Joanna’s comment in response to Rachel’s Blog on “Content Creators and users of the future!!”

The following comment was made on a post in Rachel’s Blog.

I found your post quite an interesting read. Web 2.0 has definitely opened many doors for citizens, with almost anyone being able to become producer of content. Users can create, edit and distribute content.

I agree with your statement “news and information provided by online new services, television and radio seem to only provide what is deemed necessary by its journalists”. Only a particular point of view seems to be portrayed by mainstream media and certain facts seem to be emitted. However, citizen journalism overcomes this by presenting the full picture, with ordinary citizens presenting these important facts. Edmonds (2005) suggests that user-generated blogs and videos can be used as a means for supporting mainstream news. They can also be used to present background information about a report, as well as an alternative view on a story (Edmonds, 2005).

As you mentioned in your blog wikipedia is a prime example of collaboration and produsage. It is a social software tool which allows for the widespread collaboration of large communities and is available in open source, meaning that users can edit, create and extend existing information (Bruns, 2007).

Also, I would just like to mention that there is an interesting website called current.com, where ordinary citizens can upload their own news stories online. Users can rate videos and the most popular stories each day get played on television.

In summary, any user can become a content creator. Users possess the skills to lead the future of produsage and citizen journalism.

Bruns, A. 2007. Produsage: Towards a Broader Framework for User-Led Content Creation. http://produsage.org/files/Produsage%20(Creativity%20and%20Cognition%202007).pdf (accessed April 10, 2008).

Edmonds, R. 2005. As Blogs and Citizen Journalism Grow, Where's the News?. http://www.poynter.org/content/content_view.asp?id=91391(accessed April 10, 2008).

Joanna’s response to Bianca's Blog on The Rise of DIY Media in the Music Industry Part 2.

The following comment was made on a post in Bianca's Blog.

I really enjoyed reading your post it was very interesting. The music industry has greatly changed due to web 2.0 technologies, virtual communities and the digitisation of content (Flew, 2005). Users now have more access to music through websites, fan forums, P2P networks, online streaming - Last.FM and various other sites. With music sales decreasing, it is only understandable that bands have had to find new ways to promote their music.

It’s quite fascinating how more and more bands, have taken the DIY approach to distribute their own music online, at their own prices. Bands themselves are relying on social networking sites including their own official websites and Myspaces to sell their music.

It was stated in your post that Nine Inch Nails released source files of certain songs. As source files can be manipulated, this gives consumers the opportunity to edit and share content making them a produsers, both a consumer and producer or remixer of music. This type of activity is a prime example of produsage which is “the collaborative and continuous building and extending of existing content in pursuit of further improvement” (Bruns, 2007).

I would also like to add that Terra Firm whom acquired EMI has considered on cutting budgets in order to focus on social networking sites such as Myspace to promote bands (Sandoval, 2007). They state that these networks can reach audiences with little costs, track consumer’s actions and strengthen their relationships (Sandoval, 2007). Labels are only now starting to really realise the real power of social networks.

In conclusion, the move towards DIY media has benefited many bands. As social networks and online communities have emerged bands have found new ways to release their music.

References

Bruns, A. 2007. Produsage: Towards a Broader Framework for User-Led Content Creation." http://produsage.org/files/Produsage%20(Creativity%20and%20Cognition%202007).pdf) (accessed May 7, 2008).

Flew, Terry. 2005. Virtual Cultures in Flew, Terry, New Media: An Introduction, Melbourne: OUP, pp.61-82.Sandoval, G. 2007. How the music industry will change in 2008.http://www.cnet.com.au/mp3players/musicsoftware/0,239029154,339286512,00.htm (accessed May 10, 2008)

Joanna’s comment in response to Annelise’s Blog “Power to the Audience”.

The following comment was made on a post in Annelise’s Blog.

