The Evolution of Creativity

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<1>

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2times

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everyyear

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3days

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>450,000

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ComicMarket

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Comiket

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buy/sell doujinshi

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media by fans

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amateurs

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enthusiasts

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[Lilian Fourhand video]

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original

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original

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“rip”

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“mix”

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“burn”

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[Gradius video]

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[Airrade video]

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RW

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culture

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not onlyconsume

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“producedelsewhere”

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actively

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make

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customize

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<2>

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2006

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webservice

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ニコニコ動画(Nico Nico Douga)

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real-timecomments

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novel interactions

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1.sing along

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1.sing along

2.cheer

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1.sing along

2.cheer

3.boo

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1.sing along

2.cheer

3.boo

4.survey

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1.sing along

2.cheer

3.boo

4.survey

5.typing lessons

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content

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evolve

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KumikyokuNico Nico Douga

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[Kumikyoku video]

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So what?

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100+

derived

versions

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slightmodifications

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crossovers

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personal, artistictouches

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build uponone another

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Something alwaysgets created

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creativity

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visible

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in your face

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inviting

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fun

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culture

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<3>

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why?

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meme

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“a theoretical unit ofcultural information”

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1.catch phrases

2.tunes

3.beliefs

4.fashions

5.technologies

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1.catch phrases

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1.catch phrases

2.tunes

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1.catch phrases

2.tunes3.beliefs

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1.catch phrases

2.tunes3.beliefs

4.fashions

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memes ≈ genes

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replicate

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propagate

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natural selection

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extinct

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survive

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evolve

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mutation

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inheritance(crossovers)

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Nico Nico Douga

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a meme = a video

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large complex of memes(memeplex)

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evolve fast

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conducive toevolution

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norms

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fosters

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natural selection

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evolution

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<4>

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user interface

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real-time comments

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easy togive impressions

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want to comment

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fun

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see

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sing along

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make noise

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a part of the mob

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contribute

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decorate

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fun to upload

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more feedback

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see how people react

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much more fun

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visualization

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more incentives

to create

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discovery

of interesting videos

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promote

social causes

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detract from

natural selection

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editors

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agendas

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steal

spotlight

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from

truly popularvideos

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<5>

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norms

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doujinshi

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encourage

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derivative

works

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evolution

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easy access

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source material

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rapid feedback

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people already want

to derive

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not only

the Japanese

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everyone

wants to derive

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doujinshi

=

derivative works

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no permission

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America

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lawsuits

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Japan

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opposite

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Comiket

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>30 years

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increasingly

commercial

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$245M

in 2007

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15% of

Otaku industry

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anime DVDs

manga

video games

figures

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lack of

resources

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“We don’t haveenough lawyers.

There just aren’t

enough resources

to prosecute cases

like this.”

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norm

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legacy

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live with it

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manga creators

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manga creators

were/are

doujinshi creators

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restricting

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strong

repercussion

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consumers

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creators

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adapted

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Comiket

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best opportunities

to sell goods

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“Lucky Star no

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Kiwami, AAA”

[Shiteyanyo]~

“Lucky Star no

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Kiwami, AAA”

[Shiteyanyo]~

“Lucky Star no

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Kiwami, AAA”

[Shiteyanyo]~

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norm

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held

by industry

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enforced

looselyby consumers/creators

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free to

build upon

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evolve

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<6>

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Nico Nico Douga

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UI

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user participation

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accelerate

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creativity

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norm

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encourage

derivation

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informally

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protects

uploaders

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publishers’

control

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moral of the story

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foster

creativity

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2 things

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(1) make it fun

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(2) make it free

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commons

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(1)

easy

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(2)

much harder

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change law

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reduce

copyright’sscope

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make

doujinshi normstrong

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do something

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rights to derive

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protected by the law