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« December 2006 | Main | February 2007 » January 31, 2007
Are You Hep to That Jive?: The Fan Culture Surrounding Swing MusicWhen Sue Turnbull (a scholar who has written very interesting work on murder mysteries, their female readers and writers) asked me to be the outside reader on a PhD dissertation being written by one of her students at LaTrobe University (in Melbourne, Australia), on contemporary swing dance, I was resistant at first, insisting that I knew little or nothing about the scholarly literature around dance. Sue pushed me harder, suggesting that this project had much more to do with my own work than I might imagine, and being a trusting sort, I agreed to read the work, satisfied in having made my own lack of credentials clear, intrigued by why she was pushing so hard, and a bit pleased to be reading something on swing since I am a closset enthusiast of the new Swing revival (though I certainly can't do the Lindy Hop to save my life.) Thus, Sam(antha) Carroll entered my life. Carroll's dissertation did indeed fascinate me -- it is frankly some of the best work by a graduate student in cultural studies I have read in some time. She draws not just on the literature in performance studies on popular dance traditions in America but it also shows a deep familiarity with cultural studies work on fan appropriations and transformations on media content as well as work in digital studies on virtual and online communities. She captures the world of swing dance culture -- from the inside out -- and traces it across multiple media channels, showing how their lives online are connecting to their physical encounters in geographic space, and especially exploring how they trade video clips of obscure dance performances which become core resources in the development of their own performance repertoires. And, hey, the dissertation came with its own dvd of amazing clips -- and you could dance to it! I felt that some of her work would be of great interest to readers of this blog given our ongoing discussions of various fan cultures, of the ways digital media is transforming traditional cultural practices, and of the poetics and politics of remixing media content. (And to add to my pleasure, she writes about Hellzapoppin', a much beloved film in my household, and one which I regularly assign to graduate students in our program.) Even if, like me, you think this may be outside your field of interest, think again and give it a closer look. The following entry was written specifically for this blog by Sam Carroll. I asked her to give us some more biographical data and here's what she wrote:
THE FOLLOWING WAS WRITTEN BY SAM CARROLL And here's footage of dancers in the US dancing the same routine in 2006. If you follow this link you can listen to the Solomon Douglas Swinged playing the same song on their recent album. Both dancers and musicians have painstakingly transcribed what they see and hear in that original 1939 clip. January 30, 2007
A Second Look at Second LifeA few weeks ago, I posted here about the debate surrounding Second Life which was triggered by a high-profile critique of the popular multiverse by longtime cyber-pundit Clay Shirky. After corresponding with Shirky and with my colleague Beth Coleman, it was decided that we would offer some new statements about this controversy across our three blogs today and respond to each other's posts in about a week's time. We also agreed that we would post links to the other posts through our sites which would help readers navigate between the various positions. So, if you want to read the latest by Clay Shirky, you can find it here and if you want to read the latest by Beth Coleman, you can find it here. (These links will only go live once I know the other material is up on line.) None of us have had a chance so far to review what the others will say so I anticipate that the first round will mostly be a restating of or clarification of our previous positions. Clay's arguments rest on the following claims: 1.Claims about Second Life's user base have been dramatically overstated because the focus has been on the number of people who try out the multiverse rather than on those who return regularly. As he explains, "Someone who tries a social service once and bails isn't really a user any more than someone who gets a sample spoon of ice cream and walks out is a customer." A lot of effort has been put into debunking Clay's analysis of the numbers by writers such as Joel Greenberg I certainly agree that we should be concerned if the press's interest in Second Life is fueled by inflated numbers but I also recognize that these numbers give only a partial indication of the level and kinds of investments people make in these worlds, that Second Life may have cultural importance even for people who have never been there because it embodies a particular model of civic participation and cultural production. The numbers matter if we are asking whether Second Life represents "the future of the web" but personally, I have never believed that SL is going to be a mass movement in any meaningful sense of the term. As I stated last time, I do not buy the whole nonsense that immersive worlds represent web 3.0 and will in any way displace the existing information structures that exist in the web, any more than I think audio-visual communications is going to replace written communications anytime soon. If nothing else, the ability to scan through text quickly gives it an efficiency that will not be replaced by more "technically advanced" solutions which are more time consuming to produce and to consume. I am pretty sure that the value of the web/net lies in asynchronous communications and that real time interactions -- whether we are talking 3d or skype -- will always represent a special class of uses which competes not with the web but with other teleconferencing technologies. Most of us will find uses for virtual worlds one of these days; most of us will not "live" there nor will we conduct most of our business there. I do not even think that Second Life represents the future of multiplayer games -- it represents one end of a spectrum of player experiences which maximizes player generated content and minimizes the prestructured experiences we associate with most computer games. World of Warcraft represents the other end of that spectrum and so far, that model draws more customers. My own ideal lays perhaps some place in the middle. As such, this becomes a debate not about affordances but about the desirability of professional entertainment versus the pleasures of participatory culture. It also becomes an exercise in mapping what some have described as the pyramid of participation in which the harder it is to create content, the higher the percentage of participants who will chose to consume content someone else has produced. What's striking to me is not that so many people still prefer to consume professionally generated content (it has always been thus) but what a growing percent of people are willing to consume amateur content and what a smaller but still significant percentage of people are willing to generate and share content they produced themselves. Second Life interests me as a particular model of participatory culture. January 29, 2007
Front Line Perspective on the Boston Games JamEarlier this month, The Education Arcade played host to the first Boston Game Jam. Dan Roy, a CMS master's student, who has been working on the Labrynth project through the Education Arcade and is currently doing his thesis on the models of learning and reward underlying multiplayer game design, offered to share with us some of his perspectives of the event. What follows is his account of what happened when you put a bunch of creative game designers -- both professionals and students -- in a room for a weekend with the goal of testing the limits of their medium. (Personally, I am waiting to see Game Jam turned into a reality series not unlike Project Runway!)
