3 – convergence – flow of content across multiple media
platforms
Circulation dependent upon consumers’ active participation
4 – collective intelligence – coined by Pierre Levy,
consumption as a collective process.
It’s an alternative source of media power because we all know a little
of something and now we can put it together.
Right now it’s recreational, but might soon be more serious – like
politics
18 – Convergence can be corporate (top-down) or consumer
(bottom-up). They co-exist. Convergence reshapes the relationship between
producers and consumers (19)
23 – Not 100% Habermas – Digital Divide – not just access,
but mastery of skill to participate***
61-62 – Affective Economics - from the Industry side to seek a ROI – return
on investment. It seeks to quantify
desire. It seeks to understand the
emotional underpinnings of consumer decision making as a driving force behind
viewing and purchasing decisions. – “mold consumer desires to shape purchasing
decision”. Jenkins sees this as fans
having greater control over the content of programming. But he admits to the caveat: “to be desired
by the networks is to have your tastes commodified.” (p. 62) This commodity for Jenkins gives fan groups
greater cultural visibility, but he also recognizes the exploitation factor.
p. 63 – affective economics has both positive and negative
implications (Jenkins) However, the
power that Jenkins celebrates for fans to challenge corporate decisions I think
is far outweighed by the negative labor exploitation.
64 - *** “Affective economics sees active audiences as
potentially valuable if they can be courted and won over by advertisers.”
133 - ***Distinction between Interactibvity and
Participation****
Interactivity – is constrained by technology and how we use
it (ex. Television and tivo).
Participation is shaped by cultural and social rules – less under the
control of media producers and more under the control of media consumers! (like
talking in a movie theater – some cultures accept it over others)
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