lecture presentationdigital ra.pdf

7/29/2019 lecture presentationDigital RA.pdf

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DIGITAL DISRUPTION

2.3.11. Digital Creativity and New Media Management Module Convener: Chahrazad Abdallah Lecturer: Richar


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CONTENTSAims and Outline of course

1. Disruption: An introduction to the digital world

2. Tools: Democratisation, Real time, Mobile, Augmented Reality

3. Digital Culture: social, shareable, accountable

4. Data and Privacy

5. Art and Music

6. Audiences and behaviours

7. Product Development

8. Piracy

9. Revision


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2.3.11. DIGITAL CREATIVITY AND NEW MEDIAMANAGEMENT

Module Convener: Chahrazad Abdallah

Lecturer: Richard Adams

Aims

The aims of this module are:

to provide a comprehensive understanding of digital convergence, remediation and innovation in terms of theory, method and p

to identify key factors for creativity and innovation that propel the structural transformation in the digital economy;

to understand the different analytical frameworks for understanding the transformation of old and new media in the digital econ

to evaluate different business models and strategies of existing firms and new ventures

Learning objectives

By the end of this module, students will be able:

to develop and analyse research questions in the area of digital business strategy and policy issues, and to collect and analyse re

secondary empirical data;

to evaluate business models and performance of new ventures as well as established firms in the media industry; and

to develop critical capacity to carry out case studies and to assess business, policy and research implications.


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CONTENTMost digitisat ion, up until 2005, was in the form of

digital stretch. That is, it extended existing practicesand models into a digital format but it did not doanything that was particularly intrinsically digital. Thereare of course, exceptions but in the main newspaperslooked and felt like newspapers, video was nowmultichannel but still TV.

From around 2005 though, things began to change.Around that time we saw the emergence of platformbased services (YouTube) and social networks thatwere based on platforms (Facebook. MySpace). In 2007the iPhone was launched. That too was a platform, thist ime for Apps. By 2012 it is estimated that the actual

phone part of the iPhone is only the 5th most usedfeature. All of this was underpinned by the emergenceof broadband and 3G as cheap and available sourcesof connectivity that enabled sharing and collaboration.There was also something else that happened that isoften overlooked. That is the emergence of OpenSource software as mass software. For the first t imeanyone could use free, off the shelf technology anddeliver it to market quickly and cheaply. Allied with thenew abi li ty to easily create and distribute contentwithout professional involvement, this perfect storm or

quick revolut ion has resulted in the emergence of

products, services and creativity that is at last uniquelydigital that exist at the intersection of Art, Science andTechnology and that threaten old models andpractices.

There has been the emergence of new models forpayment, finance, delivery, interaction, funding, socio-political organisation and even banking and insurance.New methods for innovation are also emerging andcompanies are now pouring money into innovationtrying to find the new audiences and the new businessmodels that will help them grow and thrive asaudiences and customers change their habits and old

demographic measurement disappears. In thebackground is growing a massive industry in data andtracking. Large onl ine businesses can now predictbehaviour accurately, adjusting their offers dynamicallyand marketing departments are tracking what is saidabout them, how it is said and learning how theyshould talk to customers. There has been a profoundmove towards highly targeted multi-channel, real-timecommunication and collaboration in productdevelopment. The new world is one where small microbusinesses can become huge in short spaces of time,

where content creators c

where national boundarieAll of these have combiopportunities for innovatithat enhance collaboratthinking that can leadinteractive learning on a g

This course will introduconvergence, remediat ioexamining their implicatbusiness strategies . Inappreciate the synergy tacademic discipl ines as

functions and hierarchFurthermore, students witheir understanding oftechnology, design andcommunities, cities, natiostudies will be used tostudents will develop their


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TEACHING METHODThis course blends lectures, case studies, workshops, iteration and other open methods of collabcommunication and discussion among the group. It will also utilise guest lecturers, live video linkcommunities that operate outside class times. This is about understanding the underlying principrevolution and how they might be applied in the real world. The student will need to use criticalresearch, experimentation, discussion, sharing and collaboration. The basic expectation of delivewill include identification, analysis and evaluation, alternatives, recommendations.

When presenting business cases they should be expressed through the Stanford SRI model for Vwhich consists of Needs, Approach, Benefits and Competition (well discuss this).

