Dear All
In an update to the notice posted last week, please note revised time and place for the following.
Prof. Paul McDonald, Head of Department, Culture, Media and Creative Industries, King’s College London
The Department of Culture, Media and Creative Industries at King's College London has the pleasure of hosting the following research seminar. All welcome.
hollywood.comm: The New Screen Ecology of Social Media Entertainment
Professor Stuart Cunningham (Queensland University of Technology)
17.00-18.30hrs 29 September 2016
K3.11 King’s Building (for directions, see item 'A' at http://www.kcl.ac.uk/core-assets/maps/detail/strand.pdf)
The title of the paper captures the fundamental dynamics at play in the challenges to, and changes in, screen entertainment (‘hollywood’) occasioned by a proto-industry (‘social media entertainment’) facilitated by communications technologies (the new digital platforms), primary strategies of communication as much as content (intense interactivity), and driven by an ethos of community (an ecology where fans, subscribers and supporters directly constitute the communities which trigger the sustainability of content creator careers). It argues that the emerging shape of screen industries in the 21st century shows established players, norms, principles and practices ceding significant power and influence to the new digital streaming platforms. Just as notably, digital platforms, preeminently YouTube, have started to represent a greater value proposition to the advertising industry that has served as the bulwark for legacy media since the middle of the last century. Meanwhile, social media content production entrepreneurs have harnessed these platforms to generate significantly different content, separate from the century-long model of intellectual property control in the entertainment content industries. This new screen ecology is driven by intrinsically interactive, viewer- and audience-centricity. Combined, these factors inform a qualitatively different globalisation dynamic that has scaled with great velocity, posing new challenges for screen regulatory regimes, not to mention media scholars. The paper anatomizes this emerging proto-industry based on the YouTube platform, taking an ‘ecological’ approach by investigating the interdependencies amongst its elements: mapping the platforms and affordances, content innovation and creative labor, monetization and management, new forms of media globalization, and critical cultural concerns raised by this nascent media industry. The paper contributes well-evidenced revisionist accounts in the political economy of new media (the clash of cultures of globally dominant media and IT corporations); constructs an account of short form commercializing online video culture as a highly normative space driven by appeals to authenticity and community; extends the debate on creative labour to include the precariousness of certain forms of media management; and assesses claims for a new wave of media globalization achieved without IP control.
Stuart Cunningham is Distinguished Professor of Media and Communications at Queensland University of Technology. Recently a Fulbright Senior Fellow researching platform and content innovation in the emerging proto-industry of ‘social media entertainment’, he has published widely on creative industries, digital disruption, media economics, and innovation policy reform to take account of contributions from the non-STEM (that is, the humanities, arts and social sciences, or HASS) sector. His most recent books are Digital Disruption: Cinema Moves Online (edited with Dina Iordanova, 2012), Key Concepts in Creative Industries (with John Hartley, Jason Potts, Terry Flew, John Banks and Michael Keane, 2013), Hidden Innovation: Policy, Industry and the Creative Sector (2014), Screen Distribution and the New King Kongs of the Online World (with Jon Silver, 2013), The Media and Communications in Australia (edited with Sue Turnbull) and Media Economics (with Terry Flew and Adam Swift, 2015).
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