Commercial Economy +
Sharing Economy
Legal Battlefanships vs. distributors
Internet success reasons
Long tail
Little brother
Lego-like system
HYBRIDECONOMY
SYSTEM
REAL
WORL
D VIRTUALWORLD
Free softwarecreating & sharing
Different comunities Content-based
Quality-based
Experience-based
Even though we are againstcopyright, some productionswouldn’t be possible without it.
“Sons-raised-as-criminals”point of view NEEDSto be changed.
GOVERMENT,THIS IS
NOT A WAR!
RO Culture RW CulturevsRead Only Read/Write
REMIX CULTUREby Lawrence Lessig
REMIX = “right to quote”
What is it?Comes from combining elements of Read Only culture; it succeeds by leveraging the meaning created by the reference to build something new.
TypesTwo di�erent types of remix exist:
1. Text2. Media
EMOTIONALMEANING
1 TEXT
2 MEDIA
COPYRIGHTHISTORY OF
Layer system that makes unfiltered content understandable, and thathelps the reader recognize what he should trust, and what he should question:
CONTENT: the writing itselfUsenet (1979)
WWW: web-logs + introduction of comments
TAGS AND RAKING SYSTEMS+ organisation, meaning and collaboration
INFLUENCE MEASURING+ significance of conversation
Cinema, TV & Music Video
Music
Images
Video
Collage / overlap of
Digital technology and Internet importance create & share
Result: Ecology of RW media
Significance3 benefits
COMMUNITY
EDUCATION Course in MEDIA LITERACY
CritiqueNo substanceNo qualityOld creations are better than new ones
“They learn more about theform of expression they
remix than if they simply made that expression
directly”.H. Jenkins
REMIX CULTURE is a society that allows and encourages the act of remixing.
Passive consumption Reciprocal relationship between producer and consumer
Professionals & amateurs
Invites a response
Emphasizes learning by speaking
Teaches integrity
Hides the hierarchy
Professionals
Respect & authority
Emphasizes learning
Preserves its integrity
Emphasizes a hierarchy
Digital technology enabled people to make copies ofRO culture
COPYRIGHT WARS
90s
1995 Content industry, workingwith the U.S. Department of Commerce, began to map a strategy to fight it
1997-1998
Series of new laws to extendthe life of copyrighted work,strengthen the criminal penalties for copyright infringement, and punish the use of technologies that tried to circumvent digital locksplaced on digital content
2003 iTunes embed DRMtechnology in their content
It’s actually ine�ective
PROPOSALS
Deregulating amateur activity
Clarifying rights
Simplifying
Decriminalizing the copy
Decriminalizing file sharing
LESSIG’S
APPLIED TO
COMPANIESCopyright: Prohibicionists
CC: Collaboracionists
CREATIVITYPositive externalities
Balance between access and controlto satisfy both the consumers and the creators.
“The law strongly favors RO culture while strongly disfavoring RW. Given all the good RW might do, we as a society should at least decide whether this bias against RW creativity makes sense and whether it should continue”.
GUIDE 1Analysis of Interactive Media Messages
Advertising and Public RelationsPompeu Fabra University
BIBLIOGRAPHY
Patricia _______ Xènia ___________ Albert _________ Anna Ortega
- L. Lessig
Lessig, L. (2008). Remix: Making Art and Commerce Thrive in the Hybrid Economy. London: Penguin Books
Lessig, L. (2004). Free Culture. London: Penguin Books
Center for Media & Social Impact. (2008, May 16). Fair Use | Examples of Remix Culture [Video file]. Retrieved from https://www.youtube.com/watch?v=j3jovQ4eKqE
FairUseProject. (2009, June 9). Remix Culture: Fair use is your friend [Video file]. Retrieved from https://www.youtube.com/watch?v=tCpBhU16TzI
