2.3.11.

Digital Creativity and New Media Management Module Convener: Chahrazad Abdallah Lecturer: Richard Adams

DIGITAL

DISRUPTION

CONTENTS
Aims and Outline of course 1. Disruption: An introduction to the digital world 2. Tools: Democratisation, Real time, Mobile, Augmented Reality 3. Digital Culture: social, shareable, accountable 4. Data and Privacy 5. Art and Music 6. Audiences and behaviours 7. Product Development 8. Piracy 9. Revision

2.3.11. DIGITAL CREATIVITY AND NEW MEDIA MANAGEMENT

Module Convener: Chahrazad Abdallah Lecturer: Richard Adams Aims The aims of this module are: to provide a comprehensive understanding of digital convergence, remediation and innovation in terms of theory, method and practice; to identify key factors for creativity and innovation that propel the structural transformation in the digital economy; to understand the different analytical frameworks for understanding the transformation of old and new media in the digital economy; and to evaluate different business models and strategies of existing firms and new ventures Learning objectives By the end of this module, students will be able: to develop and analyse research questions in the area of digital business strategy and policy issues, and to collect and analyse relevant secondary empirical data; to evaluate business models and performance of new ventures as well as established firms in the media industry; and to develop critical capacity to carry out case studies and to assess business, policy and research implications.

CONTENT
Most digitisation, up until 2005, was in the form of digital stretch. That is, it extended existing practices and models into a digital format but it did not do anything that was particularly intrinsically digital. There are of course, exceptions but in the main newspapers looked and felt like newspapers, video was now multichannel but still TV. From around 2005 though, things began to change. Around that time we saw the emergence of platform based services (YouTube) and social networks that were based on platforms (Facebook. MySpace). In 2007 the iPhone was launched. That too was a platform, this time for Apps. By 2012 it is estimated that the actual phone part of the iPhone is only the 5th most used feature. All of this was underpinned by the emergence of broadband and 3G as cheap and available sources of connectivity that enabled sharing and collaboration. There was also something else that happened that is often overlooked. That is the emergence of Open Source software as mass software. For the first time anyone could use free, off the shelf technology and deliver it to market quickly and cheaply. Allied with the new ability to easily create and distribute content without professional involvement, this perfect storm or quick revolution has resulted in the emergence of products, services and creativity that is at last uniquely digital that exist at the intersection of Art, Science and Technology and that threaten old models and practices.
There has been the emergence of new models for payment, finance, delivery, interaction, funding, sociopolitical organisation and even banking and insurance. New methods for innovation are also emerging and companies are now pouring money into innovation trying to find the new audiences and the new business models that will help them grow and thrive as audiences and customers change their habits and old demographic measurement disappears. In the background is growing a massive industry in data and tracking. Large online businesses can now predict behaviour accurately, adjusting their offers dynamically and marketing departments are tracking what is said about them, how it is said and learning how they should talk to customers. There has been a profound move towards highly targeted multi-channel, real-time communication and collaboration in product development. The new world is one where small micro businesses can become huge in short spaces of time,

where content creators can go direct to market and where national boundaries are increasingly irrelevant. All of these have combined to offer unprecedented opportunities for innovating new platforms and tools that enhance collaborative practices and creative thinking that can lead to both autonomous and interactive learning on a global scale. This course will introduce key debates on digital convergence, remediation and innovation, while examining their implications for cultural life and business strategies. In this course, students will appreciate the synergy that exists between different academic disciplines as well as between different functions and hierarchies of the organisation. Furthermore, students will be encouraged to extend their understanding of the interaction between technology, design and strategy to the contexts of communities, cities, nations and the cyberspace. Case studies will be used to facilitate discussions and students will develop their own ideas.