Students will be expected to have an active Twitter account. We will agree on a hashtag when we

I will also be offering Google Hangouts and am happy to take questions via social media, I am usaway on Twitter so introduce yourself and ask away bear in mind I have a day job so sometimewhile.


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PRESENTATION AND ASSESSMENTS

Presentation/Pitch

The pitch or presentation will be structured using the Stanford SRI model for Value Creation which consists of Benefits and Competition but it may be in any relevant format. As a rough guide to scale we will expect someth10 PowerPoint slides. Some of you will pitch live others will submit a finished deck. You will be assessed by you

Assessment

An essay (25%, 2,500 words) deadline TBC,

A presentation/pitch (by deck or live) of a proposed digital product/project and outline business model (plus d

(25% - maximum 10 PowerPoint slides and 5 minutes if live) Dates TBC - Absolute Cut-Off deadline TBC

A two-hour examination (50%)

Course Preparation

I have highlighted on the pages below a number of relevant books/texts for this short course. However, studento explore beyond the limited course readings, including books, magazines, newspapers, journals, company reInternet resources.


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1. DISRUPTION: AN INTRODUCTION TO THE DIGITAWORLD

An overview of the emergence of digital. The movement form

static and fixed extensions of existing practices to the

appearance of and shift to platforms. Ask yourself this

question, what is the difference between CNN.com and

Huffingtonpost.com? How come everyone is now a

photographer? How do businesses make money? What has

this done to traditional businesses?

The latest tech on the hype cycle is 3D printing, it has the

potential to completely disrupt and change the manufacturing

sector. How are people exploiting this tech and how is it

affecting business?

Discussion: The future of business and culture isbottom up.

Exercise: mapping our social graphShirky, C. (2010), Cognitive Surplus: Creativity and Generosity in a Conn

HC.

The Huffington Post, the news Web site, began in 2005 with a meager $1 million invof the most heavily visited news Web sites in the country. It was founded byArianna Hpundit, author and doyenne of the political left, with Kenneth Lerer.

In February 2011, The Huffington Post was acquired by AOL in a deal that created an media giants. AOL paid $315 million, $300 million of it in cash and the rest in stock. Itacquisition since it was separated from Time Warner in 2009.http://topics.nytimes.com/top/reference/timestopics/organizations/h/the_huffington_post/index.html

The Internet has been the most fundamental change during my lifetime and for hunMurdoch, media mogul

In the 21st century, the database is the marketplace. - Stan Rapp, MRM Partners Wo

Finding new ways, more clever ways to interrupt people doesnt work. Seth Godin

Think like a publisher, not a marketer. David Meerman Scott, marketing and leade

People influence people. Nothing influences people more than a recommendation freferral influences people more than the best broadcast message. A trusted referral isMark Zuckerber, Facebook

Its been said that advertising agencies arent changing, they are being changed. U

It is the people who figure out how to work simply in the present, rather than the peopof the past, who get to say what happens in the future.Clay Shirky, author, professor
http://topics.nytimes.com/top/reference/timestopics/people/h/arianna_huffington/index.html?inline=nyt-perhttp://topics.nytimes.com/top/news/business/companies/aol/index.html?inline=nyt-orghttp://topics.nytimes.com/top/news/business/companies/time_warner_inc/index.html?inline=nyt-orghttp://topics.nytimes.com/top/reference/timestopics/organizations/h/the_huffington_post/index.htmlhttp://topics.nytimes.com/top/reference/timestopics/organizations/h/the_huffington_post/index.htmlhttp://topics.nytimes.com/top/news/business/companies/time_warner_inc/index.html?inline=nyt-orghttp://topics.nytimes.com/top/news/business/companies/aol/index.html?inline=nyt-orghttp://topics.nytimes.com/top/reference/timestopics/people/h/arianna_huffington/index.html?inline=nyt-per


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2. DEMOCRATISATION, REAL TIME, MOBILE, AUGMEREALITY

Advertising companies are still struggling to discovusers of mobile phones who are much less tolerant ostyle ads on their small handset screens. The mobilefor less than 1 per cent of total advertising spend inreality has been mooted as one possible solution. Smkind of technology can recognise and respond to imprint ad, for example, the phone can take shoppers dwebsite to make a purchase. Augmented reality hasfundamentally change advertising, transforming curintroducing new levels of interactivity, said Shaun Gof Advertising at Telefnica Digital. Companies fromto Tesco and KFC have all experimented with augmecampaigns over the past two years, but the Telefnithe largest projects seen so far in the developing sebuild the technology into its mobile advertising offebased advertising services and mobile coupons.http://www.ft.com/cms/s/0/87d3fede-0015-11e2-a300144feabdc0.html#ixzz2BTwC0Vx8

Mini workshop: what might we augment andhow? Paper prototype.

