Transcript Jenkins - ITU old blogs

Henry Jenkins
Convergence Culture - introduction
Convergence Culture – handler om relationen mellem tre koncepter:
• mediekonvergens (media convergence)
• deltagelseskultur (participatory culture)
• kollektiv intelligens (collective intelligence)
Convergence refers to a process, not an endpoint that is going to happen
with enough bandwidth
Henry Jenkins
Convergence Culture - introduction
Convergence - I:
“The flow of content across multiple media platforms, the cooperation
between multiple media industries, and the migratory behavior of media
audiences ….” (s. 2)
“… is a word that manages to describe technological, industrial, cultural,
and social changes depending on who’s speaking and what they think
they are talking about .” (s.3)
Henry Jenkins
Convergence Culture - introduction
Convergence - II:
“ …occurs within the brains of individual consumers and through their social
interactions with others.” (s.3)
“ Consumption has become a collective process ….None of us can know
everything; each of us knows something; and we can put the pieces
together if we pool our resources and combine our skills.”(s.4)
Henry Jenkins
Convergence Culture - introduction
Convergence - III:
“… is both a top-down corporate-driven process and a bottom-up
consumer-driven process.” Corporate convergence coexist with
grassroots convergence” (s.18)
Henry Jenkins
Convergence Culture - introduction
Lisa Gitelman – A model of media in two levels:
1) A medium is a technology that enables communication.
(= delivery system)
2) A medium is a set of associated “protocols” or social and cultural
practices that have grown up around that technology.
Pointe: Delivery technologies come and go, media persist as layers in an
ever more complicated information and entertainment stratum.
http://www.deadmedia.org (pt. dødt link)
Henry Jenkins
Convergence Culture - introduction
The Black Box Fallacy:
The notion that all media one day will converge to one black box
(“the universal remote”).
Reality: Hardware is diverging, content converges.
“Old media never die…What dies are simply the tools we use to access
media content”
Ex. Recorded sound is the medium. CD, mp3 file, 8 track cassettes are
delivery technologies.
Henry Jenkins
Convergence Culture - introduction
Spørgsmål: Hvordan ser jeres samling af ‘delivery’ teknologier ud?
Henry Jenkins
Convergence Culture - introduction
3 terms that pushes the media industry towards convergence:
Extensions: Expansion of the potential markets by moving content across
different delivery systems. (Matrix, Star Wars, Sims, Harry Potter)
Synergy: The economic opportunities represented by their ability to own
and control all of those manifestations.
Franchise: Their coordinated effort to brand and market content under
these new conditions.
Henry Jenkins
Convergence Culture - introduction
Spørgsmål:
• Hvad betyder relationen mellem de aktive medskabende forbrugere, den
stadige strøm af nye adgangsteknologier og de kommercielle interesser
fra ophavsretshavere og medievirksomheder for fremtidens
medielandskab?
• Hvilke underholdningsprodukter vil vi se flere af ?
• Hvilke vil vi se færre af?
Henry Jenkins
Transmedia Storytelling 101 & Searching for the Origami Unicorn
Transmedial historiefortælling
(fx i cases som: The Matrix, Blade Runner, LOTR)
1. En proces hvor elementer af fiktion systematisk distribueres på flere
platforme for at danne en sammenhængende oplevelse. Ingen medier
rummer den totale fortælling eller urtekst. (Matrix: film, spil, MMO,
animation, tegneserier, web, dokum.)
2. Reflekterer medievirksomheders stræben efter synergi (Økonomisk
incitament, kultfilm).
3. Er bygget op omkring komplekse og fiktive verdener frem for bestemte
karakterer/plots.
4. Benytter ‘extensions’ (Matrix: narrative elaboreringer, forlængelser,
sidehistorier) via andre medier.
5. Der er flere brugerindgange (‘point of entry’) til historien via forskellige
medier.
Henry Jenkins
Transmedia Storytelling 101 & Searching for the Origami Unicorn
6. Hver delfortælling er en afrundet og meningsfuld enhed og påvirker
samtidig til ‘den store fortælling’ (additive comprehension).
7. Er mest succesfuld når konceptet udtænkes af én forfatter / én institution
og som ét samlet projekt pga. koordineringsudfordring med specialister.
8. Ideelt æstetisk format til netværkssamfundet. Udnytter den kollektive
intelligens og videndeling både for designere og forbrugere.
(Brugeren er jæger og samler af fejl, information, clues, quotes and
metaquotes)
9. Spreder ikke bare information, men angiver regler og mål som brugeren
kan performe i deres eget liv og leg og bygge videre på med egne
historier. (co-creation)
10. Efterlader sprækker og huller i historien som brugerne selv fylder ud.
(co-creation, ex. LOTR)