Presentacion cervantes toniroig

Cultura digital y tendencias actuales en creación audiovisual

Remix Cinema. Instituto Cervantes, 23rd March, 2011

Antoni RoigDirector of the Audiovisual Media Undergraduate

Programme and the Media Innovation Postgraduate Programme UOC/ Digitalent

Universitat Oberta de Catalunya (UOC)

Digital Culture and Current Trends in Audiovisual Creation

Digital culture and current tendencies in audiovisual creation: participatory media projects

• Overview of changes in media content creation • Dimensions of aperture and key terms• On participation• La Wikipeli (The Wikimovie)• El Cosmonauta (The Cosmonaut)• Panzer Chocolate• Malviviendo (Living badly)• Arros movie (Rice Movie)• Conclusions

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Changes in media content creation (1/2)

•Notions like ‘audiences’ ‘spectators’ or ‘receivers’ become insufficient to describe contemporary media uses.•‘Consumer’ as ‘collaborator’.•Involvement of individuals or communities into certain products → end of a ‘massified’ and ‘distanced’ approach to content production.•‘Implication’ as opportunity to be turned into value. •Dissolution of the distance between creators and consumers.•Lose of control over properties and crisis of pre-existent models•Coexistence and hibridation of different models.

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Changes in media content creation (2/2)

•Content creators inside and outside the industry (not all creators want to be ‘recruited’).•Multiple motivations for implication (not only profit). •Wider diversity because of flexibilization of use and implication of communities.•From models based on licences to models based on services.•Value of crossmedia: flexibility in its relation between creators and engaged publics.

Adapted from the Think Tank Report (Power To The Pixel, 2009)

Great diversity of innovative projects...

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... under a context of uncertainty

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Aperture of access

Aperture

of experience

Aperture of processes

Aperture of technology

Some key terms:

Participation Collaboration Media convergenceCo-creationInnovationCopyrightVoluntary workRemixAppropriationCrossmediaTransmediaHybrid modelsCrowdfundingCrowdsourcingParticipatory cultureOpen source…

On participation

Participation ≠

Participation as a process in which different agents are involved, and where they recognize and influence each other over and above established hierarchical levels → Always related to decision-making.

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Access

Information diffusion

Opinion through voting

Interaction

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La Wikipeli (The Wikimovie)

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La Wikipeli

- Two editions, 2009 (‘Universes’) and 2010 (‘Fear‘).- Linked to the brand image of brewing company Mahou (support to

Spanish Cinema).- ‘Fear’ trailer still appears by default in the main page of Mahou.es.- Concept of La Wikipeli developed by prestigious advertising agency

DoubleYou.- Young actors from TV primetime hits (appeal to young audiences)- 3257 ‘co-directors’ in its first edition, leaded by José Corbacho and

Juan Cruz (‘Tapas’).- 6034 ‘co-directors’ in its second edition, leaded by Jaume Balagueró

(‘REC’).- Uncertainty about a third edition.

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La Wikipeli. Some relevant data:

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El Cosmonauta (The Cosmonaut)

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El Cosmonauta. The ‘plan’:

- Project presented in spring 2009.- Press coverage through the main mainstream media in Spain.- Winner of the first INVI Prizes (RTVE) in October 2009.- International Support (Europe and the USA).- Selected among the most innovative european projects in the Pixel

Pitch, Power To The Pixel 2010.- Spring 2010: presentation of ‘The plan’, its business model.- November 2010: project enters in pre-production stage (funding

deals achieved)- Spring 2011: shooting scheduled.- Close to 3000 ‘producers’.- Their core team is still to finish their undergraduate media studies.

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El Cosmonauta. Some relevant data:

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Panzer Chocolate

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- Spain is witnessing different innovative initatives in users’ engagement in the development, financing and promotion of projects → It is possible and it’s happening.

- Even if they are mostly restricted formulas.- Notions like ‘participation’, ‘collaboration’ or ‘crossmedia’ are

overused in order to present projects as innovative.- Web and social media as key drivers (mainstream media is playing

its part from a distance).- Uncertainty in a conservative industry (business models,

copyright...) - Financing as the weakest link: emerging new mediators (project

curating, crowdfunding…).

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Conclusions:

Gracias por su atención/ Thanks for your attention

aroigt@uoc.edu