Mit Cms/w

Non-traditional and viral marketing campaigns raise questions about the content status of advertising and the authenticity of commercial art. This panel discussion will consider the challenges of engaging audiences in non-conventional ways, looking at the status of viral media and the nature of non-traditional marketing campaigns. Berkman Center Fellow and Convergence Culture Consortium consulting researcher Shenja van der Graaf will moderate the converation with Natalie Lent from Fanscape and Mike Rubenstein of The Barbarian Group. Co-sponsored by the Convergence Culture Consortium

Jason Mittell, Middlebury College; Jonathan Gray, Fordham University; Lee Harrington, Miami University

Cult properties have become mass entertainment. Marvel’s success bringing comic book characters to the big screen and the resurgence of the space opera suggest niche properties may no longer mean marginalized audience appeal. This panel explores the politics, pitfalls, and potentials of exploiting niches and mainstreaming once marginalized properties. How do you stay true to the few but build properties attractive to the many? What role do fans play in developing cult properties for success? Is it profitable to build a franchise on the intense interest of the few and relying on Long Tail economics? Are smaller audiences viable in the short term, or do we need to rethink the length of time for a reasonable return? Panelists: Danny Bilson, Transmedia Creator; Jeff Gomez, Starlight Runner; Jesse Alexander, Heroes; Gordon Tichell, Walden Media

Migratory audiences and declining channel loyalty are seen as two key challenges convergence culture poses to the advertising industry. At the same time, campaigns that respond by capitalizing on the creativity of audiences prompt questions about the continuing role for creatives. This panel looks at the unfolding role for advertisers within convergence culture, looking at questions about the nature of agencies, transmedia planning and the increasing circulation of advertising as entertainment content. Does the agency structure need to be rethought? What are the implications of breaking down the distinction between content and advertising? What are effective ways to collaborate with creative audiences? How is convergence culture changing the value of different advertising sites? Panelists: Mike Rubenstein, The Barbarian Group; Baba Shetty, Hill/Holliday; Tina Wells, Buzz Marketing Group; Faris Yakob, Naked Communications; Bill Fox, Fidelity Investments

Henry Jenkins and Joshua Green

Panelists: Bruce Leichtman, Leichtman Research Group; Stacey Lynn Schulman, Turner Broadcasting; Maury Giles, GSD&M Idea City As media companies have come to recognize the value of participatory audiences, they have searched for matrixes by which to measure engagement with their properties. A model based on impressions is giving way to new models which seek to account for the range of different ways consumers engage with entertainment content. But nobody is quite clear how you can "count" engaged consumers or how you can account for various forms and qualities of engagement. Over the past several years, a range of different companies have proposed alternative systems for measuring engagement. What are the strengths and limits of these competing models? What aspects of audience activity do they account for? What value do they place on different forms of engagement?

There is growing anxiety about the way labor is compensated in Web 2.0. The accepted model -- trading content in exchange for connectivity or experience -- is starting to strain, particularly as the commodity culture of user-generated content confronts the gift economy which has long characterized the participatory fan cultures of the web. The incentives which work to encourage participation in some spaces are alienating other groups and many are wondering what kinds of revenue sharing should or could exist when companies turn a profit based on the unpaid labor of their consumers. What do we know now about the "architecture of participation" (to borrow Kevin O'Reilly's formulation) that we didn't know a year ago? What have been the classic mistakes which Web 2.0 companies have made in their interactions with their customers? What do we gain by applying a theory of labor to think about the invisible work performed by fans and other consumers within the new media economy? Panelists: Mark Deuze, Indiana Univers

The fragmenting audiences and proliferating channels of contemporary television are changing how programs are made and how they appeal to viewers and advertisers. Some media and advertising spokesmen are arguing that smaller, more engaged audiences are more valuable than the passive viewers of the Broadcast Era. They focus on the number of viewers who engage with the program and its extensions -- web sites, podcasts, digital comics, games, and so forth. What steps are networks taking to prolong and enlarge the viewer's experience of a weekly series? How are networks and production companies adapting to and deploying digital technologies and the Internet? And what challenges are involved in creating a series in which individual episodes are only part of an imagined world that can be accessed on a range of devices and that appeals to gamers, fans of comics, lovers of message boards or threaded discussions, digital surfers of all sorts? In this forum, producers from the NBC series Heroes will discuss their hit s

A generation of scholars, critics and political leaders has denounced videogames as at best a distraction and at worst a negative influence on society. Yet for a growing generation of activists and researchers, games may also represent a resource for engaging young people with the political process and heightening their awareness of social issues. In what ways do young people use the online societies constructed in multiplayer games to rehearse and refine skills at citizenship? Can we imagine games as a medium that encourages public awareness and citizenship? And what might it mean to empower young people to create their own games to reflect their perceptions of the world around them? This is the second in a continuing series from the new MIT Center for Future Civic Media.

