TATION pRÆSEN Aarhus, August 9 2010 AARHUS UNIVERSITY Cross-Media Anja Bechmann
Sep 18, 2014
TATION pRÆSEN
Aarhus, August 9 2010 AARHUS UNIVERSITY
Cross-Media Anja Bechmann
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Did you know 4.0? http://www.youtube.com/watch?v=6ILQrUrEWe8&feature=related (the third annual media convergence forum, october 2009 – 4:46)
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 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 › Workshop
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 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 the challenge of connecting old and new media in integrated production facilities
Source: Bechmann (2009). Crossmedia, PhD dissertation
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Two cross-media perspectives
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Media circulation Crossmedia storytelling (universe communication)
Source: Bechmann (2009). Crossmedia, PhD Thesis
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Challenges in the change proces › New business models
› Bundling and unbundling › Nuances of cope (create once play everywwhere) › Keep position as central unit in the network › Control mechanisms
Acr. Description
CAP Create and Play
DAL Discover and Link
FAD Fetch and Distribute
OAP Open and Play
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Source: Bechmann (2009). Crossmedia, PhD Thesis
Content
Content/Code
User User producer
producer
producer
producer producer producer
producer
producer
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
SNS and user engagement
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Challenges in the change proces › New business models
› Bundling and unbundling › Nuances of cope (create once play everywwhere) › Keep status as passage point in the network › Control mechanisms
Acr. Description
CAP Create and Play
DAL Discover and Link
FAD Fetch and Distribute
OAP Open and Play
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Source: Bechmann (2009). Crossmedia, PhD Thesis
Content
Content/Code
User User producer
producer
producer
producer producer producer
producer
producer
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Challenges in the change proces › New business models
› Bundling and unbundling › Nuances of cope (create once play everywwhere) › Keep status as passage point in the network › Control mechanisms
Acr. Description
CAP Create and Play
DAL Discover and Link
FAD Fetch and Distribute
OAP Open and Play
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Source: Bechmann (2009). Crossmedia, PhD Thesis
Content
Content/Code
User User producer
producer
producer
producer producer producer
producer
producer
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
http://bambuser.com/channel/tuija/broadcast/459890
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Challenges in the change proces › New business models
› Bundling and unbundling › Nuances of cope (create once play everywwhere) › Keep status as passage point in the network › Control mechanisms
Acr. Description
CAP Create and Play
DAL Discover and Link
FAD Fetch and Distribute
OAP Open and Play
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Source: Bechmann (2009). Crossmedia, PhD Thesis
Content
Content/Code
User User producer
producer
producer
producer producer producer
producer
producer
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Change processes
Efficiency Innovation Career Profession
› ’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), generalist
competences (supplementing expertise competences eg. Across media - technical AND content knowledge)
› Different interests forms crossmedia in different directions – alliances of interest
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Create and Play
Fetch and Distribute
Discover and Link
Open and Play
Generalist
Project Management
Innovation Network collaboration
Versioning
Efficiency
Profession
Carreer
Media circulation Universe production
specialist
Media characteristics
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
SHORT BREAK?
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 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 2011). User-Created TV (in Danish).
Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
User innovation and crossmedia (OAP) › Distinguish between: Reactive and
proactive production patterns
› Unique/context sensitive vs. Expert solution Source: Eric von Hippel (2005) Democratizing innovation
Production patterns
Reactive Proactive
Unique/context sensitive
User producers (review, niche content)
User framing/innovation (concept)
Expert solution
Coworkers (research, power law content)
Potential competition (software, hardware)
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
› CNN and Twitter: › http://www.cnn.com/video/#/video/international/2009/03/19/
ic.march.twitter.bk.a.cnn
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
User innovation and crossmedia (OAP) Production patterns
Reactive Proactive
Unique/context sensitive
User producers (review, niche content)
User framing/innovation (concept)
Expert solution
Coworkers (research, power law content)
Potential competition (software, hardware)
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
BREAK
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Digital cross-media
› Digital Cross-media: › The study of strategic communication designed for more than one digital platform
› 1. Saving profile data on internet servers accessible through login (account) › 2. often offering more than one service or different data entry points (eg. Video, geotagging, text) › 3. data is often used to target relevant content (and advertisements) = Surrounded by Relevance
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Google: Cloud computing & multiservice
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Google: Cloud computing & multiservice
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 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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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Foursquare: check-in & geotagging game
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 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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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Another take on user production & innovation › Bruns on crowdsourcing:
1. Feeding the hive 2. Helping the hive 3. Harboring the hive 4. Harnessing the hive 5. Harvesting the hive 6. Hijacking the hive
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
WORKSHOP Looking at Google, Bambuser and Foursqare:
› 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?
› 3. Looking at Bruns different ways of exploiting user input how would you characterize the service?
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Cross-Media ANJA BECHMANN
Assistant Professor, PhD
Aarhus, August 9 2010 AARHUS UNIVERSITY
Thank You!
Anja Bechmann, Aarhus University, +45 28552144 [email protected]
www.facebook.com/anjabp www.twitter.com/anjabp
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