Industry Report: Digital
Transmedia Hollywood 4
by Andrew J. Kuehn Jr. Foundation
- In the web 2.0 era, as more and more millennials acquire the tools of participatory culture and new media literacy, some of this cohort are redirecting their one-time leisure-based activities into acts of community-based, grassroots social activism. Recognizing the power of the crowd to create a tipping point in brand affiliation, big media marketers, Silicon Valley start-ups, and members of the Madison Avenue advertising community, are jumping on board these crowdsourcing activities to support their respective industries. In other words, many of the social goals of grassroots revolutionaries are being realigned to serve the commercial goals of brand marketers.
In the best-case scenarios, the interests of the community and the interests of the market economy align in some mercurial fashion to serve both constituencies. However, in the worst case scenario, the community-based activism fueling social movements is being redirected to support such banalities as potato chips, tennis shoes, or sugary-soda drinks. Brand marketers are intrigued with the power and sway of social media, inaugurating any number of trailblazing forms of interactive advertising and branded entertainment to replace stodgy, lifeless, 30 second ads.
These cutting edge madmen are learning how to reinvent entertainment for the participatory generation by marrying brands to pre-existing social movements to create often impressive, well-funded brand movements like Nike Livestrong, or Pepsi Refresh. Are big media marketers subsuming the radical intent of certain community-based organizations who are challenging the status quo by redirecting them into unintentional alliance with big business or are they infusing these cash-strapped organizations with much needed funds and marketing outreach?
Hollywood’s version of transmedia has been preoccupied with inspiring fan engagement, often linked to the promotional strategies for the release of big budget media. But, as transmedia has spread to parts of the world which have been dominated by public service media, there has been an increased amount of experimentation in ways that transmedia tactics can be deployed to encourage civic engagement and social awareness. These transmedia projects can be understood as part of a larger move to shift from understanding public media as serving publics towards a more active mission in gathering and mobilizing publics.
These projects may also be understood as an extension of the entertainment education paradigm into the transmedia realm, where the goal shifts from informing to public towards getting people participating in efforts to make change in their own communities. In some cases, these producers are creating transmedia as part of larger documentary projects, but in others, transmedia is making links between fictional content and its real world implications.
A recent survey released by the MacArthur Foundation found that a growing number of young people are embracing practices the researchers identified as “participatory politics”: “interactive, peer-based acts through which individuals and groups seek to exert both voice and influence on issues of public concern.” These forms of politics emerge from an increasingly DIY media culture, linked in important ways to the practices of Makers, Hackers, Remix Artists and Fan Activists. This panel will bring together some key “change agents,” people who are helping to shape the production and flow of political media, or who are seeking to better understand the nature of political participation in an era of networked publics. Increasingly, these new forms of activism are both transmedia (in that they construct messages through any and all available media) and spreadable (in that they encourage participation on the level of circulation even if they do not always invite the public to help create media content).
Nonprofit organizations are increasingly thinking like entrepreneurial start-ups and vice-versa, as young people are starting organizations which embrace the notion of the “consumer-citizen,” modeling ways that social-change efforts can be embedded within the everyday lifestyles of their supporters. While the boomers treated the cultural movements of the late sixties as a cause, today’s e-citizens are treating their social activism as a brand. They are selling social responsibility as if it were a commodity or product, using the same strategies that traditional business men and women used to sell products.