I reviewed this book for the International Journal of Communication. The link is HERE.
INTRO
“convergence culture” = “where old and new media collide,
where grassroots and corporate media intersect, where the power of the media
producer and the power of the media consumer interact in unpredictable ways.”
(2)
“I want to describe some of the ways that convergence
thinking is reshaping American popular culture and, in particular, the ways it
is impacting the relationship between media audiences, producers and content. .
. . to help ordinary people grasp . . . to help industry leaders and policy
makers” (12)
“Old media are not being displaced. Rather, their functions
and status are shifted by the introduction of new technologies. . . . black box
fallacy” (14)
“Convergence involves both a change in the way media is produced and a change in the
way media is consumed.” (16) what about gray
area?
“Producers who fail to make their peace with this new
participatory culture will face declining goodwill and diminished revenues”
(24) not much support for this claim
CH 1 – survivor spoilers
Commodity culture >> knowledge culture
“spoiling is empowering in the literal sense in that it
helps participants to understand how they may deploy the new kinds of power
that are emerging from participation within knowledge communities” (29). Spoiling = power
“spoiling is an adversarial process – a contest between the
fans and the producers, one group trying to get their hands on the knowledge
the other is trying to protect.” (43)
expert vs. collective intelligence
spoilers >> critical distance (ergo, democratization
of critical ability/power)
“the interests of producers and consumers are not the same.
Sometimes they overlap. Sometimes they conflict.” (58) good quote
MESSAGE: spoiling is a game which allows consumers to flex
their newfound collective muscles vis-à-vis producers, and allows producers to
integrate their audiences’ expectations and behaviors into the creative
process. Outcome is unclear.
CH 2 – American idol
“‘affective economics’ . . . blur the line between
entertainment content and brand messages.” (20)
reality tv = “the first killer application of media
convergence” (59)
“affective economics represents an attempt to catch up with
work in cultural studies over the last several decades on fan communities and
viewer commitments” (62). In other words, the
media industry is scrambling to catch up with JENKINS as a matter of life and
death
“Here’s the paradox: to be desired by the networks is to
have your tastes commodified. On the one hand, to be commodified expands a
group’s cultural visibility.” (62) Nichification
cuts both ways
“this emerging discourse of affective economics has both
positive and negative implications” (63) again,
HJ seems on the fence as to where his audience and allegiances lie.
“American Idol offers up a fantasy of empowerment”
(64)
“The television industry is increasingly focusing on
understanding consumers who have a prolonged relationship and active engagement
with media content” (67)
“advertisers are increasingly realizing that they may be
better advised investing their dollars behind shows that have a high
favorability than shows tat have high ratings” (76) didn’t save arrested development.
“Consumption communities” (80)
“Some [viewers] are turned off by this hypercommercialism,
but for others, recognizing marketplace interventions has become part of the
‘game’” (88) democratized critique, transparent
marketing
“product placements might be a double-edged sword – on the
one hand, higher consumer awareness and, on the other, higher consumer
scrutiny.” (90) double-edged sword
“audiences have a long way to go if they are going to
exploit the points of entry that affective economics offers them for collective
action and grassroots criticism of corporate conduct.” (92) collective criticism = desired outcome for consumers
MESSAGE: new forms of marketing require that the industry
pay attention to the selfsame ignored fan communities that Jenkins has been
touting for all these years. But the victory is bittersweet, because their
elevation to visibility entails the threat of deadening commodification. HJ
holds out the possibility of a win-win scenario, but doesn’t spell out how it
would work.
CH 3 – matrix
“transmedia storytelling” (20) = convergent narrative
“This transmedia impulse is at the heart of what I am
calling convergence culture.” (129)
“The Matrix is entertainment for the age of media
convergence, integrating multiple texts to create a narrative so large that it
cannot be contained within a single medium” (95)
“In the ideal form of transmedia storytelling, each medium
does what it does best – so that a story might be introduced in a film,
expanded through television, novels and comics, its world might be explored
through game play or experienced as an amusement park attraction. . . . the
economic logic of a horizontally integrated entertainment industry” (96) yet,
strangely, no mention of uncle walt, the originator of this idea.
