the impact of social tv and audience participation on national cultural policy: co-creating...
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Presentation for the International Association of Media and Communication Researchers (IAMCR), which looks at the role of cultural intermediation within the policy context, specifically Brevini's (2013) PSB 2.0.TRANSCRIPT
The Impact of Social TV and Audience Participation on
National Cultural Policy: Co-creating television comedy
with #7DaysLater
Jonathon Hutchinson, University of Sydney@dhutchman
International Association of Media and Communication Researchers (IAMCR), Hyderabad 2014
“radical decentralization, radical trust,
participation instead of publishing, users as
contributors, rich user experience, the long tail,
the web as a platform, control over one’s own
data, remixing data, collective intelligence,
attitudes, better software by more users, play,
undetermined user behaviour”
(Fuchs, 2014: 32)
exploitation of free labour (Terranova, 2004),
blogging as a practice is cynical and narcissistic (Lovink, 2008)
Web 2.0 users are more passive users than active creators (van Dijck, 2009) social media
manipulates and constructs social
connections (van Dijck, 2013)
Social TV“the interactions among other viewers and between viewers, the characters, and the producers of the show enabled by the ‘second-screen’ practice”
(Giglietto and Selva, 2014: 260)
Social TV
“a metaphorical ‘watercooler’ in the cloud, but one where the watercooler
conversations take place instantly, rather than at work the following morning”
(Harrington et al. 2013: 405)
Image: ABC, CC BY NC
“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”
PSB Reithian values:
(Cunningham, 2013: 62)
“it is better to understand the ABC and SBS as public service media organizations,
rather than public service broadcasters”
“The ABC and SBS have the potential to be content innovators in the provision of news and information in the ways that utilise UCC (user-created content) strategies”
Flew et al., 2008: 2
“Communications Minister Stephen Conroy has also announced the ABC and SBS charters will be updated to take into account their online and digital content.”
http://www.abc.net.au/news/2013-03-12/conroy-announces-media-reforms/4567550
#7DaysLater is a program
“…taking comedy to the
scary arena of interactive
storytelling where the
audience gets to write the
brief via social media for
each weekly episode that
will air just seven days
later on ABC2”
(ABC, 2013).
Challenges
Opportunities
The AudienceVisibility
Cut ThroughGrowing Digital
ExperimentThink Titles
Invest in up & coming talent
Richard HuddlestonSupervising Executive Producer, ABC TV
The Work Pipeline
1. @7DaysLaterTV
2. @Daley_Pearson
3. @HarrisonTheFan
4. @MWhalan
5. @henry_and_aaron
6. @bajopants
7. @ABC2
8. @WASHINGTONx
9. @JordanRasko
10. @tomandalex
1. #7DaysLater
2. #qanda
3. #ZandA
4. #spooky
5. #Animation
6. #FlightoftheConchords
7. #Western
8. #Hawaii
9. #ggtv
10. #zombie
“I eventually want to end up
writing and producing for film and
television and thought this would
be just a good experience to start
with. I mainly have a background
in writing and directing for theatre
and handling social media (as a
job), so this was the perfect
crossover.”
@HarrisonThe Fan
“PSB 2.0 becomes a media policy instrument (Syversten,
1999) based on a set of normative values that aims to
fulfil the democratic, social and cultural needs of the society by transferring
traditional PSB ethos online” (Brevini, 2013, p. 31). Four normative criteria:
citizenshipuniversality
qualitytrust
PSB 2.0
PSB 2.0
It is problematic, beyond the
economical perspective, to introduce
PSB 2.0 through these criteria for
reasons including liberal versus
social democracy or access and
retrievability via differing internet
protocols in different countries
Jonathon [email protected]