TEACHING METHOD
This course blends lectures, case studies, workshops, iteration and other open methods of collaboration, communication and discussion among the group. It will also utilise guest lecturers, live video linkups and online communities that operate outside class times. This is about understanding the underlying principles of the digital revolution and how they might be applied in the real world. The student will need to use critical thinking, analysis, research, experimentation, discussion, sharing and collaboration. The basic expectation of delivery in case analysis will include identification, analysis and evaluation, alternatives, recommendations. When presenting business cases they should be expressed through the Stanford SRI model for Value Creation which consists of Needs, Approach, Benefits and Competition (well discuss this). Students will be expected to have an active Twitter account. We will agree on a hashtag when we meet.
I will also be offering Google Hangouts and am happy to take questions via social media, I am usually chirruping away on Twitter so introduce yourself and ask away bear in mind I have a day job so sometimes cant answer for while.

PRESENTATION AND ASSESSMENTS

Presentation/Pitch The pitch or presentation will be structured using the Stanford SRI model for Value Creation which consists of Needs, Approach, Benefits and Competition but it may be in any relevant format. As a rough guide to scale we will expect something equivalent to 10 PowerPoint slides. Some of you will pitch live others will submit a finished deck. You will be assessed by your peers. Assessment An essay (25%, 2,500 words) deadline TBC, A presentation/pitch (by deck or live) of a proposed digital product/project and outline business model (plus demo if feasible) (25% - maximum 10 PowerPoint slides and 5 minutes if live) Dates TBC - Absolute Cut-Off deadline TBC A two-hour examination (50%) Course Preparation I have highlighted on the pages below a number of relevant books/texts for this short course. However, students are encouraged to explore beyond the limited course readings, including books, magazines, newspapers, journals, company reports and various Internet resources.

1. DISRUPTION: AN INTRODUCTION TO THE DIGITAL WORLD

An overview of the emergence of digital. The movement form static and fixed extensions of existing practices to the
The Huffington Post, the news Web site, began in 2005 with a meager $1 million investment and has grown into one of the most heavily visited news Web sites in the country. It was founded byArianna Huffington, the cable talk show pundit, author and doyenne of the political left, with Kenneth Lerer. In February 2011, The Huffington Post was acquired by AOL in a deal that created an unlikely pairing of two online media giants. AOL paid $315 million, $300 million of it in cash and the rest in stock. It was that companys largest acquisition since it was separated from Time Warner in 2009.
http://topics.nytimes.com/top/reference/timestopics/organizations/h/the_huffington_post/index.html

appearance of and shift to platforms. Ask yourself this

question, what is the difference between CNN.com and Huffingtonpost.com? How come everyone is now a photographer? How do businesses make money? What has this done to traditional businesses? The latest tech on the hype cycle is 3D printing, it has the potential to completely disrupt and change the manufacturing sector. How are people exploiting this tech and how is it affecting business?

The Internet has been the most fundamental change during my lifetime and for hundreds of years. Rupert Murdoch, media mogul In the 21st century, the database is the marketplace. - Stan Rapp, MRM Partners Worldwide Finding new ways, more clever ways to interrupt people doesnt work. Seth Godin, best selling marketing author Think like a publisher, not a marketer. David Meerman Scott, marketing and leadership speaker People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising. Mark Zuckerber, Facebook

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

Discussion: The future of business and culture is bottom up. Exercise: mapping our social graph

It is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future. Clay Shirky, author, professor

Shirky, C. (2010), Cognitive Surplus: Creativity and Generosity in a Connected Age, Penguin Press HC.

2. DEMOCRATISATION, REAL TIME, MOBILE, AUGMENTED

REALITY

An overview of the emergence of mobile tech and

augmented reality. We will examine what has driven this,

why it took the time it did and how advertisers are

tackling the next big frontier, making money from

mobile.

We will look at the arguments around AR, mobile and

real time and how people are trying to change narrative

structures using these techniques,.

