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Digital Culture: The Changing Dynamics The gathering of the whole family at one place and time around a conventional media (radio or TV) is already nostalgia from the past. No doubt in less than 10 years from now we will probably no longer sit and watch television, even individually, or use our telephone, but will surf the Internet instead, using our computers as multimedia personalized stations. Traditional media business models will maybe fail under the pressure of users’ power to generate content. The signs are already here: in 2006, CNN launched the CNN iReport, a project designed to bring user-generated news content to CNN. The “CNN-YouTube presidential debates” are the first series of televized debates in history in which questions are submitted by YouTube users and the partnership between the conventional media and the social networking website is a successful reality. The updated Yahoo News personalized homepage provides options for users to post comments on each news item, announcement or article they read, contributing to the global information distribution online world. Should we then not think of gradually transforming our cultural newsletters, online journals, blogs and forums in such a way as to involve users more and more and hear their opinions? We are not as big and powerful as CNN or YouTube, but it might be worth giving it a try. Media managers and entertainment industry producers are aware that users are gaining more and more control and power, which is certainly one of the biggest threats and opportunities to these businesses. User-generated content will continue to grow, but there is no clear answer as to how conventional media and entertainment businesses will adapt to it, or how they might use its strengths. The common belief is that the money will continue to be generated through advertising and sponsorship of social media; subscription models; pay-per-view or pay-per-play offerings; or moving the businesses more and more from “advertisers” to “participants”. It is very possible that the digital and non-digital business models will gradually consolidate, the “supply-consume” model will most likely be replaced by a “consumer-participation-supply” model, and this process will have a very serious impact on the media and the different branches of the entertainment industry over the next few years. Will European non-profit cultural organizations and networks watch or participate in this new game? My wish is that we not only participate, but gain, learn and increasingly use the power of our audiences, supporters and users, bringing them online and together advancing the innovative tools to share mutual profits and pleasures. 178 So, yes, it’s worth being a player in the digital world! Acknowledgements: Special thanks to Nelly Dimitrova, Justin Time Records & Publishing, for her inspiration, fresh ideas and ongoing contribution.
References Culture Interactive Culture: Culture and Online Information. Conference proceedings, Ecole Régionale des Beaux-Arts de Nantes, 23-24 June 2005 eCulture: The European perspective. Conference proceedings, Culturelink, Zagreb, 2005 eModeration: Six Techniques for Building safer user Generated Content (UGC) campaigns, 2006 eScape/E-Consultancy: Annual Online Customer Engagement Survey, 2006 Nature’s Failure Shows the Limits of User-Generated Content, Information Week. 22 December 2006 Tapscott, Don and Williams, Anthony D: Wikinomics: How Mass Collaboration Changes Everything. New York, Penguin Group, 2006. “Time’s Person of the Year: You”. Time Magazine, 13 December 2006 Websites Amazon.com – www.amazon.com Budapest Observatory – www.budobs.org CISCO – www.cisco.com/ ClickZ Network – www.clickz.com Debatepedia – http://wiki.idebate.org eBay – www.ebay.com eModeration – www.emoderation.com Facebook – www.facebook.com Forbes – www.forbes.com/technology IMEEM network – www.imeem.com/ Intranet Journal – www.intranetjournal.com LabforCulture.org – www.labforculture.org Mashable Social networking News – http://mashable.com MySpace – www.myspace.com Nokia Concept Lounge – www.thesedays.com/conceptlounge/ Orange Talking Point – talkingpoint.orange.co.uk/ Podcast.net – www.podcast.net/ra The online power of users and money: can culture gain? 179
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CULTURELINK Network of Networks for
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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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