An overview of the emergence of mobile tech and

augmented reality. We will examine what has driven this,

why it took the time it did and how advertisers are

tackling the next big frontier, making money from

mobile.

We will look at the arguments around AR, mobile and

real time and how people are trying to change narrative

structures using these techniques,.

Suggested Reading for next week:Semple, E. (2012), Organizations Don't Tweet, PeopleGuide to the Social Web, Wiley.
http://www.ft.com/cms/s/0/3458d640-e165-11e1-9c72-00144feab49a.htmlhttp://www.ft.com/cms/s/0/3458d640-e165-11e1-9c72-00144feab49a.htmlhttp://www.ft.com/cms/s/0/3458d640-e165-11e1-9c72-00144feab49a.htmlhttp://www.ft.com/cms/s/0/3458d640-e165-11e1-9c72-00144feab49a.htmlhttp://www.ft.com/cms/s/0/3458d640-e165-11e1-9c72-00144feab49a.htmlhttp://blogs.ft.com/tech-blog/2011/07/augmented-reality-comes-of-age/http://blogs.ft.com/tech-blog/2011/07/augmented-reality-comes-of-age/http://blogs.ft.com/tech-blog/2011/07/augmented-reality-comes-of-age/http://www.ft.com/cms/s/0/07dc8dc4-b3f1-11e1-a3db-00144feabdc0.htmlhttp://www.ft.com/cms/s/0/07dc8dc4-b3f1-11e1-a3db-00144feabdc0.htmlhttp://www.ft.com/cms/s/0/07dc8dc4-b3f1-11e1-a3db-00144feabdc0.htmlhttp://www.ft.com/cms/s/0/07dc8dc4-b3f1-11e1-a3db-00144feabdc0.htmlhttp://www.ft.com/cms/s/0/87d3fede-0015-11e2-a30e-00144feabdc0.html#ixzz2BTwC0Vx8http://www.ft.com/cms/s/0/87d3fede-0015-11e2-a30e-00144feabdc0.html#ixzz2BTwC0Vx8http://www.ft.com/cms/s/0/87d3fede-0015-11e2-a30e-00144feabdc0.html#ixzz2BTwC0Vx8http://www.ft.com/cms/s/0/87d3fede-0015-11e2-a30e-00144feabdc0.html#ixzz2BTwC0Vx8http://www.ft.com/cms/s/0/07dc8dc4-b3f1-11e1-a3db-00144feabdc0.htmlhttp://blogs.ft.com/tech-blog/2011/07/augmented-reality-comes-of-age/http://www.ft.com/cms/s/0/3458d640-e165-11e1-9c72-00144feab49a.html


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3. DIGITAL CULTURE: SOCIAL, SHAREABLE,ACCOUNTABLE

"By changing within we can change what is outside. way we can change what is outside - despite decadetheory to the contrary. Blogging can help people to and their work better and by doing so help them to and fundamental level. Once more people become mbe amazed at what starts to happen. Sure there will awkwardness, but over time tensions will reduce, endisputes will be resolved more quickly. In effect we wtake responsibility... Semple E, Organisations dont tweet, people do, 20

Discussion: Approaches to how opcorporate culture. Identify key featubusiness

Openness is being forced on businesses. Customers

and staff are tweeting, blogging, Facebooking,

posting photos and even whistleblowing using digital

media. How are businesses coping with this new

accountability? Beyond that crowds are now

organising via online channels and are in many cases

bypassing the traditional businesses in order to do

things themselves. What is a social business and how

are these organisations different?

We will also look at the debates surrounding these

concepts.

