Value Chain Dynamics W alue Chain Dynamics Working Gr orking Group - - PowerPoint PPT Presentation

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Value Chain Dynamics W alue Chain Dynamics Working Gr

• rking Group
• up

Charlie Fine & Natalie Klym, MIT Charlie Fine & Natalie Klym, MIT Mar Marcelo Souza, celo Souza, Globo Globo

Industry ecosystems: current focus on future

• f television/video, system dynamics

modeling of industry disruption Workshop: The Rise of Innovative Content

11:30-1:00 in this room Lunch served at 1:00

The rise of innovative content The rise of innovative content

Innovation = the introduction of new attributes

that derive from the properties of the Internet

Services “like” YouTube, Twitch TV, Vine,

Periscope are redefining television as an industry and a social institution

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MIT | CFP VCDWG Spring 2015 Workshop

Television as a social institution elevision as a social institution Raymond Williams: television is “a technologically

synthetic response to a set of newly emergent and radical, social, political and economic needs.”

Andy Lippman: a social action has been mapped onto

the Internet in a way that allows it to become scalable and pervasive, a new model.

What emergent social needs are these services responding to? What social actions have been mapped onto YouTube, Twitch,

etc.?

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MIT | CFP VCDWG Spring 2015 Workshop

Early television Early television “met the needs of a new kind of society, especially in

the provision of centralized entertainment centralized entertainment and in the centralized formation of opinions and styles of behavior…In its character and uses [television] exploited and emphasized elements of passivity passivity, a cultural and psychological inadequacy, which had always been latent in people, but which television now organized and came to represent.”

Raymond Williams, Television, 1974

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MIT | CFP VCDWG Spring 2015 Workshop

New media New media

“Pure consumption of media was … just a set of accumulated

accidents, accidents that are being undone as people start hiring new communications tools to do jobs older media simply can’ new communications tools to do jobs older media simply can’t t do do….For the first time in history, the younger cohort is watching less TV – young populations with access to fast, interactive media are shifting their behavior away fr away from media that pr

• m media that presupposes pur

esupposes pure e consumption consumption”

Clay Shirky, Cognitive Surplus, 2010

This shift from distribution to circulation signals a movement toward

a more participatory model of cultur participatory model of culture, e, one which sees the public not as simply consumers of preconstructed messages but as people who are shaping, sharing, reframing, and remixing media content in ways which might not have been previously imagined.

Jenkins et al, Spreadable Media, 2013

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MIT | CFP VCDWG Spring 2015 Workshop