I really enjoyed your post. People are truly starting to have power in media today. As the line between consumers and produsers diminishes, this gives room for more freedom and expression (Bruns, 2007). Rather than just being passive listeners, consumers are becoming active participants and content creators (Bruns, 2007). They are able to choose what media they watch and when they watch it.

“The selection and quantity of new tools and technologies available have enabled consumers to engage and express their creativity with a lot more ease”. I definitely agree with this statement. Before Web 2.0 consumers simply did not have the resources to produce and share their creations. However, with applications such as Youtube, Flickr, Jumpcut consumers can simply log into a site, use its software and share away.

“World Wide Web has become a ‘powerful distribution channel’”. This is absoultley true. As previously mentioned, consumers have the resources to create and distribute their own content. Brands can utilize sites such as blogs, forums and social networking sites to promote products. While, record companies can sell their products through online stores such as Itunes. Overall, anyone who has content to distribute has the opportunity in the World Wide Web due to its incredible freedom and flexibility.

I liked how you mentioned Big Brother and Idol as examples social power. I would like to add that these two programs are multi-platform events, which provide programming through multiple media (Roscoe, 2004). They resemble the changed patterns of media consumption in society today. Consumers not only become viewers of these programs but rather active participants. These types of programs work hard in creating relationships with their viewers and provide exclusive content for their fans. They give consumers power, by allowing them to vote for their favorites, download wallpapers/ringtones, watch behind the scenes episodes and read up on the latest news through official sites (Roscoe, 2004).

In conclusion the audience really does have the power in society today. They have become active participants in the new media environment influencing content.

References

Bruns, A. 2007. Produsage: Towards a Broader Framework for User-Led Content Creation." http://produsage.org/files/Produsage%20(Creativity%20and%20Cognition%202007).pdf) (accessed May 7, 2008).

Roscoe, J. 2004. 'Multi-Platform Event Television: Reconceptualizing our Relationship with Television'. The Communication Review, 7 (4): 363-369.

Online Gaming: The Sims and Second Life

Online Gaming is not about ordinary individuals playing games on the internet but rather about collaborative groups of individuals, creating user-generated content to enhance their gaming experience (Bruns, 2007). Games such as The Sims and Second Life encourage participatory culture by influencing users to engage with the game. Users have the ability to design designing new products and share them with others (Karlsson, 2008). Gamers are not just consumers of traditional software but have become producers of content, thus produsers. Bruns (2007) states that produsage is about “the collaborative and continuous building and extending of existing content in pursuit of further improvement”. Thus, these gaming environments are encouraging consumers to design their own world by creating, editing and sharing items.

In these communities people have the opportunity to create new online identities, which either become an entire new personality or reflect reality in some way (Liao, 2008; Flew, 2007). These communities basically have control of the “narrative” and determine where the story goes (Liao, 2008). These virtual gaming communities are not limited to geographic regions, but rather are determined by user interests. There exists a wide range of users with similar interests coming from various backgrounds to collaborate share information (Bruns, 2007). The fluidity and open participation of these environments allows users to freely move between the roles of a consumer and producer within the game (Bruns, 2007). Objects generated within these communities are not always finished and generally leave a space for improvement from others (Bruns, 2007).

The Sims is an early example of produsage. Almost 90% of content is created is generated by users (Bruns, 2007). They create content such as avatars, houses, families, backgrounds and changing existing items (The Sims 2.com, 2008). Users can post these creations on fan websites, blogs and forums for the entire world to see. In the Official Sims Forums users collaborate together on their experiences with the game, give hints and share there creations. These creations are then downloaded by other players and used within their own game. The Sims 2 has a special section called The Sims Exchange where signed up users can find user-generated items to download. Therefore, this type software gives users the opportunity to individualize and personalize there game, presenting a creative and unique experience.