“The Matrix was a flawed experiment” (97)
“The Wachowskis wanted to wind the story of The Matrix
across all of these media and have it all add up to one compelling whole.”
(101) but the notion of a singular or complete
work is problematic in convergence culture.
“The new Hollywood demands that we keep our eyes on the road
at all times, and that we do research before we arrive at the theater.” (104) Agreed, but does this democratize or stratify? Addresses
this only once: “As information spreads from the film
into other media, it creates inequalities of participation within the
franchise.” (115).
“soon, licensing will give way to what industry insiders are
calling ‘co-creation.’” (105) zero support for
this claim. Sounds kind of naïve. How would this fill the revenue gap created
by the loss of licensing.
“So far, the most successful transmedia franchises have
emerged when a single creator or creative unit maintains control.” (106). True. So what does this say about participation?
“two competing forces: the corporate convergence promoted by
media industries, and the grassroots convergence promoted by fan communities
and immigrant populations.” (109-110). This
makes it clear that ‘convergence’ does not imply a convergence of interest
between social groups or industry and community.
“More and more, storytelling has become the art of world
building.” (114)
“Filmgoers educated on nonlinear media like video games were
expecting a different kind of entertainment experience.” (119).
For The Matrix, “the value arises here from the
process of looking for meaning . . .
and not purely from the intentionality of the Wachowski brothers.” (122) excellent point.
“There has to be a breaking point beyond which franchises
cannot be stretched, subplots can’t be added, secondary characters can’t be
identified, and references can’t be fully realized. We just don’t know where it
is yet.” (127) didn’t james joyce identify that
breaking point?
“Criticism may have once been a meeting of two minds – the
critic and the author – but now there are multiple authors and multiple
critics.” (128).
“Our schools are not teaching what is means to live and work
in such knowledge communities, but popular culture may be doing so.” (129) pop >> media literacy
MESSAGE: transmedia storytelling = convergent narrative. The
aesthetic principles are still being worked out. The upside is that it makes
use of knowledge communities, provides media literacy and (maybe) it makes
sense from an industry structure and economic standpoint. The downside is,
maybe it widens the participation gap, because it requires a more active, wired
audience than passive storytelling. Also, the convergence of media does not
suggest a convergence of interest – there’s still the question of who’s in
charge, for both financial and creative reasons.
CH 4 – star wars
“the current moment of media change is reaffirming the right
of everyday people to actively contribute to their culture.” (132)
“interactivity” = consumer feedback (133)
“participation” = consumer control
- doesn’t look into gray
area. This is one way in which he fails to elaborate a full theory of
convergence culture.
Industry response to cc: prohibitionists vs.
collaborationists (134)
“The story of American arts in the twentieth century might
be told in terms of the displacement of folk culture by mass media.” (135) and
“popular culture is what happens as mass culture gets pulled back into folk
culture” (136) basic HJ theory
“The Web has made visible these hidden compromises that
enabled participatory culture and commercial culture to coexist throughout much
of the twentieth century.” (137)
“Star Wars is, in many ways, the prime example of media
convergence at work.” (145) “The availability of these various ancillary
products has encouraged these filmmakers, since childhood, to construct their
own fantasies within the Star Wars universe.” (146)
“fan works can no longer be understood as simply a
derivative of mainstream materials but must be understood as themselves open to
appropriation and reworking by the media industries” (148) reciprocal appropriation fan << >> industry. But
what’s new about this? Always a dynamic between margins and mainstream.
“we see the copyright regimes of mass culture being applied
to the folk culture process” (154). Yes, but
WHY? Doesn’t get into bigger picture. It’s not simply a misunderstanding.
Piracy = promotion.
“Having felt that power, fans and other subcultural groups
are not going to return to docility and invisibility.” (158)
“the games companies have been able to convince their
consumers to generate a significant amount of free labor by treating game
design as an extension of the game-play experience.” (165) important. Economics benefits of fan production for industry.
