Community Managers as innovation brokers: Lessons from ABC Pool
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Presentation to the Hans Bredow Institute, Hamburg 2012
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Community Managers as innovation brokers: Lessons from ABC Pool
- 1. COMMUNITY MANAGERS AS INNOVATION BROKERS: LESSONS FROM ABC POOL JONATHON HUTCHINSON ARC CENTRE OF EXCELLENCE FOR CREATIVE INDUSTRIES AND INNOVATION @dhutchman
- 4. OH MY GOD HERE COMES EVERYBODY SHIRKY, 2008
- 11. “USERS OF PRODUCTS AND SERVICES - BOTH FIRMS AND INDIVIDUAL CONSUMERS - ARE INCREASINGLY ABLE TO INNOVATE FOR THEMSELVES” VON HIPPLE, 2005 “CAN IMPROVE, DISCUSS AND RATE EXISTING IDEAS AND CONCEPTS IN REAL TIME, AND CAN COLLABORATIVELY EVEN IMPLEMENT INNOVATIONS” STANOEVSKA-SLABEVA 2011
- 13. NEW BEGINNINGS
- 14. “Of all my writing achievements, I have to say hearing my words float out on Radio National, in City Nights and New Beginnings, is by FAR what I'm proudest of. Thank you so much for allowing me to be part of this; it's really something to put on my resume, and make me feel better whenever I get a rejection from a publisher. ” (Name withheld, email, 10th April 2012)
Editor's Notes
- • Set the scene with the current PSB landscape • Outline my research methodology • Introduce you to ABC Pool • Look at New Beginnings as a case study Outline the role of the Cultural Intermediary within these arrangements
- • DBCDE (2008) along with Debrett (2010) suggest the role of the broadcaster is to develop new platforms to deliver material over and to engage audiences in new ways
- • Core principles - universality of availability and appeal, provision for minorities, education of the public, distance from vested interests, quality programming standards, program maker independence, and fostering of national culture and the public sphere • Fragmented audience with niche media tastes – to service only a few
- • Web 2.0 participatory cultures • Co-creation
- • Peer production: Non Passive audiences • Broadening Engagement levels with users – Politics, Journalism, Culture • Peer production “ radically decentralized, collaborative, and non-proprietary; based on sharing resources and outputs among widely distributed, loosely connected individuals who cooperate with each other without relying on either market signals or managerial commands ” (Benkler, 2006: 60) • Flat heterarchies not hierarchies
- • Shirky suggests this won ’ t work in institutions by outlining 4 limiting characteristics: Management, structural costs, exclusionary, class based
- • Kreiss et al. suggest the institutional model actually places societal stability – based in Max Webber ’ s work on post-agrarian society • The problem is how to enable a community to actively engage in innovative cultural production within an institutional setting, without inhibiting innovation
- • It ’ s not all bad, but rather an opportunity to strengthen relationships with its audience, foster a national culture, and develop a healthy public sphere • It is a time to not replace “ policy tools and regulatory actors ” (Moe) but rather work with emerging practices to modify existing practices • A defence against Public Value Test/DST
- • Ethnography is being within the research field for an extended period of time using participant observation as primary method • Action research is improving the research project and research field simultaneously • I have been embedded as the community manager for two and a half years where the two roles were complimentary – ethnography fed the action and vice versa • I have evolved the research design to incorporate netnography for computer mediated situations including the usual ethnography methods along with textual analysis of comment threads and forums and mapping the users interests and interactions
- • Broadening engagement brings its own tensions because of differing levels of quality or contentious editorial content for example • However the recent strategic statements from Mark Scott suggest the ABC should be focusing on audience input form a global perspective • Aligns with Hesmondhalgh ’ s pattern of change/continuity theory, Bruns ’ Produsage theory – blurring of producer consumer roles, and Holly Goodier form the BBC who suggests participation is now the given rule with around 77% of the UK population active in some way • What does this mean?
- • An online platform developed and resourced entirely by the ABC • Storage space • Knowledge exchange • Interaction with ABC staff • Creative Commons licensing
- • Themed project from Radio National producer Mike Williams • Theme New Beginnings • User contributions from all over the nation – text and audio • 87 works form 44 users • Intense process of interaction with users to coach/direct them to produce work • Not unlike a community of practice
- • Read it
- • Mike acting as the intermediary – com manager supportive role • Suitable negotiation skills to work between the interests of the participants – in this case ABC and group of online users
- • How I achieved this • Describe each space
- • How this might work in a broader context/other industries
- This role acts as an intermediary between the users and the PSB Can identify the concepts of public value and translate these from the ground up Seamlessly communicate the ideas of the audience to the institution while outlining the constraints of the institution.