Second Life is a virtual online world where users can connect, communicate and interact with each other and discuss their interests. It is about building a virtual community, meeting people, learning from others and exchanging ideas. Second Life consists of entirely of user-generated content with its creators encouraging users to build virtual worlds with the programming tools given (Jenkins, 2007; Au, 2007). Users engage in collective intelligence by collaborating, changing and editing parts of the game to improve it. They can create and edit almost anything from people, clothing, houses, furniture boats, shopping centers, clubs, almost anything (Au in Jenkins, 2007). In a sense, Second Life it like and extension to the real world, it mirrors the real world due to elements of reality it presents such as people, business, activities and social interactions (Liao, 2007). Users can also buy products and set up their own businesses and in return make money (Karlsson, 2007).

What’s interesting with Second Life is that not only are users engaging with this software, but major companies are using second life to “showcase their designs” (Jenkins, 2007). Brands are using this software to advertise and sell their products and target specific niche audiences with specific tastes (Berger, 2007). With over 13 millions users, marketers are taking the opportunity place their products in Second Life, by creating advertisements on buildings and naming places after them. Liao (2007) suggests that Second Life for businesses acts as both an extension of the real world and a representation of another type of real world. It has the ability to not only create its only culture but is able to reflect from its original culture (Liao, 2007)

As gaming becomes more active and participatory, ordinary users are getting the opportunity to showcase their creations. I think that gaming sites like Second Life provides good spaces for people to interact with users across the world. Not only can they meet people from different cultures but they can chat about their similar interests in an interactive, collaborative environment.

References

Au, W. J. 2006. Taking New World Notes. http://www.firstmonday.org/issues/special11_2b/au/index.html
(accessed May 5, 2008)

Au, W. J in Jenkins, H. 2007. Notes from a New World: An Interview with Wagner James Au (Part Two).
http://www.henryjenkins.org/2007/04/interview_with_wagner_james_au_1.html (accessed May 1, 2008)

Berger, M. W. Manon of Second Life: Teaching in the Virtual World.
http://etc.technologyandculture.net/2008/04/20/manon-of-second-life-teaching-in-the-virtual-world/ (accessed May 2, 2008)

Bruns, A. 2007. Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage. http://produsage.org/files/Produsage%20-%20Introduction.pdf) (accessed May 2, 2008)

Bruns, A. 2007. Produsage: Towards a Broader Framework for User-Led Content Creation.
http://produsage.org/files/Produsage%20(Creativity%20and%20Cognition%202007).pdf (accessed May 2, 2008)

Bruns, A. 2007. Uses for Second Life.
http://snurb.info/node/736 (accessed May 3, 2008)

Flew, Terry. 2005. Virtual Cultures in Flew, Terry, New Media: An Introduction, Melbourne: OUP, pp.61-82.

Jenkins, H. 2007. Second Life (Round Three) -- 'Nuff Said.
http://www.henryjenkins.org/2007/02/second_life_round_three_nuff_s.html
(accessed May 3, 2008)

Karlsson, J. 2008. Taking care of Xerox Business – Virtually. Research Technology Management 51 (1): 14.

Liao, C. L. 2008. Avatars, Second Life, and New Media Art: The Challenge for Contemporary Art Education. Art Education 61 (2): 87.

The Sims 2. 2008. The Sims 2 Home. http://thesims2.ea.com/
(accessed May 5, 2008)

Advertising and Marketing in the Interactive Age.

The rise of Web 2.0 technologies has given new opportunities for advertisers and marketers to reach their audiences. Instead of using traditional mainstream media vehicles to reach a mass audience, the internet allows advertisers to reach highly individualized niche audiences. New media is changing the advertising landscape and companies are moving towards the internet to inform consumers, strengthen brand relationships and reach more of an effective audience (Jenkins, 2006). Messages are being presented through banners, pop-ups, customized emails, viral campaigns, videos, gaming sites, online stores and blogs. The internet has allowed for two-way communication, suggesting that advertisers can interact directly with their audience to receive feedback and thus reach an effective audience (Ouwersloot & Duncan, 2008).