“Once you put creative tools in the hands of everyday
people, there’s no telling what they are going to make with them – and that’s a
large part of the fun.” (166)
“the studios are going to have to accept (and actively
promote) some basic distinctions: between commercial competition and amateur
appropriation, between for-profit use and the barter economy of the Web,
between creative repurposing and piracy.” (167) rare
prescriptive – sounds like one of the bullets from his on-site ppt
presentation.
MESSAGE: cc is a rekindling of folk cultural practice,
enabled by newly accessible media production and distribution tech. Result is a
symbiotic relationship between pro and amateur production. Industry is split
between preventing and exploiting this shift. Fans seem less torn, at least
according to HJ. Solution = creative commons approach to IP.
CH 5 – harry potter
“Indeed, we have suggested that it is the interplay – and
tension – between the top-down force of corporate convergence an the bottom-up
force of grassroots convergence that is driving many of the changes we are
observing in the media landscape.” (169) top-down
vs. bottom-up
“The Potter wars are at heart a struggle over what rights we
have to read and write about core cultural myths – that is, a struggle over
literacy.” (170) “a struggle over competing notions of media literacy and how
it should be taught” (171)
skills kids need to be “full participants in convergence
culture” (176):
- to
pool knowledge
- to
share and compare value systems
- to
make connections across scattered info
- to
express interpretations and critique using folk culture
- to
circulate creations via internet
- role-playing
“Authorship has an almost sacred aura in a world where there
are limited opportunities to circulate your ideas to a larger public. As we
expand access to mass distribution via the Web, our understanding of what it
means to be an author – and what kinds of authority should be ascribed to
authors – necessarily shifts.” (179) excellent
point, which I make in my dissertation as well. But he makes no effort to
pinpoint the locus of that shift, other than a reinvestigation of “communal”
and “folk” cultural traditions
“one should think about their appropriations as a kind of
apprenticeship” (182) interesting point, but it
also demotes remix to a secondary level of expression.
“Schools are still locked into a model of autonomous
learning that contrasts sharply with the kinds of learning that are needed as
students are entering the new knowledge cultures.” (183)
points out failure of .orgs to defend fanfic. HJ is at his most passionate and persuasive when returning
to his home territory of fan fiction.
“current copyright law simply doesn’t have a category for
dealing with amateur creative expression.” (189)
advocates revamp of IP in a negotiated fashion
“conservative critics seem to be taking aim at the very
concept of transmedia storytelling” (193) his
advocacy and partisanship are peeking through
“If the anti-Harry Potter Christians want to protect
children from any exposure to those dangerous books, the discernment movement
focuses on the agency of consumers to appropriate and transform media content.”
(204)
MESSAGE: fan communities around harry potter are an
excellent example of self-organized media literacy education. Therefore, the
battles over HP are a reflection of a larger battle over what the role of fans
should be in the new media ecology. Schools aren’t up to it. Remix is like
classical apprenticeship (doesn’t mention caveats). Traditional political lines
don’t make sense here – orgs are lame, and some Christians see the remix light.
Advocates creative commons approach to revamping IP law, with the participation
of both industry and fan culture.
CH 6 – 2004 presidential campaign
“this whole book has been about ‘serious fun’” (207)
“entrenched institutions are taking their models from
grassroots fan communities, reinventing themselves for an era of media
convergence and collective intelligence.” (208).
“popular culture influenced the way that the campaigns
courted their voters – but more importantly, it shaped how the public processed
and acted upon political discourse.” (208)
talks about photoshopped images, but no mention of Stalinist photographic manipulation.
Dean’s campaign: “where the politics of television gave way
to the politics of the Internet” (210)
In this chapter, HJ is a
little more skeptical of the gee-whiz, because he uses Trippi as a strawman
evangelist
“Broadcasting provides the common culture, and the Web
offers more localized channels for responding to that culture” (211) symbiosis between mass and convergent media – how is this
different than hebdige on subcultures?
“the blogging community is ‘spoiling’ the American government.”
(215) bringback.
“we can see the logic of convergence politics at play here:
the effort to use grassroots media to mobilize and mainstream media to
publicize.” (220) echoes digital
margin/mainstream split
“What changes, however, is the degree to which amateurs are
able to insert their images and thoughts into the political process – and in at
least some cases, these images can circulate broadly and reach a larger public”
(222) yes.
