MOLA Overview of Theorists Lesson Power Point

8/2/2019 MOLA Overview of Theorists Lesson Power Point

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Media in the Online Age-

-- The theory of:

Anderson (2006)

Tapscott & Williams (2006)

Leadbetter (2006)



Chris Anderson – The Long Tail - 2006

! The distribution pattern of goods has changed because of the internet. This has enabled the following:! No longer confined to traditional costs for distribution and

advertising – business costs

! The web provides a series of consumer points

! Niche audiences can be reached and provided for due toabove

! ‘Blockbusters’ are still important

! The distribution pattern has changed because there aremore sales in the ‘long tail’ than before – so you get morefrom selling to your niche audience than the mass audience

! The consumption pattern has changed as now the audiencecan get whatever they want, when they want

MAIN TEXT = The Long Tail Anderson Wiki.pdf



Key Words for Anderson

! The Long Tail

! Niche Audience

! Demand/Supply Drivers

! Peer-to-peer

! Crowd sourcing

! Crowd casting

! Virtual Communities

! Buzz Marketing

! Viral Marketing

! Microsites

! Pay per click

! Search engine optimisation

! Inventory storage

! Opportunity cost

Linked closely with CLAY SHIRKY

- Used his ideas from ’Power Laws, weblogs and inequality” Feb 03



Wikinomics – Tapscott & Williams 2006

! Ideas around how mass collaboration changes everything

! The idea is that there is a new, deeper way to understand corporatestrategy and economy

! The new principles are:

! Openness! Peering

! Sharing

! Acting Globally

! Old models haven’t disappeared but new ones are emerging around

! COMMUNITY

! COLLABORATION! SELF-ORGANISATION

! Moving beyond HEIRARCHY and CONTROL



Peering

! Tools required to collaborate, create value and compete

are at everyone’s fingertips

! Co-Creation

! Cheap

! Little Effort

! Dynamic online communities

! Net Generation (Tapscott)

! B-Webs (clusters of businesses working together)



Peer-production models

! Alternative model of producing goods and services that rely entirely on SELF ORGANISATION

! Self organising = egalitarian communities of individuals who cometogether voluntarily to produce a shared outcome

! Use of public licenses that guarantee users the right to share andmodify creative works, providing modifications are shared

! Work is ‘best’ when the product is information or culture

! The work can be ‘chunked’ out to individuals easily by producers

! Cost of re-integrating the individual work is low

! Profit can be made from Open Source



continued…

! ‘Enabling conditions’ for Peer Production are ‘present

and growing’:

! Access to computer power

! Transparency

! Globalisation

! Democratisation of knowledge and skills! Increasing complexity of systems

! “Ideagoras”

! Companies out-source problems – work on R & D

! Solve together without having to employ more people



“Prosumers”

! Converging position with customer as co-innovator

! Customers use the web to ‘generate prosumer

communities’

! Companies finding ‘Lead Users’

! Lead Users – people who stretch the limits of existing

technology and often design their own product

prototypes in the process – often eventually appealing

to mainstream markets



Prosumer Behaviours

! Treat ‘your’ product as a platform for their own

innovation and collaboration

! This happens whether you grant them permission or not

! If ‘you’ don’t stay ‘with them’, they invent around you,creating opportunities for competitors

! Better to sacrifice some control than lose the edge to

your competitors!



Wiki workplaces – what they look like!

! Products should be

! Modular

! Re-configurable

! Editable

! Wiki-workplaces – peer-to-peer reputation rating

services



Collaborative Minds

! Changes in the ways knowledge is gathered by business

! Harnessing external knowledge, resources, talent

! BEING OPEN – force for good e.g. Amazon, Ebay. Flickr

! PEERING – new modes of production and audiencebehaviour

! SHARING – leveraging open-source

! ACTING GLOBALLY – network R & D, even acrosscontinents



Key Words for Wikinomics

! Fragmented future

! Web as platform

! Network as platform computing

! Architecture of participation

! Participatory web

! AJAX programming

! RSS

! Syndication

! Tags

! Extensions

! Authoring

!Peering

! Collaboration

! Net generation

! B-webs

! Self-organising



More key words…

!Digital commons! Creative commons

! Peer production

! Lead users

! Mashups

! Modular

! Intellectual property

! Globalisation

! Open-source

!Participation! Egalitarian

! Modding

! Ideagoras

! Prosumers

! Re-mix culture

! Platform Incentive

SystemsKey Article: ‘WikinomicsSummary.pdf’



Web 2.0! RIA – rich internet application

! WOA – web oriented architecture

! Social Web

! ANDREW MCAFEE – 2006 – features/characteristics of Web 2.0

!SLATES! Search

! Links

! Authoring

! Tags

! Extensions

!Signals! ARTICLES: ‘Web 2.0 O’Reilly Wiki.pdf’



We think – Charles Leadbetter - 2008



Summary of ‘We-think’

! Mass collaboration – no longer mass consumption

! Mass innovative production – people collaborate and

share ideas and inventions

! For Leadbetter, ideas only take life, become productive

and can be fully developed when they are shared

! Society has been like this for a long time – Web 2.0 just

massively enables this process

! He has 5 Cs



Leadbeater’s 5 Cs

! CORE of participants who are active, help the community

! A mix of people who CONTRIBUTE to the community –emphasis on ‘mix’

! People need to CONNECT – sharing ideas/interests/plans

! Structured COLLABORATION – have a purpose and a setof planned, structured exercises/activities to help maintaininterest and give people reasons to collaborate

! CREATE – ability to create something – either as groups,sub-groups or independently – a key is to bring all the

collaborations together meaningfully



Leadbeater’s Buzz Words

! Creating a culture where people can

! PARTICIPATE

! SHARE

! COLLABORATE

! Web platforms for CREATIVITY and INNOVATION

! Democratic – more voice to people and ability to self

organise

! Freedom – more people can be creative

! Equality – freedom comes from having more knowledge



BUT!

! Open to abuse of privacy

! Participation can become a cacophony

! Collaboration only sustained and reliable under

conditions that allow users to self-organise

! Freedom vs Profit – from content/services

! Mass collaboration vs control (top down)



Key Texts, Articles, Web Pages and Videos– all on P Drive – Students/Media/aaYr13 2011 12/Media in the online age

! Key texts/articles:

! ‘WE THINK animation overview images ALL sm.pdf’ andMP4 file of same name

! ‘we think leadbeater getabstract summary.pdf’

! ‘We think summary fresh networks.docx’

! ‘leadbeater10_index.html’

! ‘Creative Commons Wiki.pdf’

! ‘Cloud culture summary Jadu blog.pdf’

! ‘Charlie-Leadbeaters-Keynote-Summary-on-Cloud-Culture_-How-Cloud-Computing-Will-Change-Culture-and-

Politics.html’! PODCAST – ‘We the media Dan Gilmor podcast.mp3’

MOLA Overview of Theorists Lesson Power Point

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