It's 9 a.m. on Saturday and about 15 professional video game developers from the Boston area are taking their seats in The Education Arcade lab at MIT. They've come alone or in teams of two for the first annual Boston Game Jam, armed with ideas for games involving the Jam's theme of "shifting." They are programmers, designers, artists, and musicians, and they've committed the next 36 hours of their lives to making experimental games. Though developing games is work and they do it every day, there's something special in the air this Saturday. It's an opportunity to leave behind the pressures of the game industry, with its years-long development cycles, escalating budgets, increasing team sizes and specialization, sequelitis, and publisher-developer tensions. Once upon a time, a single crackerjack programmer or a team of three could bestow their unique vision of gaming on the world with only a few months of work. Development cycles were short. Genres were undefined. Risk was low and creativity was high. The trend in the ensuing decades has moved away from all of this. We've reached the point as an industry where failure on a project costing tens of millions of dollars means lots of lost jobs and maybe a shuttered business or two. In that environment, publishers rely on proven intellectual property and remaking established genres to meet their quarterly targets. When publishers hold the money and the IP, contracted developers have little choice but to live hand to mouth. One missed milestone or delayed contract could be the end for such a developer with no savings. In addition to the rising budgets and reduced financial risk-taking, individual employees find themselves working on more and more specialized tasks. This assembly line model stifles a lot of creativity. The benefits of feeling like you are part of something bigger than yourself are offset by lack of control over the direction of the project. And so, these game developers gather at MIT to seize back their creative control. They've come with plans for games they would like to make entirely by themselves. The programmers are no longer just graphics coders or physics coders or tools coders or artificial intelligence coders. They now hold the grand vision of the game, as well is the responsibility for wearing hats normally left to others. By noon, everyone had settled in with his project and was making steady progress. Max McGuire in particular seemed ahead of the game, as he already had something playful-looking up on his screen. At a game jam, one can always step away from his computer, wander around the room, and become inspired by the ideas and energy of all the other auteurs. A casual observer would notice that screens full of code intermittently give way to intriguing visual representations of progress. Later in the day, Jam organizer Darius Kazemi warned us that if we didn't have something playable by this evening, we were in bad shape. A couple of teams took this opportunity to step back from their original visions and refocus on something more practical. However, a surprising number of projects were right on track. It seemed we had scoped our projects well to not fall into the common trap of taking on too much. After dinner, some participants started to call it quits for the day and head home. As the coordinator of the Jam facilities at MIT, I resolved to stay in the lab until everyone was finished. I was quite tired when I walked home at 5 a.m. As most people who have ever been excited about a project can tell you, there are good and bad kinds of sleepy. The energy that I took from the group and from my own creative process had not yet dissipated, and even as I lay in bed exhausted I found my mind eagerly bounding between the possible features I could implement the following day. That following day began three hours later. In my exhaustion, I must have set my alarm incorrectly, because I was awakened by the ringing of my cell phone. When I arrived at the lab to punch in the door's security code there was already a line of antsy developers. I felt guilty for standing in the way of their work, even early on a Sunday morning. As the clock drew closer to the 6 p.m. deadline, the entire room tightened its focus. As time ticked features a way, developers became even more earnest to preserve what they could of their initial visions. You could hear the whir of productivity, punctuated by semi-sarcastic exclamations from Al Reed like, "I just realized I don't know how to program." Kent Quirk and his son/teammate Lincoln also had their moments, like when they both leaned in close to the Darius stopped us all precisely at six, and we gathered around the projector to present the creative gold we had mined all weekend with our pickax keyboards (handy tools, those). Max McGuire had managed to conjure up a respectable competitor to Will Wright's forthcoming game Spore, in which you take creatures from their basest existence through the height of civilization and into outer space. The core mechanic is shifting terrain up and down. Impressive, and as fun to watch as to play. Eric Rosenbaum and Jonah Elgart created a game around shifting rhythms, redirecting streams of beats to create a symphony or cacophony of precautions and notes. It seems like a great game if I could just figure out how to play it. Philip Tan, who has been flying back and forth between MIT and Singapore for half a year as he sets up an international game lab called GAMBIT, made a game about jetlag. In it, players must manage passengers' moods so that they're in peak state when they hit the ground (hopefully softly). The whole room had listened earlier in the day as Philip recorded the voiceovers for the flight attendants. It was definitely the fifth take of "Coffee, tea, or soda?" where the humor of the flight attendant's annoyance finally came through. Kent and Lincoln Quirk made the only 3D game of the Jam, in which players shift an avatar between conveyor belts to reach the center of a maze. The tricky part was that if you stayed on the conveyor belt long enough, you would flip over with it... to the dark side. Al Reed and Alex Rice somehow overcame Al's inability to program, creating a Mario Brothers type game called Squish in which players hop from platform to platform shoving boxes around in an attempt to crush each other. The only explicitly multiplayer game of the Jam, it clearly showed off the potential of humor in social interactions. The hilarity of watching Al's stick figure accidentally squish itself cannot be denied. Darius, who had originally planned to not make a game and only assist others, had found himself twiddling his thumbs and cranked out a Game Boy Advance game of shifting mazes. Darren Torpey and David Ludwig created a game about shifting seasons. They made the executive decision that four seasons was far too many, and unilaterally cut it down to two. Personally, I'll miss fall and spring tremendously and can't condone their actions. Geoffrey Long and I (Dan Roy) created a game about shifting perceptions around the diamond industry. Conflict diamonds, or blood diamonds, have been used to fuel terrible violence for years, and I wanted to educate some consumers who might be unaware what their purchase might be funding. Jim Ingraham and Duncan Watt contributed art and sounds respectively to all of the projects, and they did so valiantly in the face of our common and impending deadline. Duncan in particular knows how to triage. Most of these game concepts would never have been made if not for an environment like the Boston Game Jam. At least, they never would have been made within the industry model that only makes space for AAA titles. However, there are promising signs that at least some segments of the industry are shifting back to smaller teams, smaller budgets, shorter development cycles, and wackier concepts. Digital distribution helps here tremendously, as do content delivery models like episodic. Chris Anderson's Long Tail is just regaining prominence in the game industry, and the "hits" of the future may be niche subscription titles. Henry did a number of posts on the rising independent games movement not too long ago that readers may find interesting. The mood in the Education Arcade lab after giving our presentations was inspired exhaustion. Everyone agreed that they'd like to do the Jam again, with some calling for it every six months instead of annually. Most participants didn't seem to mind that they had just worked halfway through the Patriots-Colts game, even with New England's team represented. We had just had our own game of realizing our visions, in which we proved ourselves as much as played in the sand. I think I speak for everyone at the Jam when I say we are fortunate to do what we do. January 26, 2007
How Computer Games Help Children to Learn: An Interview with David Williamson Shaffer (Part Two)Yesterday, I introduced blog readers to my former student, David Williamson Shaffer, and his new book, How Computer Games Help Children to Learn. This book is a must read for anyone who is invested in the concept of Serious Games or anyone who wants to have a better understanding of what games might contribute to the reform of the educational process. In yesterday's post, he walked us through his roots in Seymore Papert's notion of hard fun and his concept of epistemic games. Here's a bit more background on David taken from his blog:
Today, I asked Shaffer some of the hard questions which all of us who are promoting games and education are facing. He offers some candid and compelling responses. You describe powerful activities which certainly require students to deploy a rich array of school content. But by classical definitions, not all of the activities you describe are games. And many teachers remain resistant to the concept of games in school. So what value do you see in referring to these experiences as games? This is a great question, and I'm glad you asked it. Part of the problem with the word "game" is that there isn't a single agreed-upon definition. The definition I use in the book is closer to some than others--and as you know, I talk about this very issue and how my use of the term compares to others in the book. January 25, 2007