Advertising companies are still struggling to discover how best to reach users of mobile phones who are much less tolerant of traditional internetstyle ads on their small handset screens. The mobile internet still accounts for less than 1 per cent of total advertising spend in the US. Augmented reality has been mooted as one possible solution. Smartphones with this kind of technology can recognise and respond to images. Held in front of a print ad, for example, the phone can take shoppers directly to that retailers website to make a purchase. Augmented reality has the potential to fundamentally change advertising, transforming current static formats and introducing new levels of interactivity, said Shaun Gregory, Global Director of Advertising at Telefnica Digital. Companies from Universal and Unilever to Tesco and KFC have all experimented with augmented reality advertising campaigns over the past two years, but the Telefnica deal would be one of the largest projects seen so far in the developing sector. Telefnica would build the technology into its mobile advertising offering, alongside locationbased advertising services and mobile coupons. http://www.ft.com/cms/s/0/87d3fede-0015-11e2-a30e00144feabdc0.html#ixzz2BTwC0Vx8

Mini workshop: what might we augment and how? Paper prototype.

Suggested Reading for next week: Semple, E. (2012), Organizations Don't Tweet, People Do: A Manager's Guide to the Social Web, Wiley.

3. DIGITAL CULTURE: SOCIAL, SHAREABLE, ACCOUNTABLE

Openness is being forced on businesses. Customers
and staff are tweeting, blogging, Facebooking, posting photos and even whistleblowing using digital media. How are businesses coping with this new accountability? Beyond that crowds are now organising via online channels and are in many cases bypassing the traditional businesses in order to do
"By changing within we can change what is outside. In fact this is the only way we can change what is outside - despite decades of management theory to the contrary. Blogging can help people to understand themselves and their work better and by doing so help them to change at a profound and fundamental level. Once more people become more self-aware you will be amazed at what starts to happen. Sure there will be an initial period of awkwardness, but over time tensions will reduce, energy will increase, and disputes will be resolved more quickly. In effect we will start to grow up and take responsibility... Semple E, Organisations dont tweet, people do, 2012

things themselves. What is a social business and how

are these organisations different?

Discussion: Approaches to how openness affects corporate culture. Identify key features of a social business
Suggested Reading for next week: https://www.eff.org/ EU Open data portal http://open-data.europa.eu/open-data/

We will also look at the debates surrounding these

concepts.

4. DATA AND PRIVACY

Big Data; and Open Data are much talked about in the media and online. They are often seen as a panacea for all current digital ills. I suggest that there are two main concerns, the effect of data, open and big on business processes and the effects on privacy and the related
In 2011 Google received 12,271 requests for data from the American government and acceded to all but a few of them. American mobile-phone carriers together fielded more than 1.3m such requests. Some covered multiple subscribers. Some were for tower dumps, which reveal the phone numbers of everyonecriminal suspects or notin range of a certain mobile-phone tower at a certain time. The European Unions Data Retention Directive requires telecoms firms to store vast amounts of data about their customers activities, which may then be provided to law-enforcement agencies.
http://www.economist.com/node/21559345

ethical arguments.
Open data is being actively used by governments and

industry sectors as diverse as Health Care and

Environmental.

Discuss the essay assessment: open questions and discussion on topics so far.
Suggested Reading for next week: Gere, C. (2004), Digital Culture. Reaktion Books Leonardo Journal http://www.leonardo.info/

We will also explore the privacy implications of big data

and how groups are fighting for the electronic right to be

forgotten.

5. ART AND MUSIC

Digital Art has a history going back 40 years. Digital music can trace its roots back nearly a hundred. Music has seen a dramatic disruption, visual art through video
Digital is not here to put an end to anything. Rather it is here to expand all things, to combine and to make more things attainable. For the artist, it is the edgiest work of all; the biggest, most exciting challenge in a long history of the synthesis between technology and hand and mind and heart. J.D. Jarvis
http://www.dpandi.com/jd/index.html

and photography has changed completely. Tools have

revolutionised creation and performance and they have

decimated business models, particularly in music.

Digital music is now the mainstream so why isnt digital

Discussion: changes in form and practice followed by an exercise to make a short film on mobile phone only, with self composed music groups of three.
Suggested reading: Earls, M, (2009), Herd: How to Change Mass Behaviour by Harnessing Our True Nature, Wiley. Mark Granovetter's paper "The Strength of Weak Tieshttp://sociology.stanford.edu/people/mgranovetter/documents/granstre ngthweakties.pdf

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

aesthetic and how are the arts being changed?

