The Futures of Entertainment 5: The Videos (Day Two)

Introduction (8:30-9:00 a.m.) Grant McCracken (author of Chief Culture Officer; Culturematic)

MIT Tech TV

The Futures of Serialized Storytelling (9:00-11:00 a.m.)

New means of digital circulation, audience engagement and fan activism have brought with it a variety of experiments with serialized video storytelling. What can we learn from some of the most compelling emerging ways to tell ongoing stories through online video, cross-platform features and applications and real world engagement? What models for content creation are emerging, and what are the stakes for content creators and audiences alike?

Moderator: Laurie Baird (Georgia Tech)

Panelists: Matt Locke (Storythings, UK), Steve Coulson (Campfire), Lynn Liccardo (soap opera critic), and Denise Mann (University of California-Los Angeles)

MIT Tech TV

The Futures of Children's Media (11:30 a.m.-1:00 p.m.).

Children's media has long been an innovator in creating new ways of storytelling. In a digital era, what emerging practices are changing the ways in which stories are being told to children, and what are the challenges unique to children's properties in an online communication environment?

Moderator: Sarah Banet-Weiser (University of Southern California)

Panelists: Melissa Anelli (The Leaky Cauldron), Gary Goldberger (FableVision) and John Bartlett (Houghton Mifflin Harcourt)

MIT Tech TV

The Futures of Nonfiction Storytelling (2:15-4:15 p.m.).

Digital communication has arguably impacted the lives of journalists more than any other media practitioner. But new platforms and ways of circulating content are providing vast new opportunities for journalists and documentarians. How have-and might-nonfiction storytellers incorporate many of the emerging strategies of transmedia storytelling and audience participation from marketing and entertainment, and what experiments are currently underway that are showing the potential paths forward?

Moderator: Johnathan Taplin (University of Southern California)

Panelists: Molly Bingham (photojournalist; founder of ORB); Chris O'Brien (San Jose Mercury News), Patricia Zimmermann (Ithaca College) and Lenny Altschuler (Televisa)

MIT Tech TV

The Futures of Music. (4:45-6:45 p.m.)

The music industry is often cited as the horror story that all other entertainment genres might learn from: how the digital era has laid waste to a traditional business model. But what new models for musicians and for the music industry exist in the wake of this paradigm shift, and what can other media industries learn from emerging models of content creation and circulation?

Moderator: Nancy Baym (Kansas University)

Panelists: Mike King (Berklee College of Music), João Brasil (Brazilian artist), Chuck Fromm (Worship Leader Media), Erin McKeown (musical artist and fellow with the Berkman Center for Internet and Society at Harvard University) and Brian Whitman (The Echo Nest)

MIT Tech TV

Futures of Entertainment 5: The Videos (Day One)

A few weeks ago, I made the trip back to Cambridge, MA to participate in the fifth iteration of the Futures of Entertainment conference. This conference emerged from the work we did at MIT through the Convergence Culture Consortium. The goal of the conference is to provide a meeting ground for forward thinking people in the creative industries and academia to talk with each other about the trends that are impacting how entertainment is produced, circulated, and engaged with. Through the years, the conference has developed its own community, which includes alums of the Comparative Media Studies Program who see the conference as a kind of homecoming, other academics who have found it a unique space to engage with contemporary practices and issues, and industry leaders, many of them former speakers, who return because it offers them a chance to think beyond the established wisdom within their own companies. Our goal is to create a space where academics do not read papers and industry folks don't present prospectus-laden powerpoints or talk about "take-aways" and "deliverables," but people engage honestly, critically, openly about topics of shared interest.

Read by these criteria, this year's event was arguably our most successful venture ever, ripe with sometimes heated debates about the nature of the "crowd" (and of the relations between artists and consumers within crowd sourcing models), about the struggles over privacy, piracy, and self identity which shape everything from our relations with location-based entertainment to children's media, about the ways that global perspectives complicate some of the assumptions shaping American media practices, and about the ways that grassroots control over circulation complicate established business models.

On a personal level, I was deeply proud to see so many of the CMS alums in their new professional identities, showing that they have continued to grow in intellectual stature and cultural authority after leaving MIT, including Sam Ford who has taking over as the primary person in charge of the event and of our newly renamed Futures of Entertainment Consortium. I was delighted to see so many of my new friends from the west coast fly to Cambridge to join us for this year's event, including Ernest Wilson, the Dean of the Annenberg School of Communications and Journalism. Formally, Futures of Entertainment is the sister conference to Transmedia Hollywood, which we host here in Los Angeles, swapping years between USC and UCLA. But this was the year where the two families mingled with each other and the bridges between the two conferences were strengthened. By the way, I've gotten lots of questions about the next Transmedia Hollywood conference: there's not a lot of information to share yet, but it will be held on April 6 2012 at the USC Cinema School, if you want to save the date. Watch this blog for further announcements.

Finally, I was deeply proud of the diversity we achieved in our programing this year, making further progress in a long struggle to get greater gender balance on our panels, and making a huge step forward in terms of bringing transnational perspectives into the mix. We welcome recommendations for speakers at our future events in general, but we especially welcome recommendations for female, minority, and international speakers.

I am also proud that we continue to maintain a tradition of making webcasts of the conference available free to all. I am posting the videos of the Friday events today and next time, of the Saturday events. We will end the week with a focus on a special event on Global Creative Cities, and with some further reflections of our announcement of a new partnership with the City of Rio.

Check out this very thoughtful response by Jonathan Gray to the conference's focus on "crowdsourcing" and collaborative production.

While I was at MIT, I dropped by my old stomping grounds at the Comparative Media Studies Program and had brunch on Sunday with the newly arrived crop of Masters Students and some of the Program's Alums. What a smart group! After several years of regrouping, CMS has come back strong as ever, has maintained strong standards in terms of the quality and diversity of the community. I wish them all the best.

Introduction (8:30-9:00 a.m.)

William Uricchio (Massachusetts Institute of Technology) and Ilya Vedrashko (Hill Holliday)

MIT Tech TV

Spreadable Media: Creating Value and Meaning in a Networked Society. (9:00-10:00 a.m.)

How are the shifting relations between media producers and their audiences transforming the concept of meaningful participation? And how do alternative systems for the circulation of media texts pave the way for new production modes, alternative genres of content, and new relationships between producers and audiences? Henry Jenkins, Sam Ford, and Joshua Green-co-authors of the forthcoming book Spreadable Media-share recent experiments from independent filmmakers, video game designers, comic book creators, and artists and discuss the promises and challenges of models for deeper audience participation with the media industries, setting the stage for the issues covered by the conference.

Speakers: Henry Jenkins (University of Southern California), Sam Ford (Peppercom Strategic Communications) and Joshua Green (Undercurrent)

MIT Tech TV

Collaboration? Emerging Models for Audiences to Participate in Entertainment Decision-Making. (10:15 a.m.-11:45 p.m.)

In an era where fans are lobbying advertisers to keep their favorite shows from being cancelled, advertisers are shunning networks to protest on the fans' behalf and content creators are launching web ventures in conversation with their audiences, there appears to be more opportunity than ever for closer collaboration between content creators and their most ardent fans. What models are being attempted as a way forward, and what can we learn from them? And what challenges exist in pursuing that participation for fans and for creators alike?

Moderator: Sheila Seles (Advertising Research Foundation)

Panelists: C. Lee Harrington (Miami University), Seung Bak (Dramafever) and Jamin Warren (Kill Screen)

MIT Tech TV

Creating with the Crowd: Crowdsourcing for Funding, Producing and Circulating Media Content. (12:45-2:45 p.m.)

Beyond the buzzword and gimmicks using the concept, crowdsourcing is emerging as a new way in which creators are funding media production, inviting audiences into the creation process and exploring new and innovative means of circulating media content. What are some of the innovative projects forging new paths forward, and what can be learned from them? How are attempts at crowdsourcing creating richer media content and greater ownership for fans? And what are the barriers and risks ahead for making these models more prevalent?

Moderator: Ana Domb (Almabrands, Chile)

Panelists: Mirko Schäfer (Utrecht University, The Netherlands), Bruno Natal (Queremos, Brazil), Timo Vuorensola (Wreckamovie, Finland) and Caitlin Boyle (Film Sprout)

MIT Tech TV

Here We Are Now (Entertain Us): Location, Mobile, and How Data Tells Stories (3:15-4:45 p.m.)

Location-based services and context-aware technologies are altering the way we encounter our environments and producing enormous volumes of data about where we go, what we do, and how we live and interact. How are these changes transforming the ways we engage with our physical world, and with each other? What kind of stories does the data produce, and what do they tell us about our culture and social behaviors? What opportunities and perils does this information have for businesses and individuals? What are the implications for brands, audiences, content producers, and media companies?

Moderator: Xiaochang Li (New York University)

Panelists: Germaine Halegoua (University of Kansas), Dan Street (Loku) and Andy Ellwood (Gowalla)

MIT Tech TV

At What Cost?: The Privacy Issues that Must Be Considered in a Digital World. (5:00-6:00 p.m.)

The vast range of new experiments to facilitated greater audience participation and more personalized media content bring are often accomplished through much deeper uses of audience data and platforms whose business models are built on the collection and use of data. What privacy issues must be considered beneath the enthusiasm for these new innovations? What are the fault lines beneath the surface of digital entertainment and marketing, and what is the appropriate balance between new modes of communication and communication privacy?

Participants: Jonathan Zittrain (Harvard University) and Helen Nissenbaum (New York University)

MIT Tech TV

Comics and Graphic Storytelling: A Sample Syllabus

Last week, I featured an interview with the editors and contributors to a new anthology, Critical Approaches to Comics, suggesting that it signaled the solidification of Comics Studies as a field of academic research. As it happens, I am putting the final touches to a syllabus I have been developing for a Comic Studies course which I will be teaching in the Spring here at the University of Southern California, one which makes extensive use of that collection. Today, I thought I would share with you the basic blue print of this class, which is designed to expose students to a range of different methods for studying the medium and to as broad a sample of (primarily) American comics and graphic storytelling as I could cram into one subject. I've found in the past that undergraduates often know a pretty limited sample of comics -- sometimes the mainstream super heroes, sometimes independent titles -- but they lack a depth of historical perspectives and a mental model of a full range of what comics can and are doing. As a consequence, the most valuable thing we can do as teachers is to expose them to as many comics as it is humanly possible to read in a semester and to diverse ways of reading and discussing what they are reading. At the moment, I have probably pushed this past the breaking point and I am most likely stripping down some of what is currently listed, but having pulled together such a rich list of materials, I figured why not share them with my readers.

JOUR 499 Special Topics: Comics and Graphic Storytelling

Henry Jenkins

"Comics are just words and images. You can do anything with words and images" - Harvey Pekar

In this class, we will take apart Pekar's core claim about the nature of his medium. Our approach is emphatically exploratory. While we will deal with many of the dominant figures of historical and contemporary comics, we will not necessarily observe proper boundaries (between high and popular art, between independent and mainstream comics, between historical and contemporary comics, between American and international comics). We want to explore the full range of different uses which have been made of this medium.

Our central focus will be on comics (including comic strips but primarily comic books and graphic novels) as a medium rather than as a genre - that is, we believe that the formal practices of comics can be deployed to tell a broad range of different kinds of stories and speak to diverse kinds of audiences. We want to put this proposition to the test by developing a core vocabulary for thinking about comics as a medium and then looking at how artists have drawn on that vocabulary in a range of different contexts.

To do this, we will need to read lots and lots of comics - don't complain. I am assuming you are taking this class because you like, no, love, comics. Some of them will take you outside your comfort zone. Some of them will deal with controversial material. Some of them will look ugly or strange when you first encounter them. Some of them may frustrate or confuse you. But most of them, when everything is said and done, will entertain you. Few of you will read as broad a range of comics as you will encounter here, so use this reading to map the territory and expand your tastes. While I hope you like the comics I've chosen, I care more that you come to understand and appreciate them for what they tell us about the comics tradition.

Objectives

By the end of the class, the student will:

  • Be able to deploy a range of different methods for analyzing comics (including formal technique, genre, authorship, and intertextual analysis)
  • Grasp how comics tell stories through words and images
  • Be able to describe the basic vocabulary of graphic storytelling
  • Be familiar with the core figures who shaped the history of comics as a medium
  • Discuss the continuing relevance of the superhero genre as an window into understanding American life.
  • Be aware of the differences between American comics and the graphic traditions of other leading comics-producing countries, including Japan and France
  • Understand the differences between mainstream, independent, and underground comics traditions
  • Understand the relationship between the comic strip and comic book traditions
  • Developed a model for thinking about the ways comics have been a vehicle for journalism, history, autobiography, and social commentary
  • Explain how contemporary comics artists have built upon materials borrowed from the larger tradition, using past themes and icons to shed light on contemporary culture
  • Be able to discuss how women and minority authors have carved out a space for themselves within the comics tradition

Assignments and Grading

Page Analysis - Each week, the student should select one page from one of the comics we read and develop a one page analysis, which applies some of the concepts or methods we have been studying that week. Please turn in a copy of the page in question with your analysis to aid with the grading. The writing is intended to be exploratory and will be graded (Check, Check Plus, Check Minus) based on the student's abilities to look closely at what's on the page and to explain why the choices made matter in our understanding of the work as a whole. Please keep in mind that this will be the primary means by which I can appraise whether or not you have done the readings each week and whether or not you have understood them fully. Push yourself to apply a range of different methods of analysis over the course of the semester. (30 Percent) DUE DATE (Due every Friday)

Formal analysis paper - The student will select one of the comics we've read this term (or another of their own selection, with the approval of the instructor), and write a concise five page paper applying one of the methods of formal analysis we have examined in the first part of the class (McCloud, Eisner, Smith and Duncan) with the goal of helping us to better understand the techniques the graphic storyteller is deploying and how they contribute to the overall meaning and expressiveness of the book. Where possible, ground your analysis in the readings, though do not simply replicate what the critics we are reading have already done. Please provide concrete examples to support your claims. (20 Percent) DUE DATE (Feb. 22)

Author Analysis - Select a favorite comic book author, preferably one we have not read in the class, and develop an concise five page analysis of their specific qualities as an author, informed by the Randy Duncan essay we've read on Alan Moore. Draw examples from multiple texts from their body of work to show repeated patterns or themes. Discuss their relationship to their genres and to the comic book traditions which have informed their approach. Again, the paper will be evaluated based on the quality of the argument and your ability to support your claims with concrete examples. (30 Percent) DUE DATE (April 2)

Character analysis paper - Select a character from comic strips or comic books who has been especially meaningful to you. Write a concise five-page paper which explores some of the following questions: What do you see as the primary qualities of this character and how have they emerged over time as we have watched the character interact in a range of different situations and stories? What has changed and remained the same about the character over time? How have shifts in authorship impacted the character? Again, ground your analysis with concrete examples which support your claims. The paper will be evaluated based on the quality of the analysis and of the supporting evidence. (20 Percent) DUE DATE (Exam Week)

Books

(A Word to the Wise: Comics are expensive, and we are going to be reading lots of them in this class, so my recommendation is that you form a buddy or club system, much as you did when you read comics when you were younger. Go in together with 2-3 people and swap off the comics, so you each carry a more reasonable part of the price.)

Scott McCloud, Understanding Comics: The Invisible Art (New York: Harper, 1990, 224 pp.)

Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011, 328 pp.)

Chris Ware, Acme Novelty Library, Number 16 (self-published). (64 pp.)

Kazuo Koike and Goseki Kojima, Lone Wolf and Cub Vol. 1: The Assassin's Road (Portland, OR: Dark Horse, 2000, 296 pp.).

Peter Kuper, The System (New York: DC Comics, 1997, 192 pp.)

Gabriel Ba and Fabio Moon, DayTripper (New York: Vertigo, 2011, 256 pp.)

David Mazzuchelli, Asterios Polyp (New York: Pantheon, 2009, 344 pp.)

Craig Thompson, Blankets (Marietta, GA: Top Shelf, 2011, 592 pp.)

David B., Epileptic (New York: Pantheon, 2006, 368 pp.)

Al Capp, The Short Life and Happy Times of the Shmoo (Woodstock, NY: Overlook Press, 2002, 144 pp.)