How Computer Games Help Children Learn: An Interview with David Williamson Shafffer (Part One)I've known David Williamson Shaffer for more than a decade. I was lucky enough to have him as a student in my media theory and methods proseminar back when he was finishing up his PhD at the MIT Media Lab. where he was doing work with Seymor Papert. I've reconnected in recent years with Shaffer through his work on games and education. Shaffer has come out this month with a very important book, How Computer Games Help Children Learn. A colleague of James Paul Gee, Kurt Squire, and Constance Steinkuehler at the University of Wisconsin-Madison, Shaffer has long contributed to our conversations about the pedagogical potentials of computer and video games. He has especially promoted the idea of epistemic games, which he discusses at some length, in the interview that follows. He is interested in the ways that we can use computer-based games (including games that involve interacting with real people in real spaces) to introduce children to the basic conceptual frameworks that govern various professional practices. For him, this is the most powerful aspect of games-based learning. His new book makes a powerful case for this mode of teaching, including detailed case studies of games he has developed to cover a range of different professional contexts and academic disciplines and drawing parallels to commercial games already on the market. The writing is accessible and engaging, driven by his own experiences as a classroom teacher and his own passion for helping to reinvent American education. Over the next two days, I am going to be running this interview with Shaffer. In the first part, he lays out the book's core premises and in the second, he addresses the debates around serious games more generally. Your biography in the back of the book lists one of your titles as "game scientist." So, I suspect the readers might be interested to know what a game scientist does and how you train for such a position. The cynic in me wants to know what the implications are of using scientific language to describe what is essentially a position in the humanities. There are a few different ways of explaining where the title "Game Scientist" comes from. The most superficial answer is that as we were founding the GAPPS (Games and Professional Practice Simulations) Group here at the University of Wisconsin Advanced Academic Distributed Learning CoLaboratory, we needed to decide what members of the group would be called. The title "Research Scientist" is often used for appointments in research labs that do not grant tenure, so given that we were all studying games someone (I think it might have been me) suggested that Game Scientist would be an appropriate title. January 24, 2007
No Matter How Small: Revisiting Seuss's 5000 Fingers of Dr. TEvery January, for the past fifteen years, I have conducted a salute to the great children's book author, Doctor Seuss. It started the year that Doctor Seuss passed away. I was struck by how central this author had been to American culture from the late 1930s until near the end of the 20th century. His children's books are all classics but they get read outside of any historical context and few people have connected them to the much broader range of work that he did -- as a humorist for adult publications such as Judge and Life, as an important copywriter in advertising, as an editorial cartoonist for the progressive PM in the years leading up to America's entry into the war, as the animator for the Private Snafu training films and script writer for Frank Capra's Why We Fight films during World War II, as script writer and designer for 5000 Fingers of Dr. T, as the author of the radio script which led to the classic animated short, Gerald McBoing Boing, as a promoter of modern art through a series of educational specials for American television, and so forth. The Seuss story spans across media and bridges high and low culture in fascinating ways. Every January, I share his story with students, faculty, and staff at MIT, reading from his works, and sharing some historical perspectives. This year, I am going to be joined by Nancy Newman, who traches music history at SUNY-Albany and who has written a fascinating essay on the score for the Seuss-inspired feature film, The 5000 Fingers of Dr. T. The highlight of the event every year is the screening of this rarely shown film from the 1950s which features Hans Conreid as a demonic (but campy) piano teacher bent on global domination. We will be concluding the evening with a screening of this rarely shown classic from the 1950s, which is one of my all time personal favorite movies. You may not know that there's a real cult that has grown up around 5000 Fingers, including this excellent website, which is full of details about its production and includes audio files of a number of songs recorded for but cut from the film. I wrote about 5000 Fingers in an essay I published about Seuss's relationship to the Popular Front and permissive childrearing in my anthology, Hop on Pop: The Politics and Pleasures of Popular Culture. I am hoping the following excerpt may intrigue you into either coming to our event (if you are in and around Boston) or renting the film.
Here's some more information about Nancy Newman's talk:
Abstract: One of the striking aspects of The 5000 Fingers of Dr. T (1953) is its staging of a young boy's search for musical identity as an Oedipal drama. The story pits two men as competitors for the boy's widowed mother. One potential father represents the tradition of classical piano, the other, American popular song. This paper shows how the film's musical numbers resolve this crisis of identity and affection. Frederick Hollander's memorable tunes and innovative score affirm the individual's capacity to develop a distinctive "voice," a message with political overtones at the time of the film's release. Biography: Nancy Newman is an assistant professor at the University at Albany-SUNY, where she teaches courses on music history, both ancient and modern. Her article, "Acoustic Reflections in The 5000 Fingers of Dr. T" is forthcoming in Lowering the Boom: New Essays on the History, Theory and Practice of Film Sound (University of Illinois Press). She is currently writing on Björk's role as composer and performer in the film musical, Dancer in the Dark. Dr. Newman is also working on a book about the Germania Musical Society, Good Music for a Free People. An article on this 19th-century orchestra appeared in the Yearbook of German-American Studies (1999). Her years as a piano teacher will be put to use in SUNY-Albany's Extensible Toy Piano Festival this spring. January 23, 2007
Broadway meets Reality TelevisionAs an American Idol fan, I have been very pleased to see Jennifer Hudson get such wide-spread acclaim for her performance in Dreamgirls. Hudson got bumped prematurely from the Idol competition during the season which I document in Convergence Culture and it is delightful to see her get a second chance at success and really knock the ball out of the park. Beyonce's performance in the film seems surprisingly subdued while Hudson gets all of the showstopping moments (or at least all of the ones not commanded by Eddie Murphy!) And of course, now both Hudson and Murphy have walked away with Golden Globes and seem destined to be "players" in the Oscar race. I was curious, however, to see how her performance was being perceived by perhaps the most exacting fan audience for this particular film -- the community of enthusiasts of Broadway shows, many of whom have firm memories of the way this same role was handled by another Jennifer, Ms. Holliday, who won a Tony for playing Effie in the original stage production. So, I asked my friend and longtime collaborator, Alex Chisholm, himself a seasoned First Nighter, to suggest some places where I might get a taste of Ms. Hudson's reception. He directed me to the discussion over at Broadway World, a leading forum for fans of the American musical theater. The verdict is definitely split -- perhaps along generational lines -- with many of the younger fans knowing Holliday's performance only through the soundtrack album or glympses captured on the Tony Award show rather than from first hand experience. Here are just a few of the more thoughtful posts on this issue: Holliday's voice barrels rapidly up and down the notes in AIATY in such a way that that I get a sense that she's truly feeling something powerful and emotional course through her body while she's singing. I find her singing on all of the other songs to be quite stirring also. What surprised me is that there seems to be no real backlash here based on the fact that Hudson is known primarily as an American Idol contestant and is not a Broadway veteran. Chisholm notes that there has been so much crossover from American Idol to Broadway in recent years, including cast members on Rent (Frenchie Davis ), The Wedding Singer (Constantine Maroulis), Bombay Dreams ( Tamyra Gray), and Hairspray (Diana DeGarmo). Some have even gone so far as to cite A.I's influence on the new production of A Chorus Line which is more a showcase for singers than dancers. A more heated controversy about the relationship between reality television and the Broadway musical is brewing around NBC's new series showing the casting process for a revival of Grease. Some Broadway fans have embraced the strategy, supporting anything which will get people into the theaters at a time when large scale musicals remain a highly risky proposition: If anything, BROADWAY and the theater arts and those aspiring to be a part of that world will have weekly exposure to the United States. And, if it