6. AUDIENCES & BEHAVIOURS

Behaviour, is strange, people do behave as herds and also operate differently with weak and strong ties. Lots of marketing is based around trying to build strong ties but typical surfing habits show

that users exhibit weak ties. Dunbar postulated that the maximum
number of people one can operate effectively with in any social network is a maximum of around 150. Should businesses, artists, creators retool the way they do things to take advantage of these behaviours? How do people behave in crowds in the digital era? How do audiences consume media? What is representation like in the digital

Thought I'd share these few brief thoughts about the existing models 1. most start from the assumption that the individual is the right level of granulation for studying behavior (and thus behaviour change). Fine, if we were a solitary species of independent agents but (as we argue here regularly) this doesn't appear to be a good characterisation of Homo sapiens. We are a social species - more so that most of our relatives - and we do what we do in the company and under the influence of others (real or imagined). Most of human life is - as Oscar put it a quotation from the lives of others. 2. most of the fancy models touted aren't behaviour change models at all but rather "how to change people's behaviour" models: in other words they presume that change is something generated largely by external ("exogenous") forces and (hate the word) "levers". 3. as a result most ignore the changes in behaviour that arise without external interventions (such as marketing), assuming that this cannot amount to much. Yet these changes are happening all the time in all aspects of our lives. 4. Few admit the enormous failure rate of attempts to change people's behaviour - in marketing, in public policy, in (change) management and in our daily lives. It's really hard to set out to change behaviour - far better to help the behaviour change itself, don't you think? Mark Earls
http://herd.typepad.com/herd_the_hidden_truth_abo/2009/08/behavior-change-models-suggestions.html

Discuss the nature of privacy and the ethics that affect individuals and corporations.
Introduction to brief for last week/ assessment. Details to follow. Suggested reading for next week: Sloane, P, (2011) A Guide to Open Innovation and Crowdsourcing: Advice from Leading Experts in the Field. Kogan Page

age? How are race, social status and gender represented?

7. PRODUCT DEVELOPMENT
Businesses used to be top down. Products would be researched, developed, made and marketed. Now businesses are emerging from interaction with the customer. In many cases the customer is becoming the business. Product development is changing. Previously quite regimented processes were observed in secrecy but now we are seeing
In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman. (David Ogilvy).
"A senior banking technologist has said to me: 'A retail bank is nothing but an IT company with a banking licence'," Chan told The Reg. "While this may seem extreme, when one looks at the economics of any retail bank, it is clear that this is the case. David Chan of City University London. http://www.theregister.co.uk/2012/08/01/how_can_banks_stop_it_crashes_ha ppening_again/

open source businesses that openly use customers to test and

co develop. Labs are now a common feature in businesses as diverse as soap manufacturers and Ad agencies. Data driven NPD is on the rise as companies get more and more data through their doors.

We will look at contemporary Product development

approaches including Agile, Iterative, Crowdsourscing open source and JFDI.

Assessment presentation: Introduction to the assessment and time to organise, discuss, brainstorm, in pairs or singly
Tapscott, D. & Williams, A. D. (2006) Wikinomics: How Mass Collabortion Changes Everything, Portfolio.

8. PIRACY
Piracy is rife. There is an ongoing battle out there and
old business models are under threat. The emergence
'Every pirate wants to be an admiral, Cory Doctorow, http://www.guardian.co.uk/commentisfree/video/2011/may/30/internet-piracy-corydoctorow Why the entertainment industry's release strategy creates piracy http://www.guardian.co.uk/technology/2012/dec/20/entertainment-industrycreating-piracy 24 December 2012 -Game of Thrones tops TV show internet piracy chart http://www.bbc.co.uk/news/technology-20836739

of fast broadband in the last decade has enabled more

people to file share than ever before. The

entertainment/software industries say this is piracy,

others say that the level of traffic shows that exiting

business models are flawed and they encourage the

emergence of new models. Rights, royalties and business earthquakes.

Assessment presentation: 5 minutes to present in pairs or singly.

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

lessons and integrate the themes studied in the course while touching upon some of the unexplored issues and
deeper implications that are of significance to the analysis of digital media. This is also a time to discuss specific areas in more depth.