Henry Jenkins Convergence Culture - introduction

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1 Henry Jenkins Convergence Culture - introduction
Convergence Culture – handler om relationen mellem tre koncepter: mediekonvergens (media convergence) deltagelseskultur (participatory culture) kollektiv intelligens (collective intelligence) Convergence refers to a process, not an endpoint that is going to happen with enough bandwidth

2 Henry Jenkins Convergence Culture - introduction
Convergence - I: “The flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behavior of media audiences ….” (s. 2) “… is a word that manages to describe technological, industrial, cultural, and social changes depending on who’s speaking and what they think they are talking about .” (s.3)

3 Henry Jenkins Convergence Culture - introduction
Convergence - II: “ …occurs within the brains of individual consumers and through their social interactions with others.” (s.3) “ Consumption has become a collective process ….None of us can know everything; each of us knows something; and we can put the pieces together if we pool our resources and combine our skills.”(s.4)

4 Henry Jenkins Convergence Culture - introduction
Convergence - III: “… is both a top-down corporate-driven process and a bottom-up consumer-driven process.” Corporate convergence coexist with grassroots convergence” (s.18)

5 Henry Jenkins Convergence Culture - introduction
Lisa Gitelman – A model of media in two levels: 1) A medium is a technology that enables communication. (= delivery system) 2) A medium is a set of associated “protocols” or social and cultural practices that have grown up around that technology. Pointe: Delivery technologies come and go, media persist as layers in an ever more complicated information and entertainment stratum. (pt. dødt link)

6 Henry Jenkins Convergence Culture - introduction
The Black Box Fallacy: The notion that all media one day will converge to one black box (“the universal remote”). Reality: Hardware is diverging, content converges. “Old media never die…What dies are simply the tools we use to access media content” Ex. Recorded sound is the medium. CD, mp3 file, 8 track cassettes are delivery technologies.

7 Henry Jenkins Convergence Culture - introduction
Spørgsmål: Hvordan ser jeres samling af ‘delivery’ teknologier ud?

8 Henry Jenkins Convergence Culture - introduction
3 terms that pushes the media industry towards convergence: Extensions: Expansion of the potential markets by moving content across different delivery systems. (Matrix, Star Wars, Sims, Harry Potter) Synergy: The economic opportunities represented by their ability to own and control all of those manifestations. Franchise: Their coordinated effort to brand and market content under these new conditions.

9 Henry Jenkins Convergence Culture - introduction
Spørgsmål: Hvad betyder relationen mellem de aktive medskabende forbrugere, den stadige strøm af nye adgangsteknologier og de kommercielle interesser fra ophavsretshavere og medievirksomheder for fremtidens medielandskab? Hvilke underholdningsprodukter vil vi se flere af ? Hvilke vil vi se færre af?

10 Henry Jenkins Transmedia Storytelling 101 & Searching for the Origami Unicorn
Transmedial historiefortælling (fx i cases som: The Matrix, Blade Runner, LOTR) 1. En proces hvor elementer af fiktion systematisk distribueres på flere platforme for at danne en sammenhængende oplevelse. Ingen medier rummer den totale fortælling eller urtekst. (Matrix: film, spil, MMO, animation, tegneserier, web, dokum.) 2. Reflekterer medievirksomheders stræben efter synergi (Økonomisk incitament, kultfilm). 3. Er bygget op omkring komplekse og fiktive verdener frem for bestemte karakterer/plots. 4. Benytter ‘extensions’ (Matrix: narrative elaboreringer, forlængelser, sidehistorier) via andre medier. 5. Der er flere brugerindgange (‘point of entry’) til historien via forskellige medier.

11 Henry Jenkins Transmedia Storytelling 101 & Searching for the Origami Unicorn
6. Hver delfortælling er en afrundet og meningsfuld enhed og påvirker samtidig til ‘den store fortælling’ (additive comprehension). 7. Er mest succesfuld når konceptet udtænkes af én forfatter / én institution og som ét samlet projekt pga. koordineringsudfordring med specialister. 8. Ideelt æstetisk format til netværkssamfundet. Udnytter den kollektive intelligens og videndeling både for designere og forbrugere. (Brugeren er jæger og samler af fejl, information, clues, quotes and metaquotes) 9. Spreder ikke bare information, men angiver regler og mål som brugeren kan performe i deres eget liv og leg og bygge videre på med egne historier. (co-creation) 10. Efterlader sprækker og huller i historien som brugerne selv fylder ud. (co-creation, ex. LOTR)