HEJ 231 Lecture Notes - Lecture 12: Product Placement, Participatory Culture, Disruptive Innovation
30 Jun 2018
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Department
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Journalism week 12: Participatory Culture
- Shift from previous model of media engagement (broadcast model) to post-
broadcast
oNot simple broadcast, it is participatory
oVoice of audiences more visible
oWho are these people that were previously referred to as audiences
oProliferation of media technology/channels and viewing context:
Phones: now days are a space of communication and
connection
Social media
Photos
oCan develop your own media portfolio through new platforms
- Fragmented audience:
oLong tail effect
- Changes over time: film hypothesizes over what will happen
oInteresting imagery around the one button
Apple Model
Complexity of interaction
oWe have lost but we have also gained
oAnxieties around having clearer imagery:
Overcome by digital
Quality radically degraded without
oCultural engagements were seen
Though some were gender stereotypes
- Look at disruptiveness:
oComparison with computer and the alphabet and books
oAmusing take of disruptive technology
oDifferent practices in order to use correctly
- IKEA ad:
oPower of the bookbook
- Is participatory culture:
oAn extension of consumer culture
oAn attempt to control the means of cultural production and circulation
Fans controlling
Technologies suggest a shift in audience actions in desires to
engage in entertainment
As well as political interest
- Defining participatory culture:
oAffiliation: memberships, formal and informal, in online communities
centered around various forms of media
Being part of something
Social media membership
Representing identity in this space
oExpressions: producing new creative forms (digital sampling, skinning
and modding, an fiction writing)
Form of expression
Creations can involve new forms
find more resources at oneclass.com
find more resources at oneclass.com
Skinning/modding: adding characters from TV to video games
oCollaborative problem solving: working together in teams, formal and
informal, to complete tasks and develop new knowledge
Wikipedia
Shape the flow of media
oCirculations: shaping the flow of media
Broadcasting, blogging
- Audiences dealing with political statements in a post-modern way, in which
people will resonate with
- Fans participate assert mastery over mass produced texts:
oSkinned, mods
oForm basis for social interactions
oTransformed into something new
oNot passive anymore
oUses material as an active resource
Not just ranting about it
Create own media material that spreads more
- Resistance vs. participation: Jenkins
oMoves around Coca Cola
oAre fans wanting to subvert and over throw things that are bad? No,
they now engage in it and create other forms of outlets
Parody
Not disrupting: be seen as someone who is competent and
created
oHowever, still some resistance
Not purely collaborative
Still desire for resistance and upsetting the order of things
Questioning
- Emotional ad
oCirculate through effectiveness
oParticipation in making a non-patronizing way
oNot a judgmental space
oUsing same cultural resources of popular media
oYoutube: audience do the work of being an audience member
Social media: Harfoush, Rahaf 2009
- incorporating grassroots practices with modern ways
- how people share political agendas
- many people think the election was pilotable in creating new movements
ograssroots movements
oappealing to undecided voters
oemotions as well as strategic advertising and product placement
- American election campaign:
oIncreasingly social media circulation spaces are involved
oCreate messages here in this space
oSignificant in terms of the voters that will see and reach
oIn Australia:
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Phones: now days are a space of communication and connection. Photos: can develop your own media portfolio through new platforms. Changes over time: film hypothesizes over what will happen: interesting imagery around the one button. Complexity of interaction: we have lost but we have also gained, anxieties around having clearer imagery: Quality radically degraded without: cultural engagements were seen. Look at disruptiveness: comparison with computer and the alphabet and books, amusing take of disruptive technology, different practices in order to use correctly. Is participatory culture: an extension of consumer culture, an attempt to control the means of cultural production and circulation. Technologies suggest a shift in audience actions in desires to engage in entertainment. Defining participatory culture: affiliation: memberships, formal and informal, in online communities centered around various forms of media. Representing identity in this space: expressions: producing new creative forms (digital sampling, skinning and modding, an fiction writing)