“The Daily Show . . . demands an active and alert
viewer to shift through the distinctions between fact and fantasy.” (227) daily show >> new paradigm of skeptical
consumption. But old question here, going back to adorno: can media compel
critical or uncritical engagement?
“one way that popular culture can enable a more engaged
citizenry is by allowing people to play with power on a microlevel, to exert
control over imaginary worlds.” (228) yes, but
please connect the dots. How does this translate into actual civic practice?
“We should be concerned about what happens to free speech in
a corporate-controlled environment” (231)
“When will we be able to participate within the democratic
process with the same ease that we have come to participate in the imaginary
realms constructed through popular culture?” “The next step is to think of democratic citizenship as a lifestyle”
(234) maybe he’s grasping at straws here.
“Popular culture allows us to entertain alternative framings
in part because the stakes are lower . . . Our willingness to step outside
ideological enclaves may be greatest when we are talking about what kind of
person Harry Potter is going to grow up to be or what kind of world will emerge
as the machines and humans learn to work together in The Matrix.” (238)
“we may be able to talk across our differences if we find
commonalities through our fantasies. That is in the end another reason why
popular culture matters politically – because it doesn’t seem to be about
politics at all.” (239)
MESSAGE: 2004
elections suggested influence of convergence culture on both citizens and
candidates. Realm of new possibilities, but HJ isn’t utopian (he has trippi for
that). Just as margin/mainstream require one another in pop culture, blogs and
power structures require one another for politics. (is it blogs vs. msm, or
blogs vs. gov’t? this isn’t clear). Pop culture influences the way people think
about the world, and thus the range of political possibilities they can
imagine. Cultural change is a precursor to political change because the stakes
are lower.
CONCLUSION
“Convergence does not depend on any specific delivery
mechanism. Rather, convergence represents a paradigm shift – a move from
medium-specific content toward content that flows across multiple media
channels, toward the increased interdependence of communications systems,
toward multiple ways of accessing media content, and toward ever more complex
relations between top-down corporate media and bottom-up participatory
culture.” (243) thesis statement
“We are in a critical moment of transition during which old
rules are open to change and companies may be forced to renegotiate their
relationship to consumers.” (243)
“Rather than talking about personal media, perhaps we should
be talking about communal media” (245)
“Just as studying fan culture helped us to understand the
innovations that occur on the fringes of the media industry, we may also want
to look at the structures of fan communities as showing us new ways of thinking
about citizenship and collaboration.” (246) BIG
THESIS
“That is why it is so important to fight against the
corporate copyright regime, to argue against censorship and moral panic that
would pathologize these emerging forms of participation, to publicize the best
practices of these online communities, to expand access and participation to
groups that are otherwise being left behind, and to promote forms of media
literacy education that help all children to develop the skills needed to
become full participants in their culture.” (248) ADVOCACY THESIS
“A politics of confrontation must give way to one focused on
tactical collaboration.” (250)
“Concentrated power is apt to remain concentrated. But we
will see adhocracy principles applied to more and more different kinds of
projects” (256-7). Yes, but what about sabotage?
“participation becomes an important political right.” (257).
Yes. Why isn’t there more of this in the book?
“The ideal of the informed citizen is breaking down because
there is simply too much for any individual to know. The idea of monitorial
citizenship depends on developing new skills in collaboration and a new ethic
of knowledge sharing that will allow us to deliberate together.” (259). ok
“One of the ways we can shape the future of media culture is
by resisting such disempowering approaches to media literacy education. We need
to rethink the goals of media education so that young people can come to think
of themselves as cultural producers and participants and not simply as
consumers, critical or otherwise.” (259). Call
to rethink media literacy
MESSAGE: rules redrawn. Negotiation. Resurgence of communal
culture. Political implications. Key prescriptions = advocacy. Not sure how his
corporate readers would react. Focus on negotiation, but doesn’t jive with
hardline advocacy. Convergence will save us all. We just need to help it
happen.
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