Consumers have become more individualized and fragmented and as a result choose the content they wish to see (Trendwatching.com, 2005). Online is a cost-effective medium used to target specific niche groups and underpin traditional mainstream media (Bruns, 2008). The internet has become a diverse space filled with visitors, information-gathers, content creators and bloggers from around the world. Users join multiple virtual online communities to discuss, create and share information related to their specific interests (Flew, 2005; Bruns, 2008). The online environment has become an interactive portal for advertisers and marketers to present new products and build brand image. As a result, brands are now allocating more budgets spending on targeted new media channels (Jenkins 2008; Marketing Week, 2008;).

The movement of consumers from a mass audience to niche audiences has meant that advertisers and marketers have had to find new ways to reach audiences (Trendwatching.com, 2005). In order to reach these highly fragmented audiences, Horvath (2007) suggests that there is a need to produce “highly tuned, customizable and targeted advertising”. This can be done by direct marketing schemes comprising of databases filled with customer interests, online behaviours and personal information (Granick, 2007; Horvath; 2007). Databases consist of information about age, gender, region as well as interests, online activities, purchasing habits and transactions (May, 2007). Granick (2007) suggests that these databases create a “detailed profile of visitors” and allow for ads to be specifically targeted and customized towards them based upon their “individual tastes”, resulting in highly direct personalized advertising. Amazon and Itunes use this direct mail technology by gathering user activity and transactions to present promotions and offers to consumers (May, 2007). Nabers (2001) suggests that “people give a lot of credit to advertising that goes out and finds them in their lives”. Thus, as customers have become more unique, they generally enjoy receiving targeted promotions, since they are personalized and relevant to their interests and thus are more likely to respond to them.

Social media has impacted business strategies and has made brands rethink ways of attracting customers. They have realized that they need to connect and strengthen their relationships with their audiences and to do this, need to become part of their networks (Fichter, 2007; Horvath; 2007). Brands have set out to create their own blogs, forums, MySpaces and Facebooks, posting the latest information about their products. To build greater brand relationships they have decided combine offline media and online media by inserting website links into traditional print ads, directing consumers towards their website as an avenue for information. This type of migration provides an added benefit to the customer as these websites become places to exchange ideas, meet other fans of similar interest and discuss the product (Horvath, 2007). Companies are now aiming to create content rich collaborative, web 2.0 websites, which allow consumers to interact and add value to the website by uploading stories, photos, videos and headlines (Horvath, 2007)

Fitchter (2007) suggests that consumers are becoming future communicators and sellers of products, by using word of mouth, blogs, videos and forums to advertise products. By sharing, producing and manipulating content about goods and services they are spreading the word and initially selling the product to their own online virtual community (May, 2007; Bruns, 2008). They use blogs (eg: adverblog) to post news, opinions or reviews and forums to share product experiences and find solutions. By posting video parodies on YouTube, consumers become producers of content. As result, they create their own DIY communities with their own virtual online audience (Bruns, 2008). An example is the MacBook Paper Parody, where someone created a paper version of the product, filmed it and posted it on their blog, through YouTube. This parody generated huge response and as a result, the producer gave users the opportunity to print out their own paper MacBooks. Thus, they were able to become sellers their product in a unique, individual, interactive way. However, as consumers become sellers of products, not all messages can be controlled. Many viral campaigns which spread the message via word of mouth, have become susceptible to this. Consumers may see a clip on a website and then send it to their friends via email, blogs or myspace and within days get a millions of hits (Horvath, 2007). The Dove Campaign for beauty is an example of this.

Using the means of the internet as an interactive promotion tools allows brands to reach their desired niche audiences. While, not all messages will have a positive response due to the free nature of online communities, they are still more likely to have a larger response rate. I feel that the future of advertising and marketing relies on the internet. As technology convergences and audiences become more niche brands need to move towards the internet to reach these consumers. I think the future of advertising will be interactive, cross promotional, viral and will be prominently featured on the internet and may use mainstream media as support mechanisms.

