Cross media presentation

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Cross media presentation

  1. 1. AARHUS UNIVERSITY Aarhus, August 9 2010Cross-MediaAnja Bechmann pRÆSEN TATION
  2. 2. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDDid you know 4.0?http://www.youtube.com/watch?v=6ILQrUrEWe8&feature=related(the third annual media convergence forum, october 2009 – 4:46) 2
  3. 3. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD[PRESENTATION ]›  Cross-media›  New business models and challenges›  The innovation networks of cross-media›  Break›  Digital Cross-media›  Examples›  Workshop 3
  4. 4. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDCross-media ›  Cross-media: The study of strategic communication/production using more than one platform ›  Concentrating on universes with internet and mobile phones ›  Concentrating on the challenge of connecting old and new media in integrated production facilities 4Source: Bechmann (2009). Crossmedia, PhD dissertation
  5. 5. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDTwo cross-media perspectives Media circulation Crossmedia storytelling (universe communication) 5 Source: Bechmann (2009). Crossmedia, PhD Thesis
  6. 6. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD Challenges in the change proces ›  New business models ›  Bundling and unbundling ›  Nuances of cope (create once play everywwhere) ›  Keep position as central unit in the network User User producer ›  Control mechanisms producer Acr. Description producer CAP Create and Play DAL Discover and Link Content FAD Fetch and Distribute producer producer producer producer OAP Open and Play producer Content/Code 6Source: Bechmann (2009). Crossmedia, PhD Thesis
  7. 7. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 7
  8. 8. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDSNS and user engagement 8
  9. 9. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD Challenges in the change proces ›  New business models ›  Bundling and unbundling ›  Nuances of cope (create once play everywwhere) ›  Keep status as passage point in the network User User producer ›  Control mechanisms producer Acr. Description producer CAP Create and Play DAL Discover and Link Content FAD Fetch and Distribute producer producer producer producer OAP Open and Play producer Content/Code 9Source: Bechmann (2009). Crossmedia, PhD Thesis
  10. 10. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 10
  11. 11. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD Challenges in the change proces ›  New business models ›  Bundling and unbundling ›  Nuances of cope (create once play everywwhere) ›  Keep status as passage point in the network User User producer ›  Control mechanisms producer Acr. Description producer CAP Create and Play DAL Discover and Link Content FAD Fetch and Distribute producer producer producer producer OAP Open and Play producer Content/Code 11Source: Bechmann (2009). Crossmedia, PhD Thesis
  12. 12. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 12
  13. 13. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 13
  14. 14. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 14
  15. 15. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 15
  16. 16. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD http://bambuser.com/channel/tuija/ broadcast/459890
  17. 17. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD Challenges in the change proces ›  New business models ›  Bundling and unbundling ›  Nuances of cope (create once play everywwhere) ›  Keep status as passage point in the network User User producer ›  Control mechanisms producer Acr. Description producer CAP Create and Play DAL Discover and Link Content FAD Fetch and Distribute producer producer producer producer OAP Open and Play producer Content/Code 17Source: Bechmann (2009). Crossmedia, PhD Thesis
  18. 18. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 18
  19. 19. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 19
  20. 20. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDChange processes›  ’New’ ways of working ›  Shared understandings of crossmedia work: ›  Project management: handling COPE (DAL, OAP, FAD, CAP), crosspromotion, functional division, versioning & allocation of resources ›  Production: knowledge sharing & collaboration, network production (internal and external collaboration), generalist competences (supplementing expertise competences eg. Across media - technical AND content knowledge) ›  Different interests forms crossmedia in different directions – alliances of interest Efficiency Innovation Career Profession 20
  21. 21. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD Efficiency Create and Play specialist Discover and Link Versioning Profession Media characteristics Generalist Carreer Project Management Innovation Network collaboration Open and Play Fetch and Distribute 21 Media circulation Universe production
  22. 22. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDSHORT BREAK? 22
  23. 23. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD History of user influence/involvement ›  Continuation of interactivity (Jensen 1995 – tv vs. webpages): ›  Transmission – consultation, conversation, registration ›  User Production (Syvertsen 2006 tv vs. Sms-tv) ›  Reactive (little influcence), reactive (more influence), interactive (most influence) ›  User Innovation (von Hippel 2005 trad. Media vs. Open source) ›  Internal motivated, probabilistic, process/not problem solving, equipotentiality not hieararchy, granular, small scale contribution, shared not owned content (Benkler & Bruns 2008) ›  User-led innovation: in-segment-variation (nicheproduction), tools for user innovation process, complementary products for the user innovation 23Source: Bechmann (forthcoming 2011). User-Created TV (in Danish).
  24. 24. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDUser innovation and crossmedia (OAP)›  Distinguish between: Reactive and Production Reactive Proactive proactive production patterns patterns›  Unique/context sensitive vs. Expert solution Source: Eric von Hippel (2005) Democratizing innovation Unique/ User User context producers framing/ sensitive (review, innovation niche (concept) content) Expert Coworkers Potential solution (research, competition power law (software, 24 content) hardware)
  25. 25. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD›  CNN and Twitter:›  http://www.cnn.com/video/#/video/international/2009/03/19/ ic.march.twitter.bk.a.cnn 25
  26. 26. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 26
  27. 27. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDUser innovation and crossmedia (OAP) Production Reactive Proactive patterns Unique/ User User context producers framing/ sensitive (review, innovation niche (concept) content) Expert Coworkers Potential solution (research, competition power law (software, 27 content) hardware)
  28. 28. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 28
  29. 29. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD 29
  30. 30. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDBREAK 30
  31. 31. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDDigital cross-media›  Digital Cross-media: ›  The study of strategic communication designed for more than one digital platform ›  1. Saving profile data on internet servers accessible through login (account) ›  2. often offering more than one service or different data entry points (eg. Video, geotagging, text) ›  3. data is often used to target relevant content (and advertisements) = Surrounded by Relevance 31
  32. 32. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDGoogle: Cloud computing & multiservice 32
  33. 33. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDGoogle: Cloud computing & multiservice 33
  34. 34. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDBambuser: Live user broadcast withgeotagging›  WALKTHROUGH: http://www.youtube.com/watch?v=JwinszmBtL4&feature=related›  WEBSITE: http://bambuser.com/channel/glance01/broadcast/941322 34
  35. 35. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDFoursquare: check-in & geotagging game 35
  36. 36. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDDifference between cross-media & digitalcross-media›  “content” change›  Business models in the traffic and number of users (attention economy)›  Business models in the number and quality of contributions (moral economy)›  Digitial platforms exclusively makes seamless exchange of data possible and targeting more precise 36
  37. 37. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDAnother take on user production &innovation›  Bruns on crowdsourcing:1.  Feeding the hive2.  Helping the hive3.  Harboring the hive4.  Harnessing the hive5.  Harvesting the hive6.  Hijacking the hivep. 31-32
  38. 38. AARHUS UNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhDWORKSHOPLooking at Google, Bambuser and Foursqare:›  1. Using the types of COPE from the traditional media – can they describe digital cross-media: In what way and where is cross-media different in the service?›  2. How would you describe the user’s role from the matrix suggested in the presentation?›  3. Looking at Bruns different ways of exploiting user input how would you characterize the service? 38
  39. 39. AARHUSUNIVERSITY Cross-Media Aarhus, August 9 2010 ANJA BECHMANN Assistant Professor, PhD Thank You! Anja Bechmann, Aarhus University, +45 28552144 anjabp@gmail.com www.facebook.com/anjabp www.twitter.com/anjabp 39

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