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Open and Closed - A New Cultural Economy
 

Open and Closed - A New Cultural Economy

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    Open and Closed - A New Cultural Economy Open and Closed - A New Cultural Economy Presentation Transcript

    • On the internet new becomes old very quickly. Right ‘now’ the datum is out-dated. New is now and the immediate future. NEW - NEU
    • The culture discussed at Ars Electronica was tech culture. CULTURAL - KULTUR
    • Economic egoism , do whatever you can to make money and take market opportunity is no longer working. We are now connected. ECONOMY - WIRTSCHAFT
    • In the new cultural economy, the people are users of content created in two separate yet equally important systems: open and closed.
    • The primitive sales model. CLO$ED $YSTEM
    • Ideas •  “You sign up with me I’ll take care of your creativity and give me your life.” •  It’s like buying a house and the bank still owning the house after the mortgage is paid. •  This has been around a long time, let’s not talk about it anymore.
    • Narrowband Broadband Linear Interactive Monologs Conversations Copyright Usage Right Advertising Ads = Content Professional Creators User Content Pay with cash Pay with attention Push Marketing Pull & Attract by Merit Own & Restrict Share
    • Yeah it’s still around. How is it surviving? THE OPEN SYSTEM
    • The Open System •  Control is not going to equal more money. •  Brands and services are becoming less and less important. Any user can create a group on Facebook about a brand. •  People are well-connected via the internet and social networks and this fosters collaboration. •  Trust is the key. The brand has to trust the users.
    • 3 Ways to Pay for Content 1  Pay with money (fork over some cabbage) 2  Pay with attention (watch ads) 3  Pay with engagement (sharing, peer distribution, create data that other people can use)
    • Sharism •  Sharism and sharing information gains trust. •  The philosophy of sharing information, ideas and content without worrying about having ideas “stolen.” •  Hundreds of websites are blocked in China because of government censorship and there are hundreds of Chinese companies reproducing U.S. websites and services.
    • Collaborative Competition •  Google is good example of being skillfully open. - Although they still don’t release all of their source code. •  Trust & Merit vs. Control •  The collaboration of a community is more efficient than one firm gathering information. •  We’ve started to ask questions like can we use the data created around the content to extract value from it? Tagging, sorting, and remixing.
    • Advertising will become Publishing •  Old way: Building around the content. •  Making TV shows with brand placement. •  The user will receive the content for free.
    • AvenueA-Razorfish It’s on our website, we already know about these things. As stated on our website, we are inventing our own technology breakthroughs, rethinking consumer insight, making radical leaps into the future of design and challenging the definition of “impossible”. Then, we want to share it with the world.
    • We Rock! •  Sites we’ve already created based on this system: •  http://www.funshipisland.com/ First-ever cruise industry social networking application. Carnival is using the pull method by allowing users to share with other users. •  http://www.PangeaDay.org/ Gathers together global thought leaders in technology “Idea Collaboration” – “Sharism.”
    • THE OPEN SYSTEM IS ALL ABOUT GETTING THE CONTENT YOU WANT FOR FREE, BUT SOMEONE HAS BE COMPENSATED. MAKING MONEY AROUND CONTENT (BANNER ADS), IN CONTENT (CO-BRANDED EXPERIENCES), WITH CONTENT (TAGGING, REVIEWS, REMIXES)
    • MISSION FUTURE - TRENDPOOL
    • SPEAKER LINE UP -  Joichi Ito is Vice President of international and mobility development for Technorati, CEO of Creative Commons, Founder of VC firm Neoteny and numerous internet companies including PSINet Japan, Digital Garage and Infoseek Japan. -  Lars Hinrichs is the CEO and founder of XING AG. Lars began his career as an entrepreneur in 1998 at the age of 22, after working as a consultant for several new media firms. -  Isaac Mao is a venture capitalist, blogger, software architect, entrepreneur and researcher in learning and social technology. He is also partner & Vice President of United Capital Investment Group, Director of the Social Brain Foundation, and advisor to Global Voices Online and web 2.0 businesses.
    • Bringing this new open system offline. OFFLINE OPPORTUNITIES
    • Manhattan's Urban Fabric
    • BRANDED OFFLINE EXPERIENCES
    • NIKE HUMAN RACE A Network of Users
    • NIKE HUMAN RACE A Branded Device
    • USEFUL TECHNOLOGIES THAT CAN HELP RELATE OFFLINE SYSTEMS TO ONLINE SYSTEMS
    • •  Open Frameworks •  http://www.openframeworks.cc/ - openFrameworks is a C++ library for creative coding. •  Processing •  http://www.processing.org/ - Processing is an open source programming language and environment for people who want to program images, animation, and interactions.
    • NEAT INSTALLATIONS I SAW AT ARS ELECTRONICA 2008
    • – BRAND PLACEMENT
    • Der Gedankenprojektor (Thought Projector) •  This is based on Nikola Tesla’s idea for a device to photographically depict thoughts. •  It’s said that the last image a decedent sees is stored in his/her eyes, which, in the case of violent death, could preserve the identity of the victim’s murderer.
    • YouTube: ReacTable
    • The reactable is a collaborative electronic music instrument with a tabletop tangible multi-touch interface. Several simultaneous performers share complete control over the instrument by moving and rotating physical objects on a luminous round table surface. By moving and relating these objects, representing components of a classic modular synthesizer, users can create complex and dynamic sonic topologies, with generators, filters and modulators, in a kind of tangible modular synthesizer or graspable flow- controlled programming language.
    • YouTube: levelHead
    • levelHead is a spatial memory game by Julian Oliver. levelHead uses a hand-held solid-plastic cube as its only interface. On-screen it appears each face of the cube contains a little room, each of which are logically connected by doors. In one of these rooms is a character. By tilting the cube the player directs this character from room to room in an effort to find the exit. Some doors lead nowhere and will send the character back to the room they started in, a trick designed to challenge the player's spatial memory. Which doors belong to which rooms? There are three cubes (levels) in total, each of which are connected by a single door. Players have the goal of moving the character from room to room, cube to cube in an attempt to find the final exit door of all three cubes. If this door is found the character will appear to leave the cube, walk across the table surface and vanish.. The game then begins again.
    • My pictures from Ars Electronica 2008, hosted in Linz Austria