Produsage in Business

London.


Jo Pierson and An Jacobs are up next at Transforming Audiences; their focus is on user innovation in creating new sociotechnical systems. Technology is layered, ranging from the application layer through presentation, session, transport, network, and data link layers to the physical layer; user innovation takes place to date mainly at the top of this layering, not in the lower levels. How can this be changed, and what tools are required to achieve it? How can the user be placed in control of the creative destruction which innovation can bring about - and indeed, what kind of innovation are we talking about?

Brisbane.


The final speaker for this ANZCA 2009 session is Alison Henderson, who focusses on the organisational use of social networking sites. Such sites (Facebook, Bebo, MySpace) provide a space for the communication of 'friendship' through the creation of online profiles and friendship networks, as well as for the sharing of information, audiovisual materials, and other personal material. They provide a space for networking and for creating connections. (There is a slight difference here between social network - representing and maintaining friendship - and social networking - making new friends - in some of the literature, too.)

Brisbane.


The next speaker here at ANZCA 2009 is Sal Humphreys, presenting on the knitting Website Ravelry as a social network market. Discussions of intellectual property, distributed participation, and user-generated content have struggled to keep up with these developments: social economy is intertwined and interconnected with commercial economy, and there are serious questions about when participation becomes exploitation.

Social network markets characterise these ideas as emergent, and provide a useful basis for their theorisation. Mass media theory also fails to align effectively with these new interactive environments. HOw is power distributed, who has agency, what is the role and impact of institutions in relation to these environments?

Brisbane.


The second keynote at ANZCA 2009 is by Philip Kitchen, whose interest is in integrated marketing communication, which he says is especially important in the context of the current financial crisis. In this context, there's a need for curriculum, not conquest marketing, for relationship building rather than just sales, for sharing with consumers rather than shouting at them. Consumer marketplace empowerment, however, may only be apparent at this point - while we are moving in that direction, we haven't reached the end yet.

Hamburg.


The next speaker at the Alcatel-Lucent Foundation / HBI 2009 conference is me, speaking about produsage and appropriate approaches for business to cooperate with produsage communities. Here's the Powerpoint with audio soundtrack; audio to come as soon as possible:

Technorati : Alcatel-Lucent 2009, business, collaboration, community, pro-am, produsage, user-led

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Hamburg.


The next speaker at Alcatel-Lucent Foundation / HBI 2009 is Volker Agüeras Gäng from Politik-Digital.de , a new online platform which has recently focussed especially on a Dutch policy programme to support digital pioneers. He begins with a statement by Ariana Huffington, saying that journalism will not only survive, but flourish: users surf and use search engines to identify, and collate quality content which is updated on an ongoing basis. This new model is based on the networking and interlinkage of content.

Hamburg.


The next speaker at Alcatel-Lucent Foundation / HBI 2009 is Holger Schmidt, from the conservative daily newspaper Frankfurter Allgemeine Zeitung (but he is quick to point out that he does not speak on the paper's behalf here). He asks what business models exist online, and notes the suggestions (by Rupert Murdoch and others) to implement paid content models - not least since free content models online are supposed to undermine paid models for print newspapers (but, he notes, the audiences for online and offline news content are hardly identical).

Hamburg.


We move on now to the economic perspective on quality content at Alcatel-Lucent Foundation / HBI 2009, and begin with Klaus Goldhammer from Goldmedia. He notes the current financial crisis; Germany's economy is expected to shrink by 6%, for example, and this has led not least also to the demise of a number of major magazine publications in the country. There has been a 20% decline in the circulation of German newspapers over the past ten years (leading some to increase their sales price); there was a 82% decrease in the stock price of leading commercial television company ProSiebenSat.1; while at the same time proceeds from television licences to the public broadcasters have increased substantially.