Transcript
TATION XPKDKADK
FEBRUARY 1 2013
AARHUS UNIVERSITY
Cross-media Anja Bechmann
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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[PRESENTATION ]
› Cross-media › New business models and challenges › The innovation networks of cross-media
› Break › Digital Cross-media › Examples & my new research › Workshop?
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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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 physically integrated media (former seperated) and the challenge of connecting old and new
media
Source: Bechmann (2009). Crossmedia, PhD dissertation
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Passagested
CM-koncept
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Illustration 2 p. 81 – crossmedia-production model
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
FLOW DESIGN: CONTENT
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Two cross-media perspectives
Media circulation Universe communication
Source: Bechmann (2009). Crossmedia, PhD dissertation
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
FLOW DESIGN: CONTROL
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Challenges in the change proces
› New business models › Bundling and unbundling › Nuances of cope › Keep status as passagepoint in network › Control mechanisms
Bet. Beskrivelse
CAP Create and Play
DAL Discover and Link
FAD Fetch and Distribute
OAP Open and Play
Source: Bechmann (2009). Crossmedia, PhD dissertation
Content
Content/Code
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Cross-media perspectives
› New business models › Bundling and unbundling › Nuances of cope › Keep status as passagepoint in network › Control mechanisms
Bet. Beskrivelse
CAP Create and Play
DAL Discover and Link
FAD Fetch and Distribute
OAP Open and Play
Source: Bechmann (2009). Crossmedia, PhD dissertation
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
11
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
12
Cross-media perspectives
› New business models › Bundling and unbundling › Nuances of cope › Keep status as passagepoint in network › Control mechanisms
Bet. Beskrivelse
CAP Create and Play
DAL Discover and Link
FAD Fetch and Distribute
OAP Open and Play
Source: Bechmann (2009). Crossmedia, PhD dissertation
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
13
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
14
Cross-media perspectives
› New business models › Bundling and unbundling › Nuances of cope › Keep status as passagepoint in network › Control mechanisms
Bet. Beskrivelse
CAP Create and Play
DAL Discover and Link
FAD Fetch and Distribute
OAP Open and Play
Source: Bechmann (2009). Crossmedia, PhD dissertation
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
FLOW DESIGN: USER PARTICIPATION
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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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 2010). User-created tv as entertainment (in Danish).
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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User involvement and crossmedia (OAP)
› Distinguish between: Reactive -> (productive) -> proactive
Production patterns
Reactive Proactive
Unique/context sensitive
User production
User innovation
Expert solution
Coworkers Potential competition
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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› CNN and Twitter: › http://www.cnn.com/video/#/video/international/2009/03/19/
ic.march.twitter.bk.a.cnn
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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User involvement and crossmedia (OAP)
› Distinguish between: Reactive -> (productive) -> proactive
Production patterns
Productive Proactive
Unique/context sensitive
User User innovation
Expert solution
Coworkers Potential competition
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
DESIGNING PROCESSES
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Change processes
› ’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), general kompetences (supplementing expertise competences eg. Across media and technical AND content knowledge)
› Different interests forms crossmedia in different directions – alliances of interest
Efficiency Innovation Career Profession
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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Create and Play
Fetch and Distribute
Discover and Link
Open and Play
Generalister
Projektledelse
Innovation
Netværkssamarbejde
Konceptuel
Navigationel
Version
Funktionel
Translativ
Effektiviseringsalliancen
Innovationsalliancen
Professionsalliancen
Karrierealliancen Fastholdelse
Mediecirkulation Univers-produktion
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Digital cross-media
› Cross-media as cross-platform & interoperability of data
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Google: Cloud computing & multiservice
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Google: Cloud computing & multiservice
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Foursquare: checkin & geotagging game
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
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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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
2012/13 RESEARCH
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
DIGITAL CROSSMEDIA
› FACEBOOK CROSS-PLATFORM & DATA INTEROPERABILITY
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
› Sutor (2011) critics the use of the term ‘interoperability’ for not taking into consideration the intent of opening up the code. He argues that we need to distinguish between actual interoperability where parties connect in symmetrical power relations and intraoperability where software providers are dominant in terms of market share, attitude or acquiescence (Sutor 2011, p. 214) and want to “suck all-important data and processing into the central software econsystem”.
› In the case of social networks and open APIs we see the case of intraoperability where software developers agree upon an assymmetrical power relationsship where they connect to Facebook and Google, enhancing the importance of their standards and thereby making them stronger and more powerful as a passage point in the network (Castells 2009; Latour 1987; Bechmann, 2009).
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Three types of interoperability
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
The engaged user (Bechmann & Lomborg, New Media and Society)
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Preliminary findings
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Preliminary findings
Only 9,4% or 1009 out of 10,707 status updates on participants walls are made made outside Facebook status update text field on PC
(Facebook Platform launched May 24, 2007 & first iphone november 2007 (wikipedia) – first data entry is from 2008 in our system
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Preliminary findings
Only one update (out of 10,707) is made through Twitter (The participants have not connected the two services. Either they are not on Twitter OR it must indicate that participants do not post same updates on the two services even though it is possible)
Only six (out of 4100) news updates on their newsfeeds were sent from Twitter. This indicates that the same tendency goes for their network of friends
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Preliminary findings
3,4% (362 out of 10,707) wallposts are created through Facebook for iPhone or Facebook for Android
(this may indicate that even though Facebook registers increase of traffic through smartphones, this is primarily viewing/lurking activity)
10,7% (440 out of 4120) of news updates in their newsfeeds are created through Facebook for iPhone or Facebook for Android
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Preliminary findings
13 out of 4120 newsfeeds was sent from Facebook for ipad
3 partipants pasted 13 (out of 10707) wall posts from Facebook for ipad
(again maybe ipad is used for reading primarily) (BUT remember that Facebook for ipad is newly introduced (first wifi ipad released in US April 3 & EU May 28, 2010, wikipedia) and total wallposts are from 2008 and onwards)
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Preliminary findings
0,8% (84 out of 10,707) wallposts are checkins or place-tagged photos The checkins are three categories from going out/partying (most checkins & pics), traveling or from college/home
Also 0,7% (30 out of 4120) of news in the newsfeeds are checkins or place-tagged photos
Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
Thank You!
Anja Bechmann, Head of Digital Footprints Research Group, AU
+45 5133 5138 anjabechmann@gmail.com // @anjabechmann
Digitalfootprints.dk // @digifeet
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Crossmedia ANJA BECHMANN
Ass Professor
FEBRUARY 1 2013 AARHUS UNIVERSITY
WORKSHOP
Looking at Facebook or Foursquare:
› 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?
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