does well in the ratings, can be nothing but a positive thing. Hopefully it will inspire a new generation to embrace theater and the arts even more, and possibly stem the tide of diminishing Arts programs in schools and communities.Others see a range of reasons for skepticism, each reflecting some of the tensions points which surround efforts to broaden the commercial appeal of the stage musical: The reason for doing a revival is "usually" because someone has a new vision or something fresh to bring to an old show. But this revival is only being done to promote another reality TV show. ************************************************* The only problem with it I have is the fact that there are many Broadway actors/actresses who are "established" and been in the biz for years, worked hard, auditioned, Equity card holders ect. and this gives Joe and Jane Everyday a chance to slip in and take two primo, well know roles in a beloved classic as they bring it back to Broadway. Which in itself is all good: bring in new blood, find new Broadway talent, yes... But not American Idol style. It's over done. ********************************************* They could have also picked something that would allow non-white people to actually participate in. ********************************************* Could they have picked a better show? Something that's NOT done every year around the country by high school?Of course, one could argue that it is precisely because Grease is so familiar and because there is a generation of high school cast members fantasizing about repeating their roles on Broadway that it makes sense to use it as the platform for a reality television series. Grease represents the kind of show that many middle Americans want to see when they go to the Big Apple for the first time -- they know the songs, they like the movie version, and they know they will be entertained. Something that's becoming clear is that when there are more opportunities for new talent January 22, 2007
Engagement Marketing: An Interview With Alan Moore (Part Two)Last Friday, I introduced my readers to Alan Moore -- not the comic book creator but the brand guru -- a cutting edge thinker about the ways that grassroots communities are reshaping the branding process. Moore, with Tomi T Ahonen, wrote a book called Communities Dominate Brands. The book spells out their vision for where media is headed -- towards what Moore described last time as a "connected society"-- and what it means for the branding process. Here, Moore gets deeper into some of the issues which will be of particular interest to regular readers of this blog -- the economic value of fans to advertisers and media producers, the issue of compensating for user-generated content, the case of Pop Idol as a global media franchise, and the concept of transmedia planning. Moore will be speaking at the CMS colloquium later this term and we hope to make a podcast of his remarks available down the line. There seems to be an implicit tension running through this book between the focus on the individual consumer (which has been a cornerstone of branding theory and which gets new attention in an age of personalized and customized media) and the focus on communities (which take on greater importance in the age of networked communications.) I wonder if you could talk a bit more about this tension -- should companies be targeting individuals or communities? What do you see as the relationship between individual consumers and these My view is that one can create greater opportunities, by appealing to communities of interest. Doc Searls said that markets are conversations. I think communities form around 3 principle tenets. 1. Information Lets take the equine community, or the climbing community, the motivations for belonging are at a deep human level. By creating platforms that can better serve these communities around these 3 tenets, one can build I believe sustainable businesses, that are not geographic specific. Communities form around values, not demographics. Also, I believe that by combining, user generated content, peer production, inter-community trade and knowledge exchange, in conjunction with services and entertainment specific to that community, the community will grow and expand. This is where the advertising becomes the content and the content becomes the advertising. The advertising becomes the conversation and the conversation becomes the advertising. Also, there is an opportunity to listen carefully to the community so that one is in a constant process of refinement of how best to serve that community. The money flows in a different way. Of course such a view is heresy, within the world of mass media, which are tied to location and old distribution/business models. January 19, 2007
Engagement Marketing: An Interview with Alan Moore (Part One)Alan Moore created quite a stir when he called my apartment a little over a month ago. The guy on the phone had a delightful British accent of the kind one might imagine coming from the British comic book artist who is responsible for such works as Lost Girls, From Hell, Watchman, League of Extraordinary Gentleman, Promethea, Top Ten.... Well, it wasn't that Alan Moore. This Alan Moore is a distinguished figure in the marketing world -- the CEO of SMLXL, the Cambridge based "engagement marketing" firm, and the co-author of Communities Dominate Brands: Business and Marketing Challenges for the 21st Century. In Convergence Culture, I write about what I call "affective economics" -- the reappraisal of the value of fan and brand communities within the marketing sphere. I'd recommend Communities Dominate Brands to anyone who wants to dig deeper into the realm of "affective economics." Moore and his co-author, Tomi T Ahonen, have thought deeply about the changes that are rocking the current media landscape and their implications for the ways that brands will court consumers. The book is informed by contemporary media theory and rich in examples for recent marketing efforts that put the theory into practice. In this interview, Moore shares with us some of his insights into what is going to happen to the branding process given the rise of participatory culture and the breakdown of the traditional broadcast paradigm. HJ: Your Bio in the book describes you as a specialist in Engagement Marketing, which begs the question -- what is Engagement Marketing and for that matter, what constitutes engagement from your point of view? AM: Engagement marketing is a very broad term, and purposefully so. At its heart, is the insight that human beings are highly social animals, and have an innate need to communicate and interact. Therefore, any engagement marketing initiative must allow for two-way flows of information and communication. We believe, people embrace what they create. And why is this important? Because in advanced economies the values of society and the individual change. AT the heart of this is the key issue around identity and belonging. We have always had community. Pre- industrialization, we were tied to our communities by geography, tradition, the state and birthright. External forces shaped our identity. However, in a post-modern world we can have many selves, as we undertake a quest for self identity. This is described as Psychological Self-Determination the ability to exert control over the most important aspects of ones life, especially personal identity, which has become the source of meaning and purpose in a life no longer dictated by geography or tradition. The Community Generation, shun traditional organizations in favor of unmediated relationship to the things they care about. The Community Generation, seek and expect direct participation and influence. They possess the skills to lead, confer and discuss. These people are not watching television and have grown up in a world of search and two-way flows of communication. Going further Engagement Marketing is premised upon: transparency - interactivity - immediacy - facilitation - engagement - co-creation - collaboration - experience and trust these words define the migration form mass media to social media. The explosion of: Myspace, YouTube, Second Life and other MMORPG's, Citizen Journalism, Wicki's and Swicki's, TV formats like Pop Idol, or Jamies School Dinners, Blogs, Social search, The Guinness visitor centre in Dublin or the Eden project in Cornwall UK, mobile games like Superstable or Twins, or, new business platforms like Spreadshirt.com all demonstrate a new socio-economic model, where engagement sits at the epicentre. January 18, 2007