Suggested Reading for next week:https://www.eff.org/EU Open data portal http://open-data.europ
https://www.eff.org/https://www.eff.org/https://www.eff.org/


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4. DATA AND PRIVACYIn 2011 Google received 12,271 requests for data frgovernment and acceded to all but a few of them. Acarriers together fielded more than 1.3m such requemultiple subscribers. Some were for tower dumps,numbers of everyonecriminal suspects or notin mobile-phone tower at a certain time.

The European Unions Data Retention Directive requstore vast amounts of data about their customers abe provided to law-enforcement agencies.

http://www.economist.com/node/21559345

Discuss the essay assessment: open qudiscussion on topics so far.

Big Data; and Open Data are much talked about in themedia and online. They are often seen as a panacea for all

current digital ills. I suggest that there are two main

concerns, the effect of data, open and big on business

processes and the effects on privacy and the related

ethical arguments.

Open data is being actively used by governments and

industry sectors as diverse as Health Care and

Environmental.

We will also explore the privacy implications of big data

and how groups are fighting for the electronic right to be

forgotten.

Suggested Reading for next week: Gere, C. (2004), DCulture. Reaktion BooksLeonardo Journal http://www.leonardo.info/
http://www.economist.com/node/21559345http://www.economist.com/node/21559345http://www.economist.com/node/21559345http://www.leonardo.info/http://www.leonardo.info/http://www.leonardo.info/http://www.economist.com/node/21559345http://www.economist.com/node/21559345


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5. ART AND MUSICDigital is not here to put an end to anything. Ratherthings, to combine and to make more things attainathe edgiest work of all; the biggest, most exciting chof the synthesis between technology and hand and

J.D. Jarvis

http://www.dpandi.com/jd/index.html

Discussion: changes in form and practic

exercise to make a short film on mobileself composed music groups of three

Digital Art has a history going back 40 years. Digitalmusic can trace its roots back nearly a hundred. Music

has seen a dramatic disruption, visual art through video

and photography has changed completely. Tools have

revolutionised creation and performance and they have

decimated business models, particularly in music.

Digital music is now the mainstream so why isnt digital

art, or is it? So what are the key features of the digital

aesthetic and how are the arts being changed?Suggested reading:Earls, M, (2009), Herd: How to Change Mass BehavioTrue Nature, Wiley.Mark Granovetter's paper "The Strength of WeakTieshttp://sociology.stanford.edu/people/mgranovetngthweakties.pdf
http://www.dpandi.com/jd/index.htmlhttp://sociology.stanford.edu/people/mgranovetter/documents/granstrengthweakties.pdfhttp://sociology.stanford.edu/people/mgranovetter/documents/granstrengthweakties.pdfhttp://sociology.stanford.edu/people/mgranovetter/documents/granstrengthweakties.pdfhttp://sociology.stanford.edu/people/mgranovetter/documents/granstrengthweakties.pdfhttp://sociology.stanford.edu/people/mgranovetter/documents/granstrengthweakties.pdfhttp://www.dpandi.com/jd/index.html


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6. AUDIENCES & BEHAVIOURSThought I'd share these few brief thoughts about the existing models

1. most start from the assumption that the individual is the rightstudying behavior (and thus behaviour change). Fine, if we were aagents but (as we argue here regularly) this doesn't appear to be a gosapiens. We are a social species - more so that most of our relatives company and under the influence of others (real or imagined). Most a quotation from the lives of others.2. most of the fancy models touted aren't behaviour change modchange people's behaviour" models: in other words they presume thagenerated largely by external ("exogenous") forces and (hate the wor

3. as a result most ignore the changes in behaviour that arise wiinterventions (such as marketing), assuming that this cannot amounhappening all the time in all aspects of our lives.

4. Few admit the enormous failure rate of attempts to change pein public policy, in (change) management and in our daily lives. It's rebehaviour - far better to help the behaviour change itself, don't you t

Mark Earlshttp://herd.typepad.com/herd_the_hidden_truth_abo/2009/08/behavior-change-m

Discuss the nature of privacy and the eindividuals and corporations.

