cultural intermediation at the intersection point of instituional co-creation: reconfiguring...
DESCRIPTION
In an unstable and unpredictable media environment (Cunningham & Turner 2010), public service media organizations have been encouraged to explore new production techniques that engage the audience in innovative and exciting ways while delivering content over multiple digital platforms (Debrett 2010). In a multiplatform media environment described as one that intersects the single audience member with the mass audience (Enli 2008), PSM host platforms that enable content to not only be published by the institution’s professional media staff but to also host content contributed by the audience. Multiplatform within PSM also engage the characteristics of participatory cultures where users refuse “to simply accept what they are given, but rather insists on the right to become full participants” (Jenkins, 2006, p. 131), thereby appropriating media for new contexts. Walker (2009) suggests participatory cultures have seen PSM move beyond the one-way communication model of web 1.0 to an engaged, democratic and inclusive communication model more representative of web 2.0, further complicating the media environment.TRANSCRIPT
Cultural intermediation at the intersection point of institutional co-creation: Reconfiguring participation within the Australian Broadcasting Corporation (ABC)
JONAT HON HUTCH INSON@dhutchmanj ona thon . hu t ch i nso n@sydney. edu. au
AoIR 15 Conference, Daegu South Korea, October 2014
Arielle Nadel CC BY SA
OR GAN I S AT I O N AL PART I C I PAT I ON
• Users want to be ‘full participants’ (Jenkins, 2006)
• Peer-production (Benkler, 2006; Bruns, 2008)
• PSB 2-way communication environment (Walker, 2009)
• Co-creation (Burgess & Banks, 2010)
• PSB towards PSM (Debrett, 2010)
• Cultural Intermediation (Smith Maguire & Matthews, 2012)
– H OWARD RH E I NG OLD 1994 P. 5
An online community provides the sense of belonging with other participants who share a similar interest – a “personal relationship in
cyberspace”
Computer-supported social networks (CSSNs) are a mechanism between “people as well as machines” to “link globally with kindred souls
for companionship, information, and social support from their homes”
B ARRY WE LLMAN 1996 P. 214
Participation - Reciprocity
– C UNN I NG H AM , 2013 P. 62
PSM values: “…the application of the principles of universality of availability,
universality of appeal, provision for minorities, education of the public,
distance from vested interests, quality programming standards, program maker
independence, fostering of the public sphere”
participation is not new
is it participation or interactivity?
participation is all encompassing
is not necessarily beneficial to all
participation requires professional input and social value
carpentier, 2009
PA RT I C I PAT I O N : U S E R PE R S P E C T I V E
normative and editorial issues
technical issues
non-alignment with brand
The ABC case, misalignment with legislated requirements (ABC Act, 1983)
PA RT I C I PAT I O N : O R G A N I S AT I O NP E R S PE C T I V E
– B U RG E SS & B ANKS , 2010 P. 298
“Co-creation is a purely descriptive term that highlights the ways that users or consumers,
within the constraints and affordances of platforms provided by others, collectively
contribute to the social, cultural and economic value of the media products and experiences
associated with those platforms; and likewise, it indicates the ways in which platform providers
(however imperfectly) integrate user-participation into their own models of
production.”
H I E RA RCH Y V S . H E T E RA RCH Y
I N ST IT U T IO N A L O N L IN E C O M M U N I T Y M A N AG E M E N T I S SU E S :
C U LT U RA L I N T E R M E D I A R I E S
Bourdieu - ‘the new middle class’, mediating production and consumption (1984)
Callon et al. - ‘market actors’, mediating between economy and culture/qualification of goods (2002)
Negus - Music Industry (2002)
Bovone - Fashion (2005)
Smith Maguire & Matthews - Media and Cultural Production - media occupations (2010)
– SM I T H M AG U I RE & M ATT H E W S , 2012 P. 552
“They construct value, by framing how others – end consumers, as well as other market actors including other cultural intermediaries – engage with goods, affecting and effecting others’ orientations towards those goods as legitimate – with ‘goods’ understood
to include material products as well as services, ideas and behaviours.”
“However, the work of cultural intermediaries is not common to all because of its expert orientation”
CONTEXTUAL SP EC I F IC I TY OF CULTURAL I NTERMED IAR IES
Framing - locating the work of the cultural intermediary in networks of human and non-human actors
Expertise - symbolic capital to add credibility to the influence of cultural intermediaries: legitimacy
Impact - challenge and change cultural canons, for example elite/popular culture
Smith Maguire & Matthews, 2012
End User
AdvertisersProfessionalContent
Producers
C O N C LU S I O N S
• Organisations/users want participation
• Often the expectations do not align
• Cultural intermediation translate and negotiate for cultural goods production
• They also add cultural value by engaging and facilitating experts networks
• This is the basis for emerging decentralised governance models for institutional online communities, as demonstrated through the ABC
@ d h u t c h m a nj o n a t h o n . h u t c h i n s o n @ s y d n e y. e d u . a u
Jonathon HutchinsonUniversity of Sydney