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Interactive Audiences?
The “Collective Intelligence” of Media Fans
Henry Jenkins
Jianwei Zhang
308111893
Interactive Audiences?
• New tools and technologies enable consumers to
archive, annotate, appropriate, and recirculate
media content;
• A range of subcultures promote Do-It-Yourself (DIY)
media production, a discourse that shapes how
consumers have deployed those technologies;
• Economic trends favoring the horizontally integrated
media conglomerates encourage the flow of images,
ideas, and narratives across multiple media channels
and demand more active modes of spectatorship.
Participatory Culture
Page  4
What is Collective Intelligence?
• According to Pierre Levy (1997)
• It is a form of universally distributed
intelligence, constantly enhanced,
coordinated in real time, and resulting in the
effective mobilization of skills.
• The basis and goal of Collective Intelligence is
the mutual recognition and enrichment of
individuals rather than the cult of fetishized or
hypostatized communities.
What is Collective Intelligence?
• Levy’s initial premise is based on the notion of
a universally distributed intelligence.
• No one knows everything, everyone knows
something, all knowledge resides in humanity.
There is no transcendent store of knowledge
and knowledge is simply the sum of what we
know.
Cosmopedia
• New “knowledge space”– self-organized groups
• The new knowledge communities will be voluntary,
temporary, and tactical affiliations, defined through
common intellectual enterprises and emotional
investments.
• Members may shift from one community to another
as their interests and needs change, and they may
belong to more than one community at the same
time.
• They are held together through the mutual
production and reciprocal exchange of knowledge.
Cosmopedia
• Online Fan communities
• Memberships <= affinities
• Fandoms: virtual communities
“imagined” & “imagining”
• http://www.youtube.com/watch?
v=sV7741jTOHc
Cosmopedia
• Early Science Fiction Fandom:
Informal postal network—circulate letters and
amateur publications
Conventions facilitated the face-to-face
contact between fans from across the country
and around the world
• Fans were early adopters of digital
technologies
How Computers Changed Fandom
• New digital environment increases the speed of fan
communication, resulting in “just in time fandom”
(Matthew Hills).
• The digital media also alters the scope of
communication.
=>Fandom becomes much more effective as a platform
for consumer activism.
• The speed and frequency of communication may
intensify the social bonds within the fan community.
Fan Production in Digital Environment
• Fanzine transformation: print=> digital
• New forms: Photoshop collage
mp3s of fan-generated music (filk)
Amateur film and video
• World Wide Web becomes a powerful
distribution channel of fan production
Photoshop collage
Knowledge Culture Meets Commodity Culture
• “The distinctions between authors and
readers, producers and spectators, creators
and interpretations will blend to form a
reading-writing continuum, which will extend
from the machine and network designers to
the ultimate recipient, each helping to sustain
the activities of the others” (Levy, 1997)
• Room for participation and improvisation are
being built into new media franchises.
Marketing in an Interactive Environment
• “Marketing in an interactive world is a
collaborative process with the marketer
helping the consumer to buy and the
consumer helping the marketer to sell.”
(Peppers,1999 )
• “permission-based marketing”
• “relationship marketing”
• “viral marketing”
• Copyright issue
fansub groups
• http://www.youtube.com/watch?
v=xdTqQh4fz3g
Reference
• Pierre Levy, Collective Intelligence: Mankind's Emerging World in
Cyberspace (Cambridge: Perseus, 1997)
• Don Peppers, Introduction, in Seth Godon, Permission Marketing: Turning
Strangers into Friends, and Friends into Customers (NewYork: Simon and
Schuster, 1999)
• Henry Jenkins, Interactive Audiences? The Collective Intelligence of Media
Fans, Fans, bloggers, and gamers: exploring participatory culture (New
York: New York University Press, 2006)
Thank you ^_^

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Interactive Audiences?

  • 1. Interactive Audiences? The “Collective Intelligence” of Media Fans Henry Jenkins Jianwei Zhang 308111893
  • 3. • New tools and technologies enable consumers to archive, annotate, appropriate, and recirculate media content; • A range of subcultures promote Do-It-Yourself (DIY) media production, a discourse that shapes how consumers have deployed those technologies; • Economic trends favoring the horizontally integrated media conglomerates encourage the flow of images, ideas, and narratives across multiple media channels and demand more active modes of spectatorship. Participatory Culture
  • 4. Page  4 What is Collective Intelligence? • According to Pierre Levy (1997) • It is a form of universally distributed intelligence, constantly enhanced, coordinated in real time, and resulting in the effective mobilization of skills. • The basis and goal of Collective Intelligence is the mutual recognition and enrichment of individuals rather than the cult of fetishized or hypostatized communities.
  • 5. What is Collective Intelligence? • Levy’s initial premise is based on the notion of a universally distributed intelligence. • No one knows everything, everyone knows something, all knowledge resides in humanity. There is no transcendent store of knowledge and knowledge is simply the sum of what we know.
  • 6. Cosmopedia • New “knowledge space”– self-organized groups • The new knowledge communities will be voluntary, temporary, and tactical affiliations, defined through common intellectual enterprises and emotional investments. • Members may shift from one community to another as their interests and needs change, and they may belong to more than one community at the same time. • They are held together through the mutual production and reciprocal exchange of knowledge.
  • 7. Cosmopedia • Online Fan communities • Memberships <= affinities • Fandoms: virtual communities “imagined” & “imagining” • http://www.youtube.com/watch? v=sV7741jTOHc
  • 8. Cosmopedia • Early Science Fiction Fandom: Informal postal network—circulate letters and amateur publications Conventions facilitated the face-to-face contact between fans from across the country and around the world • Fans were early adopters of digital technologies
  • 9. How Computers Changed Fandom • New digital environment increases the speed of fan communication, resulting in “just in time fandom” (Matthew Hills). • The digital media also alters the scope of communication. =>Fandom becomes much more effective as a platform for consumer activism. • The speed and frequency of communication may intensify the social bonds within the fan community.
  • 10. Fan Production in Digital Environment • Fanzine transformation: print=> digital • New forms: Photoshop collage mp3s of fan-generated music (filk) Amateur film and video • World Wide Web becomes a powerful distribution channel of fan production
  • 12. Knowledge Culture Meets Commodity Culture • “The distinctions between authors and readers, producers and spectators, creators and interpretations will blend to form a reading-writing continuum, which will extend from the machine and network designers to the ultimate recipient, each helping to sustain the activities of the others” (Levy, 1997) • Room for participation and improvisation are being built into new media franchises.
  • 13. Marketing in an Interactive Environment • “Marketing in an interactive world is a collaborative process with the marketer helping the consumer to buy and the consumer helping the marketer to sell.” (Peppers,1999 ) • “permission-based marketing” • “relationship marketing” • “viral marketing”
  • 14. • Copyright issue fansub groups • http://www.youtube.com/watch? v=xdTqQh4fz3g
  • 15. Reference • Pierre Levy, Collective Intelligence: Mankind's Emerging World in Cyberspace (Cambridge: Perseus, 1997) • Don Peppers, Introduction, in Seth Godon, Permission Marketing: Turning Strangers into Friends, and Friends into Customers (NewYork: Simon and Schuster, 1999) • Henry Jenkins, Interactive Audiences? The Collective Intelligence of Media Fans, Fans, bloggers, and gamers: exploring participatory culture (New York: New York University Press, 2006)