Ethics Evolved: An International Perspective on Copying in the Networked Age

ETHICS EVOLVEDAN INTERNATIONAL PERSPECTIVE ON COPYING IN THE NETWORKED AGE Aram Sinnreich, PhD  Associate Professor  American University SOC Presented at  American University SOC  Faculty Forum  November 3, 2015

/INTRODUCTION/ MY PARENTS’ DINNER TABLE CONVERSATION, C. 1982 Yiddish 17% Latin 22% Curse Words 13% Grownup English 29% Regular English 19%

Conﬁgurable  Culture

/CONFIGURABLE CULTURE/ NEW CULTURAL FORMS & PRACTICES MemesMashups Machinima …& Much More

/CONFIGURABLE CULTURE/ CONSUMPTION VS. PRODUCTION CONSUMPTION PRODUCTIONPRODUCTION-  ADJACENT CONSUMPTION-  ADJACENT ???

/CONFIGURABLE CULTURE/ NEW CULTURAL LOGICS, NEW SOCIAL FORMATIONS & INSTITUTIONS

Survey

/SURVEY/ RESPONDENTS: ONLINE, ENGLISH-SPEAKING ADULTS 2006 1,779  U.S. 2014-15 452 U.S.  945 non-US U.S. 452  U.K. 172  India 147  Australia 144  Canada 118  Philippines 83  New Zealand 52  Ireland 52  Singapore 52  South Africa 51  Malaysia 47 2010 1,100 U.S.  1,955 non-US U.S. 971  India 291   Turkey 270  Canada 148   Canada 148  South Africa 146   Philippines 129  Israel 64  Australia 63  Singapore 62  U.K. 52   Sweden 41  Malaysia 40

Awareness

/SURVEY/AWARENESS/ AWARENESS OF CONFIGURABLE CULTURE HAS JUMPED IN THE U.S. PHOTOSHOP MUSIC MASHUP MODS AMV VID REMIX MACHINIMA NONE 0 25 50 75 100 17.9 11 27.6 21.5 16.6 24.1 42.8 14.6 10.6 31.8 25.1 12.9 31.4 39.6 1.3 40 53.8 57.1 58.4 77 90.3 US 2014 US 2010 US 2006

/SURVEY/AWARENESS/ MUSIC MASHUPS: U.S. AWARENESS BY AGE, 2006-2014 18-25 26-34 35-44 45-54 55+ 0 25 50 75 100 8.3 20.7 26.8 28.8 49.2 21.1 21.8 36.9 48 60.4 51.5 65.8 71.6 82.1 85.8 US 2014 US 2010 US 2006

/SURVEY/AWARENESS/ MUSIC MASHUPS: AWARENESS BY NATION, 2010-2015 US PHILIPPINES UK S. AFRICA CANADA SINGAPORE AUSTRALIA INDIA 0 25 50 75 100 44.3 30.2 41.9 41.2 47.9 34.6 56.6 31.4 42.2 44.4 57.7 61.9 62.8 69.8 69.9 77 2015 2010

Consumption

≈ /SURVEY/CONSUMPTION/ CONSUMPTION HAS SKYROCKETED IN THE U.S. PHOTOSHOP MUSIC MASHUP MODS VID REMIX MACHINIMA AMVS NONE 0 25 50 75 100 44.4 7.1 5.2 10 6.9 11.9 14.5 4.9 19 20.1 25.2 38.9 43.4 68.1 US 2014 US 2010

/SURVEY/CONSUMPTION/ GENERAL CONSUMPTION BY NATION, 2010-2015 US INDIA PHILIPPINES S. AFRICA SINGAPORE UK CANADA AUSTRALIA 0 25 50 75 100 59.3 61.4 60.4 80.4 70.6 88.4 86.2 55.6 60.4 73.7 75.6 80.8 86.3 91.6 94.6 95.1 2015 2010

GLOBAL CONSUMPTION BY AGE, 2010-2015 18-25 26-34 35-44 45-54 55+ 0 25 50 75 100 55.3 58.8 73.4 83.8 95.3 52.8 69.6 85.8 91.9 95.6 2015 2010 /SURVEY/CONSUMPTION/

Engagement

/SURVEY/ENGAGEMENT/ MUSIC ENGAGEMENT BY NATION, 2010-2015 PHILIPPINES SINGAPORE US INDIA S. AFRICA UK CANADA AUSTRALIA 0 25 50 75 100 73 73 65.4 89.7 92.1 64.7 90.3 98.4 75 78.2 87.2 94.1 95.2 95.8 96.2 98.8 2015 2010

