anabrambilla@gmail.com

1. Pull/Push Culture:
On-Demand Media
Ana Brambilla, October/2018
anabrambilla@gmail.com

3. SUBMISSIVE
DOMINANT

4. King / State / Religion
Nobility / Aristocracy
Knights / Army
People / Servants

5. A no-choice world

6. What do we have to obey?
What can we choose?
RELIGION LAW ETHICS FASHION SCHOOLS
ASYLUMS JAIL TRAFFIC
MEDIA FAMILY
POLICE MARKET
STATE MEDICINE JOB

7. And well… We are choosing A LOT!
CONTROL?

8. PUSH CULTURE
- Primary language
- Religious or spiritual
orientations
- Basic social values
- Types of food
- ...
LOW CONTROL UNCONSCIOUS
Promotes STABILITY
PULL CULTURE
- Career
- Where to live
- What to wear
- What to consume
- ...
HIGH CONTROL CONSCIOUS
Flexible self, always under construction
“... who actively seeks increased personalization of cultural
experience through individual creativity and choice - culture
on-demand.” (James Lull, 2007 p. 81)

9. 1st First Screen
2nd First Screen
3rd First Screen

10. Personalization, Customization...

11. 2 motivations
SOCIAL INTRINSIC
Clay Shirky

12. Culture is a
form of
expression
Expression is a primordial
necessity.
It creates psychological and
social well-being.
Human Rights ONU debates
(2003)
“... the right for everyone to
seek, receive, create, and
express ideas through
channels”

13. CREATIVE
POTENTIAL + EXPRESSION =
POWER OF CHOICE

14. TEXT
HYPERTEXT

16. An user-driven culture
“These trends should not be read only in a negative light. Precisely the same
condition that may cause some people to disconnect from each other and from
tradition also facilitate robust, creative, individual cultural initiatives and activities.
Theses conditions includes:
● Unprecedented degree of access to cultural forms;
● Global connectivity;
● Temporal and spatial flexibility;
● Creativity and hybridity;
● Immediacy of experience;
● Digitalization of communication and cultural forms;
● Expanded range of personal communications options.”
James Lull, 2007

17. ● CONVENIENCE
● SPEED
● SIMPLICITY

18. Source: Mike Jaconi, 2013

19. The
ambassador
Oriented to:
- individual
- private
- micro
- fragmented
- speedy
- consumption

20. Media On-demand

23. (S)VOD
OTT

25. The prime time is my time.

26. On-Demand
Content
TEMPORARY ownership
FRACTIONAL portions
Demand for NOVELTY

27. From OWNERSHIP to ACCESS!
Purchase
unbundled
content
Renting via
Streaming
Single Upfront
Price
Purchase
bundled
content
Fee for
Subscription

29. Source: https://www.ipsos.com/en/subscription-video-demand-trends-mena

30. The
sensitive
4 A
All
music!
Anytime
Anywhere
Anydevice

31. “On the demand side, changes in
search technologies allow
consumers to find a wider variety of
music, movies and books making
the long tail more accessible.”
(Swati Bhatt, 2016)
GROUP #1:

32. GROUP #2:
The internet makes human desires more easily attainable. In
other words, it offers convenience. Convenience on the internet
is basically achieved by two things: speed, and cognitive ease.
If you study what the really big things on the internet are, you
realize they are masters at making things fast and not making
people think."
(Ev Williams, Twitter co-founder)

33. “While media platforms have the power to
choose which artists and which content to
promote over their channel, established
artists have the power to choose over which
channel, among multiple platforms, to
distribute their music.”
GROUP #3:
(Swati Bhatt, 2016)

34. “On-demand culture also complicates ideas of when and where
movies can be consumed. (…) with the emergence of platform
mobility, where are shifting to a culture characterized by increasingly
informal practices of movie watching, practices that often have
significant implications for film culture, changing our expectations
about the processes of cinematic engagement.”
(Chuck Tryon, On-demand Culture. Rutgers university Press, 2013)
GROUP #4: