I gave this a little thought as I watched two mass media events at the weekend - the Rugby World Cup final and the F1 in Brazil.
You are right about the relationship changing. I want to hear the Radio 5 commentary, and then decide which camera angles I want to watch from etc etc. Everyone witnessing can be part of the process of producing that live event. Many people will default to what's shown from the centre' but those many people will often be those who aren't mashing up in the rest of their lives. Time will change the % on either side.
And for the F1 - did I want all the interruptive TV ads, did I want the poor ITV analysis. No, I didn't have a choice. A communal experience served by people I have trust in (place authority in) would have served something better, I reckon.
Some things will always be popular. But the versions they are witnessed as will be myriad - the aggregation of these versions may approximate a 'hit' in the old broad model. But it won't be the same thing.
Your film example is good. But I can imagine films created in a far more co-creational/ participatory way. Take a step or two down the road. Wouldn't it be more fun to step into the film, take part, shape its outcomes with your friends?
SecondLife is but a baby step. Wait till we get jogging along. Then, is it possible you'll still sit back and watch someone else's movie?
That's confused me, I just replied to your post on FasterFuture!
I think the differentiation at the moment comes from the investment needed.
If companies see prosumers as a way to create all content on the cheap, then we'll have a huge amount of totally relevant, focused product, but where would you find prosumers who can get investment for something on the scale of a major motion picture? There's always going to be a part of me that will want to watch something with high production values, special effects, and generic values that i can relax and switch off with...
I think major motion picture companies need to take steps to create their films in a more co-creational way, but how to do this without butchering the artistic vision of a writer or director? We've all heard horror stories about the changes focus groups have inflicted on films. And where do you draw the line on making alternatives to one plot when it's a costly business?
2 comments:
I gave this a little thought as I watched two mass media events at the weekend - the Rugby World Cup final and the F1 in Brazil.
You are right about the relationship changing. I want to hear the Radio 5 commentary, and then decide which camera angles I want to watch from etc etc. Everyone witnessing can be part of the process of producing that live event. Many people will default to what's shown from the centre' but those many people will often be those who aren't mashing up in the rest of their lives. Time will change the % on either side.
And for the F1 - did I want all the interruptive TV ads, did I want the poor ITV analysis. No, I didn't have a choice. A communal experience served by people I have trust in (place authority in) would have served something better, I reckon.
Some things will always be popular. But the versions they are witnessed as will be myriad - the aggregation of these versions may approximate a 'hit' in the old broad model. But it won't be the same thing.
Your film example is good. But I can imagine films created in a far more co-creational/ participatory way. Take a step or two down the road. Wouldn't it be more fun to step into the film, take part, shape its outcomes with your friends?
SecondLife is but a baby step. Wait till we get jogging along. Then, is it possible you'll still sit back and watch someone else's movie?
That's confused me, I just replied to your post on FasterFuture!
I think the differentiation at the moment comes from the investment needed.
If companies see prosumers as a way to create all content on the cheap, then we'll have a huge amount of totally relevant, focused product, but where would you find prosumers who can get investment for something on the scale of a major motion picture? There's always going to be a part of me that will want to watch something with high production values, special effects, and generic values that i can relax and switch off with...
I think major motion picture companies need to take steps to create their films in a more co-creational way, but how to do this without butchering the artistic vision of a writer or director? We've all heard horror stories about the changes focus groups have inflicted on films. And where do you draw the line on making alternatives to one plot when it's a costly business?
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