 75Burn CDUS 2010Non-US2010Marginal Emerging MainstreamWatch MusicVideoCustom Play ListRip CDMusic Rec EngineShare Play ListShare MP3ID SongKaraokeCreated Sample-Based MusicDJ’dConfigurable Culture Engagement: MusicTuesday, June 18, 13
  8. 8. 02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamBonus FeaturesDVRShareVideoBurn DVDComment on BlogTweet/Status UpdateRemixVideoConfigurable Culture Engagement: VideoTuesday, June 18, 13
  9. 9. 02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamCustomizationGame CheatWatch Game ClipsAdd-onsDLCsVirtual WorldsModdingConfigurable Culture Engagement: GamesTuesday, June 18, 13
  10. 10. 02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamBasic FixShare PicTaggingPhotoshopTweet/Status UpdatePhoto ProductsBloggingConfigurable Culture Engagement: ImagesTuesday, June 18, 13
  11. 11. 02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamAccess News via Social MediaOnline PetitionNews AlertShare News via Social MediaCitizen JournalismConnect to CauseComment on BlogOnline ActivismRemix FootageConfigurable Culture Engagement: News/PoliticsTuesday, June 18, 13
  12. 12. 02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamCustom DesktopChange PrefsChange Browser HomepageInstall PluginsShare SoftwareBlog About SoftwareEaster EggMod CodeConfigurable Culture Engagement: SoftwareTuesday, June 18, 13
  13. 13. 02550750 25 50 75US 2010Non-US2010Marginal Emerging MainstreamCollaborative ProjectLinked NetworksPoints/RewardsSocial GameShared Location Followed Brand/CelebrityShared User ContentCreated ProfileConfigurable Culture Engagement: Social MediaTuesday, June 18, 13
  14. 14. CONFIGURABLE CULTURE ANDAGE COHORTSUS 2006US 2010NON-US 2010Tuesday, June 18, 13
  15. 15. 5060708090100US 2006 US 2010 Non-US 201093.680.872.897.389.883.796.289.691.618-2535-4455+Age and Awareness, 2006 & 2010Tuesday, June 18, 13
  16. 16. 0255075100US 2006 US 2010 Non-US 201080.256.416.190.367.438.792.587.562.718-2535-4455+Age and Engagement: Music, 2006 & 2010Tuesday, June 18, 13
  17. 17. 0255075100US 2006 US 2010 Non-US 201026.719.22.960.936.921.379.556.237.318-2535-4455+Age and Engagement: Games, 2006 & 2010Tuesday, June 18, 13
  18. 18. 025507510018-25 35-44 55+44.632.322.244.749.159.910.718.517.9OriginalSometimesNeverAge and Opinion, 2006Tuesday, June 18, 13
  19. 19. 025507510018-25 35-44 55+26.718.710.425.218.720.838.748.760.49.413.98.3OriginalSometimesNeverNo AnswerAge and Opinion, 2010Tuesday, June 18, 13
  20. 20. 0255075100Heard of Mashups Heard of AMVs Heard of Machinima Never Heard of Any35.95.810.27.928.926.222.520.721.853.454.558.413.414.612.713.1OriginalSometimesNeverNo AnswerExposure and Opinion, 2010Tuesday, June 18, 13
  21. 21. CONFIGURABLE CULTURE ANDGENDERUS & NON-US 2010Tuesday, June 18, 13
  22. 22. AwarenessMusic EngSocial EngImage EngSoftware EngVideo EngNews EngGame Eng0 25 50 75 10043.663.761.966.975.481.776.39261.67476.578.881.283.585.593MenWomenGender, Awareness & Engagement, 2010Tuesday, June 18, 13
  23. 23. CONFIGURABLE CULTURE ANDINCOMEUS 2010Tuesday, June 18, 13
  24. 24. 0%10%20%30%<$25,000 $25,000-39,999 $40,000-59,999 $60,000-79,999 >$80,000Music Remix Video Remix VG Mods PhotoshopConfigurable Culture Usage by Income, 2010Tuesday, June 18, 13
  25. 25. 25%35%45%55%65%75%<$25,000 $25,000-39,999 $40,000-59,999 $60,000-79,999 >$80,000Political Image Games Film/TV MusicConfigurable Culture Engagement by Income, 2010Tuesday, June 18, 13
  26. 26. CONFIGURABLE CULTURE ANDSOCIAL POWERUS 2010Tuesday, June 18, 13
  27. 27. 010203040US Non-US31.713.117.35.3MadeAccessedUse of Open Licenses, 2010Tuesday, June 18, 13
  28. 28. AgeMaleEducationIncome0 50 100 150 200AgeMaleEducationIncome0 50 100 150 200GrantedCreativeCommonsLicenseSearchedCreativeCommonsLicense80.8161.2110.411987.7135.4109.3109.6Use of Open Licenses, 2010Tuesday, June 18, 13
  29. 29. PhilippinesS. AfricaSingaporeIndonesiaMalaysiaIndiaAustraliaUSAIsraelCanadaSwedenUKTurkey1 2 3 4 53.33.33.63.73.73.844.14.24.34.34.54.6Privacy Concern by Nation, 2010Tuesday, June 18, 13
  30. 30. 18-2526-3435-4445-5455-6465+0 25 50 75 10050.436.53428.823.819.48.58.699.38.71141.1555761.967.569.9Yes Don’t Know No3.83PrivacyConcern3.93.93.993.943.95Privacy ModificationPrivacy Concern by Age, 2010Tuesday, June 18, 13
  31. 31. PrivacyConcernPrivacy ModificationPrivacy Concern by Education, 2010DoctorateMastersCollegeSome CollegeTech SchoolHigh SchoolNo Degree0 25 50 75 1003637.234.928.327.125.120.32014.48.1126.77.25.14448.45759.866.267.774.6Yes Don’t Know No4.313.983.963.883.813.843.71Tuesday, June 18, 13
  32. 32. THANK YOU.Dr. Aram Sinnreichsinn@rutgers.eduDr. Mark Latonerolatonero@usc.eduICA 2013 * London, UK * June 19, 2013Some rights reserved.This entire presentation is available under a CreativeCommons Attribution-NonCommercial-ShareAlike 3.0 United States License.Tuesday, June 18, 13

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