Cross media presentation

TATION pRÆSEN

Aarhus, August 9 2010 AARHUS UNIVERSITY

Cross-Media Anja Bechmann

Cross-Media ANJA BECHMANN

Assistant Professor, PhD


Did you know 4.0? http://www.youtube.com/watch?v=6ILQrUrEWe8&feature=related (the third annual media convergence forum, october 2009 – 4:46)

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[PRESENTATION ] ›  Cross-media ›  New business models and challenges ›  The innovation networks of cross-media

›  Break ›  Digital Cross-media ›  Examples ›  Workshop




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Cross-media

›  Cross-media: The study of strategic communication/production using more than one platform

›  Concentrating on universes with internet and mobile phones ›  Concentrating on the challenge of connecting old and new media in integrated production facilities

Source: Bechmann (2009). Crossmedia, PhD dissertation




Two cross-media perspectives

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Media circulation Crossmedia storytelling (universe communication)

Source: Bechmann (2009). Crossmedia, PhD Thesis




Challenges in the change proces ›  New business models

›  Bundling and unbundling ›  Nuances of cope (create once play everywwhere) ›  Keep position as central unit in the network ›  Control mechanisms

Acr. Description

CAP Create and Play

DAL Discover and Link

FAD Fetch and Distribute

OAP Open and Play

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Content

Content/Code

User User producer

producer

producer

producer producer producer

producer

producer




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SNS and user engagement

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›  Bundling and unbundling ›  Nuances of cope (create once play everywwhere) ›  Keep status as passage point in the network ›  Control mechanisms

Acr. Description

CAP Create and Play



OAP Open and Play

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Content

Content/Code

User User producer

producer

producer


producer

producer




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Acr. Description

CAP Create and Play



OAP Open and Play

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Content

Content/Code

User User producer

producer

producer


producer

producer




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http://bambuser.com/channel/tuija/broadcast/459890






Acr. Description

CAP Create and Play



OAP Open and Play

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Content

Content/Code

User User producer

producer

producer


producer

producer




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Change processes

Efficiency Innovation Career Profession

›  ’New’ ways of working

›  Shared understandings of crossmedia work: ›  Project management: handling COPE (DAL, OAP, FAD, CAP), crosspromotion, functional division, versioning & allocation of

resources ›  Production: knowledge sharing & collaboration, network production (internal and external collaboration), generalist

competences (supplementing expertise competences eg. Across media - technical AND content knowledge)

›  Different interests forms crossmedia in different directions – alliances of interest

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Create and Play

Fetch and Distribute

Discover and Link

Open and Play

Generalist

Project Management

Innovation Network collaboration

Versioning

Efficiency

Profession

Carreer

Media circulation Universe production

specialist

Media characteristics




SHORT BREAK?

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History of user influence/involvement ›  Continuation of interactivity (Jensen 1995 – tv vs. webpages):

›  Transmission – consultation, conversation, registration

›  User Production (Syvertsen 2006 tv vs. Sms-tv) ›  Reactive (little influcence), reactive (more influence), interactive (most influence)

›  User Innovation (von Hippel 2005 trad. Media vs. Open source) ›  Internal motivated, probabilistic, process/not problem solving, equipotentiality not hieararchy, granular,

small scale contribution, shared not owned content (Benkler & Bruns 2008) ›  User-led innovation: in-segment-variation (nicheproduction), tools for user innovation process,

complementary products for the user innovation

Source: Bechmann (forthcoming 2011). User-Created TV (in Danish).




User innovation and crossmedia (OAP) ›  Distinguish between: Reactive and

proactive production patterns

›  Unique/context sensitive vs. Expert solution Source: Eric von Hippel (2005) Democratizing innovation

Production patterns

Reactive Proactive

Unique/context sensitive

User producers (review, niche content)

User framing/innovation (concept)

Expert solution

Coworkers (research, power law content)

Potential competition (software, hardware)

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›  CNN and Twitter: ›  http://www.cnn.com/video/#/video/international/2009/03/19/

ic.march.twitter.bk.a.cnn

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User innovation and crossmedia (OAP) Production patterns

Reactive Proactive

Unique/context sensitive

User producers (review, niche content)

User framing/innovation (concept)

Expert solution

Coworkers (research, power law content)

Potential competition (software, hardware)

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BREAK

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Digital cross-media

›  Digital Cross-media: ›  The study of strategic communication designed for more than one digital platform

›  1. Saving profile data on internet servers accessible through login (account) ›  2. often offering more than one service or different data entry points (eg. Video, geotagging, text) ›  3. data is often used to target relevant content (and advertisements) = Surrounded by Relevance

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Google: Cloud computing & multiservice

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Google: Cloud computing & multiservice

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Bambuser: Live user broadcast with geotagging ›  WALKTHROUGH:

http://www.youtube.com/watch?v=JwinszmBtL4&feature=related

›  WEBSITE: http://bambuser.com/channel/glance01/broadcast/941322

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Foursquare: check-in & geotagging game

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Difference between cross-media & digital cross-media ›  “content” change ›  Business models in the traffic and number of users (attention economy) ›  Business models in the number and quality of contributions (moral economy) ›  Digitial platforms exclusively makes seamless exchange of data possible and

targeting more precise

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Another take on user production & innovation ›  Bruns on crowdsourcing:

1.  Feeding the hive 2.  Helping the hive 3.  Harboring the hive 4.  Harnessing the hive 5.  Harvesting the hive 6.  Hijacking the hive

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WORKSHOP Looking at Google, Bambuser and Foursqare:

›  1. Using the types of COPE from the traditional media – can they describe digital cross-media: In what way and where is cross-media different in the service?

›  2. How would you describe the user’s role from the matrix suggested in the presentation?

›  3. Looking at Bruns different ways of exploiting user input how would you characterize the service?

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Thank You!

Anja Bechmann, Aarhus University, +45 28552144 [email protected]

www.facebook.com/anjabp www.twitter.com/anjabp

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Documents

Cross media presentation