References
Bruns, A. 2008. KCB201 Virtual Cultures: Week 7 Podcast DIY Media and Collaboration. http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab=courses&url=/bin/common/course.pl?course_id=_29175_1 (accessed April 22, 2008).

Fichter, D. 2007. Seven Strategies for Marketing in a Web 2.0 World.
http://www.infotoday.com/mls/mar07/Fichter.shtml
(accessed May 1, 2008)

Flew, Terry. 2005. Virtual Cultures in Flew, Terry, New Media: An Introduction, Melbourne: OUP, pp.61-82.

Granick, J. 2007. Online Advertising: So Good, Yet So Bad for Us. http://www.wired.com/politics/law/commentary/circuitcourt/2007/05/circuitcourt_0509 (accessed May 1, 2008)

Horvath, S. 2007. Web2.0: The next frontier in digital business
http://www.smartersoft.com.au/index.php?_m=89&edVal=48
(accessed May 2, 2008)

Jenkins, H. 2006. Convergence Culture: When new and old media collide. New York. Queensland University of Technology, Course Materials Database. http://qut.virtual.qut.edu.au/portal/pls/portal/olt_materials_search_p?p_unit_code=KCB201

Jenkins, H. 2007. Switching Channels: Branding Network TV in an Era of Mass-less Media(Part One).
http://henryjenkins.org/2007/05/switching_channels_branding_ne.html (accessed May 1, 2008)

Marketing Week. 2007. Digital Insight: Online: where context is king. Marketing Week, Jan 10.

May, R. 2007. The Future of Media and Advertising. http://www.businesspundit.com/the-future-of-media-and-advertising/
(accessed May 1, 2008)

Nabers, E. 2001. Technology is changing the advertising business.
http://www.news.com/2100-1023-251882.html
(accessed May 1, 2008)

Ouwersloot, H., & Duncun. T. 2008. Integrated Marketing Communications. London: McGraw-Hill.

Trendwatching.com. 2005. Nouveau Niche.
http://www.trendwatching.com/trends/nouveau_niche.htm
(accessed May 2 2008)

Citizen Journalism - How do communities evaluate quality?

Communities evaluate quality by voting on websites on whether they like or don’t like the news stories published. Sites such as digg.com and current.com allow users to post newsworthy content. Viewers can then watch videos or read stories and decide on whether they like them or not. They almost instantaneously get feedback from their posts and this determines the quality of the news story.

Most of this content is created on the previously mentioned sites are created by an average audience, not necessary journalists meaning that content may not always be accurate. However, this is where the evaluating comes which determines the quality of the posts.

The Youtube Phenomena, can it get any greater?

The amount of content that can be found on YouTube is incredible. Users have millions of videos accessible right at their fingertips in a user-led, collaborative environment. Almost anything can be found on YouTube whether it be home-made movies, news stories, political debates, movie clips, viral campaigns and mash-ups, the list can go on forever. The key driving factor in this phenomenon has been the gradual shift from dial-up to broadband, which has given users instant access to fast downloads, rich content and social networking sites.

From its beginnings in early 2005, YouTube has taken the internet by storm. Originally designed to be a personal video sharing site, it has become one of the most visited sites on the internet, with around 100 million clips viewed each day (Gracy, 2007; Naím, 2007). A major factor in YouTube’s success has been its user user-friendly interface allowing users to easily navigate around the site (Gracy, 2007). A locatable search function enables users to easily find videos of interest and network with others with similar interests (Trier, 2007).There is also no need to “log in” to view clips with the video stream starting as soon as a page loads. A list of “related videos” allows users continuously click through clips of similar interests resulting in hyperlinking.

YouTube has aimed to not maintain ownership of content but rather set content free, its formula to success which has allowing users to embed and pass around videos in websites, blogs and social networking sites such as MySpace and Facebook (Gracy, 2007; Harven, 2007). Jenkins (2007) suggests that the ability to embed, share and pass-along videos with the “wow” factor, across numerous social networking platforms has been the key to YouTube’s success. The ability to add YouTube clips to such sites has provided users with the tools to enrich and expand their content, as well as to gain status by passing along their favourite clips with users of similar interests.