The Merits of Nitpicking: A Doctor Diagnoses HouseMy son and I are both big fans of the television series, >em>House. I watch the show for the characters and their interactions -- especially for Hugh Laurie's performance but also for his interplay with the other doctors. My son has shown a bit more curiosity about the medical dimensions of the series and in search of information, he stumbled onto a fascinating blog, Polite Dissent, which offers medical insight into House, superhero comics, and a range of other popular culture texts. The blog promises us "Comics, Medicine, Politics, and Fun." Its author, Scott, describes himself as being part of a large family practice in Southwestern Illinois. Scott's blog is a good illustration of a mode of fan criticism which sometimes goes by the name of nitpicking. Nitpickers examine their favorite programs through a particular lens -- in this case, medicine -- in which they have developed expertise. I became very interested in nitpicking when I did research for Science Fiction Audiences about the reception of Star Trek at MIT. What I found at that time -- the late 1980s -- was that MIT students were often drawn to our school because of an early interest in science fiction and used science fiction -- especially debates about the lines between known science, reasonable speculation, and implaussible technobabel -- to work through their own mastery of core scientific concepts. The pleasure was in being able to prove to each other what was "wrong" with the science in a particular Star Trek episode and to explain a more plausible or realistic way of dealing with the same themes. Indeed, they classified the ST:NG episodes by discipline, often using the numerical codes ("Course 6") which are most often used to refer to majors within the MIT Context, suggesting just how much the shows functioned in parallel with what they were learning in their classes. These scientists and engineers in training were not being obnoxious in trying to show their superiority to the program: part of the pleasure for them came in sorting out the differences between real and bogus science. In some senses, this was to look at the series through a realist lens but that's too simple a way to understand what is going on since all science fiction fans recognize that science fiction involves speculation and about social commentary, not simply about reproducing the world of known science but pushing beyond it to explore alternative possibilities. There were just "rules" that governed how far outside known science science fiction "should" stray and in what directions. The classic nitpicker has a love/hate relationship with their favorite program: the show has to be good enough to stretch the outer limits of their knowledge at a regular basis and yet at the same time, it has to be flawed enough that they can catch it when the authors "fake it" in a particular domain of knowledge. So, Scott takes House apart in terms of hospital procedure, medical tests and equiptment, and the specifics of the various ailments they appear in the speculations surrounding a particular case. Taken as a whole, Scott seems to enjoy the speculative aspects of the series but to be displeased by the various shortcuts the writers take to get us through a complex medical process in under an hour of screentime. Scott recognizes the tension between story telling and communicating actual medical knowledge but remains frustrated, as he puts it, "when House does a "character show," the medicine suffers." Here, for example, are some of the key concerns he raised about "TB or Not TB", a second season episode about a grandstanding doctor who works on the medical problems in the third world and who provokes special ire from the series protagonist: I f the patient is suspected of having TB, why is no one treating him wearing a mask? Why he wandering around the hospital and not in isolation? Why is he not in a negative-pressure room? Frankly, most of these questions never crossed my mind: for me, the medical language on >em>House is as much technobabel as anything heard on Star Trek, but I found I had to stop watching Jack and Bobby a few years ago because I got so frustrated in how they dealt with academic life and I am starting to get more frustrated with Veronica Mars along similar lines. It all depends on where your expertise and interest lies but that's part of the value of creating a space where shared texts get examined through multiple lens. It has been widely observed that procedural shows like House or CSI can play an important role in exciting the American public about the professions being represented. They are often accompanied both by an increase in sales of nonfiction works on the same topics and by increased applications to colleges which offer programs in those areas of specialization. The obvious parallel here is to the MIT students who got turned onto science through Star Trek. In such a context, sites like this one play an important role in providing a corrective to some of the more hairbrained ideas that find their ways into dramatic television or simply to provide further background on the medical conditions and practices discussed on the program. I wonder how we can incorporate something like the nitpicking process into the educational system. What is the value of getting students to apply their knowledge to deconstruct a popular representation? What is gained by the process of walking through such critiques and then trying to verify competing truth claims through reference to concrete evidence and information? What gets added when we move from a single knowledgible critic like Scott to the incorporation of a larger community of interested people who might bring slightly different expertises to the table or who might have competing interpretations and evaluations of what is represented in the program (as occurs in the comments section of this site)? The key point is that the procedural shows themselves do not have to be 100 percent accurate as long as they offer problems for students to work through and solve and as long as a spirit of playful debunking is built into how they get discussed in the classroom. Indeed, the shows may be a better basis for such an experiment if they are good enough to capture the imagination but ultimately flawed or compromised in their representation of real world practices. Such an excercise would seem to be a great way to introduce media literacy concepts into the biology classroom. January 17, 2007
Five Things You Don't Know About Me...Normally I avoid chain letters like the plague. Don't send them to me if you don't want me to break the chain and bring down the curse upon all of mankind or cost that little cancer-ridden girl her miracle cure or win a million dollars from Microsoft or whatever else good, bad, or indifferent you imagine will happen if you don't imediately pester your friends with some stupid task. But this past week, I got "tagged" by David Edery (Game Tycoon) in a vast game which is making its way across the blogosphere. Bloggers are being dared to tell their readers five things about themselves that they probably don't already know and then to pass the tag along to someone else. I figured it was probably worth one blog post to share with you guys some behind the scenes information about yours truly, though given my tendency for openness about things like being a slash writer or an Eagle Scout, I found this more challenging than it might have seemed at first. Besides, if I have to tell you stuff that David Edery doesn't know about me, that narrows the field even more since David and I have spent many hours in each other's company as we traveled together trying to raise money for the Comparative Media Studies Program. So here goes my best stab. The first book I ever wrote was a guidebook to the Atlanta Zoo. My CV lists me as the editor and/or author of 12 books. I lie. There's a book I wrote which doesn't appear on any of my resumes. I wrote it shortly after I graduated from Georgia State University. At the time, I was working as the public relations director for the Atlanta Zoological Society. Most of the job consisted of drafting press releases, editing a newsletter, and going out and giving talks to school groups. But the task which most captured my imagination was rewriting the guidebook, which I did with probably a bit too much personality, since the project got abandoned after I left the organization to go off to graduate school. What I wrote was never actually published. My favorite portrait of my mother depicts her as a clown. It is a portrait painted by a longtime family friend, Glen LaRue. My mother used to love to make people laugh. It went all the way back to her high school days in the Gilbert and Sullivan club. She would periodically dress up as a clown and go to entertain people at local orphanages or old folks homes. When I was a boy, I would sometimes dress up in clown clothes and go with her. I suspect it is my mother's love of laughter that was her greatest gift to me - and as someone who grew up as a mother's boy, that's saying a lot. I am sure this love of comedy led to my dissertation topic - on the influence of vaudeville on American film comedy during the early sound period. Years later, when I got ambushed on Donahue, my mother's only comment was that I forget to make them laugh. It is a mistake I've tried hard not to make again. My students know that my mind runs on bad jokes. I seem to compulsively take words and concepts, twist them around looking for puns or comic structures. Sometimes, the results can be painful. Sometimes, they can break up a bad meeting. Often, they can result in a creative insight which pushes me to the next level in my thinking January 16, 2007
The Shape of the Page: More Thoughts on Haw Par VillaI am writing this as I am hiding out in my hotel in San Francisco -- jet lagged and under the weather from some evil germ that was working its way through the airplane's ventilation system -- and I can't get the Haw Par Villa out of my mind. In my previous posts, I wrote about it in terms of its thematic content -- the antimodernist impulses, the representation of classically Chinese conceptions of transgression and punishment, and the place of violent representations in moral instruction. But what interests me today has to do with the formal organization of the exhibits themselves. Remember that these exhibits were built in 1937. I'm going to go all art history on you for a moment so read at your own risk. Consider this image (taken by William Uricchio) which allows us to see one of the tableaus in its largest possible context. The first thing which may strike you is that the space breaks down into a series of different frames which can be read sequentially but which may be taken in as a whole.
In that sense, I am reminded of comic book creator and theorist Will Eisner's arguments about the ways comics might be read -- both in terms of the organization of information into a series of framed boxes and in terms of "the shape of the page" which we take in through peripheral vision and which shapes our interpretation of each framed image. It is this notion of the "shape of the page" which got dropped when Scott McCloud reworked Eisner for Understanding Comics and for my money, it may be Eisner's most significant contribution to the theory of the medium.