James Sturm and Guy Davis, Fantastic Four Legends: Unstable Molecules (New York: Marvels, 2003, 128 pp.).

Keith Chow and Jerry Ma (eds.) Secret Identities: The Asian American Superhero Anthology (New York: New Press, 2009, 200 pp.)

Alan Moore, Batman: The Killing Joke (New York: DC, 2008, 64 pp.)

Mike Carey and Peter Gross, The Unwritten: Tommy Taylor and the Bogus Identity (New York: Vertigo, 2010, 144 pp.)

Joyce Farmer, Special Exits (Seattle: Fantagraphics, 2010, 208 pp.)

Marjane Satrapi, Persepolis: The Story of a Childhood (New York: Pantheon, 2004. 160 pp.).

The rest of the Readings will be on Blackboard.

Schedule

Week 1

Monday, January 9 - Getting Started

  • Scott McCloud, "Setting the Record Straight," Understanding Comics: The Invisible Art, pp. 2-24

.

Wednesday, January 11 - Caricature and Illustration

  • Scott McCloud, "The Vocabulary of Comics," Understanding Comics: The Invisible Art, pp. 24-59.
  • Joseph Witek, "Comic Modes: Caricature and Illustration in the Crumb Family's Dirty Laundry", in Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011), pp. 27-42.
  • R. Crumb and Aline Kominsky-Crumb, Excerpts from The Complete Dirty Laundry Comics (San Francisco: Last Gasp Comics, 1993), pp. 6-41.
  • R. Crumb, excerpts from The Book of Genesis Illustrated (New York: W.W. Norton, 2009), Chapter 1-9 (28 pages)

Week 2

Monday, January 16 - Martin Luther King's Birthday - No class.

Wednesday, January 18 - The Gutter and The Frame

  • Scott McCloud, "Blood in the Gutter," Understanding Comics: The Invisible Art, pp. 60-93.
  • Chris Ware, Acme Novelty Library, Number 16.

Week 3

Monday, January 23 - The Shape of the Page

  • Will Eisner, "The Frame," Comics and Sequential Art (New York: W.W. Norton, 2008), pp. 39-102.
  • "Will Eisner, The Spirit," in Michael Barrier and Martin Williams (eds.) A Smithsonian Book of Comic-Book Comics (Washington DC: Smithsonian Institute Press, 1981), pp. 269-294.
  • Will Eisner, "A Contract With God" and "Izzy the Cockroach and the Meaning of Life," The Contract With God Trilogy: Life on Dropsie Avenue (New York: W.W. Norton, 2006), pp. 3-62, 187-204.

  • Wednesday, January 25 - Visual Storytelling in the Japanese Tradition
  • Pascal LeFevre, "Mise En Scene and Framing: Visual Storytelling in Lone Wolf and Cub" in Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011), pp. 71-83.
  • Kazuo Koike and Goseki Kojima, Lone Wolf and Cub Vol. 1: The Assassin's Road (Portland, OR: Dark Horse, 2000).

Week 4

Monday, January 30 - Wordless Comics

  • David A. Berona, "Wordless Comics: The Imaginative Appeal of Peter Kiper's The System," in Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011), pp. 17-26.
  • Peter Kuper, The System (New York: DC Comics, 1997).

Wednesday, February 1 - Temporality and Seriality

  • Scott McCloud, "Time Frames" Understanding Comics: The Invisible Art, pp. 94-117.
  • Richard McGuire, "Here," Raw Vol. 2, No. 1, pp. 69-74.
  • Gabriel Ba and Fabio Moon, DayTripper (New York: Vertigo, 2011).

Week 5

Monday, February 6 - Line and Color

  • Scott McCloud, "Living in the Line" and "A Word About Color" Understanding Comics: The Invisible Art, pp. 118-137, 185-193.
  • Randy Duncan, "Image Functions: Shape and Color as Hermeneutic Images in Asterios Polyp," in Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011), pp. 43-54.
  • David Mazzuchelli, Asterios Polyp (New York: Pantheon, 2009).

Wednesday, February 8 - Abstraction and Realism

  • Andrei Molotiu, "Abstract Form: Sequential Dynamism and Iconostasis in Abstract Comics and in Steve Ditko's Amazing Spider-Man," in Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011), pp. 84-100.
  • Stan Lee and Steve Ditko, "The Final Chapter" in Bob Callahan (ed.) The Smithsonian Book of Comic-Book Stories: From Crumb to Clowes (Washington DC: Smithsonian Institute, 2004) pp. 122-141.
  • Stan Lee and Jim Steranko, "The Strange Death of Captain America" in Bob Callahan (ed.) The Smithsonian Book of Comic-Book Stories: From Crumb to Clowes (Washington DC: Smithsonian Institute, 2004), pp. 64-84.
  • David Mack, "Chapter One," Daredevil/Echo: Vision Quest (New York: Marvel, 2010), pp. 1-23.

Week 6

Monday, February 13 - An Art of Tensions

  • Charles Hatfield, "An Art of Tensions: The Otherness of Comics Reading", Alternative Comics: An Emerging Literature (Jackson, MS: University of Mississippi Press, 2005), pp. 32-67.
  • Craig Thompson, Blankets (Marietta, GA: Top Shelf, 2011).

Wednesday, February 15 - Text and Image

  • Douglas Wolk, "David B: The Battle Against the Real World," Reading Comics: How Graphic Novels Work and What They Mean (New York: Da Capo, 2007), pp. 139-146.
  • Herge, "TinTin: The Secret of the Unicorn, " Herge's TinTin Adventures, vol. 3 (London: Methuen, 1990).
  • David B., Epileptic (New York: Pantheon, 2006).

Week 7

Monday, February 20 - Presidents' Day - No class.

Wednesday, February 22 - Comic Characters

  • Walt Kelly, The Ever-Loving Blue-Eyed Years With Pogo (New York: Simon and Schuster, 1959), pp. 27-69.
  • Al Capp, The Short Life and Happy Times of the Shmoo (Woodstock, NY: Overlook Press, 2002).
  • Carl Barks, "The Second Richest Duck," Uncle Scrooge Vs. Flintheart Glomgord (Prescott, AZ: Gladstone), pp. 1-20.
  • Jeff Smith, "The Great Cow Race," Bone: Book Two (Columbus, OH: Cartoon Books, 2004), pp. 153-258.

Formal Analysis Paper Due

Week 8

Monday, February 27 - The Origins of a Genre: The Superhero 1

  • Peter Coogan, "Genre: Reconstructing the Superhero in All-Star Superman" in Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011), pp. 203-220.
  • Grant Morrison, "The SunGod and the Dark Knight," Supergods (New York: Spigel and Grau, 2011), pp. 3-26.
  • Jerome Siegel and Joe Schuster, "Superman," in E. Nelson Bridwell, Superman From the Thirties to the Eighties (New York: Crown, 1983), pp. 23-127.
  • Grant Morrison, Excerpts from All-Star Superman (New York: DC Comics, 2008), TBD.

Wednesday, February 29 - The Legacy of a Genre: The Superhero 2

  • Scott Bukattman, "X-Bodies: The Torment of The Mutant Superhero," Matters of Gravity: Special Effects and Supermen in the 20th Century (Durham, NC: Duke University Press, 2003), pp. 48-80.
  • Gary Conway, Gil Kane and John Romita Sr., "The Night Gwen Stacey Died," Amazing Spiderman 121-122, 1973, pp.1-25.
  • Stan Lee and Jack Kirby, "The Incredible Hulk #1," The 100 Greatest Marvels of All Time (New York: Marvel, 2001), pp.1-25
  • Kurt Busiek and Alex Ross, "Monsters Among Us," Marvels (New York: Marvel, 2010).
  • Brian Michael Bendis, "Side-Tracked," Ultimate Spider-Man Vol. 5 (New York: Marvel, 2003), pp. 1-22.

Week 9

Monday, March 5 - Genre And Multiplicity: The Superhero 3

  • Paul Chadwick, "A Stone Among Stones," The Complete Concrete (Portland, OR: Dark Horse, 1994), pp. 11-38.
  • Stan Lee and Jack Kirby, "Fantastic Four #1," The 100 Greatest Marvels of All Time (New York: Marvel, 2001), pp.1-25.
  • James Sturm and Guy Davis, Fantastic Four Legends: Unstable Molecules (New York: Marvels, 2003).

Wednesday, March 7 - Genre and Ideology: The Superhero 4

  • Keith Chow and Jerry Ma (eds.) Secret Identities: The Asian American Superhero Anthology (New York: New Press, 2009).
  • Stanford Carpenter, "Truth Be Told: Authorship and the Creation of the Black Captain America," in Jim McLaughlin (ed.) Comics as Philosophy (Jackson, MS: University of Mississippi Press, 2005), pp. 46-62.

March 12-17 - Spring Recess - No class.

Week 10

Monday, March 19 - Authorship (The Writer)

  • Matthew J. Smith, "Auteur Criticism: The Re-Visionary Works of Alan Moore" in Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011), pp. 178-189.
  • Alan Moore and Rick Veitch, "How Things Work Out," Tomorrow Stories 2, not numbered (10 pages)
  • Alan Moore, "Secret Origins," Supreme: The Story of the Year (New York: Checker, 2002), pp. not numbered (23 Pages)
  • Alan Moore, "The Radiant Heavenly City", Promethea Vol.1 (New York: America's Best, 1999), pp. 1-36.
  • Alan Moore, Batman: The Killing Joke (New York: DC, 2008).

Wednesday, March 21 - Authorship (The Publisher)

  • Julia Round, "Is This a Book?': DC Vertigo and The Redefinition of Comics in the 1990s," in Paul Williams and James Lyons (ed.) The Rise of the American Comics Artist: Creators and Contexts (Jackson, MS: University of Mississippi Press, 2010), pp. 14-30.
  • Jean-Paul Gabilliet, "Production," Of Comics and Men: A Cultural History of American Comic Books (Jackson, MS: University of Mississippi Press, 2005), pp. 111-132.
  • Neil Gaiman with Charles Vest and Malcolm Jones III, "A Midsummer Night's Dream," in The Absolute Sandman Volume One (New York: Vertigo, 2006), pp.495-519.
  • Bill Willingham and Lan Medina, "Old Tales Revisited," Fables, 1, no pages (aprox. 32 pages)
  • Mike Carey and Peter Gross, The Unwritten: Tommy Taylor and the Bogus Identity (New York: Vertigo, 2010).

Week 11

Monday, March 26 - Crossing Borders

  • Douglas Wolk, "Gilbert Hernandez: Spiraling into the System" and "Jaimie Hernandez: Mad Love," in Reading Comics: How Graphic Novels Work and What They Mean (New York: Da Capo, 2007), pp. 181-202.
  • Jaimie Hernandez, "100 Rooms," Locas: The Maggie and Hopie Stories (Seattle: Fantagraphics, 2004), pp. 60-90.
  • Gilbert Hernandez, "Heartbreak Soup," Palomar: The Heartbreak Soup Stories (Seattle: Fantagraphics, 2004), pp. 13-57.

Wednesday, March 28 - Comics and Reality 1: Comics Journalism

  • Amy Kiste Nyberg, "Comics Journalism: Drawing on Words to Picture the Past in Safe Area Gorazde" in Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011), pp. .
  • Joe Sacco, excerpt from Palestine (Seattle: Fantagraphics, 2002), pp. 81-141
  • Joe Sacco, excerpt from Safe Area Gorazde (Seattle: Fantagraphics, 2002), pp. 1-56.

Week 12

Monday, April 2 - Comics and Reality 2: Comics and Everyday Life

  • Joseph Witek, "'You Can Do Anything With Words and Pictures: Harvey Pekar's American Splendor," Comic Books as History (Jackson, MS: University of Mississippi Press, 1989), pp. 121-156.
  • Brian Wood and Ryan Kelly, excerpts from Local (Oni, 2008), no pages (aprox. 60 pages)
  • Harvey Pekar, excerpts from American Splendor (New York: Ballatine, 1987), pp. no pages (aprox. 30 pages).

Author Analysis Paper Due

Wednesday, April 4 - Comics and Reality 3: Autobiography

  • Joyce Farmer, Special Exits (Seattle: Fantagraphics, 2010).
  • C. Tyler, "Gone," Late Bloomer (Seattle: Fantagraphics, 2005), pp. 96-102.

Week 13

Monday, April 9 - Comics and History 1

  • Hillary L. Chute, "Graphic Narrative as Witness: Marjane Satrapi," Graphic Women: Life Narrative and Contemporary Comics (New York: Columbia University Press, 1983), pp. 135-174.
  • Marjane Satrapi, Persepolis: The Story of a Childhood (New York: Pantheon, 2004).

Wednesday, April 11 - Comics and History 2

  • Joseph Witek, "Comic Books as History: The First Shots at Fort Sumter," Comic Books as History (Jackson, MS: University of Mississippi Press, 1989), pp. 13-47.
  • Ho Che Anderson, excerpt from King: A Comic's Biography (Seattle: Fantagraphics, 2010), pp. 94-153.
  • Howard Cruise, excerpt from Stuck Rubber Baby (New York: Vertigo, 2011), pp.41-85.

Week 14

Monday, April 16 - High/Low

  • Henry Jenkins, "Comics as Debris: Art Spiegelman's In The Shadow of No Towers" (work in Progress).
  • Art Spigelman, excerpts from Breakdowns: Portraits of the Artist as a Young %@*! (New York: Pantheon, 2008), pp. . No Pages (13 Pages)
  • Basil Wolverton, "Powerhouse Pepper: A Nightmare Scare," Raw Vol. 2, No. 1, pp. 175-180.
  • Jack Cole, "Plastic Man: Plague of the Plastic People," in Art Spigelman, Jack Cole and Plastic Man: Forms Stretched to Their Limits (New York: DC, 2001), pp. . No pages (13 pages)
  • Will Elder and Harvey Kurtzman, "Superdooperman," Michael Barrier and Martin Williams (eds.) A Smithsonian Book of Comic Book Comics (Washington DC: Smithsonian Institute, 1981, pp. 311-318.

Wednesday, April 18 - Haunted By the Past

  • Harvey Kurtzman, "Corpse on the Imjin!," Michael Barrier and Martin Williams (eds.) A Smithsonian Book of Comic Book Comics (Washington DC: Smithsonian Institute, 1981), pp. 305-311.
  • Bill Gaines, Al Feldstein, and Jack Davis, "Foul Play," Grant Geissman (ed.) Foul Play! (New York: Harper, 2005) pp. 83-89.
  • Bill Gaines, Al Feldstein, and Joe Orlando, "Judgement Day," Grant Geissman (ed.) Foul Play! (New York: Harper, 2005) pp. 147-153.
  • Bill Gaines, Al Feldstein, and Reed Crandall, "The High Cost of Dying," Grant Geissman (ed.) Foul Play! (New York: Harper, 2005) pp. 217-223.
  • Bernie Kriegstein, "Murder Dream," B. Krigstein Comics (Seattle: Fantagraphics, 2004), pp. 179-184.
  • Charles Burns, "Teen Plague," Raw Vol. 2, No.1, pp. 5-25.

Week 15

Monday, April 23 - Comparative Perspectives

  • Henry Jenkins, "Should We Discipline the Reading of Comics?" in Matthew J. Smith and Randy Duncan (eds.) Critical Approaches to Comics (London: Routledge, 2011), pp. 1-14.
  • Kim Deitch, "Karla in Komieland," Raw Vol. 2, No. 1, pp. 59-68.
  • Kim Deitch, "The Cult of the Clown," Beyond the Pale! (Seattle: Fantagraphics, 1989), pp. 43-52.
  • Kim Deitch, "The Stuff of Dreams," Alias the Cat! (New York: Pantheon, 2007), pp. no pages (23 pages)

Wednesday, April 25 - The Future of Comics?