A conversation about the theory and practice of collective intelligence, with emphasis on Wikipedia, other instances of aggregated intellectual work and on recent innovative applications in product development for both large and small businesses. Thomas Malone, founding director of the MIT Center for Collective Intelligence, will anchor the discussion. Thomas W. Malone is the Patrick J. McGovern Professor of Management at the MIT Sloan School of Management. He is also the founder and director of the MIT Center for Collective Intelligence and author of the book The Future of Work. Malone has published over 75 articles, research papers, and book chapters and is an inventor with 11 patents.

Media strategist and author of Fundamentals of Television Branding and Marketing Lee Hunt presents recent innovations in television branding and discusses some of the struggles being faced by networks in the era of convergence and transmedia.

In Bowling Alone (2000), Robert Putnam wrote about a generation of Americans cut off from traditional forms of community life and civic engagement, passive consumers of mass media. But others have noted the expansion of participatory cultures and virtual communities on the web, the growth of blogs, podcasts, and other forms of citizen journalism, the rise of new kinds of social affiliations within virtual worlds. What lessons can we learn from these online worlds that will make an impact in the communities where we work, sleep, and vote? What new technologies and practices offer us the best chance of revitalizing civic engagement? This forum marks the launch of the new MIT Center for Future Civic Media, a collaboration between the MIT Media Lab and Comparative Media Studies (CMS) program and is the first in a series of events designed to focus attention on the relationship between emerging media and civic engagement. The center has been funded by a $5 million grant from the Knight Foundation. Its directors wi

Author and management advisor B. Joseph Pine II discusses how ideas outlined in his book The Experience Economy fit within the context of digital technologies, virtual worlds, and convergence culture.

Andrew Slack, founder of The HP Alliance, an organization seeking to engage Harry Potter fans in social and political activism, discusses the origins and motivations behind the group and their current project to raise awareness about the genocide in Darfur.

Longtime soap opera writer Kay Alden talks about her decades in the industry with CMS graduate student Sam Ford ’07 who is writing his thesis about soap operas. Alden worked for more than 30 years on The Young and the Restless, the top-rated daytime drama that she served as head writer for from 1998 to 2006. Recently, she took on a consulting position with ABC Daytime and continues working with the genre during what is seen as a period of substantial change for the daytime television industry. Ford’s thesis, “"As the World Turns in a Convergence Environment",” focuses on the shifting technologies and cultural patterns that are affecting daytime television.

Today, artists working in new media, including video, web projects and music confront contested and conceptually confusing terrain in which reproduction can be as perfect as the artist desires and endless copies theoretically possible. Yet many find the lack of clarity stimulating and a compelling space in which to break new ground. Why are so many artists today mimicking new forms of visual culture and their distribution systems -- even at the risk of confusion with their popular sources? How are artists debating the value of tightly controlling distribution of media art versus allowing its wider reproduction? What are the tradeoffs artists make between creating artificial scarcity to increase a work's unique value and increasing its visibility through broader reproduction? How are the needs of those who teach and write on video going to be met in the face of hyper-commodification?

What have we learned? What have we accomplished? Where do we go from here?

How has the American tradition of intellectual property law understood the relationship between originality and tradition? What rights do artists and educators have to draw inspiration from or comment on existing works in existing media? What habits, beliefs, legal and policy decisions threaten the emergence of a more participatory culture? What have people done, and what can we do to protect the Fair Use rights of artists, educators, and amateurs so that explore the opportunities created by new media and a networked society?

Digital visionaries such as Yochai Benkler have described the emergence of a new networked culture in which participants with differing intentions and professional credentials co-exist and cooperate in a complex media ecology. Are we witnessing the appearance of a new or revitalized folk culture? Are there older traditions and practices from print culture or oral societies that resemble these emerging digital practices? What sort of amateur or grassroots creativity have been studied or documented by literary scholars, anthropologists, and students of folklore? How were creativity and collaboration understood in earlier cultures? Are there lessons or cautions for digital culture in the near or distant past?

"Collective Intelligence" and "the wisdom of crowds" have become central buzz phrases in recent discussions of networked culture. But what do they really mean? What do we know about the new forms of collaboration that is emerging as people work together across geographic distances online? Are we working, learning, socializing, creating, consuming, and playing in new ways as a result of the emergence of our participation in online communities? What have we learned over the past decade that may help us to design more powerful communities in the real world? What lessons can we carry from our Second Lives into our First?