In the case of the Haw Par Villa vignette depicted here, some of the frame lines are defined very emphatically -- there are two separate scenes staged side by side here -- while others are more ambiguous -- see the way features of the space function as implicit frames encouraging us to focus on one part of the action at a time. And there is even some activity taking place in the space between frames -- in what we might describe as the gutter if we were talking about comics. We are to see the people drowning below as at once a separate scene and part of the larger scene being depicted. Even within a single space, we are invited to scan the image, break it down into clusters of figures (such as some of the specific examples of combat depicted here), create a narrative context for the interplay of the figures, and then draw them back into the larger scene. The demands which this places on the viewer are quite complex. We can take in the scene as a whole on first impression but we really only understand it when we work it over with our eyes over a more prolonged period. January 15, 2007
Supernatural: First ImpressionsLate last fall, I asked for readers of this blog to pimp their favorite shows. Overwhelmingly, the most popular choice was a CW series called Supernatural -- of course, there was a concerted campaign within the show's fan community to write in and share the love for the series in hopes that it might generate greater awareness of the program. Here's just a few of the things readers had to say about Supernatural:
Each of the paragraphs above comes from a different reader but they represent steps in an argument that certainly got my attention. All I can say is that your campaign worked -- at least in my case. I had only a vague awareness of Supernatural before I started getting flooded by these earnest pleas and recommendations. Frankly, I had lumped it together with Medium and The Ghost Whisperer, seeing the whole lot as basically TV knockoffs of The Sixth Sense. But, once I read those recommendations, I know I had to see it for myself and so I put the Season One DVD boxed set on my Christmas list. I've been watching Supernatural while coping with jet lag during my trip to Singapore -- maybe not the best choice under the circumstances because instead of putting me to sleep, I keep wanting to watch just one more and end up staying up later than I should be. I more or less ended up inhaling Season One -- watching the last eight episodes more or less back to back on the flight back from Singapore, and I am now craving season two. I kept planning to write a midterm report on my viewing but given the choice between watching another episode and writing about the series, I kept choosing to watch another episode. Every statement I quoted above is absolutely true -- this is a show which delivers real haunted house style horror every week and does so while giving us an extensive look into the emotional life and personal growth of its core protagonist. Each episode is self contained enough that you can watch it out of sequence and get something rewarding out of the experience, yet there's a powerful cumulative effect of watching the episodes in sequence and thus seeing the character's inner lives come bubbling up again and again. The writing is crisp; the characters have a distinctive voice. January 12, 2007
The Sony Game Design WorkshopFor those of you following my travels, I am now back in the United States (San Francisco to be precise) where I will be through tuesday. Further legs on this trip take me to Los Angeles, Atlanta, Durham, and New York City, before returning in Boston for the start of the term. For the past eight years, the MIT Comparative Media Studies Program has worked with Sony Imageworks and various local games companies to produce a workshop on Transforming Traditional Media Content into Nonlinear and Interactive Formats. The course, in the MIT context, runs intensively for five days during a week in January. I run this workshop in collaboration with Sande Scordose from Sony Imageworks. This year, we will be assisted by Ravi Purushotma, the technological advisor to the Education Arcade. Here's the basic details: Storytelling and Games in the Digital Age Enrollment limited: advance sign up required (see contact below) Student teams develop story concepts for various media, including motion picture visual effects and computer games. Sponsored by MIT Comparative Media Studies (CMS) and Sony Pictures Imageworks (SPI), this non-technical activity focuses on the theoretical, historical, cultural, social, and aesthetic elements of interactive narrative and game structures. Morning lectures explore linear and non-linear storytelling across media, audio-visual elements, game theory, and techniques to increase the depth of interactive console games and enhance storytelling. Afternoons run as workshops where participants collaborate in teams to design interactive story scenarios to be presented during a final session on Friday afternoon. Held in 14E-310. Friday February 2nd will be held in 2-105. Our students include undergraduate students from MIT and Wellesley College, graduate students, visiting scholars, staff, and other members of the MIT Community. While we offer a limited amount of academic credit for participating in the program, most of our students opt to do it purely on a volunteer basis. We also would welcome outside participants though there are limits to how many people we can absorb. The following text is taken from a teacher's guide for the workshop which currently resides on the Education Arcade website. Parts of it have previously appeared in Telemedium. We have also produced a series of reality television style short documentaries showing the process at work and displaying highlights from the final presentations. And we have notes from some of the key lectures during one year's run of the workshop. These are all designed to encourage teachers at other institutions to try their own hands at conducting this kind of workshop process. The workshop has two basic components - a design competition where teams conceptualize and present their approaches to adopting an existing media property into a game and a series of lectures designed to provide them with the background knowledge they need to complete this task. The contest provides greater motivation for students to pay attention to the information presented through the lectures and to apply it to the specific challenges of conceptualizing their games. Some aspects of the workshop take advantage of the unique resources of MIT, yet we believe that the basic structure of the workshop could be adopted by local teachers at the high school level. We have had several high school aged students in the past and they have done as well or better than their older counterparts. In any case, the content of the workshop has adjusted slightly each year to reflect the available faculty and their interests. Educational Goals This workshop emerged from a series of conversations that Henry Jenkins and Alex Chisholm had with more than 50 different companies, large and small, which might be interested in hiring Humanities-trained media studies students upon their graduation. We were consistently told that while Liberal Arts students are highly desired by employers because of their mental flexibility and breadth of background knowledge, they often lacked some core skills that would make them ideal employees. Among those things most often identified were leadership experience, teamwork, communication skills, brainstorming and problem solving skills, competitiveness, and the experience of carrying a project through to completion. So, one important thrust of the workshop was to give our own graduate and undergraduate students training and experience in these areas. Team leaders are selected from our own graduate students or undergraduate majors. In the case of a high school, they could be selected from upperclassman and (after the first year) students who had performed well in the previous competition. These students are given some additional training in leadership, brainstorming, and communication skills so that they can insure the success of the workshop as a whole. At the same time, the workshop was designed to expose students to the basic building blocks of computer and video games - introducing them to current industry trends, technological opportunities of the current game systems, the tools the industry uses to select and develop potential properties - storytelling, genre, character, emotion, space, game play, community building, violence and ethics, gender and generational factors, visual elements, and sound track. Students are introduced to these ideas through the lectures and then apply them to their team projects. The judging criteria for the competition are designed to insure that all of the key concepts get applied. A third educational goal here involves encouraging students to analyze the key components of an existing media text. Students need to think deeply about what aspects of those texts are essential to defining the 'world' of the story and to insure the audience's recognition and pleasure. Any adaptation involves maintaining certain core features while changing other nonessential features to reflect the specific nature of the medium in which the work is being presented and increasingly, to offer consumers an expanded experience of the 'world' of the story. One reason why we ask students to work with existing properties is that this workshop is designed to foster the analytic skills that we introduce to students through our existing courses on film, literature, or television. January 11, 2007
Asian Cinema and the Slash SubtextWhen I opened up the arts section of the Straits Times last Saturday I was surprised to read a story there about Hong Kong Actor Ti Lung and his latest film --which has a strong slashy subtext. Here's what the paper reported: In all of his showbiz career of over 30 years, Hong Kong actor Ti Lung is known for his alpha-male, authoritative roles. Fans will remember fondly his swordsman characters in 1970s martial arts movies like Duel of Fists and The New One-Armed Swordsman or his Golden Horse-winning role as a gangster leader in A Better Tomorrow. What slash does is make explicit the feelings that such films leave implicit? It is, as I suggest in Textual Poachers, about crossing the divide between the homosocial and the homoerotic. As I read this story about Ti Lung, I was reminded of another story about the rise of Bhaisexuals in Hindi cinema from the Indian Express, which my former student, Parmesh Shahani, sent to me a while back. Here's part of what the story said: Hindi cinema celebrated the metrosexuals (the smoothies of Dil Chahta Hai). It has paid homage to the retrosexuals (Abhishek Bachchan, with his rugged, awkward macho-ness in everything from Bunty aur Babli to Sarkar). Now, it is seeing the rise and rise of a new breed. Call them the Bhai- sexuals. Unlike the Gucci-sporting, new-age DCH boys, the Bhai-sexuals are macho, retro and raw. And though, like the retrosexuals, they'd rather be sporting the newest gun rather than the latest designerwear, there's one crucial difference that sets them apart. Again, these sounds like the kinds of tough but sensitive males who have often been the center piece of slash fan fiction in the west. And indeed, as the story continues, it starts to spell out the kinds of hurt/comfort contexts that lead to some of the most angsty of fan fiction. If you recall, arguably the highpoint of Lage Raho Munnabhai was not the gently budding Vidya Balan-Sanjay Dutt romance, but the emotional scene where a contrite Munna approaches Circuit to apologise to him for losing his temper. Heart-wrenching drama follows when Munna reveals that the loyal Circuit, who has resorted to kidnapping chefs in the middle of the night to source hakka noodles, had also nursed Munna back to health, cradling him on his lap so that he does not miss his mother. Like the Straits Timeswriter, this report raises but then denies the possibility that this structure of male friendship may have emerged from a western source -- i.e. Brokeback Mountain . These writers use Brokeback to stand in for a more explicitly homoerotic relationship in films and instead pull towards the homosocial. Of course, it may be no accident that Brokeback Mountain had an Asian director, Ang Lee. Our heroes are straight heterosexual males and Brokeback Mountain is not an inspiration for anybody yet. "Male bonding in our movies has to be taken at face value. There cannot be any homoerotic tinge to it. No Bollywood hero will ever risk his reputation by acting as a homosexual. Actors are very concerned about their reputation. The life span of an actor is too short for such risks," points out Gadhvi. Instead, the reporter shows the continuities between the Bhai-sexual friendship and more classic representations of male-bonding in Indian cinema.