  • Scott McCloud, "The Infinite Canvas", Reinventing Comics (New York: Harper, 2000), pp. 222-228.
  • Scott McCloud, "Planet Earth," "The Conversation," Zot! 1987-1991 (New York: Harper, 2008), pp. 17-64, 517-534.
  • Scott McCloud, "Hearts and Minds," Zot! Online, http://www.scottmccloud.com/1-webcomics/zot/index.html
  • Scott McCloud, "The Right Number," http://www.scottmccloud.com/1-webcomics/trn-intro/index.html
  • Scott McCloud, "My Obsession With Chess," http://www.scottmccloud.com/1-webcomics/chess/index.html

Week 16 - Date TBD (May 2-9)

Character Analysis Paper Due

Whither Comic Studies?: A Conversation with the Editors and Contributors of Critical Approaches to Comics (Part Two)

Many American fans know little to nothing about comics beyond the United States, Japan, and maybe France. What steps can we take to insure a more global conception of Comics Studies, one which engages more fully with the development of the medium in a range of different national contexts?

Leonard Rifas: Many (most?) of the American and other students who sign up for my class arrive claiming to know little to nothing about comics in the United States, Japan or France! To emphasize a more global conception of comics in the lesson on defining comics, I have passed out examples of cartooning in various formats from around the world (China, Nigeria, South Africa, Italy, Mexico, etc.) and asked them decide which of these specimens are "comic books" or "graphic novels" and for what reasons. I assign as a final project that they do presentations based on research questions of their own choosing, and some of those projects have focused on comics from Korea, Chile, and other nations. I introduce my lessons with news items about comics, and in the first three weeks of this quarter, these items have included news pertaining to comics or cartoonists in Syria, India, Brazil, Japan, and other places (but especially the many comics-related events here in our own city, Seattle.)

David A. Beronä: Associations like the International Comic Arts Forum and journals like the International Journal of Comic Art have been important avenues in opening up our understanding of global comics and cartoonists. Incorporating comics from other countries into our libraries and classrooms would support this effort. As a scholar of the wordless comic, I also believe this specific genre is the best ambassador for cultural understanding between countries and provides a context for commonality.

What relationship can/should exist between comic scholars, comic fans, and comics creators?

David A. Beronä: I believe the role of the comic scholar is essential in raising an understanding of the comic creator's work that is enjoyed or sometimes overlooked by fans. I see this relationship in the shape of a triangle, with each role important to the other two. The creator must have fans but also scholars to open up interpretations and insight that heighten not only the experience for the fans but also for the creators--providing them with a serious interpretation of their work beyond the entertainment value.

A recurring fear among students is that the academic study of popular medium, such as comics, will destroy our pleasure. This seems especially strong with comics given the history of dealing with comics as "subliterate" or "transgressive," often defined in opposition to school culture. How might we address those concerns?

Randy Duncan: Some creators, such as Dave Sim and Frank Miller, have an antipathy toward comics scholarship because they worry that studying comics in college will make them too respectable and analyzing comics will suck all of the fun out reading them. However, I find that for the vast majority of my students understanding more about the evolution of the art form, understanding how words and images work together, and knowing how to look for intertextuality and subtext makes reading a comic book or graphic novel a richer, more satisfying experience.

Leonard Rifas: I have built my class around the history of how comics earned their low reputation and how they went on to gain legitimacy. Attendance at the lecture which deals with the most disturbing images is optional, and every quarter some students chose an alternate assignment because they prefer not to have to see those images.

What models exist for thinking about comics authorship? In what ways is authorship complicated by the collaboration of authors and artists? By the history of corporate ownership over certain characters?

Randy Duncan: Will Eisner used to stress that comic book writing is not simply the words. To Eisner the act of writing a comic involved choosing both words and images and weaving them together as one unified art form. He felt the best work was done by a cartoonist, a writer/artist, and that the art form was compromised when the act of writing was artificially divided between a scripter and a penciller. It is true that much of the collaborative work produced in the industrial process of mainstream comics is not very unified; the individual contributions are often stitched together like some sort of Frankenstein's monster. Yet some collaborations (e.g. Alan Moore and Eddie Campbell, Frank Miller and David Mazzucchelli, Brian Azzarello and Eduardo Risso) seem to produce comic book writing as tightly woven as that done by a cartoonist. In these instances it makes no sense to consider the scripter the author of the work; they are clearly co-authors.

Why has Comics Studies been so slow to develop when compared to say game or internet studies?

Matthew J. Smith: I think that the larger social stigma attached to comics has been historically more pervasive in academia than anywhere else, but I don't think academics are entirely to blame for holding a poor perception of the medium. When the gaming and internet have come under attack, those industries have not overcorrected in response to criticism the way that comics publishers did in the 1950s, inaugurating decades of self-censorship through the Comics Code. When the bulk of your material is ghettoized as comics was, it's difficult for a wider audience of academics to consider the medium's potential. Thankfully, several of our intellectual forebearers were not so narrow-minded as to dismiss comics outright, and we'd like to think that the arrival of this book takes the field one step closer to wider acknowledgment as the legitimate field of study it is.

Granted, the field has some work yet to do, and Randy and I have talked about the lessons we could learn from early Film Studies in particular in a post on the Comics Forum.

What relationship should Comics Studies posit between comics as a medium and other forms of visual expression and graphic storytelling--ranging from the Artist Book to the illustrated children's book?

David A. Beronä: American culture has always been more accepting of both artists' books and picture books than comics, though it has been comics, under the guise of graphic novels, that has gained a growing acceptance by readers. There is a cross over that is being address in each of these forms and ultimately display not a comparison of forms but simply our insatiable appetite for visual storytelling. The stuffy didactic generations who were "told" a story has evolved into a generation that wants to be "shown" a story, which allows a greater personal interpretation of content and hopefully for change in our lives.

Scott McCloud's Understanding Comics (as well as the Will Eisner books which informed it) have helped to define the critical studies of comics around formal issues. To what degree does this tradition still define what we say about comics? What other models does the book offer which might break from this focus on understanding the visual building blocks of the comics medium?

Randy Duncan: One of the reasons we wanted distinct sections (i.e., Form, Content, Production, Context, and Reception) was to be sure the book offered a significant number of models that went beyond formal analysis.

Matthew J. Smith: Indeed, my contribution is an adaptation of film studies auteur theory (which itself has been previously adapted to television studies). Thus, the text not only covers formalist approaches, but moves beyond them to address ethnography, historical approaches, political economy, etc. By selecting a broader range of contributions, we wanted to demonstrate the vitality of the field where multiple approaches to the generation of knowledge are welcomed.

Is there a canon of Comics Studies--a set of basic creators or works that are essential for understanding the medium? How has such a canon emerged--through popular or academic discourse? Are canons an inevitable/valuable aspect of constructing an academic field around the study of comics? Why or why not?

Randy Duncan: In this postmodern age canons are considered elitist and exclusionary. Yet, many scholars who feel that way cannot resist the urge to makes lists. A number of the Critical Approaches contributors took part in the Best Comics Poll at the Hooded Utilitarian site, and then we had great fun debating those lists on the Comix-Scholars List. And, of course, canons are inadvertently established by what scholars choose to study. For this project Matt and I didn't want to be the canon makers so we let each contributor chose the work they wanted to analyze. We had recruited a diverse group of contributors so we were confident the works chosen would be suitably diverse.

Leonard Rifas: No particular work is essential for understanding comics, but some works have deservedly become common reference points for comics scholars, and I introduce my students to many of those works, beginning in week one with McCloud, Eisner, Harvey, Cohn, Groensteen, and Horrocks, and later including Wertham, Dorfman & Mattelart, Schodt, Hatfield, and others. The canonical creators I introduce include Töpffer, Kirby, Crumb, Hergé, Tezuka, Barks, Spiegelman, and more. The value of a canon includes recognizing the particularly successful examples of work in this medium.

Contributors

David A. Beronä is a woodcut novel and wordless comics historian, author of Wordless Books: The Original Graphic Novels (2008) and a 2009 Harvey Awards nominee. He is the Dean of the Library and Academic Support Services at Plymouth State University, New Hampshire, and a member of the visiting faculty at the Center for Cartoon Studies.

Randy Duncan is a professor of communication at Henderson State University. He is co-author of The Power of Comics: History, Form and Culture (Continuum, 2009) and co-founder of the Comics Arts Conference. Duncan serves on the boards of the International Journal of Comic Art and the Institute for Comics Studies.

Henry Jenkins is the Provost's Professor of Communication, Journalism and Cinematic Art at the University of Southern California and the former Co-Director of the Comparative Media Studies Program at MIT. His 14 published books include Convergence Culture: Where Old and New Media Collide, Fans, Bloggers, and Gamers: Exploring Participatory Culture, and the forthcoming Spreadable Media: Tracing Value in a Networked Culture.

Leonard Rifas teaches about comics at Seattle Central Community College and the University of Washington, Bothell. He founded EduComics, an educational comic book company, in 1976.

Marc Singer is Assistant Professor of English at Howard University in Washington, D.C. He is the co-editor, with Nels Pearson, of Detective Fiction in a Postcolonial and Transnational World (Ashgate, 2009) and the author of a monograph on Grant Morrison, forthcoming from the University Press of Mississippi.

Matthew J. Smith is a professor of communication at Wittenberg University. He is co-author of The Power of Comics: History, Form and Culture (Continuum, 2009) and former president of the Ohio Communication Association. In 2009, Wittenberg's Alumni Association recognized him with its Distinguished Teaching Award.

Whither Comic Studies?: A Conversation with the Editors and Contributors of Critical Approaches to Comics (Part One)

Even as a child, I knew that reading comics demonstrated a thorough lack of discipline -- it was something I did in the summer or at home, sick in bed. In a world before comics shops and subscriptions, my generation would grab whatever was available to us on the spin-racks at the local drug store -- there was not yet a canon (fan or academic) to tell us what we were supposed to read. We read for no purpose other than pleasure -- there was no method to tell us how we were supposed to read. Indeed, many adults were there to remind us what a monumental waste of time all of this was -- there was nothing like Publish or Perish pushing us to read more comics. We read in secret -- under the covers by flashlight, hidden in a textbook in class -- with the knowledge that there was something vaguely oppositional about our practices. You didn't stand up in front of a classroom and do a book report on what you'd read, let alone frame a scholarly lecture or essay. Or at least this is the myth of what it meant to read comics as it has been constructed nostalgically by several generations of fans turned critics and intellectuals. Of course, like all of the other aging "boy wonders" constructing that mythical golden age, I should know because I was there.

Given this collective history, why should we discipline the reading of comics?

This is the opening from my essay, "Should We Discipline the Study of Comics?," which serves as the introduction of an exciting new anthology, Critical Approaches to Comics, edited by Matthew J. Smith and Randy Duncan.

The appearance of such a collection marks a significant turning point in the emergence of comic studies as a field for academic investigation, bringing together more than twenty respected comics critics and analysts to describe their methodological and theoretical assumptions and apply them to specific works. The result is intended as a textbook for use in the expanding number of courses in comics and graphic storytelling, being offered in universities and colleges. Indeed, I plan to use the book as a key secondary texts running through my own comic studies class, which I am teaching this spring at USC.

The book's essays are organized into units structured around Style, Content, Production, Context, and Reception. These categories reflect the diversity of disciplinary perspectives which have been brought to bear on comics. I have gotten to know many of the contributors through our participation in the comic studies track at the San Diego ComicCon, but it says something that we are more likely to run into each other at a fan-run event than at any academic conference.

Critical Approaches to Comics is going to be an important book in terms of defining and organizing this field, which has been surprisingly late to coalesce, given the centrality of comics as a medium to any discussion of popular culture in the 20th and 21st century. As such, my introduction was intended as a reflection on what lessons comics studies might take from other closely related fields such as film, television, and game studies, and an outline of other potential moments when some form of comic studies might have emerged. Specifically, I suggest what the study of comics would have looked like if this collection had been pulled together in response to the writings of Gilbert Seldes in the early 20th century, Frederic Wertham at mid-century, or more recently, Scott McCloud and Art Spigelman, each of whom would have different thoughts about what texts should be studied and why, about who should be included in the conversation and what languages we should be using, and about the core issues which comic studies would most urgently address.

I've used the event of this book's release to collect thoughts from the editors and some of the contributors on some core issues surrounding the current state and future directions of the academic study of comics.

The publication of a methods case book represents a key step in the institutionalization of Comics Studies as an academic field. As I suggest in my introduction, I experience this process with some ambivalence having gone through the establishment of other academic fields studying popular culture, including television or game studies. How do you characterize the current state of comics studies? Should it remain a multidisciplinary field of investigation or should it take on the properties of a discipline?

Matthew J. Smith: Given the increasing numbers of books, academic conferences, and college-level courses focused on the study of comics, I think Comics Studies is already coalescing. However, I do not think our aim is to build another silo on our college campuses but to preserve the open commons we seem to be interacting with one another in. Right now the field's greatest strength--and the one we celebrate in Critical Approaches--is its multi-disciplinarity. Moving forward from this point in history should involve how to capitalize on that and still forge a more coherent identity that universities can acknowledge and appreciate.

Marc Singer: We don't have to equate institutionalization with the formation of a single discipline. Comics studies should be and probably always will be multidisciplinary because comics themselves fall across the intersections of multiple disciplines--art, literature, mass communications, economics, and so on. But building an academic field doesn't have to mean codifying a single critical approach. Institutionalization supports research and teaching by exposing new scholars to earlier work, preserving their work for future generations, and modeling standards of academic scholarship. The challenge for Comics Studies is to build the professional practices and institutional support of a mature academic field without narrowing the range of disciplines, methods, and approaches available to scholars.

David A. Beronä: Just as graphic novels are being taught more in college and universities, a new generation of readers is enthusiastically reading comics without any preconceptions from older generations. This growing readerships is evidenced in school libraries where graphic novels account for a large percentage of the circulation. There is also a cross over of graphic novels with picture books, which encourages a wider readership of young readers growing into adulthood who will look for more adult themes in comics to reflect their growing interests.

Art Spiegelman has been a major champion of the idea that graphic novels constitute a distinctive literary and artistic genre. What links do you see between what is happening around comics in the universities and this larger project to legitimize comics as an expressive medium? Will we ever reach a point where we do not need to, as the title of another book puts it, defend comics?

Randy Duncan: I think we are already at that point. Graphic novels are being read in book clubs and selected for university Common Book programs. Certainly comics scholars are tired of having to make the legitimacy argument and many of them are simply refusing to do so in their work. Of course, the argument will still have to be made within the institution when we have to convince a chair or dean to add a comics course or consider comics scholarship in tenure and promotion decisions.

At most comic shops I know, there is a physical separating out of independent/alternative and mainstream comics. How have you dealt with this cultural divide in the book and to what degree does it shape the field of Comics Studies?

Randy Duncan: We chose to ignore the divide. A lot of the scholars we admire are quite comfortable slipping back and forth across that divide as if did not exist - writing a book about alternative comics, presenting a paper about Kirby's Devil Dinosaur, posting about an early 20th century comic strip, teaching a course on superheroes, and so on.

David A. Beronä: A comic is a comic is a comic is a comic! From the serious tone of the woodcut novels by Frans Masereel and Lynd Ward to the edginess of the Vertigo line of comics; from manga to mini comics, this media provides a visual story which may be thought provoking or not but is forever entertaining.

Contributors

David A. Beronä is a woodcut novel and wordless comics historian, author of Wordless Books: The Original Graphic Novels (2008) and a 2009 Harvey Awards nominee. He is the Dean of the Library and Academic Support Services at Plymouth State University, New Hampshire, and a member of the visiting faculty at the Center for Cartoon Studies.

Randy Duncan is a professor of communication at Henderson State University. He is co-author of The Power of Comics: History, Form and Culture (Continuum, 2009) and co-founder of the Comics Arts Conference. Duncan serves on the boards of the International Journal of Comic Art and the Institute for Comics Studies.

Henry Jenkins is the Provost's Professor of Communication, Journalism and Cinematic Art at the University of Southern California and the former Co-Director of the Comparative Media Studies Program at MIT. His 14 published books include Convergence Culture: Where Old and New Media Collide, Fans, Bloggers, and Gamers: Exploring Participatory Culture, and the forthcoming Spreadable Media: Tracing Value in a Networked Culture.

Leonard Rifas teaches about comics at Seattle Central Community College and the University of Washington, Bothell. He founded EduComics, an educational comic book company, in 1976.