/SURVEY/ENGAGEMENT/ VIDEO ENGAGEMENT BY NATION, 2010-2015 PHILIPPINES INDIA US CANADA S. AFRICA UK SINGAPORE AUSTRALIA 0 25 50 75 100 52.4 69.4 53.8 71.9 53.4 53.8 84.5 84.5 59 65.4 68 70.6 75.4 87.2 92.5 92.8 2015 2010

/SURVEY/ENGAGEMENT/ MUSIC: U.S. ENGAGEMENT BY AGE, 2006-2014 18-25 26-34 35-44 45-54 55+ 0 25 50 75 100 20.5 29.2 36.5 43 61.2 56.4 60.2 67.4 74.9 87.5 93.9 97.4 95.1 96.5 95.3 US 2014 US 2010 US 2006

/SURVEY/ENGAGEMENT/ CUSTOM MUSIC RADIO: U.S. ENGAGEMENT BY AGE, 2006-2014 18-25 26-34 35-44 45-54 55+ 0 25 50 75 100 1.2 2.5 4.8 8 9.5 7.5 9.9 11.8 20.1 16.7 9.1 31.6 41.2 39.9 48.1 US 2014 US 2010 US 2006

/SURVEY/ENGAGEMENT/ GLOBAL AWARENESS VS. CONSUMPTION VS. ENGAGEMENT, 2014/15 PHOTOSHOP MUSIC MASHUP MEMES VID REMIX AMV MACHINIMA 0 25 50 75 100 5 4 5 22 7 34 15 19 24 43 33 53 27 46 52 58 63 79 Awareness Consumption Engagement

Opinions

/SURVEY/OPINIONS/ U.S. OPINIONS ABOUT ORIGINALITY, 2006 25 50 75 100 32.3 49.1 18.5 25 50 75 100 44.6 44.7 10.7 18-25 35-44 55+ 0 25 50 75 100 22.2 59.9 17.9 Original Sometimes Never

/SURVEY/OPINIONS/ U.S. OPINIONS ABOUT ORIGINALITY, 2006-2010 25 50 75 100 2006 2010 18.7 18.7 32.3 48.7 49.1 13.9 18.5 25 50 75 100 2006 2010 26.7 25.2 44.6 38.7 44.7 9.410.7 18-25 35-44 55+ 0 25 50 75 100 2006 2010 10.4 20.8 22.2 60.4 59.9 8.3 17.9 Original Sometimes Never No Answer

/SURVEY/OPINIONS/ U.S. OPINIONS ABOUT ORIGINALITY, 2006-2014 25 50 75 100 2006 2010 2014 1 18.7 13.7 18.7 32.3 62.7 48.7 49.1 22.5 13.9 18.5 25 50 75 100 2006 2010 2014 12.126.7 30.3 25.2 44.6 42.4 38.7 44.7 15.2 9.410.7 18-25 35-44 55+ 0 25 50 75 100 2006 2010 2014 3.8 10.4 11.3 20.8 22.2 57.5 60.4 59.9 27.4 8.3 17.9 Original Sometimes Never No Answer

/SURVEY/OPINIONS/ U.S. OPINIONS ABOUT COPYRIGHT, 2006 25 50 75 100 42.2 45.6 12.2 25 50 75 100 60.5 33.9 5.7 18-25 35-44 55+ 0 25 50 75 100 27.7 53.3 18.9 All Fair Some Uses All Theft

/SURVEY/OPINIONS/ U.S. OPINIONS ABOUT COPYRIGHT, 2006-2010 25 50 75 100 2006 2010 18.2 31.6 42.2 43.9 45.6 6.412.2 25 50 75 100 2006 2010 17.7 47.4 60.5 30.8 33.9 4.15.7 18-25 35-44 55+ 0 25 50 75 100 2006 2010 16.7 29.2 27.7 43.8 53.3 10.4 18.9 All Fair Some Uses All Theft No Answer

/SURVEY/OPINIONS/ U.S. OPINIONS ABOUT COPYRIGHT, 2006-2014 25 50 75 100 2006 2010 2014 18.2 18.6 31.6 42.2 56.9 43.9 45.6 24.5 6.412.2 25 50 75 100 2006 2010 2014 9.117.7 36.4 47.4 60.5 48.5 30.8 33.9 6.14.15.7 18-25 35-44 55+ 0 25 50 75 100 2006 2010 2014 2.8 16.7 12.3 29.2 27.7 49.1 43.8 53.3 35.8 10.4 18.9 All Fair Some Uses All Theft No Answer

/SURVEY/OPINIONS/ U.S. OPINIONS ABOUT ORIGINALITY BY EXPOSURE, 2015 Heard of  Mashups 0 25 50 75 100 2.3 10.1 65.5 22.1 Original Sometimes Unoriginal No Answer 25 50 75 100 1.7 6.1 69.1 23.2 Heard of  Machinima 25 50 75 100 1.6 8.9 65.9 23.6 Heard of  AMVs 25 50 75 100 13.6 27.2 40.9 18.2 Never Heard of These Four 25 50 75 100 1.6 10.3 64.6 23.5 Heard of  Vid Remix

