online økonomi 260314

THE CENTRE FOR INTERNET RESEARCH Anja Bechmann, Associate Professor DigitalFootprints

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ONLINE ØKONOMI Anja Bechmann


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Læsning til idag

•  Jose Van Dijck’s kapitel 2 •  Bechmann, A & Lomborg, S (2012) Mapping Actor Roles in Social Media: Different

Perspectives on Value Creation in Theories of User Participation, New Media & Society, i-first, November 26.

•  Wasko, J, Murdock, G. & Sousa, H 2011. Introduction: The political economy of communications: Core concerns and issues. The Handbook of Political economy and communications. West sussex. Blackwell: 1-10. [findes på AULA]

•  Bechmann, A (2013). Internet Profiling: the economy of data interoperability on Facebook and Google, Mediekultur, 55: 72-91. http://ojs.statsbiblioteket.dk/index.php/mediekultur/article/viewFile/8070/13613

•  Bechmann, A. (2012) Towards cross-platform value creation, Information, Communication & society, 15(6): 888-908. http://www.tandfonline.com/doi/abs/10.1080/1369118X.2012.680483#.UujW02Q1j-k

•  http://intl- nms.sagepub.com/content/early/2012/11/22/1461444812462853.full •  Anderson, C (2008) Free Why $0.00 Is the Future of Business, Wired Magazine 02.25.08

http://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=all


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Program: Online økonomi

•  Mediesystemiske rammer (van dijck, Wasko, Bechmann & Lomborg) •  Pause 20 min •  Medier på nettet: Cross-platform & forretningsmodeller (Bechmann) •  Gratisøkonomi (Anderson) •  Eksempler på online reklamemodeller (bl.a. Bechmann)


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Mediesystemiske forståelsesrammer


5 THE CENTRE FOR INTERNET RESEARCH Anja Bechmann, Associate Professor DigitalFootprints

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Bechmann & Lomborg som mediesystemisk ramme

•  360 graders forståelse af aktørbegrebet •  Vi fokuserer på værdiskabelse og analysere

aktører IKKE bestemte klassiske roller som udgangspunkt

•  IKKE afsender/modtager fokuseret


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ANT-inspireret

•  Non-funktionel •  Multi-materiel /ingen objekt-subjekt kun aktører •  Relationel analyse •  Analysere translation (I stedet for “power” som

overordnet tema – I kontrast til fx. Castells) •  Ikke hvorfor og hvordan men hvad


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Van Dijck som mediesystemisk ramme


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•  Platforme som mikrosystemer

•  To niveauer: techno-kulturelle & socioøkonomiske strukturer

•  ANT (& politisk økonomi)-inspireret

•  Afhængighed og udveksling mellem platforme – ikke isolerede størrelser – se mønstre på tværs


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Øvelse

•  Hvordan adskiller van Dijck og Vestergaards modeller sig?

•  Hvad er styrken ved henholdsvis den ene og den anden?

•  Hvad er svaghederne ved henholdsvis den ene og den anden?


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Politisk økonomi som mediesystemisk ramme •  Political economy was, from the outset, caught up in all three

projects. For its early practitioners, like Adam Smith, theoretical and empirical questions about how to organize economic life and balance markets against state intervention were inextricably bound up with questions about the constitution of the good society. Marx, who presented his magnum opus, Capital, as a critique of political economy, shared this ethical concern, but argued forcefully that it could only be pursued by abolishing capitalism. Other socialists opted for a more gradualist approach in which the negative impacts of capitalist dynamics would be disciplined by strong public regulation and countered by substantial investment in public services.

•  Wasko, murdoch & sousa p. 1


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Polititisk økonomi

•  Macro-niveau (Mansell 2004) •  Normativ •  “strukturel” og “processuel” magtrelationer I

samfundet (Mansell, 2004:97). •  Udfordrer “inequality and what they perceive to

be unjust” (Wasko, Murdock & Sousa, 2011:3)


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•  Internet profiling – eksempel på brug af bl.a. politisk økonomi som teoretisk ramme for at forstå samfundsmæssige konsekvenser af profiling via dataindsamling.


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PAUSE


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Cross-platform & forretningsmodeller

–  Cross-platform: The study of strategic communication/production using more than one platform

–  Concentrating on universes with internet and mobile phones

Source: Bechmann (2009). Crossmedia, PhD dissertation


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FLOW DESIGN: CONTROL

17 THE CENTRE FOR INTERNET RESEARCH Anja Bechmann, Associate Professor

DigitalFootprints 18

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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

29 THE CENTRE FOR INTERNET RESEARCH Anja Bechmann, Associate Professor

DigitalFootprints 30

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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 (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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PAUSE


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Gratis-taksonomi (Chris Anderson: Free)

Taksonomi Gratis-karakteristika eksempel

Freemium 1%pay 99% free

Prof udg af software/service

Advertising Third party pays – free to everyone

reklameformer

Cross-subsidies Grundprodukter gratis men nødvendig tilbehør koster

Ex. Mobil, men abo koster

Zero marginal cost Digitale produkter er gratis Ex. Musik, men tjener på andre led i værdikæden

Labor exchange Websites og services gratis for alle – betaler via trafikmønstre

Ex. Google – salg af brugsmønstre

Gift economy Alt er gratis (giver og tager)

Open source


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Adfærdsbaseret reklame

•  Predictive behavioral targeting •  Retargeting •  Frekvensstyring •  Price targeting •  Contextual targeting •  Geo-targeting

Kilde: konkurrence- og forbrugerstyrelsen 2011


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Predictive behavioral targeting


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Retargeting


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Keyword marketing


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•  Maximum bid (cost per click) x quality score

•  Quality score –  Geographical consideration, landing page quality, historical

performance, keyword relevance, and click through rate (CTR) – and maybe unknown factors..


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Frekvensstyring


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Price targeting


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Contextual targeting (semantisk)


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Contextual targeting (semantisk)


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Geo-targeting


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Pervasiv advertising (geo-targeting)


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Pervasiv advertising (geo-targeting)


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•  Mulige opgaveemner om online økonomi –  Hvordan opsamler x virksomhed data om brugerne, hvordan bruges

data og hvilken værdi repræsentere data for virksomheden? –  Hvordan indregnes (eller ikke) nye online reklameformer i den danske

statistik af reklameforbrug og hvad giver det af udfordringer for synligheden af sådanne former?

–  Hvilke forretningsmodeller og ejerskabsstrukturer kendetegner x online virksomhed?

–  Hvor stor et økonomisk potentiale ligger der I x reklameform afdækket via ex. Interviews? Hvad er udfordringerne fx. Privacy, kompentencer, brugermønstre etc.

–  Hvilke beslutningsprocesser ligger til grund for x virksomheds udvælgelse af reklameformer online?

–  Hvordan skriver netflix og andre abonnementtjenester sig ind i de traditionelle mediers historie med at brugere IKKE vil betale for indhold på nettet


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Tak for idag!

online økonomi 260314

Education

internet researchanja

findes p aula bechmann

critique of political

handbook of political

crossplatform value

medier p nettet

power som overordnet

unjust wasko