Marc Singer is Assistant Professor of English at Howard University in Washington, D.C. He is the co-editor, with Nels Pearson, of Detective Fiction in a Postcolonial and Transnational World (Ashgate, 2009) and the author of a monograph on Grant Morrison, forthcoming from the University Press of Mississippi.

Matthew J. Smith is a professor of communication at Wittenberg University. He is co-author of The Power of Comics: History, Form and Culture (Continuum, 2009) and former president of the Ohio Communication Association. In 2009, Wittenberg's Alumni Association recognized him with its Distinguished Teaching Award.

What Samba Schools Can Teach Us About Participatory Culture

If you dropped in at a Samba School on a typical Saturday night you would take it for a dance hall. The dominant activity is dancing, with the expected accompaniment of drinking, talking and observing the scene. From time to time the dancing stops and someone sings a lyric or makes a short speech over a very loud P.A. system. You would soon begin to realize that there is more continuity, social cohesion and long term common purpose than amongst transient or even regular dancers in a typical American dance hall. The point is that the Samba School has another purpose then the fun of the particular evening. This purpose is related to the famous Carnival which will dominate Rio at Mardi Gras and at which each Samba School will take on a segment of the more than twenty-four hour long procession of street dancing. This segment will be an elaborately prepared, decorated and choreographed presentation of a story, typically a folk tale rewritten with lyrics, music and dance newly composed during the previous year. So we see the complex functions of the Samba School. While people have come to dance, they are simultaneously participating in the choice, and elaboration of the theme of the next carnival; the lyrics sung between the dances are proposals for inclusion; the dancing is also the audition, at once competitive and supportive, for the leading roles, the rehearsal and the training school for dancers at all levels of ability. From this point of view a very remarkable aspect of the Samba School is the presence in one place of people engaged in a common activity - dancing - at all levels of competence from beginning children who seem scarcely yet able to talk, to superstars who would not be put to shame by the soloists of dance companies anywhere in the world. The fact of being together would in itself be "educational" for the beginners; but what is more deeply so is the degree of interaction between dancers of different levels of competence. From time to time a dancer will gather a group of others to work together on some technical aspect; the life of the group might be ten minutes or half an hour, its average age five or twenty five, its mode of operation might be highly didactic or more simply a chance to interact with a more advanced dancer. The details are not important: what counts is the weaving of education into the larger, richer cultural-social experience of the Samba School.

So we have as our problem: to transfer the positive features of the Samba School into the context of learning traditional "school material" -- let's say mathematics or grammar. Can we solve it? -- Seymour Papert, "Some Poetic and Social Critera for Education Design" (1975)

I was lucky enough to have spent some small bits of time with Seymour Papert when I first arrived at MIT in the late 1980s and to have spent even more time in the company of his students, such as Amy Bruckman, Idit Harel Caperton, Edith Ackerman, Ricki Goldman, Mitchell Resnick, David Cavallo, and others. His ideas about redesigning educational practices to reflect the value of the Samba Schools was very much in the air at the time and I recall this passage being discussed several times at the meetings of the Narrative Intelligence Reading Group, an incredible bunch of graduate students, faculty members, and folks from the Cambridge community, who met regularly to discuss the intersection between new media and theory. In retrospect, I've begun to wonder how much the concept of the Samba School informed my own ideas about "participatory culture," without me being fully conscious of it at the time. It is only in recent years that I have started to draw connections between the two, but we are always shaped by things in our immediate environment in ways we can not fully articulate at the time. So, choose your contexts wisely.

This past summer, during a trip to Rio, my wife and I were finally able to visit a Samba School, and I came away from the experience with a deeper appreciation of the many different mechanisms through which the community's participation is solicited and maintained over the course of one of those weekend afternoons Papert is describing. And I have found myself reflecting upon this experience many times since my return. Here, I mostly want to share some of the beautiful photographs my wife, Cynthia Jenkins, took, but also to share a few of these still relatively unprocessed impressions. Thanks to my good friend, Mauricio Mota, for organizing our outing at the Samba School. I am still learning about this culture, so please excuse anything I get wrong in this discussion. I would love to have some of my Brazillian readers add their own background and context to what I am sharing here.

The Samba Schools are embedded within particular communities -- most often in the Favelas, which is where the poorest of the poor live in Rio. Upon entering these communities, as an outsider, one is impressed both by the density of the population and by the vibrancy of community life. Everywhere you look, people are gathered together, engaged in conversations, and around the edges, you can see a range of expressive activities.

Samba 4

 

For me, the creativity fostered by the Samba Schools is also visible in the grafitti and street art which adorns walls all over the city. And the playfulness can be seen in the boys and girls who are trying to conduct kite battles just outside the city center.

The Samba Schools are part of a larger folk logic which survives in Brazil as a living aspect of the culture (even as so much of the folk practices have been crushed in the United States over the past hundred plus years of mass media). We don't need to romanticize these creative impulses, but we also should not deny their existence.

Entering the Samba School has historically been a risky proposition for the middle class and the outsider, as is suggested by the incredibly narrow windows through which transactions occur around the purchase of admission.

 

Samba 2

But once inside the hall, things are incredibly open and designed to insure sociability through every means possible. The space and practices are designed to encourage participation and to embrace many different kinds of participation. So, the first thing you do upon entering -- or at least the first thing we do upon entering -- is to grab a big heaping plate of food.

Samba 3

As someone born and raised in the south, not so many generations removed from dirt farmers, I recognize the core ingredients here -- there's not much on my plate which I would not have seen at a BBQ place in the deep south or at a family reunion or church picnic. The preparation differs, of course, but the core building blocks are the same. And eating the food gives us time to sit and watch, to get our bearings and to develop a mental map of the space.

 

Samba 1

The design of the space creates a great deal of fluidity between watching and dancing.

 

Samba 8

There are many different vantage points for observing what's taking place, but there are no fixed walls separating performance space for spaces where spectators are gathered.

 

And the longer you are there, the more you find yourself edging closer and closer to where the action is. There is no decisive moment when participants step from watching to dancing. The music pulls at you -- you start to sway your hips or nod along without even fully realizing it.

Samba 6

Mothers and fathers are taking their children with them, and they bounce to the music, even before they really know what's taking place.

 

Samba 5

There are certainly stars to be seen here: my host points out some of the well known figures in the Samba world who are strutting their stuff and others are gathering around to watch them, but there is nothing stopping anyone from stepping into the same ring on the flat floor and dancing alongside them.

 

Samba 9

There is a raised area where the bands perform and there are local personalities who moderate the festivities, giving out periodic encouragements for people to join the dance. The announcers, though, are only one of a number of different practices designed to actively invite our participation.

 

Samba 7

These young men and women function like cupids: they bring love messages from one participant to another, often encouraging them to kiss and dance together, and thus breaking down some of the isolation that might remain in a large public space. You may note that they wear straw hats and have freckles, both intended to indicate they are playing the role of "country bumpkins," a shared figure of bemusement for these urban poor, many of whom only recently left the countryside themselves.

Periodically, a group dressed in police uniforms step march through the hall, blowing whistles, and rounding up captives. They are seeking out people who do not seem to be participating and they take them away for short lectures on the traditions of the community.

 

Samba 10

As someone who lives in fear of confrontations with people in uniforms, I ask my host what I can do to signal my participation, and it turns out that participation is a flexible category and that wearing the festive shirt which was handed me along with my ticket will be enough to signal that I have become part of the community, rather than a mere spectator.

 

Samba 11

The "participation police," as I have come to describe them, are one of the most provocative aspects of the experience for me. They speak to the challenges which any participatory culture faces around nonparticipation. I have come to appreciate the concept of legitimate peripheral participation -- the idea that witnessing and learning are themselves forms of participation, or at least, meaningful part of the process of preparing to participate. We should be concerned if some groups are structurally prohibited from participating; we should pay attention to the educational needs of those who are not yet ready to participate; we should build in active mechanisms which repeatedly encourage and solicit participation, as I observed in the Samba Schools, but we should not force participation before any given community member is ready to join the festivities.

So, it is striking that the Samba Schools have a range of different mechanisms for encouraging participation, some more forceful than others, but that it also recognizes and values that sometimes wearing a t-shirt or some other marker of affiliation may be as far as any one person is ready to go in their process of absorbing the norms and values of the community and crossing the invisible threshold into full participation. As we follow Papert's lead, and think about what it would mean to design educational institutions and practices which mirror those of participatory culture, we need to be attentive to the varied and multiple ways that spaces like the Samba School enable meaningful participation for all of their community members.

Brian Clark on Transmedia Business Models (Part Five)

This is the final installment in an ongoing series of posts by transmedia designer and entrepreneur Brian Clark on transmedia business models. We've been delighted by all of te interest this series has generated out there. Here's hoping it inspires further reflection and innovation on these issues.

ENGINES OF BUSINESS INNOVATION

by Brian Clark

At the very beginning of this series, I advanced the argument that the next wave of innovation in transmedia would be driven by business innovation as we move beyond the traditional patronage model that dominates the existing body of work. The ten examples of alternative business model solves from other independent movements shows us the building blocks, but transmedia properties (versus mono-modal products) are uniquely suited for business model mash-ups: like companies, they are actually better defined by the combination of business model solves they use.

Dissecting the business models of my friends and peer practitioners is a delicate position to find myself in as a writer, but the value of discussing this topic as a community is an important part of incubating broader innovation and sustainability. It is part what we talk about as practitioners when we find ourselves together over cocktails in small groups at conference and events, like the recent gatherings at DIY Days or StoryWorld. For the purpose of illustrating why we're going to see this wave of innovation, we don't even have to dive beyond what some of those firms are already saying publicly.

Traditional Models

The best place to start is with the elephant in the room: we're in middle of a dramatic period of growth in the more traditional transmedia business models. Entertainment and brand marketing transmedia projects have gone from startlingly rare to relatively expected and are starting to move from the realm of marketing into the realm of product design (even in the views of very large companies). Meanwhile, significant new granting initiatives for transmedia storytellers have appeared in the issue advancement space and more traditional financing methods from film and broadcasting expanding to include more diverse expressions.

Transmedia entrepreneurs in companies like Campfire, Blacklight, Firelight and 42 Entertainment have business models that are primarily focused on scaling against that blossoming of demand and opportunity: they continue to polish the tactical usefulness of transmedia methods against familiar needs and mechanisms that already exist in the marketplace. One of the unspoken advantages of a "pure play" such as these is that you don't have to stay a pure play forever ... you have both some scale and the entrepreneurial nimbleness to adapt to changes in the marketplace.

Marketplaces of demand for these kinds of media skills tend to grow most robustly from the bottom up: as the market matures, the value for these kinds of services constantly decreases towards commodity. The democratization of creation works against the long-term value of any particular reproducible tactic. Already, you see traditional advertising agencies and broadcast networks setting up experience design or transmedia labs in order to service that same demand: requests for proposals tend to become job openings as optional elements become required forms.

Patchwork Models

That entrepreneurial flexibility of transmedia tactics has led others in the space to pursue more hybridized business models at a variety of different scales. Individual careers begin to look like hybrid business models, such as Lance Weiler who mixes "story R&D" and infrastructure plays with both public and private financing models across the scope of multiple pieces of work in the marketplace at the same time. At some point, those careers start to look more and more like serial entrepreneurship, like Jordan Weisman who has been incubating one innovative venture after another for decades. My own firm, GMD Studios, is an example of this kind of patchwork approach from a company level: our model for 16 years has focused on using the R&D and financial yields of commercial work along the traditional service models to fuel our own angel capitalization of a series of ventures that have ranged from infrastructure and software plays to publishing venture incubation to transmedia entertainment properties.

Hybridized business models drive you towards thinking more and more like a venture capitalist: you look for markets that can be disrupted or are under-served while favoring models that are often indistinguishable from the "lean startup" and "fail fast" concepts in the venture community. You become more and more a specialist in being a perpetual start-up, which isn't necessarily the lowest risk way to spend your time (or money).

New Models

As the variety and frequency of transmedia work has blossomed, it is starting to produce more daring business model experiments at both the grassroots and venture capital ends of the spectrum. With the impact of the low-capital and fan-capital models, creators like Jim Babb and Andrea Philips are funding new work that venture capitalists or granting organizations just might not always get. In some cities, you see the beginnings of a transmedia theater movement that relies upon direct ticket sales that involve production groups regularly releasing new work, such as Red Cloud Rising or Sleep No More in New York City. At the other end of the spectrum, Fourth Wall Studios is fueled by one of the largest venture capital investments in transmediaís history and is betting on a model rooted heavily in an infrastructure play for immersive mobile storytelling.

This kind of entrepreneurial innovation isnít contained to just upstart mad scientists, either. At last week's StoryWorld conference in San Francisco, it was just as evident among bigger traditional media companies as grassroots developers. The corollary to "if it ain't broke, don't fix it" in business is "only brands in pain innovate," and the massive changes in media distribution and consumption are driving product developers in big companies ask similar questions about business models and profitability. These two factors -- grassroots entrepreneurial risk taking and well financed companies looking to take more limited risks with bigger piles of money -- will inevitably influence and reinforce each other (in the same way that indie film and Hollywood do). Like in film, there are also amazing potentials for international co-productions to help drive some of these new models, particularly where the more entrepreneurially funded U.S. system and the more heavily cultural funded European, Canadian and Australian models find synergies. In many ways, transmedia productions are uniquely suited to adopt their platform choices to the unique tax incentives and granting opportunities in particular territories that can provide 20% to 40% rebates on production budgets.

Successes will emerge from these cauldrons of international opportunity over the next handful of years that will help define the working business models for our entire creative lifetimes. Some of those successes will be modest but prove critical concepts of business sustainability that influence a generation of producers. Some, though, will be amazing successes both creatively and financially and become much-dissected case studies for decades. Right now, though, it is a completely open playing field, which is a rare gift to any generation of artists and reason enough for us to think of business model as one of the mediums in which we work.

Brian Clark is the founder and CEO of GMD Studios, a 16-year-old experience design lab based in Winter Park, Florida. He lives in New York City and occasionally tweets as @gmdclark

Brian Clark on Transmedia Business Models (Part Four)

This is part four of a five part series on transmedia business models by Brian Clark: Founder/CEO, GMD Studios. The segments are based on a talk Clark gave earlier this semester as a guest speaker to my USC class on Transmedia Entertainment. A HANDFUL OF VENTURE MODELS

by Brian Clark

In the prior installment, we looked at handful of business models that try to work for even small budget projects. This time, we're going to look at models that rely (almost) intrinsically on raising capital. These models all share at least two common features, and the key one is that the source of funding is some kind of venture capital (which means the return that investors expect is their money back and hopefully some profit for taking the risk.) If that ís a little bit of capital, these might be angel investors that resemble patrons, but if that ís a lot of capital you'íll be dealing with professional investors. The change that comes with that is the mechanism of promotion. If you've only got a little bit of capital, you'll be relying upon media you create (owned) and earn (press and social sharing), but if you've got more capital you might start buying advertising from other places.

Ticketed Events

An entire set of business models that come from performance instead of media are frequently neglected by transmedia creators: an audience paying for a ticket to attend a live communal experience, whether that ís a theater performance, a concert, a conference or a stranger experience like "Red Cloud Rising" or "Sleep No More". This is the core business model of theatrical distribution (in film), pay-per-view (in broadcast), and touring theater and bands (in music).

  1. FUNDING: Angel capitalizers, investors and venue partners.

  2. RETURN: Financial returns.
  3. SUSTAINABILITY: It's all about the margins.
  4. AUDIENCE: My growing fan base.
  5. PROMOTION: Paid, owned and earned marketing support.

Independent music and theater artists will tell you about the entrepreneurial challenges of squeaking a margin from festivals and tours (and then remind you to buy a t-shirt on your way out), but sustainable careers can be built on these models (and the way they can work with fan incubation as a business goal between ticketed events.) Having funding is usually essential, as the expenses to put on the event get incurred before you collect the revenue back from the sales and you have to buy gas for the tour bus to the next town.

