crossmedia master ku 010213

TATION XPKDKADK

FEBRUARY 1 2013

AARHUS UNIVERSITY

Cross-media Anja Bechmann

Crossmedia ANJA BECHMANN

Ass Professor

FEBRUARY 1 2013 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 & my new research ›  Workshop?


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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 physically integrated media (former seperated) and the challenge of connecting old and new

media

Source: Bechmann (2009). Crossmedia, PhD dissertation


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Passagested

CM-koncept

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Illustration 2 p. 81 – crossmedia-production model


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FLOW DESIGN: CONTENT

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Two cross-media perspectives

Media circulation Universe communication



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FLOW DESIGN: CONTROL

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Challenges in the change proces

›  New business models ›  Bundling and unbundling ›  Nuances of cope ›  Keep status as passagepoint in network ›  Control mechanisms

Bet. Beskrivelse

CAP Create and Play

DAL Discover and Link

FAD Fetch and Distribute

OAP Open and Play


Content

Content/Code


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Cross-media perspectives


Bet. Beskrivelse

CAP Create and Play



OAP Open and Play



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Bet. Beskrivelse

CAP Create and Play



OAP Open and Play



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Bet. Beskrivelse

CAP Create and Play



OAP Open and Play



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FLOW DESIGN: USER PARTICIPATION

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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 2010). User-created tv as entertainment (in Danish).


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User involvement and crossmedia (OAP)

›  Distinguish between: Reactive -> (productive) -> proactive

Production patterns

Reactive Proactive

Unique/context sensitive

User production

User innovation

Expert solution

Coworkers Potential competition


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›  CNN and Twitter: ›  http://www.cnn.com/video/#/video/international/2009/03/19/

ic.march.twitter.bk.a.cnn


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User involvement and crossmedia (OAP)

›  Distinguish between: Reactive -> (productive) -> proactive

Production patterns

Productive Proactive

Unique/context sensitive

User User innovation

Expert solution

Coworkers Potential competition


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DESIGNING PROCESSES

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Change processes

›  ’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), general kompetences (supplementing expertise competences eg. Across media and technical AND content knowledge)

›  Different interests forms crossmedia in different directions – alliances of interest

Efficiency Innovation Career Profession


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Create and Play

Fetch and Distribute

Discover and Link

Open and Play

Generalister

Projektledelse

Innovation

Netværkssamarbejde

Konceptuel

Navigationel

Version

Funktionel

Translativ

Effektiviseringsalliancen

Innovationsalliancen

Professionsalliancen

Karrierealliancen Fastholdelse

Mediecirkulation Univers-produktion


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Digital cross-media

›  Cross-media as cross-platform & interoperability of data

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Google: Cloud computing & multiservice

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Google: Cloud computing & multiservice

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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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Foursquare: checkin & geotagging game

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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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2012/13 RESEARCH

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DIGITAL CROSSMEDIA

›  FACEBOOK CROSS-PLATFORM & DATA INTEROPERABILITY

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›  Sutor (2011) critics the use of the term ‘interoperability’ for not taking into consideration the intent of opening up the code. He argues that we need to distinguish between actual interoperability where parties connect in symmetrical power relations and intraoperability where software providers are dominant in terms of market share, attitude or acquiescence (Sutor 2011, p. 214) and want to “suck all-important data and processing into the central software econsystem”.

›  In the case of social networks and open APIs we see the case of intraoperability where software developers agree upon an assymmetrical power relationsship where they connect to Facebook and Google, enhancing the importance of their standards and thereby making them stronger and more powerful as a passage point in the network (Castells 2009; Latour 1987; Bechmann, 2009).

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Three types of interoperability


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The engaged user (Bechmann & Lomborg, New Media and Society)


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Preliminary findings


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Only 9,4% or 1009 out of 10,707 status updates on participants walls are made made outside Facebook status update text field on PC

(Facebook Platform launched May 24, 2007 & first iphone november 2007 (wikipedia) – first data entry is from 2008 in our system


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Only one update (out of 10,707) is made through Twitter (The participants have not connected the two services. Either they are not on Twitter OR it must indicate that participants do not post same updates on the two services even though it is possible)

Only six (out of 4100) news updates on their newsfeeds were sent from Twitter. This indicates that the same tendency goes for their network of friends


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3,4% (362 out of 10,707) wallposts are created through Facebook for iPhone or Facebook for Android

(this may indicate that even though Facebook registers increase of traffic through smartphones, this is primarily viewing/lurking activity)

10,7% (440 out of 4120) of news updates in their newsfeeds are created through Facebook for iPhone or Facebook for Android


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13 out of 4120 newsfeeds was sent from Facebook for ipad

3 partipants pasted 13 (out of 10707) wall posts from Facebook for ipad

(again maybe ipad is used for reading primarily) (BUT remember that Facebook for ipad is newly introduced (first wifi ipad released in US April 3 & EU May 28, 2010, wikipedia) and total wallposts are from 2008 and onwards)


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0,8% (84 out of 10,707) wallposts are checkins or place-tagged photos The checkins are three categories from going out/partying (most checkins & pics), traveling or from college/home

Also 0,7% (30 out of 4120) of news in the newsfeeds are checkins or place-tagged photos


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Thank You!

Anja Bechmann, Head of Digital Footprints Research Group, AU

+45 5133 5138 [email protected] // @anjabechmann

Digitalfootprints.dk // @digifeet

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WORKSHOP

Looking at Facebook or Foursquare:

›  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?

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crossmedia master ku 010213

Documents

business models

cloud computing

network control

business models

platform amp

unbundling

media perspectives

news updates