Wikinomics 2

7/27/2019 Wikinomics 2

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Terminology Recap

Technological convergence

Cross-media convergence

Synergy

Web 2.0 Prosumer

New ecosystem

Creative Commons

Open source software Democratisation

UGC


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The Key Elements of

Wikinomics


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Can you sum up the basic essence of

Wikinomics?

In one sentence

In one word


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Wikinomics = collaboration


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Remember

Tapscott & Williams (2006)

Wiki = a page on the web which multiple

people can edit and amend

Wiki = now a metaphor for collaboration

Wikinomics = the economics of collaboration


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7 new models of mass collaboration

Peering Pioneers

Ideagoras

Prosumers New Alexandrians

Platforms For Participation

The Global Plant Floor The Wiki Workplace


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Task

Read through your theme.

Try to condense the information into some

key points on a PowerPoint slide.

Try to use your own examples.

Be ready to explain the theme to the rest of

the class.


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The 4 Wikinomic Principles


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Wikinomics 1: Peering Free sharing of material on the internet

This changes economics beyond recognition

why?


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Negatives

Bad news for people who want to protect

their creative materials


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Task 10 mins

Go online and explore www.ourstage.com

Be ready to explain how this site provides us

with a good example of peering
http://www.ourstage.com/http://www.ourstage.com/


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Peering

Radically different to the buy-sell attitude

were used to from the music industry

Record labels are forced to depart from

traditional methods in order to secure success

Do you think this practice is widespread?

How does peering work in opposition to the

music industrys objectives?


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Peering with Online News

Collaboration online allows for news stories to

grow and develop

Sharing material online allows for greater

understanding of current affairs and allows

consumers to become involved

News stories are instantly available


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Guardian.co.uk

Unlike the paper version, users are able to

comment


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The Riots


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If you dont want to share?

Hard luck: your business will suffer if you

dont

The theory dictates that if material isnt freely

available in some form or another, consumers

wont be interested

Do you agree?


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Recap

What was the first principle of Wikinomics?

Can you name TWO examples we looked at to

support the claim?

For each of these, are there any counter-

arguments as to why they dont really reflect

how media is

produced/distributed/consumed?


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Wikinomics 2: Free Creativity

Individuals creating, adapting, editing,

changing existing media

Positive, natural outcome of the free market

trying to regulate and control online remix

activity is impossible to stop (why?)


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Music Industry

Also known as fan-fuelled creativity

Mash-ups, ringtones, remixed tracks, fan

videos

Digital files can be opened easily by music

software and edited


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From the music industry blog

The late 20th century revolved around mass

production and distribution of fixed, physical music

formats. But as physical media formats die away to

be replaced by modifiable digital alternatives, theearly 21st will become increasingly characterized by

mass customization of music. The creator-fan

effectively turns music into open sourced software,

where the original song is simply release version 1.0.An artist and her label can either embrace or fightthis dynamic, but either way it will happen

regardless.


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Creative Commons

A way to licence content in order to protect

Intellectual Property

Allows for the original rights of a song to be

retained whilst giving open permission for

others to adapt and remix

Benefits of this?

Where would opposing it get you?


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Wikinomics 3: Democratisation

Tapscott & Williams say that both peering and

free creativity have democratised media in a

completely new way

They also say that we media journalism

contributes to this democratisation.


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Task

Person A: write half a page which supports

these claims, giving examples

Person B: write half a page which dismisses

these claims, giving examples


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Wikinomics 4: Acting Globally

Because of Web 2.0, Tapscott & Williams say

that thinking globally is inevitable.

The internet is the worlds biggest coffee

house a virtual space in which a new blog is

created every second

National and cultural boundaries are

inevitably reduced


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Task

1) List as many different ways as possible you

can communicate with someone in Singapore

over the internet

2) Identify which of these would lend

themselves to music production or

distribution, adding if necessary

3) Identify which would lend themselves to

news / journalism production and distribution


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Wikinomics 5: A Perfect Storm

Created by the following things combined:

Web 2.0

Demographics (young digital natives)

A global economy (all companies must think

internationally now that boundaries have been

broken down)

The force of this, according to T&W, isimpossible to resist


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Thus, operating a business without utilising

the internet, and particularly Web 2.0, will

result in failure


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What to do with this theory

Make sure you understand it

Have examples you can apply to the different

principles

Be able to evaluate and criticise

Documents

Wikinomics 2