Marginable Arbitrage

In market dynamics, arbitrage is nothing more than buying low in one market to sell high in another, often by creating new value from it that others arenít optimizing. Informercial space on television networks is a good example of this (the broadcast time is cheaper for an hour than for a thirty-second ad during primetime, which is why you see hour long commercials for $19.95 products), but most of the Internet is driven by arbitrage thinking. Many online publishers, for example, get a huge chunk of their traffic from Google because of their knowledge of search engine optimization of content, but then make money off of ads served up by Google that were actually the same as the ads on the search engine page they came from: the publisher made the ads more relevant to the audience, and got paid more because of it. Will some transmedia innovator find a similar system that uses infomercial broadcast space the way online publishers use Google? An arbitrage business model might look something like:

  1. FUNDING: Angel capitalizers, investors and venue partners.

  2. RETURN: Financial returns from margin.
  3. SUSTAINABILITY: Buying cheap, adding value, selling higher.
  4. AUDIENCE: Those consuming it cheap and new fans interested in what weíve turned it into.
  5. PROMOTION: Paid, owned and earned marketing support.

It isnít as easy as it sounds to find value in the cheap: you get two Snuggies for $24.95 plus shipping and handling because they've tested that more sales happen if they price it like that. The more neglected value you find and extract, the more you attract others to do the same (making that cheap resource less cheap) and, like the ticket sales model, as soon as you stop creating arbitrage you stop creating revenue. Conversely, I know people who do nothing but write for the Web from home and get six-digit checks every month because of their understanding of content arbitrage.

Audience Developed Products

In the same way that "fan funded" treats the renewable fan base as a replacement for investors, you could instead treat them as co-creators (and thus invested in the sustainability and promotion of the work.) Online interactive art, especially community games, are an obvious example of this (such as Top Secret Dance Off, Socks Inc. or Ze Frankís Star.me), but there are also filmmakers experimenting with crowdsourcing the shooting of features and online documentarians working to preserve history through cellphone photos or family pictures. These kinds of projects often produce business models such as:

  1. FUNDING: Angel capitalizers, investors and the sweat equity of the audience.

  2. RETURN: Financial returns from margin and seeing myself in the final work.
  3. SUSTAINABILITY: New margins created by not having to raise as much funds for production.
  4. AUDIENCE: Those most attracted to my story, and especially those co-creating it with me.
  5. PROMOTION: Emphasize the earned and owned with fans to minimize the paid from funds.

The strength of this model (crowdsourcing of development) is also its Achilles' heel -- you need a vibrant enough community for that crowdsourcing magic to kick in, and that takes feeding and care. Where it seems to have the most predictable value is in creating longer tails of value, for example in videogames where making level editors available for Halo produced totally new fan-developed games like Portal that became products in their own right.

Infrastructure Play

If research & development models focus on creating new skillsets and proofs of concept, sometimes they are far more than that -- they become infrastructure plays. The impact of THX on audio standards in movie theaters was an infrastructure play contained inside the Star Wars business model, just as Condition One are documentarians creating licensable interactive technology to increase audience immersion. These types of business models typically look more like:

  1. FUNDING: Angel capitalizers, investors and development partners.

  2. RETURN: Financial returns from licensing the underlying technology developed.
  3. SUSTAINABILITY: Revenue from the creative work is supplemented by technology licensing.
  4. AUDIENCE: Those most attracted to my story, but also the industry that might license the tech.
  5. PROMOTION: Owned, earned and paid for the primary creative work; business development for the licensing.

Infrastructure plays often require even deeper capital reserves than other types of models, because the core value of the sustainability argument requires scale (so, for the Facebooks and Twitters of the world, growth is more important in the short term than revenue generation.) These business models often also require "a business within the business" that focuses just on the licensing or enablement revenue streams (since those needs are often different than the actual creative implementation that generates that infrastructure).

Venture Capital

Every vibrant art form also has some kind of venture capital model, from financers of films and Broadway shows to venture capitalists in publishing and technology. Some of those communities are sophisticated enough to have created formal marketplaces for capital raising (for example, documentary film) while others have adopted venture capital models into new forms (for example, the artist granting organization Creative Capital). Venture capitalized business models often look something like:

  1. FUNDING: Professional, sophisticated investors and investment companies.

  2. RETURN: Financial returns from the project you are proposing.
  3. SUSTAINABILITY: A salary or stipend and a healthy share of the profit (it is happens).
  4. AUDIENCE: Carefully researched and justified to funders who might not be the audience.
  5. PROMOTION: Owned, earned and paid media.

The challenge with venture capital models are primarily in the courting of capital: people can spend years trying to put together a full slate of investors to trigger the actual creative work. Many give up before succeeding, and if they do succeed, then the pressure is on to deliver not just a completed creative work but a successful creative revenue stream. This is an even harder sell with innovation (unless you can show how youíll drink someone else's milkshake) because it makes everything seem more risky and risk raises the cost of capital.

Three paragraphs per business plan is obviously skimming the surface of complex media business issues, but I'd like to extend that even further in the next installment and look at how multiple business models come together among the companies in the space (and thus potentially illuminate the kinds of innovations that will drive the next revolutions in transmedia.)

Brian Clark is the founder and CEO of GMD Studios, a 16-year-old experience design lab based in Winter Park, Florida. He lives in New York City and occasionally tweets as @gmdclark

Brian Clark on Transmedia Business Models (Part Three)

This is part three of a five part series by transmedia designer and theorist Brian Clark.

A HANDFUL OF BOTTOM UP MODELS

by Brian Clark

In the prior two installments, we looked at what might drive the next wave of innovation in storytelling and dissected the patronage business model that dominates the transmedia space today. In this installment and the next, I want to dive deeper into ten different alternative business models that we know work from other media movements in the hopes that they provide some inspiration to other entrepreneurial storytellers. The first handful treats funding and sustainability as the primary challenges: if you don't have access to millions of dollars, just how much capital do you really need? Do you need any at all?

No Budget

Some artists and art movements solve the business model problem by assaulting the very need for capital funding. They might treat funding as unnecessary (such as Theater of the Oppressed in the 1950s, the Dogma 95 film movement of the late 1990s or the subsequent Mumblecore movement of the early 2000s that embrace no budget as a choice) or might literally treat capital as the enemy (such as the dÈtournement of the Situationist International movement of the 1950s or modern Anonymousí physical and digital hacktivism). In the context of business models, their solutions look something like:

  1. FUNDING: Is a distraction from making art.

  2. RETURN: With no funders, there is no distraction of returning investment.
  3. SUSTAINABILITY: My project is not about having a sustainable career as a creator.
  4. AUDIENCE: A community to awaken or empower.
  5. PROMOTION: Through provocation, controversy and guerilla tactics.

No budget movements are a healthy part of any artistic form: things get made all the time without having business plan justifications. The Internet and digital creative trends amplifies these kinds of models disproportionately because of the constant increase in tools that decrease the costs of production towards free. Sadly, it isn't decreasing the cost of your food, rent and healthcare towards free and no budget artists typically have more traditional jobs that pay those bills -- which might be, in part, why Lars von Trier doesn't still make films under the Dogma 95 model.

Grassroots

Sometimes, not having funding isn't an active choice but is definitely a current reality. This is familiar territory to independent artists and publishers, from pulp fiction zines of the 1930s through the punk D.I.Y. ethic of the 1970s to the Internet tradition of "grassroots alternate reality games" of this century -- you embrace your limitation as a virtue and make the most of it. For this "D.I.Y. ethic" style of grassroots, the business model solve might look like:

  1. FUNDING: Beg, borrow, and elbow grease.

  2. RETURN: The expectation of paying them back isnít very high on either side.
  3. SUSTAINABILITY: Iíll at least live to fight another day.
  4. AUDIENCE: People who are looking for something different than the mainstream.
  5. PROMOTION: Through provocation, controversy and guerilla tactics.

Rather than being entrepreneurial, the funding in grassroots efforts is ad hoc, doesn't really set revenue goals for sustainability and leaves little funding for promotion. Sometimes, for the artists, the connection and affirmation of an audience is still enough reward to make them want to do it again.

Research & Development

Hopefully, creating always involves learning new things, but sometimes the point of making it in the first place is to learn. The R&D arms of giant companies share this business model with entrepreneurial garage tinkers and both work in prototypes and proofs-of-concept. Some creators, most notably Lance Weiler, have started talking about "story R&D" as the explicit value to their experiments -- learning how to tell stories across all these new platforms and opportunities in relatively low capital risk environments. An R&D business model solve might look like:

  1. FUNDING: Angel capital (including my own).

  2. RETURN: Something new that will require a new business model solve.
  3. SUSTAINABILITY: Iím increasing my capabilities and chances for future success.
  4. AUDIENCE: I wonít necessarily need a large one.
  5. PROMOTION: Through provocation, controversy, partnerships and guerilla tactics.

The most inherent challenge in R&D models is that you're entrepreneurially deciding to push the return on your investment and sustainability to some future date. It requires some confidence (at least on the artist's part) that those kinds of R&D results are a predictable yield and tends (by necessity) to push the work into more experimental territory (because there is very little R&D yield in doing things you already know how to do).

Fan Incubation

Most artists will tell you that a fan is more valuable than a customer -- a fan base is a renewable resource for a sustainable career. Fans buy the next album, they subscribe to the series, they evangelize their passion bring in new fans, and they camp out in lines overnight before the opening. In the past, fan development was slow (for example, the way fan correspondence saved H.P. Lovecraftís works from disappearing) or physical (like the "make record and tour college towns" model of independent musicians like John Vanderslice). The age of the Internet has revolutionized the ability for creators and fans to have rich, meaningful interactions that have led to successes like The Blair Witch Project and innovations like the distribution strategy for Four-Eyed Monsters. Whether a small indie or a big company, fan incubation business model solves look something like:

  1. FUNDING: Angel capital and sweat equity.
  2. RETURN: A motivated audience for a forthcoming work.
  3. SUSTAINABILITY: I'm increasing my chances for success (and return) on some other product.
  4. AUDIENCE: My growing fan base.
  5. PROMOTION: The efforts of the fans themselves, supplemented by owned (maybe even paid) media

This is essentially the same model I critiqued in the prior installment, but with a key difference: you've become your own patron, you've become your own client, and you're leveraging the tactical usefulness to your own potential benefit. Like the research and development model, that means you've pushed off revenue and sustainability to some future product those fans want that has its own business model as an investment in a renewable resource.

Fan Funding

Speaking of the power of fan bases, if you already have even a residual fan base, there are ways to replace funding with those fans. In the classic models, you'd call this pre-sales -- collecting money for a product you haven't made yet to fund the creation itself (often incentivized by some exclusive value add), a model quite common now in the videogame industry but also the classic underpinning of why magazines and newspapers offer annual subscriptions. The Internet's capabilities for crowdsourcing have made this an even more attractive model for independents, whether you're harnessing fans as angel capitalizers with a system like Kickstarter or selling a product that was manufactured "just in time" via a platform like Lulu. The business model might look something like:

  1. FUNDING: From your fan base as pre-sales or angel capitalizers.
  2. RETURN: A special copy of the work, a credit in the finished piece, etc.
  3. SUSTAINABILITY: My fans will support me because theyíd like to see more work.
  4. AUDIENCE: My growing fan base.
  5. PROMOTION: The efforts of the fans themselves, supplemented by owned (maybe even paid) media.
  6. The scale of this model is directed tied to the size of the fan base: George Lucas will always pre-sell more than you do, but a smaller group of fans could dramatically change the way a grassroots project might operate. Many creative properties (large and small) leverage this business model in serial with fan incubation -- when you're not pre-selling something, grow the overall size of the fan base as an investment in your next cycle of fan funding.

    In the next installment, we'll look at another handful of models that solve from the opposite direction: maximizing revenue instead of minimizing investment.

    Brian Clark is the founder and CEO of GMD Studios, a 16-year-old experience design lab based in Winter Park, Florida. He lives in New York City and occasionally tweets as @gmdclark

Brian Clark on Transmedia Business Models (Part Two)

This is the second in a five part series on transmedia business models written by veteran crossplatform and indie media producer Brian Clark. DISSECTING THE "TRADITIONAL" TRANSMEDIA MODELS

by Brian Clark

Most of the money fueling innovation in transmedia storytelling falls into one of three major buckets: entertainment properties created as extended experiences around a core media product; advertising properties created to advance the marketing of a brand; and issues advancing properties created to promote a topic or perspective. In the last installment, I proposed a "business model lens" for looking at some of issues hampering innovation in the new forms of storytelling. There's no better place to start than where the money is.

The Danger of Tactical Functionality

In truth, all three of these "traditional" transmedia models actually share the same business plan solution, one that focuses on the proven usefulness of transmedia as a tactical function. Let's take a look at the five business plan statements from the point of view of an entertainment, brand or issue property:

  1. FUNDING: From a brand / studio / granting organization.

  2. RETURN: Measureable results against a particular goal.
  3. SUSTAINABILITY: Tacking fees onto the funding, perhaps with a back-end percentage.
  4. AUDIENCE: The funder will decide who the audience is based upon their goal.
  5. PROMOTION: Through a combination of owned, earned and paid media.

So if a big brand hires you to create a transmedia marketing campaign, they are actually hiring you to use transmedia tactics to accomplish some particular goal -- perhaps to sell cars or videogames, perhaps to increase brand awareness or enhance brand perception, perhaps to generate leads or social sharing. From the funder's point of view, the cost of doing it must be justified by the results they hope will be delivered.

Big media brands work the same way as non-media brands in the current marketplace, because the budgets for those efforts are most typically from the marketing and promotions expenditures from the studio's point of view. The tactical goal might be different -- for example, film studios are often interested in "butts in seats" in the opening weekend as a marketing goal that they spend against -- but the focus on "transmedia as tactic" is identical.

Issues projects are slightly different, but share most of the same attributes. From a grantor's point of view, the results your effort could create per dollar granted is being evaluated not just against the funder's mission but also against the submissions you're competing against for that same funding. Typically, the fees tacked on are much less than with brands and entertainment projects, and grantors typically are less willing to provide fuel for paid media promotion than financers who are in the business of paid media.

The most noticeable difference between these three models is how they deal with the ownership of intellectual property. Brand marketing campaigns are nearly always a work for hire, which means you don't own the intellectual property you created because you were compensated to create it (although there are "branded entertainment" trends in those industries that are changing that). Entertainment properties tend to be similar, but as an industry they are more used to discussions regarding back-end percentages on direct revenue your work might create (and that trend towards "branded entertainment" is similarly impactful.) Issues funders are less likely to be focused on the ownership of the underlying IP, although some might put a re-compensation clause on funding that returns some small percentage of revenue back to the granting organization.

Their greatest similarity is the focus on transmedia tactical usefulness to accomplishing particular goals. Being useful brings with it baggage. There is a tendency to treat the work as disposable, like an advertisement or a poster promoting a band's gig or a banner painted for a traveling sideshow. It can be beautiful, it can be moving, it can be groundbreaking, but these aren't the way the work will be ultimately evaluated. The goal will be accomplished or it won't, but continued activities require continued funding.

Patronage as Lichen, Studio as Old Growth Forest

Since ancient times, there has always been a deep connection between the arts and systems of patronage. In the modern media age (from say 1920s onward), those patrons and sponsors have become brands and studios and corporations instead of kings and churches. Even the meaning of the phrase "sponsor" has grown in modern parlance to have both the implication of commercial ("and now a word from our sponsor") and of patronage ("a proud sponsor of the Olympics") intertwined. The advantage for the sponsors has always been the platform to advance their own ambitions.

Frequently, patronage is one of the first business models to develop in each periodic revolution in how media get delivered -- for example, the soap opera format first developed for radio that came about as branded entertainment for, you guessed it, soap manufacturers. Like lichen, it is the first part of the ecosystem that can thrive and that, in the process, lays the foundations for more complex ecosystems to develop (especially for those that are entrepreneurial in nature).

Eventually, the media becomes so successful (and mass producible as technique, like "the movie ticket") that an industry will emerge -- like in publishing, radio, film, television, etc. You could think of some of those industries as old growth forest, one of the last ecosystems to develop that requires a level of stability in the environment. Much of the revolution you see in every other media is tied to disruptions and inefficiencies in those stable business models that allow for those old growth forests, and most of that is both created and solved by entrepreneurial independents working against/with the old growth forests.

