MIT CMS Convergence Culture Consortium (C3) MIT Communications Futures Program (CFP) - Fall 2012 Plenary 1

Overview MIT CMS Convergence Culture Consortium (C3) C3 Core Concepts (Media Studies/Cultural Studies) Technobrega Case Study (Music Genre/Community in Brazil) Value Network/Value Chain Analysis Relationship to DRM (Divorcing Control from Revenue) MIT CMS Convergence Culture Consortium (C3) MIT Communications Futures Program (CFP) - Fall 2012 Plenary 2

Participatory Culture Forms of public engagement based more on social and cultural protocols and less on technology as the primary driver. Fan Culture - Fan Studies Thinknk - Comic Book Culture - Comic Conventions - Stark Trek Conventions - Star Wars - from a sports fan perspective, Think the current popularity of the NFL and World Cup or International Football fandom C3 Core Concepts

Collective Intelligence Term coined by Pierre Levy which refers to the capacity of virtual communities to leverage the special interests of their community members, normally through collaboration and large scale discussions. C3 Core Concepts 4

“Spreadability” (2008) Challenge to the Viral Metaphor and reference to “The Meme” Spreadability vis a vis “Network Effect” and “Churn Rate” (“Stickiness”)

“Spreadability” (2008) - Gift Economy (Lewis Hyde) - Monetary and Non-Monetary Exchange/Social Capital - Media Distribution - CFP’s VCDWG work applicable here - notion of “intangible value”

(value networks over value chains) Tecnobrega Case Study (value networks over value chains) A grassroots Brazilian music industry Audiences create economic and symbolic value Audiences as productive actors in the value chain Innovation in production, distribution and promotion Consumption as promotion Creators do not enforce copyright, rely on audiences and pirate networks to spread their content

Producers Sponsors - Street Vendors - Musicians - DJs - Teams

Not just consumption at the end point in a value chain, but engagement of a user in a value network AND - capturing value from the value network -

MIT Communications Futures Program (CFP) - Fall 2012 Plenary Thank You! MIT Communications Futures Program (CFP) - Fall 2012 Plenary 15