YouTube revolves around user-led content creations and users communicating in a participatory culture, encouraging each other to create, edit and share content and is a prime example of a Web 2.0 application (Bruns, 2007). YouTube has revolutionised the way users interact and create content. Not only are users viewers of content but they become both the producer and consumer thus a “produser”, engaging in produsage. Bruns (2007) argues that produsage is “the collaborative and continuous building and extending of existing content in pursuit of further improvement”. In this context users become producers by creating and posting videos and further building on others videos by creating responses. They become consumers by watching videos, commenting, tagging and favouriting videos. They are no longer passive consumers but instead active participants producing, editing and creating content. What makes YouTube so lucrative is its ability to allow any average user to convey information and knowledge to an online audience (Dearstyne, 2007). It is software that connects people and encourages users to become proactive “Do It Yourself” enthusiasts by sharing their public content with the world. Jenkins (2007) describes YouTube as “a meeting place for different subcultures, fan communities and other forms of participatory culture”. Users come together to shift and explore various themes and ideas as well as to admire content and give it greater recognition.

The content that exists within YouTube is enormous; almost anything and everything can be discovered. Hilderbrand (2007) states that YouTube content falls into 3 main categories - copied, appropriated and original. Copied content consists of copyrighted content such as television recordings, movie clips, trailers and news stories. These are clips of direct recordings of programs which have no alterations. Hilderbrand (2007) suggests that these clips tend to be the most wanted clips, as they easily allow users to catch up on new content and relive memorable ones. The next category is appropriated content which consists of existing material such as videos and songs, re-edited and remixed into new works. These are basically mashups with users remixing existing footage, creating amateur music videos, parodies, idol tributes and dance and lip-synching contests (Hilderbrand 2007). The third category is original content video which has no copyright content and mostly consists of users own innovative, unique home movies or video diaries. They can range from home videos to vblogs of their daily experiences, to “how to” tutorials. Thus, vast array of content available within YouTube allows users to become creative consumers.

Hilderbrand (2007) presents an interesting connection between mainstream TV and YouTube’s power. He suggests that some political debates have already been watched more times on YouTube than mainstream TV, making YouTube a powerful medium for politics. He also suggests that mainstream networks are starting to air content produced on YouTube, which demonstrates the power of YouTube.

So can YouTube get any greater than it already is with its enormous success? Well, being an active user of YouTube for both academic and leisure purposes, I think that it will continue to grow, participating, creating and collaborating and new content is added. I think that their might be a blur between mainstream media and YouTube meaning more YouTube gatherings and offline events. With companies already using Youtube at a mainstream level, are we looking towards Youtube TV perhaps? So who will decide on the future of Youtube? I assume “You” will.

I’ll conclude this post with a CNN report on Youtube:


References
Bruns, A. 2007. Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage. http://produsage.org/files/Produsage%20-%20Introduction.pdf) (accessed April 26, 2008).

Bruns, A. 2007. Produsage: Towards a Broader Framework for User-Led Content Creation.
http://produsage.org/files/Produsage%20(Creativity%20and%20Cognition%202007).pdf (accessed April 26, 2008).

Gracy, K. 2007. Moving Image Preservation and Cultural CapitalMoving Image Preservation and Cultural Capital. Academic Research Library 56 (1): 83.

Hilderbrand, L. 2007. YouTube: Where cultural memory and copyright converge. Film Quarterly 61 (1): 48.

Jenkins, Henry. 2006. Taking the You Out of YouTube?. http://henryjenkins.org/2006/11/googtube_tv_20_or_bubble_20.html (accessed May 1, 2008).

Naim, M. 2007. The Youtube Effect. Foreign Policy 1 (58) : 104.

Trier, J. 2007. “Cool” engagements with YouTube: Part 1. Journal of Adolescent & Adult Literacy 50 ( 5): 408.