If we think that lichen is really cool and totally enough, patronage models are tremendous -- even those of us who aspire to more than that appreciate the fun of a nice big commercial innovation project. Many of my peers and I, though, hail from the more decidedly independent communities around music, film and new media. There, you work from the assumption that you'll probably never have access to the traditional system (but maybe you might) but still want to find a way to create a sustainable career making this kind of work. The transmedia movement has no traditional system to be excluded from, and the traditional system is the patronage model. What would it look like if the last hundred years of independent media business models were all research and development learning for this moment in time, before there was a real industry? In the next three installments, we'll go through ten business models that should provide inspiration for innovation.

Brian Clark is the founder and CEO of GMD Studios, a 16-year-old experience design lab based in Winter Park, Florida. He lives in New York City and occasionally tweets as @gmdclark

NEXT TIME: A HAND FULL OF BOTTOM UP BUSINESS MODELS

Brian Clark on Transmedia Business Models (Part One)

This week, I am going to be sharing a series of five guest blog posts by Brian Clark which are based on a lecture which he gave to the students in the Transmedia Entertainment class I have been teaching in the USC Cinema School. If you follow transmedia closely, you probably already know who Clark is. If you don't, check out some of his astute contributions to this panel from the 2009 Futures of Entertainment conference at MIT. (There are still a few seats left at this year's event which is bring held Friday and Saturday in Cambridge). MIT Tech TV

What I admire about Clark is that he cuts through the crap. He's got a track record as someone who has worked across the entertainment industry and knows what's involved in creating and sustaining transmedia production. He brings street cred as someone who emerged from the worlds of indie music and filmmaking and who helped to create IndieWIRE. He has the pragmatic streak of someone who runs his own business and has to pay the bills, even as he enjoys the visionary speculations that excite many of us about the new forms of creativity that are emerging at the intersections between old and new media. And he's wickedly smart.

When he spoke to my class, he brought all of that and more: this was a provocative presentation which described an array of different business models that might support the production of transmedia content as a challenge to the current economic and creative constraints which stem from the industry's reliance on promotional and advertising budgets as the primary driver of creative innovation in this space. I encouraged him to put the core ideas behind this lecture into writing and am happy to share this provocation with my readers in hopes that it will push all of us to think about what needs to be in place before our exploration of transmedia experiences can be sustainable.

INSTALLMENT #1: TRANSMEDIA BUSINESS MODELS

by Brian Clark

In September 2011, media scholar Henry Jenkins invited me to deliver a guest lecture to his transmedia class at the University of Southern California to explore with his students some of the issues raised in an epic Facebook thread my friends and I engaged in back in May called "Reclaiming Transmedia Storyteller". Henry asked me to focus on exposing his students to some of the transmedia business models "beyond the mothership franchise model" -- a dichotomy I jokingly referred to in that Facebook discussion as the "East Coast / West Coast" contrast in the transmedia community.

I spent a couple of months noodling with how to focus all of that conversation among practitioners deep in the trenches for an audience of media students. It seemed important to provide something practical, not just abstract. It seemed equally important, there in the shadow of Hollywood, to bring the perspective that I share with most of my closest cohorts that we inherited from the independent film community of the 1990s: entrepreneurial independence.

So I decided to focus my lecture on one key concept: that the next wave of innovation in transmedia storytelling is going to be about business models rather than storytelling forms. I started by dissecting the existing transmedia business models to illustrate how the three major communities of creators (media property extensions, brand marketing and issues-oriented activism) all relied, in essence, on the exact same business model -- the one derived from patronage and commissions. That provided a launching pad to talk about all of the other ways those business model challenges can be solved just based upon the examples we can find in the independent movements of the last century (focusing on eight different business model clusters).

Scott Walker did a really tremendous job of outlining the presentation at his blog, but in retrospect I probably tried to cram in way too much territory in a two-hour block. I would have liked to dwell deeper on examples of each of those independent business models and point to cases from which we could all draw inspiration. Fortunately for me, Henry was kind enough to invite me to rectify those shortcomings of my first trial run with his class with a series of guest editorials here at his blog.

THINKING OF TRANSMEDIA AS BUSINESS MODELS

During the last two decades that interactive technologies have been changing storytelling in surprising new ways, one debate has been completely settled by practitioners in the trenches: the question of form. The answer to the question, "Could you tell a story using foo and bar?" is always "yes" no matter what foo and bar are. Once you get past that novelty of form, practitioners spend a lot more time talking with each other about business models.

Let's consider the business model issue from the point of view of a creator, a storyteller, a person whose goal is to make a living making a story. From a highly reductionist point of view, we've got five key challenges to making a model that works in the modern media age:

  1. FUNDING: Where am I going to get the money to make this?

  2. RETURN: What do the funders expect to get back for that funding?
  3. SUSTAINABILITY: How am I going to pay my personal bills as a storyteller?
  4. AUDIENCE: Is there an audience for what I want to make and who are they?
  5. PROMOTION: How will get this work out to this audience?

More traditional art forms have clearly marketed and well-worn paths of solutions through those questions, and then some kind of vibrant community choosing (or left) to find other paths because they don't have access to that "established system". They are richer artistic communities because of that-- the independent film movement exists in great part because Hollywood exists, and both are (often) richer for that, at least in a healthy art form.

On the surface, these new forms of storytelling that span multiple modalities of media might seem to have either no well-worn path (there is no Transmediawood to prompt an indie-transmedia) or nothing but old-media paths (just reproducing the big media versus little media dichotomy of the past.) Underneath that, though, is something far more interesting -- that the well-worn path of patronage models might be what we should be reacting to, as patronage models are always just the earliest models an art movement goes through. And as we'll see in the next installment, right now is all about patronage -- and that there's a danger in just being tactically useful.

Brian Clark is the founder and CEO of GMD Studios, a 16-year-old experience design lab based in Winter Park, Florida. He lives in New York City and occasionally tweets as @gmdclark

Coming Tomorrow: DISSECTING THE "TRADITIONAL" TRANSMEDIA MODELS

OurSpace: Being a Responsible Citizen of the Digital World (Part Two)

Last time, I shared part of my contributions to the afterword for OurSpace: Being a Responsible Citizen of the Digital World, a casebook designed to encourage students, teachers, parents, and administrators to reflect on the ethical choices they confront as participants in the new media landscape. Our Space was co-developed by Project New Media Literacies (established at MIT and now housed at University of Southern California Annenberg School for Communications and Journalism) and The GoodPlay Project (Harvard Graduate School of Education). You can find the full casebook here, among other places. Today, I am going to share an example of the kinds of activities we developed for the casebook, activities we intend to be appropriated, remixed, and redeployed by educators working in a variety of different contexts. Key to our process is the idea that we need to establish a safe space for these kinds of conversations to take place, one which respects the rights of all participants. We are trying to encourage a climate of healthy skepticism, one which asks hard questions, but is always open to new discoveries. The following exercise is one we've used successfully in the afterschool program on digital citizenship which my team ran at the Robert K. Kennedy Schools in Los Angeles.

Here's part of what we provide to these educators.

Our Space, Our Guidelines

Erin Reilly, Project NML

Facilitator's Guide

Lesson Overview (Grades 6-12)

Everywhere we go--whether hanging out at the park, being a lab partner in a science class, or meeting new friends through playing the latest MMORPG (Massively Multi-Player Online Role-Playing Game) --we negotiate the implicit and sometimes explicit norms of social communities. These spaces typically don't have signposts or labels that state every guideline that we must abide in order to be part of the group--but somehow most people learn what's inappropriate to do and what to do to fit in. Through observation, talking to others in the group, and actively engaging in the group discussion or activity presented, you can learn about the expectations for appropriate conduct, and what it means to be a responsible player or citizen of the community.

Talking about often sensitive issues such as identity, privacy, trust, ownership and

authorship, and group norms can be difficult; it may take considerable work to establish and maintain a culture that enables all learners to feel safe and comfortable enough to discuss these issues. It is important to discuss the reality that, in many online and offline spaces, different participants may have motives and goals for participating that are at odds with one another. In these cases, norms and expectations may not be clear-cut. Conduct that feels comfortable and appropriate to one person may not feel so to others. This set of activities is designed to help teachers/facilitators and students create a safe space-- and a shared set of norms and guidelines--for participating in discussions about the issues raised in this casebook.

It's important to realize that norms and guidelines work together.

  • Norms are defined through implicit understandings, representing shared assumptions about desirable and appropriate ways of interacting. Norms help to guide, control, or regulate proper and acceptable behavior within any given community.
  • Guidelines are explicitly defined as an indication or outline of policy or conduct. Those policies may be expressed top-down, as in many of the rules that teachers and students have to follow in the school context, or emerge bottom-up, as in the kinds of guidelines we hope will emerge through this activity.

The implicit norms of various online communities are highly flexible, reflecting the still-emerging nature of many of these contexts and practices. Yet the lack of clarity and agreement about appropriate conduct can sometimes lead to misunderstandings and misconduct. Some people defend what would be seen as antisocial actions in other contexts by appealing to the lack of rules governing interaction online. For our purposes, as we negotiate between the online world and the classroom, it is important to establish some guidelines that all participants have agreed upon--guidelines that will allow us to talk about controversial and complex issues while respecting the privacy and dignity of all participants. We need to be able to appeal to these shared principles in order to arbitrate conflicts or, ideally, to prevent antisocial conduct.

Ethical thinking skills highlighted in this lesson:

  • Perspective-taking--striving to understand the motives and goals of multiple stakeholders in online communities
  • Reflecting on one's roles and responsibilities within a community
  • Considering community-level consequences (benefits and harms) of different courses of action

New media literacies highlighted in this lesson:

  • Negotiation--the ability to travel across diverse communities, discerning and respectingmultiple perspectives, and grasping and following alternative norms
  • Collective Intelligence--the ability to pool knowledge and compare notes with others toward a common goal
  • Play--the capacity to experiment with one's surroundings as a form of problem-solving

Learning Objectives

After this lesson, students should be able to:

  • Identify the norms and guidelines for responsible participation that exist in various communities, both offline and online
  • Name distinct features of online communities that may affect the norms and guidelines needed for responsible participation
  • Recognize the importance of creating norms and guidelines to facilitate responsible participation in online communities

Materials Used

  • Anonymous suggestion box (to keep in the classroom permanently)
  • Video: 1969 television series DVD, Room 222 Season OneOn Disc 2, Episode: The Exchange Teacher (airdate: 12/17/1969)

Handouts:

  • Recommended Guidelines
  • WoW Guidelines
  • Case Study: Ning--Community of Readers

Lesson Introduction

Introduce the lesson by considering norms that have been developed for different contexts. Use one of the following activities or a combination of both.

Watch Video and Discuss

The goal of this video clip is to understand that people often enter situations with already established norms. And in doing so, it takes focused effort and group collaboration to break the pre-structured guidelines established and develop a new set of norms and guidelines more appropriate for the participating group.

Begin this lesson by watching chapter two (roughly five minutes) of 1969 television series DVD, Room 222, Disc 2, Episode: The Exchange Teacher (air date: 12/17/1969). This video introduces an exchange teacher from England visiting an American school. Of interest in the video are the reactions of other teachers to the exchange teacher's "eccentric" behavior in her interactions with students, in which she casts aside the established guidelines in the school and articulates her own expectations for students.

Questions to discuss with your students after the video could include:

  • In the video clip, what were the differences between norms and guidelines?
  • Why does a class need guidelines? Or does a class need guidelines?
  • What were the norms of the school before the exchange teacher arrived?
  • How did the exchange teacher change the norms for her classroom?
  • Think of your current situation/location--what might happen if the current guidelines were removed? What are some of the social norms of this space? How might you change them?

Choose an Offline Community and an Online Community and Brainstorm the norms associated with each group. Put the two lists on the board for you and your students to discuss and compare.

Sample Offline Communities:

• Park • Mall • Football game. Church. Classroom

Sample Online Communities:

•Multiplayer online games like Runescape or World of Warcraft • Social networks, like Facebook or MySpace • Fan communities, like FictionAlley.org

Questions to prompt your students could include:

  • What kinds of things help you feel like you are in a safe space?
  • What are the different ways of participating in online communities compared to offline communities?
  • Not everybody participates in the same ways in online communities. What are some different ways to participate? These can be positive or negative (think active nonparticipation, such as: How does a casual observer participate?).

Share with students Will Wright's pyramid of participation when posing this question. Will Wright is a game designer who helped to develop such popular titles as The Sims, SimCity, and Spore. His games rely heavily on the participation of their players. This pyramid illustrates a number of key principles about participatory culture:

1. Participants make different kinds of contributions, with the most labor-intensive activities performed by a much smaller subset of the community than those activities that require more casual commitments;

2. The contributions of participants build upon one another. People who download content, for example, are depending on those who produce or distribute that content, and those who produce the content are hoping to have a receptive audience for the things they make--and are relying on toolmakers to give them the affordances they need to be able to make the content they want. Wright's pyramid thus allows us to talk about what each member contributes and what each member draws from a participatory culture.

When we think about "ethical participation," we often talk about the "public good"--ways to participate that benefit the community as a whole. What are some types of participation that fit the public-good model of participation? For example: How does tagging a media clip relate to participation? NOTE: Consider sharing with students NML's Learning Library challenge "An Introduction to Tagging"

In speaking of ethical issues in this casebook, we refer particularly to the responsibilities and obligations that accompany specific roles in society--for example, the roles of worker, citizen, and participant in a real or virtual community. Going beyond neighborhood morality, which involves the ways in which persons deal with those in their immediate vicinity, an ethical stance entails the capacity to think abstractly; and going beyond the assertion of rights, an ethical stance foregrounds those responsibilities that one should assume, even when--indeed, especially when--they go against one's own self interest.

Are there ways to participate in this community that support others' participation? What types of participation hinder this goal?

How would the exchange teacher in "Room 222" fair in the different spaces you've brainstormed?

Now compare the different spaces you've listed:

  • Can you act the same way in each space? What would happen if you did?
  • How do you account for the differences in expectations of participation in these two communities?

Activity #1: Analysis of Guidelines

Introduction: The goal of this activity is to begin considering guidelines for your class by assessing existing guidelines for participation created by other groups. Students will consider examples from both offline and online communities, exploring similarities and differences, and discuss the extent to which guidelines should differ in online versus offline environments.

Assessing guidelines created and used by other groups is a good start, but every social group is different and therefore it is best to establish your own set of guidelines that work for your group's values and goals.

For further reasoning on this, read the attached Case Study: Ning--Community of Readers with your students. Ning is an innovative and easy-to-use technology platform for people to join and create new social networks for their interests and passions and meet new people around the things they care about most in their life. Ning--Community of Readers is a Ning social network established by Project New Media Literacies to pilot test the Teachers' Strategy Guide: Reading in a Participatory Culture.

Share the attached guidelines and analyze the similarities and differences between the guidelines used by an after-school program and guidelines created for an online community.

Questions to prompt your students could include:

  • Comparing the two sets of guidelines, are there things you don't like? And if so, how might you want your guidelines to be different?
  • Why can't offline guidelines be used for online spaces?
  • What differences do you see between the offline guidelines and the online guidelines? What sorts of things appear in the online guidelines that aren't a part of offline guidelines?
  • Are there characteristics of online spaces that require developing new norms and guidelines? What sorts of things happen in online communities that require creating new guidelines and norms?
  • Besides the two sets of guidelines provided, can you think of other guidelines (whether offline or online) that might be good to add to this list?

Activity #2: Ombudsman, Take it Away!

Introduction: The goal of this activity is to choose one of your students to be an ombudsman and, using the new media literacy, collective intelligence, to establish a set of norms and guidelines for your group's learning environment.

By choosing an ombudsman--someone who will act as mediator, help to resolve any conflicts and ensure that all voices in the group are heard--your group will develop its own set of guidelines for creating a safe learning environment for discussing sensitive issues raised by participation in online learning and play spaces . We each have different backgrounds, experiences and expertises to bring to the conversation. We each deserve to be heard. And we need a set of guidelines, which ensures that everyone will be able to say what's on their mind and not feel at risk from other students' responses.

