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Apresentação feita no evento "O Futuro da Educação", promovido pela Affero, nos dias 16 e 17 de outubro, no Rio de Janeiro e em São Paulo.
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How Content Gains Meaning
and Value in the Era of
Spreadable Media
How Content Gains Meaning and Value in the Era of Spreadable Media
Henry Jenkins, USC
Content is transmediia
Content is Transmedia
Transmedia storytelling
represents a process where
integral elements of a fiction get
dispersed systematically across
multiple delivery channels for
the purpose of creating a unified
and coordinated entertainment
experience. Ideally, each medium
makes it own unique
contribution to the unfolding of
the story.
ADAPTATION EXTENSION
STORY
WORLD
CHARACTER
Four Primary Functions of
Transmedia:
1. Explore the world
Four Primary Functions of Transmedia:
1. Explore the world
3. Flesh Out Secondary
Characters
3. Flesh Out Secondary Characters
2. Extend the Timeline
2. Extend the Timeline
4. Extend opportunities for
audience engagement 4. Extend opportunities for audience engagement
The Problem of Engagement
State of Rio Funding:
• “audiovisual projects in which content is developed, complementary, in multiple media, in order to explore and maximize the potential and characteristics of each one of them”
• “spreading, stimulate and strengthen the culture of our state.”
• For the past five years, Brazil has been among the top five countries of the world, often ranking ahead of the United States, Japan, and other extremely developed countries, in terms of the amount of time the average user spends online.
• Brazil and India have been neck and neck in terms of social media usage, first on Orkut and now also on Facebook.
• Over the past few years, Brazil has shown the greatest growth among the world’s leading economies in terms of its consumption of media and entertainment products.
• The Brazilian market for computer and mobile games is expected to grow at a rate of 7.7 percent per year through 2015.
• Online video consumption in Brazil underwent an amazing increase of 74% between December 2010 and December 2011.
Brazil – Hybrid Model
• Mixed Media, Music, Telenovela
• Documentary, Advertising
• Logic of Entertainment Education
• Focus on Cross-Cultural Understanding
• Rio Content Market Competition
• The Alchemists
• Public-Private Funding
Content is Participatory
Web 2.0 critique
Grab snapshots/thumbnails
for the various videos
included her
http://dmlcentral.net/blog/raq
uel-recuero/brazil-kids-using-
digital-media-teach-each-
other-change-culture
*Special thanks to Raquel Recuero .
Content is remixable
Content is Remixable
content is spreadable Content is Spreadable
"We are all susceptible to the pull of viral
ideas. Like mass hysteria. Or a tune that
gets into your head that you keep on
humming all day until you spread it to
someone else. Jokes. Urban legends.
Crackpot religions. Marxism. No matter how
smart we get, there is always this deep
irrational part that makes us potential hosts
for self-replicating information."
\\ Neal Stephenson
Circulation vs.
Distribution
Link to:
http://www.youtube.com/watc
h?v=KStnbXWfnuk
Content is Global
Content is Global
appropriation
collective intelligence networking
negotiation judgment
play performance
simulation
multitasking distributed cognition
transmedia navigation
4Cs
Fandom and Informal Learning
“Education either functions as an
instrument which is used to
facilitate integration of the younger
generation into the logic of the
present system and bring about
conformity or it becomes the
practice of freedom, the means by
which men and women deal
critically and creatively with reality
and discover how to participate in
the transformation of their world.”
― Paulo Freire, Pedagogy of the
Oppressed
“Play is the work of childhood” -- Jean Piaget
“Play is the work of
childhood” -- Jean Piaget
Key Features
•A network of networks –
context matters
•Transparency while still
respecting privacy
•Mentoring Matters --
Assessment of
participation as well as
expertise both as a
network and an individual
•Co-Learning …everyone
can share their
knowledge and build
upon each other --
REMIX
•Collections of challenges
by themes or a multi-
linear paths.
Discove
r.
Learn. Teach.