Behaviour, is strange, people do behave as herds and also operatedifferently with weak and strong ties. Lots of marketing is based

around trying to build strong ties but typical surfing habits show

that users exhibit weak ties. Dunbar postulated that the maximum

number of people one can operate effectively with in any social

network is a maximum of around 150. Should businesses, artists,

creators retool the way they do things to take advantage of these

behaviours?How do people behave in crowds in the digital era? How do

audiences consume media? What is representation like in the digital

age? How are race, social status and gender represented? Introduction to brief for last week/ assessment. Details to

Suggested reading for next week:Sloane, P, (2011) A Guide to Open Innovation and CrowdLeading Experts in the Field. Kogan Page
http://herd.typepad.com/herd_the_hidden_truth_abo/2009/08/behavior-change-models-suggestions.htmlhttp://herd.typepad.com/herd_the_hidden_truth_abo/2009/08/behavior-change-models-suggestions.htmlhttp://herd.typepad.com/herd_the_hidden_truth_abo/2009/08/behavior-change-models-suggestions.html


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7. PRODUCT DEVELOPMENT

In the modern world of business, it is useless to be athinker unless you can also sell what you create. Manexpected to recognize a good idea unless it is presensalesman. (David Ogilvy).

"A senior banking technologist has said to me: 'A retan IT company with a banking licence'," Chan told Thseem extreme, when one looks at the economics of athat this is the case. David Chan of City University Lohttp://www.theregister.co.uk/2012/08/01/how_can_bppening_again/

Assessment presentation: Introduction and time to organise, discuss, brainstosingly

Businesses used to be top down. Products would beresearched, developed, made and marketed. Now businesses

are emerging from interaction with the customer. In many

cases the customer is becoming the business. Product

development is changing. Previously quite regimented

processes were observed in secrecy but now we are seeing

open source businesses that openly use customers to test and

co develop. Labs are now a common feature in businesses as

diverse as soap manufacturers and Ad agencies. Data drivenNPD is on the rise as companies get more and more data

through their doors.

We will look at contemporary Product development

approaches including Agile, Iterative, Crowdsourscing open

source and JFDI.Tapscott, D. & Williams, A. D. (2006) WikinomCollabortion Changes Everything, Portfolio.
http://www.theregister.co.uk/2012/08/01/how_can_banks_stop_it_crashes_happening_again/http://www.theregister.co.uk/2012/08/01/how_can_banks_stop_it_crashes_happening_again/http://www.theregister.co.uk/2012/08/01/how_can_banks_stop_it_crashes_happening_again/http://www.theregister.co.uk/2012/08/01/how_can_banks_stop_it_crashes_happening_again/


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8. PIRACY

'Every pirate wants to be an admiral, Cory Doctorow,http://www.guardian.co.uk/commentisfree/video/2011/madoctorow

Why the entertainment industry's release strategy creates http://www.guardian.co.uk/technology/2012/dec/20/entecreating-piracy

24 December 2012 -Game of Thrones tops TV show internhttp://www.bbc.co.uk/news/technology-20836739

Piracy is rife. There is an ongoing battle out there and

old business models are under threat. The emergence

of fast broadband in the last decade has enabled more

people to file share than ever before. The

entertainment/software industries say this is piracy,

others say that the level of traffic shows that exiting

business models are flawed and they encourage the

emergence of new models.

Rights, royalties and business earthquakes.

Assessment presentation: 5 minutes to singly.
http://www.guardian.co.uk/commentisfree/video/2011/may/30/internet-piracy-cory-doctorowhttp://www.guardian.co.uk/commentisfree/video/2011/may/30/internet-piracy-cory-doctorowhttp://www.guardian.co.uk/commentisfree/video/2011/may/30/internet-piracy-cory-doctorowhttp://www.guardian.co.uk/technology/2012/dec/20/entertainment-industry-creating-piracyhttp://www.guardian.co.uk/technology/2012/dec/20/entertainment-industry-creating-piracyhttp://www.guardian.co.uk/technology/2012/dec/20/entertainment-industry-creating-piracyhttp://www.bbc.co.uk/news/technology-20836739http://www.bbc.co.uk/news/technology-20836739http://www.bbc.co.uk/news/technology-20836739http://www.guardian.co.uk/technology/2012/dec/20/entertainment-industry-creating-piracyhttp://www.guardian.co.uk/commentisfree/video/2011/may/30/internet-piracy-cory-doctorow


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9. REVISION

That horrible word from our childhood. This session will provide a summary of the course, highlight

lessons and integrate the themes studied in the course while touching upon some of the unexplor

deeper implications that are of significance to the analysis of digital media.

This is also a time to discuss specific areas in more depth.

lecture presentationdigital ra.pdf

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