This space does not have to have the "look and feel" of our normal class. It's a space for us to come together equally in order to discuss issues that are still being worked out by society and to try out some activities. We are going to use the new media literacy, collective intelligence, to pool our knowledge and choose and create new rituals and guidelines for how we will act when we are doing activities on ethics.

Instructions:

  • Choose one of your students to be the first ombudsman--this person will facilitate today's class and ensure that everyone's voice is heard.
  • Have the students collaboratively work to jot down norms that they would want in establishing this safe space.
  • To ensure that everyone has a voice, encourage students to write their ideas on paper anonymously and put them into a suggestion box. There is no limit on how many suggestions you can put into the box.
  • After all suggestions are in, have the ombudsman make a list of norms by reading through all suggestions in the box. By designating a student as the ombudsman, the teacher/facilitator becomes a participant in the activity and helps to set in motion a new set of norms for how the teacher/facilitator and students will interact during the ethics exercises.
  • Have the ombudsman moderate a discussion on defining a list of guidelines to support establishing the norms requested by the group.
  • Through a voting session, have the ombudsman narrow down the list of guidelines to no fewer than three and no more than five. Conduct the voting with a show of hands. Students can raise their hands five times. The ombudsman needs to add up the total on each vote and determine which on the list rise to the top as the most important.
  • The ombudsman should write the final list on the board to get initial reactions/feedback from the group.

NOTE: In the dynamic we hope to see played out in these lessons, the expertise of both teachers/facilitators and students are "co-configured," meaning you and your students have different expertise to share when reflecting on digital media practices. We hope you work to hear one another's voices and opinions without bias. Encourage your group to return to this opening activity anytime they feel that new classroom norms have developed or that old norms have changed so that your classroom's list of Guidelines can be updated accordingly.

Concluding Takeaways

This lesson is designed to introduce ways of thinking about the need for establishing norms and guidelines that will facilitate a safe space where everyone feels comfortable discussing the sensitive issues that arise when adding digital realms to the everyday world. Because the focus of this casebook is digital media and ethics, it is possible that students will have had experiences that teachers have not themselves encountered. Allowing facilitation by students designated as ombudsman provides a space in which teachers and students bring their different perspectives and expertise to the table. The guidelines help to establish norms that support all players in the classroom to dynamically learn from one another.

Assessment

Through participation in class activities and discussions and/or answers to optional assessment questions, students should demonstrate they can:

  • Identify the norms and guidelines for responsible participation that exist in various communities, both offline and online
  • Name distinct features of online communities that may affect the norms and guidelines needed for responsible participation
  • Recognize the importance of creating norms and guidelines to facilitate responsible participation in online communities

Assessment Questions (Optional)

  • Think of a group--either online or offline--you belong to (or used to belong to) that is either particularly good or particularly bad at encouraging responsible participation. Explain the norms and guidelines of the group (if they exist) and how they affect the way people participate in the group.
  • Think of an online community/context in which you participate. What are the norms and guidelines for participation? How are they similar to and different from the offline communities/contexts in which you participate?

PARTICIPATION: OUR SPACE, OUR GUIDELINES

Recommended Guidelines

  • Respect--Give undivided attention to the person who has the floor (permission to speak).
  • Confidentiality--What we share in this group will remain in this group.
  • Openness--We will be as open and honest as possible without disclosing others' (families', neighbors', or friends') personal or private issues. It is okay to discuss situations, but we won't use names or other identifiers. For example, we won't say, "My older brother ..." Instead, we will say, "I know someone who ..."
  • Right to pass--It is always okay to pass (meaning "I'd rather not" or "I don't want to answer").
  • Nonjudgmental approach--We can disagree with another person's point of view withoutputting that person down.
  • Taking care to claim our opinions--We will speak our opinions using the first person and avoid using "you." For example, " I think that kindness is important." Not, " You are just mean."
  • Sensitivity to diversity--We will remember that people in the group may differ in cultural background, sexual orientation, and/or gender identity or gender expression, and will be careful about making insensitive or careless remarks.
  • Anonymity--It is okay to ask any question by using the suggestion box. Acceptance--It is okay to feel uncomfortable; adults feel uncomfortable, too, when they talk about sensitive and personal topics, such as sexuality.
  • Have a good time--It is okay to have a good time. Creating a safe space is about coming together as a community, being mutually supportive, and enjoying each other's qualities.

Adapted from Guide to Implementing TAP: A Peer Education Program to Prevent HIV and STI (2nd edition), © 2002, Advocates for Youth, Washington, DC.

World of Warcraft (WoW) Guidelines

This is an excerpt taken from the WoW Guidelines to illustrate guidelines for an online community. For the full set of guidelines.

Welcome to the World of Warcraft discussion forums! These forums are here to provide you with a friendly environment where you can discuss ideas, give game play advice, role-play, and converse about any other aspects of World of Warcraft with other players. Community forums are at their best when participants treat their fellow posters with respect and courtesy. Therefore, we ask that you conduct yourself in a civilized manner when participating in these forums.

The guidelines listed below explain what behavior is expected of you and what behavior you can expect from other community members. Note that the following guidelines are not exhaustive, and may not address all manner of offensive behavior. Your access to these forums is a "privilege," and not a "right."

Racial/Ethnic

This category includes both clear and masked language and/or links to websites containing such language or images that

  • Promote racial/ethnic hatred
  • Are recognized as a racial/ethnic slur
  • Allude to a symbol of racial/ethnic hatred

If a player is found to have participated in such actions, he/she will:

  • Be temporarily banned from the World of Warcraft forums
  • Be given a final warning; any further Code of Conduct violations may result in permanent ban from the forums

Real-Life Threats

This category includes both clear and masked language and/or links to websites containing such language or images that:

  • Refer to violence in any capacity that is not directly related to the game world

If a player is found to have participated in such actions, he/she will:

  • Be temporarily banned from the World of Warcraft forums
  • Be given a final warning; any further Code of Conduct violations may result in a permanent ban from the forums

Distribution of Real-Life Personal Information

This category includes:

  • Releasing any real-life information about other players or Blizzard Entertainment employees

If a player is found to have participated in such actions, he/she will:

  • Be permanently banned from the World of Warcraft forums

Posting Cheats, Hacks, Trojan Horses, or Malicious Programs

This category includes:

  • Posting links to cheats, hacks, or malicious viruses / programs

If a player is found to have participated in such actions, he/she will:

  • Be permanently banned from the World of Warcraft forums

Inappropriate language

This category includes both clear and masked language and/or links to websites containing such language or images that:

  • Are a mildly inappropriate reference to human anatomy or bodily functions
  • Are otherwise considered objectionable
  • Bypass the Mature Language filter

If a player is found to have participated in such actions, he/she will:

  • be given a temporary ban from the World of Warcraft forums, depending upon severity

Harassing or Defamatory

This category includes both clear and masked language and/or links to websites containing such language or images that:

  • Insultingly refer to other characters, players, Blizzard employees, or groups of people
  • Result in ongoing harassment to other characters, players, Blizzard employees, or groups of people

If a player is found to have participated in such actions, he/she will:

  • Be given a temporary ban from the World of Warcraft forums, depending upon severity

Harassment takes many forms, and is not necessarily limited to the type of language used, but the intent. Repeatedly targeting a specific player with harassment can lead to more severe action. The idea behind this is to prevent any one player from consistently being uncomfortable in the World of Warcraft forums.

Major Religions or Religious Figures

This category includes both clear and masked language and/or links to websites containing such language or images that:

  • Negatively portray major religions or religious figures

If a player is found to have participated in such actions, he/she will:

  • Be given a temporary ban from the World of Warcraft forums, depending upon severity

Spamming and Trolling

This category includes:

  • Excessively communicating the same phrase, similar phrases, or pure gibberish Creating threads for the sole purpose of causing unrest on the forums
  • Causing disturbances in forum threads, such as picking fights, making off-topic posts that ruin the thread, insulting other posters
  • Making non-constructive posts
  • Abusing the Reported Post feature by sending false alarms or nonsensical messages

If a player is found to have been spamming or trolling, he/she will:

  • Be given a temporary or permanent ban from the World of Warcraft forums, depending upon severity

The bottom line is that we want World of Warcraft to be a fun and safe environment for all players. World of Warcraft is a Massively Multiplayer Online Role-Playing Game, and the key words are "Massively Multiplayer." In playing this game and posting on its forums, you will encounter thousands of other players who share different experiences and come from vastly different backgrounds. While certain language and images may not be offensive to you, consider the fact that that same language and images may have a completely different effect on someone else. We've done everything we can to make this

Ning Community of Readers: Example Case

A conversation with Aurora High School teacher, Rebecca Rupert, discussing her and her students' process for developing community guidelines.

Rebecca Rupert writes:

We started with the following guidelines that were written by teacher Ann Smith from Arapahoe, Colorado.

In your discussion, be sure:

1. Your posts (or comments) are well written. This includes not only good content, but--because these are school-related--also follows writing conventions including spelling, grammar, and punctuation.

2. Your posts (or comments) are responsive. They respond to other people's ideas--whether it is a post by a teacher, a comment by a student, or an idea elsewhere on the Internet. The power of online communication tools is in their connectedness--they are connected to a larger community of ideas. Participate in that community.

3. Your posts (or comments) include textual references to support your opinions. Adding quotes or links to other works strengthens your response.

4. You participate frequently. To be part of the dialogue, you have to participate fully and consistently.

5. You are respectful of others. It's okay to disagree; it's not okay to be disagreeable. Be respectful of others and their opinions, and be civil when you disagree.

She used the guidelines for students as they participated in a Socratic seminar blogging session. She notes, "I first used the guidelines for an online chat with my students, and it became immediately clear that students were not following any of them (it was a disaster), so we spent time looking closely at each guideline, re-writing them, and adding them to the list. We came up with our own set of guidelines, and they were posted in the room for a time. As I remember, my students' guidelines were very similar, just written in different language.

OurSpace: Being a Responsible Citizen of the Digital World (Part One)

Our Space: Being a Responsible Citizen of the Digital World is a set of curricular materials designed to encourage high school students to reflect on the ethical dimensions of their participation in new media environments. Through role-playing activities and reflective exercises, students are asked to consider the ethical responsibilities of other people, and whether and how they behave ethically themselves online. These issues are raised in relation to five core themes that are highly relevant online: identity, privacy, authorship and ownership, credibility, and participation. The casebook is available for free online and you can access it here, on the Project New Media Literacies team website, among other places. Our Space was co-developed by Project New Media Literacies (established at MIT and now housed at University of Southern California Annenberg School for Communications and Journalism) and The GoodPlay Project (Harvard Graduate School of Education). The Our Space collaboration grew out of a shared interest in fostering ethical thinking, and conduct, among young people when they exercise their new media skills. We recently released the finished product to the world, after many years of hashing through these complex issues together, and we are eager to get response from other educators who are interested in applying some of these activities in their own contexts. Today, I am going to share my own reflections about the project, which are part of a joint afterword which I wrote in conversation with Howard Gardner, the leader of the GoodPlay project. You can read that full exchange here. Next time, I will share one of our initial activities --- "Our Space, Our Guidelines" -- which is intended to help teachers develop a safe space through which students can engage in conversations about ethical issues.

Excerpt from How We Got Here:

Peter, a typical American teenager, lives in a major metropolitan area in North America. The product of a broken home, he currently is under the supervision of his aunt and uncle. Peter considers himself to be a master of the Web, able to move rapidly from site to site and applying his emerging skills to promote social justice. Peter has engaged with typical identity play, adopting a flamboyant alter ego, an avatar that allows him to do and say things he would be hesitant to do otherwise. Peter belongs to a social network with kids from a nearby private academy who share his perception of being different from others around them. Peter uses Flickr to publish his photographs, some of which have been published professionally by the local newspaper under a Creative Commons attribution; the editor has been so impressed by Peter's work that he now lets him work freelance. Peter often interacts with adults who share his geeky interests online. Peter uses his computer to monitor suspicious activities in his community and is able to use a range of mobile technologies to respond anytime, anywhere to issues that concern him. He uses Twitter to maintain constant contact with his girlfriend, Mary Jane, who often has to stay after school to rehearse for drama productions.

Peter and his other friends are part of a generation that has embraced the expanded capacities of new media to more actively participate in their society. Peter doesn't like to consider himself a hero, but he has made a difference in the lives of the people around him. Indeed, Peter's Uncle Ben has told him that he enjoys the kind of power and knowledge that previous generations could only imagine but warns him that "with great power comes great responsibility." Peter knows less than he thinks he does, but more than the adults around him realize. While he makes mistakes, some of them costly, he is generally ready to confront the responsibilities thrust upon him by his circumstances.

Alert readers will have already recognized that Peter Parker is the protagonist of Marvel comics long- standing Spider-Man franchise. I've treated his story as if it were a case study from our research to make a point. Most of us already accept the idea--at least through fiction--that young people might be able to assume greater responsibilities than previous generations, that they might learn ways to use their emerging "powers" responsibly and ethically, and that the value of doing so may outweigh the risks or challenges. Within the pages of a comic book, things, such as identity play, which sometimes worry adults, are much more normative, much as they are for the young people who have grown up defining their identities in relation to the online world. And there, we come to accept the value of young people "geeking out," rehearsing and deploying their skills within communities defined more through their shared interests than through fixed relations between adults and youth, and we come to recognize that young people may take on their own "missions" that motivate their learning and shape their understanding of their place in society.

The Spider-Man comics even allow us to see Peter and his friends at Xavier Academy (The X-Men) make and learn from mistakes, often as part of a supportive social network which is there to pick up the pieces and offer valuable advice on the next steps in their personal journey. And it's a good thing that the Avengers, the predominantly adult organization of superheroes to which Spider-Man belongs, are not age-conscious, since one longtime member, Thor, is a five-hundred-plus-year-old immortal god and compared to him, all of us are "immature." Many of us grew up reading such stories, though we often forget them when we are confronting the messy business of helping adolescents acquire and master adult responsibilities.

For me, this project started with the recognition that there was a whole generation of youth who, like Peter, are deploying new media technologies and the processes associated with them to develop a clearer understanding of themselves and their place in the world. Many of these youth are becoming media makers, expressing their emerging understanding of the world through fan fiction, game mods, mp3 downloads, websites, YouTube videos, social-network profiles, Flickr photographs, and a wealth of other grassroots production practices. As they do so, some, though not all of them, are stepping into the support systems around what we call participatory culture. They are using these technologies to construct their identities, to make sense of their social networks, and to gain respect from adults who share their goals and backgrounds. Some of them are joining online communities that, at their best, meet their needs, but in other cases, fail them. Despite a tendency to talk of "digital natives," these young people are not born understanding how to navigate cyberspace and they don't always know the right thing to do as they confront situations that were not part of the childhood worlds of their parents or educators. Yes, they have acquired great power, yet they--and the adults around them--don't know how to exercise responsibility in this unfamiliar environment.

Those of us on the Project New Media Literacies (NML) team felt that it was too easy to talk about "media effects," as if these young people were simply victims of these new technologies, or to identify risks without recognizing the many potential benefits of teens' online lives. As a society, we have spent too much time focused on what media are doing to young people and not enough time asking what young people are doing with media. We need to embrace an approach based on media ethics, one that empowers young people to take greater responsibility for their own actions and holds them accountable for the choices they make as media producers or as members of online communities....

The pronouns surrounding these digital practices suggest an uncertainty about the balance between individual and collective experience in the online world. Consider, for example, the "you" in YouTube. In English, "you" can be both singular and multiple, blurring distinctions that are carved into other languages. So when we talk about YouTube, do we see it as a space of personal or individualized expression, or do we see it as a space for shared, networked communications? What about the "my" in Myspace, given the fact that our personal sites are simply portals into a much more fully integrated social network that links us, directly or indirectly, to every other user of the site? We've chosen to call this guide "Our Space" to emphasize the social dimensions of participatory culture: "Our" suggests a shared ownership and responsibility over what happens in the online world. Ideally, transforming the pronoun here encourages us to recognize that our individual choices have social consequences, that what we do online may impact others, and as such, online sites should be sites of ethical reflection....

