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1. Background Hypotheses Database Analysis Conclusions
The Use of Creative Commons Licenses in
Cultural Contents
Production and Distribution
Massimiliano GAMBARDELLA
massimiliano.gambardella@gmail.com
EconomiX, University Paris Ouest
March, 2012
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

2. Background Hypotheses Database Analysis Conclusions
Introduction
The Technological Shock
The technological shock, caused by New Technologies and the
Internet:
introduces digital goods, that seems to be similar to
common goods (non-rival and non-excluable)
allows new actors to across the economic and technical
barriers and to create new contents (“Open Video”)
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

3. Background Hypotheses Database Analysis Conclusions
Introduction
Formal Institution
All organization structures are based on Formal Institutions:
understandable
accepted
shared
Creative Commons licenses represent the Formal Institution
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

4. Background Hypotheses Database Analysis Conclusions
Introduction
Creative Commons licenses
These licenses allow creators to communicate which rights they
reserve, and which rights they waive for the benefit of recipients or
other creators
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

5. Background Hypotheses Database Analysis Conclusions
Introduction
Licenses
1 Attribution alone (by)
2 Attribution + Non-commercial (by-nc)
3 Attribution + NoDerivs (by-nd)
4 Attribution + ShareAlike (by-sa)
5 Attribution + Non-comm. + NoDerivs (by-nc-nd)
6 Attribution + Non-comm. + ShareAlike (by-nc-sa)
7 (Public Domain) (PD)
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

6. Background Hypotheses Database Analysis Conclusions
Introduction
Motivations to contribute
Extrinsic Motivation
Monetary
administrative commands (Valentinov, 2007)
money (Valentinov, 2007)
Non-Monetary
reputation (Lerner and Tirole, 2002)
career concerning (Lerner and Tirole, 2002)
peer recognition (Lerner and Tirole, 2002)
sharing innovation (Harloff et al., 2003)
Intrinsic Motivation
activity itself (Lakhani and Wolf, 2005; Valentinov 2007)
ego motivation (Lerner and Tirole, 2002; Lakhani and Wolf 2005)
solve particular need (von Hippel, 1988, 2005; Johnson, 2002)
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

7. Background Hypotheses Database Analysis Conclusions
Introduction
The extrinsic non-monetary and intrinsic motivations compensate
for a lower salary and incentivise volunteering and donations
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

8. Background Hypotheses Database Analysis Conclusions
Introduction
For-Profit
uses monetary motivations
Non-Profit
benefits from extrinsic non-monetary and intrinsic motivations
(Valentinov, 2007)
attracts community interest and contributions (Belleflamme et
al., 2011; Lambert and Schwienbacher, 2010; Stewart et al., 2006)
Informal
not organized
they do not have monetary ressources
they are not abre to use extrinsic non-monetary and intrinsic
motivations
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

9. Background Hypotheses Database Analysis Conclusions
results
Hypothesis 1
H1 For-Profit creators tend to use a high degree of openness in
both production and diffusion
Because of their legal status they are not able to attract
interest and contribution from community
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

10. Background Hypotheses Database Analysis Conclusions
results
Hypothesis 2
H2 Non-Profit creators tend to use a high degree of openness
only in diffusion
Because of their legal status they are already able to attract
interest and contribution from the community
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

11. Background Hypotheses Database Analysis Conclusions
results
Hypothesis 3
H3 Informal creators tend to use a low degree of openness only in
diffusion
Because they need to attract interest and contribution from
the community, but they still keep the possibility to
commercialize the content
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

12. Background Hypotheses Database Analysis Conclusions
Constructing The Sample
The Internet Archive
Creation of Original Database of video in CC from IA
Investigation in February 2010
Why IA? Because of CC advices (web and tool)
I drop items:
because of not detailed informations (license/creator/year)
created before the 2003 (because the first CC was used in
December 2002)
Total items analyzed: 999
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

13. Background Hypotheses Database Analysis Conclusions
Constructing The Sample
Degree Openness in CC licenses
Degree of Openness Production Diffusion
Maximum PD PD
CC by CC by
Medium CC by-sa CC by-sa
CC by-nc CC by-nd
CC by-nc-sa
Minimum CC by-nd CC by-nc
CC by-nd-nc CC by-nc-sa
CC by-nc-nd
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

14. Background Hypotheses Database Analysis Conclusions
Constructing The Sample
Variables
OpenProdDeg. The degree of openness in production
OpenDiffDeg. The degree of openness in production
Informal. This dummy variable checks the absence of legal stat.
For-profit. This dummy variable checks the FP legal status
Non-profit. This dummy variable checks the NP legal status
Public. This dummy variable checks if is a PA
...Public Administrations tend to use the higter degree of openness, beacuse of law
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