/SURVEY/OPINIONS/ ALL/SOME USES CAN BE “ORIGINAL”, 2010-2015 US PHILIPPINES INDIA SINGAPORE CANADA UK MALAYSIA S AFRICA AUSTRALIA 0 25 50 75 100 44.4 56.8 65 55.8 52.7 56.5 51.9 62.8 54.8 45.1 58.8 63.8 65.1 65.3 65.4 68 79.5 84.1 2015 2010

/SURVEY/OPINIONS/ ALL/SOME USES SHOULDN’T REQUIRE PERMISSION, 2010-2015 US PHILIPPINES UK MALAYSIA CANADA INDIA SINGAPORE S AFRICA AUSTRALIA 0 25 50 75 100 34.9 44.5 56.5 45 45.3 52.5 50 47.3 44.6 38.9 49 51.9 54.4 55.1 57.4 58.7 62.7 79.4 2015 2010

Ethics

/SURVEY/ETHICS/ THE ETHICS OF CONFIGURABILITY: 12 CRITERIA Unethical Criterion (n = 574) Ethical Unpermissioned Legal (91) Permissioned For profit Commercial (37) Not for profit Pretension AuthenAcity (24) Referenced Unoriginal InnovaAon (121) Original Easy Labor (7) Hard work BastardizaAon Moral (8) Homage Rupture ConAnuity (17) EvoluAon Useless/Harmful Use Value (112) Fun/Beneficial Ugly AestheAc (69) BeauAful Subversive Power RelaAons (37) Empowering Meaningless Self Expression (35) Expressive ExploitaAve Industry RelaAons (16) PromoAonal

/SURVEY/ETHICS/ CRITERION: AUTHENTICITY “Remixes are enjoyed by some people but those who are making it should consider crediting the owner of material.”  - Filipino M, 30-34 “They’re ﬁne as long as they aren’t blatantly ripping off other remixes.”  - U.S. M, 22-25 “Remixes are fun, but the original creators should be given their due credit as well.”   - Irish F, 26-29

/SURVEY/ETHICS/ CRITERION: INNOVATION “I have NEVER seen or heard anything that, in my opinion, is better than the original.”   - Australian M, 70+ “I think mashups are a form of musical art and and sometimes even sound better than the original.”  - S. African M, 22-25 “Some remixes are very innovative others are poor copies.”  - U.K. M, 60-64

/SURVEY/ETHICS/ CRITERION: POWER RELATIONS “I feel that technology has moved to a point where legislation can no longer keep up with controlling permissions on copyright materials”  - Australian M, 65-69 “The DMCA system is corrupted and abused to hell and needs a reform”  - U.S. M, 30-34 “i think major copyright reform is required. The law has lost its meaning. How does applying copyright for 50 years after the death of a person provide incentives to continue creating.”  - Irish M, 30-34

/SURVEY/ETHICS/ CRITERION: INDUSTRY RELATIONS “I think copyright holders (music labels, movie companies) could do more to make material available to talented remixers and masher- uppers - supporting people who can get their stuff to new audiences could be a good business move.”  - Australian F, 30-34 “So long as the individual does not make money from somebody's work, mashups and remixes should be allowed. In my eyes I see it as free advertisement.”  - U.K. M, 18-21 “I think large organizations should view mash-ups as free advertising and be glad that they're getting extra exposure, as long as no one is making money off it..”  - Canadian F, 26-29

/SURVEY/ETHICS/ ETHICAL FRAMEWORKS VARY BY NATION (2014/15 DATA) US Phil Aust Malay Canada NZ UK India S. Afr Innovation Use Value Legal Aesthetic Power Expression Commercial Authentic Industry Continuity

Law

/COPYRIGHT LAW/ CHANGES AFOOT IN COPYRIGHT LANDSCAPE (OCTOBER 2015 EDITION) TPP COMPLETION:  LONGER (C) TERMS  ANTI-CIRCUMVENTION DRM MANDATE  RESTRICTIONS ON FAIR USE CISA PASSAGE:  IDENTIFIES IP AS A “CYBERSECURITY” ISSUE  GRANTS LEGAL IMMUNITY FOR CORPORATE SURVEILLANCE FAIR USE WINS:  GOOGLE BOOKS  LENZ V. UNIVERSAL TUFAMERICA V. JAY-Z Domestic OPEN LICENSING:  CREATIVE COMMONS:  1 BILLION LICENSED WORKSInternational DMCA EXEMPTIONS

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