Our conversations with the GoodPlay Project have been generative for all involved, bringing a much broader array of experiences and expertise to the table than either team could have mustered on its own. Howard and I came to this project with different disciplinary backgrounds, different intellectual commitments, and different experiences with digital media and popular culture. These differences were reflected as well in the graduate students and researchers who worked on our respective teams. We have not always agreed and, indeed, we've sometimes had heated disagreements. Bringing these teams together has meant that in any given conversation, there was a healthy skepticism displayed towards all claims, allowing for a finished product that reflects both the risks and the benefits of the online world, explores both the decisions of individual agents and their larger socio-cultural context, balances traditional and emerging pedagogical practices, and can be deployed in a school that has one laptop per child and one that has no laptops at all. We hope that educators will not simply embrace those materials that match their preconceptions but rather will integrate the disagreements and debates around new media into their pedagogy. None of us know where all of this is going, so it is far too soon to adopt fixed positions.

Not every activity proposed here will work in every educational context. We are trusting educators to make their own decisions about which activities to deploy and how to adapt them or adjust them to local particulars. But we hope that educators will seek the same balanced perspective that has emerged through our multi-year conversations together--not giving themselves over to fear of the new media landscape, but always taking a skeptical, though not cynical, perspective....

While the activities we've developed often expose students and their teachers to new tools and technologies, our real emphasis is on helping all involved to explore some of the emerging cultural practices that have grown up around new media platforms. Even those students who have rich and remarkable online lives may be too narrow in their exploration of the online world, while we imagine that future generations will need to acquire skills in navigating and negotiating across multiple communities, each with its own norms, practices, and traditions, and each posing its own standards and expectations. At the same time, because our emphasis is on skills and competencies, rather than on technologies, we have sought low-tech activities that might help those who have limited digital access to acquire habits of mind that will enable a fuller transition into cyberspace when and if the opportunity presents itself. Many of the skills we identify are not new; many have long been part of the educational process; but they have acquired new importance and new meaning in response to shifts in our information infrastructure.

These emerging skills are unevenly distributed across the culture, making it difficult to create a "one- size-fits-all" intervention that will serve the needs of these diverse constituencies. NML, thus, has developed a more modular approach: one that provides scaffolding for new teachers and inexperienced students but also serves the needs of more experienced participants. We see educators as important partners who are themselves appropriating and remixing our content on the ground and often on the fly. We want teachers to apply their own knowledge and experience to flesh out our activities. As we've seen our materials brought into school and after-school programs, they are deployed most effectively when teachers trust young people to make meaningful choices and value their own insights. Wherever possible, we want our activities to be open-ended and flexible. And wherever possible, we want students and teachers to go to the actual sites where cultural change is occurring rather than simulating these practices in the classroom.

In my book Convergence Culture: Where Old and New Media Collide (Jenkins, 2006), I warn about some of the challenges of bringing participatory culture into formal education:

"It is not clear that the successes of affinity spaces can be duplicated by simply incorporating similar activities into the classroom. Schools impose a fixed leadership hierarchy (including very different roles for adults and teens).... Schools have less flexibility to support writers at different stages of their development. Even the most progressive schools set limits on what students can write compared to the freedom they enjoy on their own."

And indeed, NML's field testing of our materials has shown just how realistic many of these concerns are. The fixed power relations between students and teachers sometimes ensures the imparting of knowledge across the generations, but may also constrain youth from seeking meaningful advice about ethical dilemmas they encounter from adults around them. By comparison, young people and adults who share the same interests are meeting online, often collaborating on projects together, in ways that respect and value what each participant has to contribute. Teachers in the classroom struggle with how to preserve their own expertise without recognizing that young people also may know things that need to be brought to the table. Popular culture often embraces values at odds with those of the schoolhouse, and students and teachers need to negotiate a set of guidelines about appropriate or inappropriate use of those materials in the classroom.

In the digital age, classrooms are no longer isolated environments, cut off from the surrounding society, but rather nodes in a complex learning network. Our materials exploit the porousness of this new learning ecology, expanding the range of opportunities schools have historically offered their students, connecting learners to larger knowledge communities, and encouraging young people to voice their perspectives and share their creations with a larger public. As we prepare young people for a world that is more and more defined around collaboration and collective problem solving, we must help them acquire the social skills necessary to meaningfully contribute to a network of other learners. In a world where people who pool their knowledge and share their expertise can solve more complex problems than those working alone, we need to offer our students more difficult questions and give them an opportunity to confront them together.

Too often, educators are adopting positions that close off the exploration of the new media, rather than encouraging young people to acquire the skills needed to meaningfully participate, and fostering an ethical perspective that allows them to deploy their resources responsibly and safely. The activities included in this casebook adopt a different perspective, suggesting ways that teachers and young people might engage with Facebook and MySpace, Wikipedia, YouTube, Second Life and World of Warcraft. Without such training, young people are being left to deal with these new environments on their own. Some of them are being left out or left at risk as a consequence. Some teachers are advocating "just say no" to Wikipedia, for example, rather than helping young people understand the processes and norms through which Wikipedians evaluate and assess the reliability of information they are providing. Some schools are shutting out YouTube rather than helping young people to reflect on their roles as the

producers and distributors of media content. Some educational programs stress the rights of copyright holders but do not expose students to the fundamentals of fair use or to the emerging practices around Creative Commons licensing. And many adults worry about issues of personal privacy without understanding why young people might also place a value in sharing their personal experiences and insights within their extended social networks.

All of these, and many other issues, have been debated back and forth by the two teams in the course of developing this casebook. We know that different teachers will take different perspectives on these cultural, ideological, and pedagogical concerns. We've tried to design these materials in such a way that they can be taken in many different directions and still convey some fundamental ethical concepts that will help young people chart a meaningful course for themselves as media producers and members of online communities.

David Buckingham has suggested the value of approaching young people's use of technology in terms of their "beings" (respecting who and what they are now) rather than their "becomings" (seeing their present state as some stepping stone to their adult identities). While some of our activities confront the long-term consequences of their decisions, we also are trying to take seriously the activities that young people are already engaging with and the ethical issues they are already confronting in their day-to-day interactions with online communities.

We also know that young people are not the only ones who will be learning as they work through these units: Many adults still know little about these emerging social communities and cultural practices; most are uncertain about what parts of our existing ethical toolkit still apply in these unfamiliar situations. We hope that educators will use these materials to test and strengthen their own conceptual frameworks, remaining open to new possibilities, even as they hold tight to long-standing values and standards. As educators, we are obligated to act through reason and not out of fear; that responsibility requires us to continually ask questions of ourselves and of our students. We are teaching them not to be too trustful of the information they read on Wikipedia; perhaps we also should learn not to trust sensational news stories that provoke moral panic about young people's digital lives.

Like Spider-Man, you have been given both great power and great responsibility. What are you going to do with it?

When Outlaws are Innovators: An Interview with Jonathan Taplin (Part Two)

There's a recurring focus here on the influence of technology on the creative process, though the picture we get seems somewhat inconsistent -- sometimes limited means and low tech generate creative strategies, while other times artists embrace the emergent properties of new media. How would you describe the relationship between artistic experimentation and technological innovation?

Well you know sometimes I'm a skeptic about the promise of technological innovation leading to artistic breakthroughs. We used to talk about the 80-20 rule in movies and music. 80% of the business would be done by 20% of the content. Professor Christian Sandvig showed me some data last week that on You Tube maybe 3% of the content gets 90% of the views. And most of that content is music videos from major artists. Now I realize that You Tube allows any filmmaker to get their work seen and I'm not interested in going back to the days of the early 1970's. If I had been unable to sell Mean Streets to one of the majors in 1974, it would have literally disappeared. There were no "indie" distributors of any consequence.

The other side of this relates to some work we have been doing with T Bone Burnett on the future of the music business. Bone makes the point that the digital revolution has actually taken us backwards in the quality of the sound we listen to. In other words, that vinyl album of Jimi Hendrix--Are You Experienced, was much fuller and warmer than listening to the MP3 with a pair of ear buds.

The other part of the work is figuring out how the musicians get paid as well as the songwriters do. When you go into a Gap store, you are paying for the music they stream in the store. The same with restaurants or bars or elevators. But that money only goes to the music publishers, so all my friends who were songwriters in the 1960's are doing quite well and all who were just drummers or singers are poor as church mice.

So while the digital revolution is certainly democratizing the distribution of media, we need to understand that there are winners and losers. Just look at the relative fortunes of Google and The New York Times. Has Google built a $30 billion ad business on the back of other company's content? Maybe?

A central concern here is the ways that these artists have dealt with issues of democracy and racial equality. What roles do you think the arts have played in shaping the public's perception of and acceptance of an increasingly multicultural society?

I think the "modern arts" have done more to shape a multicultural society than almost any other force. I say "modern", in the sense that in 19th Century America, the most popular kind of public entertainment was the minstrel show.

So the modern art of jazz changes that completely. Buddy Bolden and Louis Armstrong bring this incredibly original music to a white audience that had entertained itself by watching white men do blackface routines of the most grotesque caricatures. When Benny Goodman played at Carnegie Hall with a black piano player, Teddy Wilson, in the early forties it was considered incredibly daring. So we have come a long way and the artists have been the ones to push the edge of the envelope. Even as late as 1957, right wing writers were railing against rock and roll because they thought that if a young white kid loved Chuck Berry, it would inevitably lead to "race mixing". And of course that was true.

You describe throughout how crisis in capitalism provoke great art. What does this suggest about our current moment? Will the Occupy Wall Street and Tea Party movements be equally generative? Why or why not?

I think the jury is out on this question. Certainly the artist's role in the "Great Refusal" that Marcuse describes, does not seem to be present right now. There is no Woody Guthrie or Joan Baez singing to either OWS or the Tea Party. The crisis of capitalism that was the great depression certainly generated a lot of art because the government thought it was just as important to keep artists off the unemployment line as auto workers. So the WPA in the 1930's funded cats like Jackson Pollack and Orson Welles. They sent Walker Evans and Dorothea Lange out into the deepest pockets of rural poverty to take photographs that inspire us still today. I think if Obama proposed a Federal Arts program like that of the 1930's he would be probably decried as an chardonnay drinking elitist and denounced by both the radio talk show hosts and the House Republicans. Certainly you see the meager amounts of money provided to the NEA and NEH being cut back each year. The City of Paris spends more money supporting artists than our Federal government.

The second part of the current disconnect stems from the weird balance between the current anger and the utopian optimism of many of the Vanguard movements I wrote about in Outlaw Blues. As someone pointed out Martin Luther King's most famous speech was "I have a dream", not "I have a nightmare". It's very hard to sustain a social movement just on anger, which is why the Tea Party movement has probably already peaked. As for Occupy Wall Street, my sense is they really believe in direct democracy. When I visited the New York encampment, it was organized like a late 1960's commune. Now the history of communes in America, which I talk about in the book, has been a real struggle to demonstrate (in Martin Duberman's words) "that individual development and group membership are complimentary not contradictory goals". That is really hard if you are living and working with the same people 24/7 like at OWS or in a commune in the wilds of New Mexico. But it's not so hard to reconcile these two forces, as you and I know, around the groups we support in our academic lives like Project New Media Literacy or the Annenberg Innovation Lab.

Near the end of the book, you shared some insights into the impact of Steve Jobs on American culture. Is Jobs a friend or a foe to the tradition you are describing across this book?

Steve Jobs was a hero to me because he somehow was able to bring Art and Science together in a way that I strive for. He was versed in the humanities and was curious about technology. Its clear to me that Wozniak was the coder and Jobs was the marketer at the beginning of Apple. When I hear educators talking about STEM (Science, Technology, Engineering, Math), it drives me crazy. Our schools are art and humanities starved as it is and they think the solution is teaching MORE STEM.

As Steve Jobs pointed out to Walter Isaccson in the new biography, if he had never taken calligraphy at Reed College, the attention to font, which distinguished the early Mac, would have never happened. We are good in the country at building objects of desire---I Pads, Scorsese movies, Springsteen songs, Harley motorcycles. I'm not sure our comparative advantage over India and China is STEM. Its what Steve Jobs did, which was STEAM---Art plus technology. I think that is the vision that shapes almost everything we are doing at the Annenberg Innovation Lab. If somehow we can blend the humanities and engineering in one lab, we will have succeeded. We certainly feel our early efforts to team communications scholars from Annenberg with engineers from Viterbi have been rather successful.

What are you able to accomplish by publishing this book electronically, which would be hard if not impossible to achieve through print?

When I first got the I Pad, I instantly knew it would make a new kind of book possible. Outlaw Blues has over 100 embedded videos that are an integral part of the text. I don't think the story would have been half as interesting if I had not had the videos. I could describe the scene at the Newport Folk Festival when Dylan first went electric, but you would never understand it as well as being able to see the video of that moment.

What is so cool is that this circles back to this relationship between art and technology. In doing the film research, I realized an explosion of video source material right after World War II. So the 16 MM optical sound film was really perfected by Kodak in 1935, but it was World War II that the war cameramen embraced it because the cameras were so much lighter to carry around while dodging bullets in battle. After the war, a whole new documentary style using light weight cameras begins, and with it the ability to record on film almost everything. So Cartier Bresson's "decisive moment" gets extended to the "decisive 5 minutes"---the length of an early reel of 16 MM film.

You have been working with T. Bone Burnett on a project concerning the Future of Music. What can you tell us about this project?

T-Bone and I are both concerned about two problems in the contemporary music business. The first is sound. The current MP3 track, heard through ear buds on your I Phone is a pale approximation of what the musician heard when he finished the mix in the recording studio. The basis for the MP3 was invented in the Bell Labs in 1979! Remember the early modems in the 1980's were 24 KBPS, so you needed to strip out a huge number of frequencies to compress a music file to travel over a 24 K modem. But today we have 10 MBPS wireless bandwidth with 4 G. Why should we be confined to this shitty audio codec?

The second part is to figure out how to get musicians paid for recordings. As I said before, the songwriters get paid for every stream:in a bar, restaurant, clothing store, elevator, internet radio station, etc. But the musicians don't get a cent and must rely only on CD sales and I Tunes downloads. As long as most of the world thinks its cool to listen to pirated content, then the musicians don't earn a dime. Some of my students say, "well the musicians make their money from touring, the records are just a portion for their concerts." So you are telling me that Aretha Franklin, having made some of the great music of the 60's and 70's has to continue to tour, just to survive? That doesn't seem fair when millions of people are listening to "Respect" this year.

The best solution we've come up with is a broadband access license of a couple of dollars on top of your broadband bill which goes into a general copyright fund and is paid out to artists based on how many of their songs were listened to illegally per month around the world. A company called Big Champagne already has the data by crawling the web. It wouldn't be hard and it would generate about $2 billion per month for content creators.

Jonathan Taplin is a Professor at the Annenberg School for Communication at the University of Southern California. Taplin is Director of the USC Annenberg Innovation Lab . Taplin's areas of specialization are in international communication management and the field of digital media entertainment. Taplin began his entertainment career in 1969 as Tour Manager for Bob Dylan and The Band. In 1973 he produced Martin Scorsese's first feature film, Mean Streets which was selected for the Cannes Film Festival. Between 1974 and 1996, Taplin produced 26 hours of television documentaries (including The Prize and Cadillac Desert for PBS) and 12 feature films including The Last Waltz, Until The End of the World, Under Fire and To Die For. His films were nominated for Oscar and Golden Globe awards and chosen for The Cannes Film Festival seven times.

In 1984 Taplin acted as the investment advisor to the Bass Brothers in their successful attempt to save Walt Disney Studios from a corporate raid. This experience brought him to Merrill Lynch, where he served as vice president of media mergers and acquisitions. In this role, he helped re-engineer the media landscape on transactions such as the leveraged buyout of Viacom. Taplin was a founder of Intertainer and has served as its Chairman and CEO since June 1996. Intertainer was the pioneer video-on-demand company for both cable and broadband Internet markets. Taplin holds two patents for video on demand technologies. Professor Taplin has provided consulting services on Broadband technology to the President of Portugal and the Parliament of the Spanish state of Catalonia. In May of 2010 he was appointed Managing Director of the Annenberg Innovation Lab.