15. Background Hypotheses Database Analysis Conclusions
Impact of Legal Status on Openness in Produciton
Table: Ordered Logistic Regression and Marginal Effects Results (1)
(Dep. Var.) (Marginal Effects)
OpenProdDeg Maximum Medium Minimum
Informal (d) -1.085∗∗∗ -0.231∗∗∗ 0.0611∗∗∗ 0.170∗∗∗
(0.158) (0.0292) (0.0110) (0.0305)
For Profit (d) -0.609∗∗∗ -0.135∗∗∗ 0.0443∗∗∗ 0.0904∗∗∗
(0.138) (0.0289) (0.00884) (0.0230)
Non Profit (d) -1.370∗∗∗ -0.262∗∗∗ 0.0159 0.246∗∗∗
(0.241) (0.0334) (0.0259) (0.0551)
N 999 999 999 999
Log lik. -989.3 -989.3 -989.3 -989.3
Chi-squared 67.28 67.28 67.28 67.28
p 1.64e-14 1.64e-14 1.64e-14 1.64e-14
Marginal effects; Standard errors in parentheses
(d) for discrete change of dummy variable from 0 to 1
∗
p < 0.05, ∗∗ p < 0.01, ∗∗∗ p < 0.001
Public is dopped to avoid the multicollinearity problem
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

16. Background Hypotheses Database Analysis Conclusions
Impact of Legal Status on Openness in Produciton
For-Profit and Informal tend to adopt a degree of openness in production highter that Non-Profit
This supports H1, H2 and H3
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

17. Background Hypotheses Database Analysis Conclusions
Impact of Legal Status on Openness in Diffusion
Table: Ordered Logistic Regression and Marginal Effects Results (2)
(Dep. Var.) (Marginal Effects)
OpenDiffDeg Maximum Medium Minimum
Informal (d) -1.233∗∗∗ -0.259∗∗∗ 0.0693∗∗∗ 0.190∗∗∗
(0.166) (0.0292) (0.0126) (0.0329)
For Profit (d) -0.760∗∗∗ -0.166∗∗∗ 0.0548∗∗∗ 0.111∗∗∗
(0.147) (0.0296) (0.00907) (0.0256)
Non Profit (d) -0.830∗∗∗ -0.174∗∗∗ 0.0441∗∗∗ 0.130∗∗∗
(0.183) (0.0334) (0.00909) (0.0350)
N 999 999 999 999
Log lik. -983.5 -983.5 -983.5 -983.5
Chi-squared 68.76 68.76 68.76 68.76
p 7.88e-15 7.88e-15 7.88e-15 7.88e-15
Marginal effects; Standard errors in parentheses
(d) for discrete change of dummy variable from 0 to 1
∗
p < 0.05, ∗∗ p < 0.01, ∗∗∗ p < 0.001
Public is dopped to avoid the multicollinearity problem
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

18. Background Hypotheses Database Analysis Conclusions
Impact of Legal Status on Openness in Diffusion
For-Profit and Non-Profit tends to adopt a high degree of openness in diffusion higher than Informal
This supports H1, H2 and H3
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

19. Background Hypotheses Database Analysis Conclusions
Hypotheses
Hypothesis 1 is confirmed
For-Profit creators are more likely to adopt a high degree of
openness in both production and diffusion
We interpret this founding as the result of the intent:
to be more attractive sharing the control of the production
process and than to benefit from contribution of people who
are motivated by extrinsic non-monetary and intrinsic
motivations
to maximize the diffusion in order to increase the contributions
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

20. Background Hypotheses Database Analysis Conclusions
Hypotheses
Hypothesis 2 is confirmed
Non-Profit creators are more likely to adopt a high degree of
openness only in diffusion
We interpret this founding as the result of the intent:
to maximize only the diffusion in order to increase the
contributions, because they are already able to attract
community contribution because of their legal status
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

21. Background Hypotheses Database Analysis Conclusions
Hypotheses
Hypothesis 3 is confirmed
Informal creators:
production: tend to adopt a degree of openness less open than
For-Profit, but more open than Non-Profit
diffusion: tend to adopt a low degree of openness
We interpret this founding as the result of the intent:
to share part of the production process to attract contributors
keep the diffusion process to commercialize
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution

22. Background Hypotheses Database Analysis Conclusions
Merci!
*picture under
cc-by-nd 2.0
Thank you
for your attention!
Comments? Questions?
Massimiliano GAMBARDELLA
EconomiX, University Paris Ouest
massimiliano.gambardella@gmail.com
This document is under Creative Commons license 3.0 Attribution -
Massimiliano GAMBARDELLA massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
The Use of Creative Commons Licenses in Cultural Contents Production and Distribution