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Digital Culture: The Changing Dynamics models which generate revenues. There are also “hybrid” versions of portals, covering elements of both. A very important element of a Web portal is the ability to connect individuals and communities globally and to enable them to share and communicate in groups (small or extremely large) based on their interests. Nowadays a number of factors should be considered for a Web portal to be a successful social networking tool and to eventually earn money: • real-time collaboration services: instant messaging, discussions online, group calendars, shared online encyclopaedias; • integrated applications: workflow integration, syndicated content, group emails, common online workflow; • personalized delivery of content: providing information specific to needs and preferences of a user, filtering based on priorities; • e-commerce possibilities. The term “user-generated content” was first used in 2005, reflecting the various kinds of media content produced by users, uploaded online and publicly available (such as blogging, podcasting, videos, etc.). In 2006 the global media announced the new Web world as a tool to make each person on the planet matter and giving him/her possibility to contribute, to promote, to be visible worldwide. The Web 2.0 tools (discussion groups, blogs, wikis, social networking sites, podcasts) started to become more and more popular and spread across the globe. They form an online environment created by users’ interactions and the content is published, changed, managed and used by everyone who wants to be part of the network. It is an intangible user-orientated structure. The emphasis in Web 2.0 tools is on the end user who has the power to speak out, to promote and develop his/her own brand with much less initial capital than was needed before. Creators and developers of websites realized that they could make money by increasing the users’ traffic and attracting advertising. This can happen of course only if content is very interesting for large numbers of users, or if the online platform is set up in an easy-to-share way. Artists, musicians, writers and photographers today have a low-cost publishing mechanism to distribute their creative works. They can choose among numerous portals for posting their music, photos, books and other creative products. Producers also watch online self-promotion websites: record companies actually monitor the number of friends that a MySpace band has and often sign up musicians when they reach a certain number of friends. 168
The online power of users and money: can culture gain? The power shift: users as creators and producers Today’s virtual spaces drastically change users’ behaviour and positioning online: from consumers of information and an “information-receiving” attitude, users become active participants and collaborators. Portals offer plenty of options to users to freely promote their talents, creations and achievements – at no cost and without any intermediate managers, producers or agents. From a passive role, online users become active self-promoters where their voices, opinions and creative products could reach millions of other users, accumulating the accessibility effect through interest and high users’ rating. Here are several very popular and extremely successful Internet business models, based on users’ driven content, which much changed the conventional way we produce, write, create and share. The video sharing website YouTube (www.youtube.com) allows users to upload, view and share short video clips. Starting in 2005, a year later it reported that more than 100 million videos were being watched every day. The site allows an unknown individual to become a celebrity for a very short period, attracting much publicity through an uploaded video. According to an article in The Wall Street Journal (August 2006), YouTube was hosting over six million videos, growing at about 20% every month. The total time that people from all over the world have spent watching YouTube since it started last year is approximately 9 305 years! The site is a kind of “global laboratory” for studying how some forms of content become so popular. Many personal success stories of artists prove that YouTube is now the most powerful promotional tool for artists. With the right key-word and few good “hints”, an artist’s video can be seen by a million people. Not all the content on YouTube is user-generated, as there are songs or video clips that are protected by copyright laws. Some companies authorize the use of images or music for YouTube and similar websites, but other companies refuse. The accessibility of the website content is growing drastically due to the new YouTube Mobile site, YouTube TV Channel and availability on iPhone. Another successful “product” of the digital culture is MySpace (www.myspace.com) – the social network website with 106 million accounts, where anybody can find friends, listen to music, watch videos or just share interests with other people around the globe. Among the users there are theatre companies, individual musicians, artists, record labels, radio stations, music publishers, politicians .... It seems like organizations and people coming from every branch of the economy want to be heard, seen, exposed, commented, found. 169
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CULTURELINK Network of Networks for
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This Work has been published with t
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Culturelink Joint Publications Seri
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Managing culture in virtual realms:
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Foreword Digital culture is a new c
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INTRODUCTION
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Digital Culture: The Changing Dynam
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PART ONE DIGITAL CULTURE - THE NEW
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Introduction Media users: from read
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Media users: from readership to co-
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As John B. Thompson argues, the sup
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designers will take a back seat in
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The above-mentioned are two affirma
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The understanding of media users, a
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Transformations of cultural product
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References Transformations of cultu
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Copyright and the digital age: a co
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Challenges for cultural policies: t
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Challenges for cultural policies: t
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2006), foresaw an impressive growth
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digital resources, needs to be defi
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References Benkler, Yochai: The Wea
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Digital culture in policy documents
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communication and economic producti
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