ARIN6912 Wk 5 Presentation


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ARIN6912 Wk 5 Presentation

  1. 1. Communication & Interaction<br />in <br />Journalism & Advertising<br />
  2. 2. GlobalisationPostnationalismIndividualisation“Cyberculture”<br />
  3. 3. Nine Newsbreak App. Launches<br />
  4. 4. Deuze<br />“Multi-media”<br />“Convergent Journalism”<br />“We Media”<br />“DIY Culture”<br />
  5. 5. "our Internet site will have to do still more to be competitive. For some, it may have to become the place for conversation [...] We need to be the destination for those bloggers.” <br /> Murdoch, 2005, at<br />
  6. 6. Rice 2005, “the customer as co-creator of media content”;<br /> Jennifer Rice, 2005. "What’s your brand mantra?" at, accessed 27/03/11.<br />Leonard 1999, “open source journalism”;<br /> Andrew Leonard, 1999. "Open source journalism," Salon (8 October), at, accessed 27/03/11.<br />And Williams, 2003, “the blogger as citizen-journalist”.<br />Lisa Williams, 2003. "The blogger as citizen–journalist," Cadence90 (10 October), at, accessed 27/03/11.<br />
  7. 7. Confluence Culture<br />The circulation of media content across different media systems, economies, and nations, which depends on active participation of consumers. <br />“every important story gets told, every brand gets sold, and every consumer gets courted across multiple media platforms”. <br /> Henry Jenkins, 2006. Convergence culture: Where old and new media collide. New York: New York University Press, Pg. 3.<br />
  8. 8.<br />
  9. 9. Lee Clow, chairman and chief creative officer at TBWA Worldwide, was quoted as saying:<br />“It’s an exciting new format for brands to communicate with their audiences. People’s relationship with a brand is becoming a dialog, not a monologue”.<br />
  10. 10.<br />
  11. 11. “Rather than assembling more media recordings of reality, culture is now busy reworking, recombining, and analyzing already accumulated media material” (Parikka, 2008: 75)<br />
  12. 12. Create Your Own Identity as a M&M<br />
  13. 13. The Consumer becomes the Animator<br />just as<br />Online Bloggers are seen as Journalists <br />YouTube Posters as Video Directors<br />
  14. 14. Mini YOURS<br /><br />
  15. 15.<br />
  16. 16.<br />
  17. 17. Confluence Culture<br />Active agents in the process of meaning-making (we become participants).<br />2. We adopt but at the same time modify, manipulate, and thus reform consensual ways of understanding reality (we engage in remediation).<br />3. We reflexively assemble our own particular versions of such reality (we are bricoleurs).<br />
  18. 18.<br />
  19. 19.<br />
  20. 20. QUESTIONIn this new era of digital media and content…<br />To what extent can “news” storytelling be content– or connectivity–based, and what level of participation can or should be included in the narrative experience?<br />Does “truth” or the spreading of false information <br />become an issue here?<br /><br />
  21. 21. References:<br />Deuze, Mark (2007) “Convergence culture in the creative industries,” International Journal of Cultural Studies, 10(2), 243–263.<br />Deuze, Mark (2006–07) “Utopia versus dystopia: When online journalists contemplate their new medium,” Journal of New Media and Culture, 4(1), at<br />Deuze, Mark (2006) “Participation, Remediation, Bricolage: Considering Principal Components of a digital culture”, Information Society, 22(2), 63-75.<br />Deuze, Mark. (2005) “Towards Professional participatory storytelling in journalism and advertising”, First Monday, 10(7), at at Accessed 27/03/11.<br />Richards, Jeff I. (2000) "Interactive advertising concentration: A first attempt," Journal of Interactive Advertising, 1(1), at, accessed 27/03/11.<br />Leonard, Andrew. (1999) "Open source journalism," Salon (8 October), at, accessed 27/03/11.<br />Jennifer Rice. (2005) "What’s your brand mantra?" at, accessed 27/03/11.<br />Parikka, J (2008), ‘Copy’ in Fuller, M. (2008), Software Studies: A Lexicon, Cambridge, Mass: MIT Press.<br />Pavlik, J (1997), The future of on-line journalism: bonanza or blackhole?, Columbia Journalism Review, 30-36.<br />Pavlik, J (1999), New media and news: Implications for the future of Journalism, New Media and Society, 1(1), 54-59.<br />Lisa Williams. (2003) "The blogger as citizen–journalist," Cadence90 (10 October), at, accessed 27/03/11.<br />Stuart Elliott. (2007) “Student’s ad gets a remake, and makes the big time,” New York Times (26 October), at, accessed 5 March 2009.<br />Henry Jenkins. (2006) Convergence culture: Where old and new media collide. New York: New York University Press.<br />Lessig, Lawrence, Free Culture: The Nature and Future of Creativity, New York, Penguin Press, 2005.<br />Mary Beth Kemp and Peter Kim. (2008) “The connected agency marketers: Partner with an agency that listens instead of shouts,” at,7211,43875,00.htmlAccessed 27/03/11.<br />Sheehan, Kim Bartel and Deborah K. Morison. (2009) “The Creativity Challenge: Media Confluence and its Effects on the Evolving Advertising Industry”, Journal of Interactive Advertising, 9(2),<br />Sheehan, Kim Bartel and Deborah K. Morrison. (2009) “Beyond Convergence: Confluence culture and the role of the advertising agency in a changing world”, First Monday, 14(2-3).<br />Faneslow, J. (2008) Community Blogging: The new wave of citizen journalism, National Civic Review, 97(4), 24-29.<br />Carey, James (1989). Communication as culture: essays on media and society. Boston: Unwin Hyman.<br />