Henry Jenkins: frictions emerge over trans-media and money-making - New Media - New Media | siliconrepublic.com - Ireland's Technology News Service
Excerpt:
"American media scholar and pop culture expert Henry Jenkins, currently on a lecture tour of Europe, said that all content is heading in the direction of trans-media, shifting from its original state to new platforms. But he warned traditional media owners need to be ready to cede control of revenue in some cases to make it work for them.
At a lecture earlier this week at the Institute of International and European Affairs in Dublin, Jenkins spoke about how content is gaining media and value in the era of spreadable media.
He pointed to the oxymoron contained in the word 'content' which actually means 'contained'. "Content is no longer contained. It has become unmoored. We can't think of content the same way we had."
He added that when we think which is more important content or design, we should be thinking 'use'. "Content is trans-media, which means across media," Jenkins said pointing out how the culture of media today involves integrating content across platforms.
Jenkins, who prior to taking up his current role as Provost Professor of Communication, Journalism, and Cinematic Arts, a joint professorship at the USC Annenberg School for Communication and the USC School of Cinematic Arts, was Co-Director of the MIT Comparative Media Studies program.
As an example of how traditional mediums like the cinema are shifting content to new mediums he cited the recent release of The Hunger Games which saw fans unlock content city by city using Twitter.
e also cited the promotion for the upcoming film Prometheus which involved a TED talk set in 2023 discussing events leading up to the movie's narrative going viral on YouTube..."