HEJ 231 Lecture Notes - Lecture 2: Collective Intelligence, Killer Application, Moral High Ground
3 Jul 2018
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Media Cultures week 2: Web 2.0
Why do people pirate: Australians
- Parents buy which is unique to Australia
- Globally available right away
oIf it were available immediately then people wouldn’t mind buying it
oCompanies keeping money out
oLouis K comedian
oExample of moral economy
oIn an era of in demand immediate access
oSurrounded by wonderful age of internet access
oOn demand
oPersonalized delivery
oDifferent agendas:
Consumers agenda not always the one that is recognized
Producers agendas differ
- One discourse (pirating) highlighting the ease
- Web 2.0 coined in 2004. Where does this definition stand today
oUser friendly
- Conversations circulating around industry, audience and media?
oWhat are the cultures that exist currently
oFragmented? More complicated?
oMedia right holders and platforms
Comic-con: promote, hype, generate interest around upcoming
Generate online interests
Mostly online
Making everyone a pirate: leaked trailers
Media engagement: wanting to foster relationship in which
audiences engage
Do something with media content that then circulates
communities for more than one reason
Illegal pirating: at Comic-con asked not to film the trailers
Footage got leaked later anyway: asked to be removed
Suicide squad trailer was leaked before online
Moral high ground: lots of time put into this release and pirates
have spoilt the primal face-to-face release
But hang on? You want this stuff to go viral and circulate?
Even bad press is good press
All in aid of publicity
Making of media and publicity
Is it really illegal?
Is it actually great?
Confusion about this debate around industry telling off fans
Don’t we need this generation anyway
oWho is the audience:
Teens love youtube personalities more than movie stars
Celebrity culture shifting from not only movie celebrities but
amateurs, DIY
find more resources at oneclass.com
find more resources at oneclass.com
New ecology: what are celebrities and has Youtube changed
this?
Transition space that we are currently in
- Web 2.0:
oOver emphasis on commercial culture engagement
oEngaging the internet content and then using internet to leverage it
oThis is a commercial, money-based experience
oIts value, reason and rationale is for making money
oWhy are we interested in pirates? A commercial exchange
o‘not enough focus given to the social dimensions’
omoral economy: authenticity and transparency of the communicator
ofriction points have as much to do with social relations
oWeb 2.0 companies, discourse around them are defined by the ease of
use for users
Amazon makes books easier to find
Faste than local book store
oPlenty of examples around this: ‘alienated labor’ experience
oAnd assembly line returning profit back to the companies
oVideo game examples: Steve
Modding controversy
Not being talked about or described as people who have values
and interests, just that we are consumers
Need other ways to describe so we don’t lose this opportunity
of new ways of recognizing phenomena
What is fostering millions of views and shares
The time we spend with particular content
oTim O’Reilly reading:
At a pivot point, shift in new engagement in practices
Manifesto that sets a light on business practices
What are the potential of the interest with a few key companies
and applications
Google: 2004 was just a search engine
New emerging industry practices that are very different
Google: user orientate philosophy
Kickstarter: sourcing a collective intelligence
Do something that as individual you couldn’t do
yourself
oJenkins suggest we need new ways of talking about the types of media
culture we are seeing at the moment
What is wrong with 2.0
Its 10-11 years old now
Different types of engagements occurring now
At a culture level, not just media side of web 2.0
Look deeper than platform businesses and look at the culture
oAudiences are apart of the creating process: defining point
oRepresenting ideas of ‘platforms used for sharing (myspace amazon
sharing eg’s.) and business’
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Consumers agenda not always the one that is recognized. Where does this definition stand today: user friendly. More complicated: media right holders and platforms. Comic-con: promote, hype, generate interest around upcoming. Media engagement: wanting to foster relationship in which audiences engage. Do something with media content that then circulates communities for more than one reason. Illegal pirating: at comic-con asked not to film the trailers. Footage got leaked later anyway: asked to be removed. Suicide squad trailer was leaked before online. Moral high ground: lots of time put into this release and pirates have spoilt the primal face-to-face release. Confusion about this debate around industry telling off fans. Don"t we need this generation anyway: who is the audience: Teens love youtube personalities more than movie stars. Celebrity culture shifting from not only movie celebrities but amateurs, diy. Transition space that we are currently in.