In many ways, the Bhai-sexual has always existed in Hindi films. While Sholay is a show-piece for the early Bhai-sexual, Yarana, Dostana and Amar Akbar Anthony are examples of films where full-bloodied heterosexuals who wouldn't know a metrosexual from a train station, matching steps with one another, and thinking nothing of falling into hard embraces in moments of high drama. So, slash may represent an important half-way point as countries around the world edge up to the sexual explicitness they associate with Brokeback Mountain. Implicitly or explicitly, they may be drawn towards the rough and tumble style of male friendship which inspires slash but leave it up to their viewers to connect the dots for themselves. There's a whole world out there waiting for you to slash, my friends, and thanks to the (legal and illegal) global circulation of content, sooner or later these movies will be accessible to you. We've already seen the influence of anime and manga on American slash fan. What will happen when Bollywood and Singaporean films enter the mix? Given the international readership this blog attracts, I'd be curious if readers have spotted other slashy films in your countries. January 10, 2007
Get a (Second) Life!Clay Shirky has been a longtime pundit about digital culture: sometimes he gets it right (or at least, more accurately, sometimes I agree with what he writes) and sometimes he doesn't. For example, he was one of the first journalists to really think hard about the emergence of participatory culture as something different from the same old consumer culture; he also took what I see as the wrong side of the debate with Scott McCloud about micropayments (though the jury is still out on that one.) I always respect what the guy has to say -- even if he tends towards the cynical side and I tend to the more optimistic. He is someone who asks the right questions -- even if he doesn't always come up with the right answers -- and that's all you can ask of anyone who writes regularly and sticks his neck out about emerging trends in a still developing medium. Lots of folks are dismissing Shirky right now without knowing the range of insightful and provocative essays he has posted in the past. Check out his homepage Agree with him, disagree with him -- as I said, I've done both through the years -- Clay Shirky's no idiot. Right before Christmas, Shirky posted a critique of the media hype around Second Life, which has been stirring up a lot of fuss among my various friends and neighbors. The piece is worth reading as a corrective to some of the more breathless prose which claims that Second Life is "Web 3.0" and will totally change the world as we know it. Basically, Shirky's arguments boil down to the following: 1.Claims about Second Life's user base have been dramatically overstated because the focus has been on the number of people who try out the multiverse rather than on those who return regularly. As he explains, "Someone who tries a social service once and bails isn't really a user any more than someone who gets a sample spoon of ice cream and walks out is a customer." 2. He argues that the hype around Second Life simply repeats earlier waves of enthusiasm about virtual worlds, none of which have turned out to be the "next new thing" claimed for them by their most ardent supporters. He concludes, "If, in 1993, you'd studied mailing lists, or usenet, or irc, you'd have a better grasp of online community today than if you'd spent a lot of time in LambdaMOO or Cyberion City." 3. The hype about Second Life is emerging because tech reporters are young and have no sense of history, because virtual reality is easy to grasp compared to the complexities of social networks, because writing about SL still keeps the focus on content, and because so many powerful groups have a vested interest in sending out press releases about the cool project they are doing in Second Life. Shirky concludes, "Second Life may be wrought by its more active users into something good, but right now the deck is stacked against it, because the perceptions of great user growth and great value from scarcity are mutually reinforcing but built on sand....There's nothing wrong with a service that appeals to tens of thousands of people, but in a billion-person internet, that population is also a rounding error. If most of the people who try Second Life bail (and they do), we should adopt a considerably more skeptical attitude about proclamations that the oft-delayed Virtual Worlds revolution has now arrived." January 9, 2007
Singaporean Girls Gone Wild...Singapore is so known for its work ethic and sense of decorum that I have joked off and on about marketing a series of videos of Singaporean Girls Gone Wild which consisted of school girls in uniforms throwing peanut shells on the floor of the Raffles Hotel bar with wild abandon before returning to studying for their exams. After all, one of the first things that I ever learned about this country was that the law specified that one could be thrashed with a bamboo cane for chewing gum in public. My first impression then was something like that planet in Star Trek: The Next Generation where one could be put to death for stepping on the grass. That said, spending time here has given me a much more nuanced picture of what lies behind those stereotypes and of the ways that such a society is confronting the potential anarchy being brought about by the new kinds of participatory culture being fostered on the web. When I was speaking at the Singaporean National Library, Dr. Tony Tan, my host, the former Deputy Prime Minister and current head of the Singapore Press Holdings Foundation, drew a comparison between the invention of movable type in the 15th century (and the print revolution that followed) and the invention of Movable Type (the bloging software) a few years ago and the profound impact it was having world wide. Dr. Tan argued that it would be impossible to hold onto old constraints on expression or to close off possible access to these new technologies, even if governments wanted to do so. Instead, they needed to find ways to help new bloggers develop a deeper understanding of their civic responsibilities. Frankly, the government officials I have met in Singapore are better educated than anyone I can imagine in the Bush administration. Well, that's damning with faint praise, isn't it? Many of them have advanced degrees from elite institutions -- many of them have doctoriates -- and then approach problems with a calm and humane rationalism. They are both knowledgible and thoughtful about the issues they confront as they transition from an era where there is tight control over the press to one where there is broad democratic participation in the blogosphere. What's Wrong with Singaporean Teen Bloggers? What is clear from my many conversations here is that parents in Singapore as in other parts of the world worry about what young people are doing online. Their children are going places and doing things that were not part of their own childhood experiences and they are concerned about ways that these decisions may come back and hurt them later. As I have spoken to people here, three very distinct stories of youth "misbehavior" online have cropped up again and again as reference points for this conversation. I thought I would share them with you here because of the insights they offer into Singaporean culture and the ways that these technological changes are being understood in this country. Since two of them involve young female bloggers, these may be a truer picture of Singaporean Girls Gone Wild. The first story involves Wee Shu Min, the teenaged daughter of a member of the Singaporean Parliament, who become the center of a national controversy about economic privilege and almost ended her father's political career because of something she had posted on her blog. Here's how the story began according to a news report on the CNN website: When Wee Shu Min, the teenage daughter of a Singapore member of parliament stumbled across the blog of a Singaporean who wrote that he was worried about losing his job, she thought she'd give him a piece of her mind. The CNN story goes on to contextualize this controversy in terms of a growing public concern about income disparities in a country which generates the second largest per capita income in the world (after Japan). There is great suspicion here that moves towards a welfare state might undermine the country's work ethic so there are no government pensions or minimum wage laws though there are widespread educational benefits. The flame war that erupted around this teenage girl's blogs brought to the surface deeply buried class antagonisms with the youth, who was attending one of the country's elite schools, being compared with Marie Antoinette for what many saw as insensitive comments about the nation's underclass. Part of what gave this story its sensationalistic qualities though was the idea that what this teenage girl wrote might be reflective of the views expressed in private by one of the nation's political leaders, an impression re-enforced by the father's attempts to defend his daughter's actions. A story on AsiaMedia quoted the father as saying: "As a parent, I may not have inculcated the appropriate level of sensitivity, but she has learnt a lesson." January 8, 2007
Jenkins-Isms?As I mention the other day, I am currently posting this blog from Singapore. I was invited here as a guest of the Singapore Press Holdings Foundation which hosted a public lecture at the National Library's Drama Center on Friday night which was attended by some of the country's political, economic, and intellectual leaders and was designed to focus public debate around the issue of Media in Transition. The talk has received enormous interest here -- I think I have been interviewed at this point by pretty much all of the English language media in Singapore. (I am starting to feel like Noam Chomsky!) The first interview came on my first morning of the country and went up on line almost immediately. It was with AsiaOne and resulted in this story. They asked for my photograph, having no time to get a photographer over to my hotel, and wondered if they could take some images from my blog. I was amused to see that they went with a picture of my Mii, created by Alice Robison, and the photograph of me reading a Polish comic book outside the Warsaw train station. In this context, the Mii looks a little bit like the kind of artist renderings a police might circulate about a crime suspect but I suppose it does drill home my attitude towards game and digital technology. The article ran with the provocative headline, "The Youtube of Tomorrow Will Come from Asia," and discusses in some depth my interest in the flow of Asian produced goods into the west and my belief that Singapore as a nation may be posed to become a key broker in that relationship. On Saturday, I opened up the Straits Times over breakfast and found a full page article about my talk, including a side bar on "Jenkins-isms" which included the following tidbit about my recent visit to Teen Second Life: "Prof Jenkins himself went into Second Life and met a young girl from Mexico City. Despite their age gap, they could talk freely about many things." So, Mariel, it looks like our encounter the other day is making international news! It's pretty scary when people start naming "isms" after you! January 5, 2007
"The Family's CTO": An Interview with Net Family News's Anne Collier (Part Two)Over the past six months, I have been closely following the debates regarding the Deleting Online Predators Act. danah boyd and I issued a collective statement at the beginning of the summer based on our research on social networks and participatory culture. I also ran a post here describing some of the ways that banning youth from accessing MySpace and other social network sites in schools and public library might slow the potential use of blogging and other network software for pedagogical purposes. Yesterday, I ran the first part of a two part series focused on NetFamilyNews and its editor, Anne Collier. Collier's site has helped parents address their fears about MySpace and has kept all of us on top of the latest developments regarding governmental policies that might restrict young people's access to online space. These policies, and the fears that motivate them, play an important role in today's installment. Continue reading ""The Family's CTO": An Interview with Net Family News's Anne Collier (Part Two)" »
January 4, 2007
"The Family's CTO": An Interview with Net Family News's Anne Collier (Part One)I've spent a fair amount of time in this blog talking about the challenges of educating the next generation of youth so that they acquire the social skills and cultural competencies needed to become a full participant in the emerging media culture. Much of this discussion inevitably centers around what happens in school-based or after-school media literacy programs. But, as I wrote in Technology Review some years ago, media literacy begins in the home. Parents have an essential role to play in helping their young people make sense of the new media landscape and giving them the ethical foundations they need to make meaningful decisions when they go on line. Unfortunately, we offer parents very little guidance on how to perform those roles. Indeed, most of the advice literature can be reduced to a simple message: the less media your kids consume, the better off they are. I don't think this is very good advice for a number of reasons: it reduces media consumption to a social problem rather than recognizing the pedagogical benefits of actively participating in media culture. Such advice, which often talks about media in terms of "screen time," produces enormous anxieties, anxieties which in turn get fed by sensationalistic news reports, shoddy research, and culture war rhetoric from political leaders, until parents are left terrified of this online world that they often know little about and totally uncertain where to turn for thoughtful advice. I often speak to groups of MIT alum as I travel around the country and inevitably, no matter what the topic of my talk is, the questions circle around the anxieties these highly educated and thoughtful adults feel about their children's relaitons to mass and digital media. In many cases, even a little bit of information will calm their fears and offer them another way of thinking about these issues. One of the best places for parents to turn for information about the world young people are encountering and creating for themselves online is a site called NetFamilyNews.com. Here's how the site describes its beat:
Today and tomorrow, I am going to be sharing an interview with Anne Collier, who identifies herself as a journalist and children's advocate. Collier offers a sensible middle ground perspective on the issues which concern contemporary parents: she recognizes both the risks and potentials of these new media, helping parents to see past the sensationalism and focus on the matters they need to really be concerned about. Collier also recently published a significant book dealing specifically with social network sites and young people, MySpace Unraveled: What It Is and How to Use it Safely, and so many of my questions here are designed to draw her out about the specific issues surrounding children's involvement with Web 2.0. I am excited to call this important online resource to the attention of this blog's readers. I hope you enjoy her down to earth perspective on youth and media as refreshing as I do. Continue reading ""The Family's CTO": An Interview with Net Family News's Anne Collier (Part One)" »
January 3, 2007
He's Back....!Didja Miss Me? This week, I am blogging from Singapore so the dates and times of posting are going to be all over the map. When I write will have more to do with my state of jet lag than anything else. I am here, as regular readers will have predicted, doing some ground work for the launch of the MIT-Singapore Games Lab this summer -- as well as giving a big public lecture about Convergence Culture. I haven't blogged in a little over a week -- it feels like much longer. I can't tell you how deeply blogging has gotten under my skin over the past six months. I am coming back from even this brief break bursting with new ideas which I want to share with my readers. I spent a good hour on the flight just scrawling out some notes about what I might talk about over the next month. And I had already lined up four or five new interviews which I will be rolling out over the next few weeks. For a long time, I had resisted the impulse to blog out of fear that it would take over my life. It has certainly filled a number of very important needs for me both personally and professionally. My eyes start to roll and fire sparks out of my mouth -- like Mr. Toad in Disney's version of The Wind in the Willow -- whenever anyone starts to talk to me about blogging. I know when I started this blog some people misread me to suggest I was only going to do this for a short while -- as a publicity stunt for Convergence Culture. I hope by now I have convinced you -- and me -- that I am in this for the long haul. I am still struggling with whether I can maintain the five days a week pace I kept over the academic term. But I am going to keep doing this for a long time to come. Let me begin the year by congratulating You (us?) or being chosen as Time Magazine's Person of the Year! Time closed the year with two issues in a row which more or less summed up the themes and ideas we've been discussing here since June. First (December 18), they did a cover story on "How to Build a Student for the 21st Century." The central focus of the story is the release of the report, "Tough Choices for Tough Times," by the New Commission on Skills in the American Workplace. The report argues that American schools have not kept pace with the times and are not preparing young people to be competitive in a global economy where creativity, innovation, media literacy, and social networking skills represent the edge needed to succeed. In many ways, I was struck by the close parallels between what Time identifies as key themes in this report and the kinds of social skills and cultural competencies we identified in our white paper for the MacArthur Foundation. Here are a few excerpts from Time's story:
In other words, the report places a new value on being able to access and meaningfully process new sources of information, being able to participate in social networks and knowledge communities, and being able to think creatively and act globally. Henry Jenkins is the co-founder of the MIT Comparative Media Studies Program. |