Anyone who knows me knows that I firmly believe in the value of participatory culture and the Web .
The Internet is becoming a force that probably was not any before half. As the movable type printing made it possible to maximize the dissemination of books and television, or even before the radio, arrived in the homes of those who possessed them, the Web is the real among everyone .
So far nothing new. It was just good to be clear, because unfortunately there are still those who dismisses the question of online as a sort of playground / waste of time.
In this context, the magic word which I think is " user engagement."
Something more than just involvement: the key to a two-way relationship with users, the point of production meeting between top-down and bottom-up .
A force that is the union of individual potential, that redefines the landscape surrounding . Quickly.
no longer need permission to speak: you only need to be heard and in that sense the power of collective intelligence is the key that moves the participative web and user generated contents constitute the coordinates and wealth.
The year 2010 was, among other things, the year of Wikileaks and the output iPad and various other tablets, the year in which the information has started to flow through novel channels and devices have become even smaller and lighter to follow us everywhere betting on information.
In fact, the greater mole information is built from user-generated buzz , the overall number of their blog posts and comments on social networks, launched by the tweets.
have increased the protest via Twitter and discussions have continued to increase the pool of online participation.
not stopped the relentless running of social networks.
In this sense, the digital scenario I see for 2011 will revolve around social media and even players like Facebook in particular, but also is the centrality of the user you require even more predominant .
My main focus are the audiovisual : I find that in fact some of the dynamics involving film and TV series are particularly indicative of wider movements regarding the Web
Once the supply chain was quite clear: we had the concept stage - production - distribution, on the other side - outside of this chain - the consumer.
Today, however, has been gradually asserting not only the figure of a experienced user of social media (often even more than the traditional players) but above that of a user talking with others, and covering well more than one role.
no longer the simple, passive recipient of the work of others, but someone who became a producer thanks to crowdfounding (Indie GoGo, Lynch Project Free) or creation projects collective ( Life in a Day), who comes to change the plans for distribution of a film only because he had the opportunity to request a preview of on demand (thus helping the distributors in the difficult and costly task of segmentation public), or who prefer to rebuild otherwise existing products (in the case of mash-up open and / movies remix), sometimes by exploiting only the "outboard motor" (as the machinima) .
However, these cases - of which I have thoroughly discussed as well as on Ninja also MovieCamp (especially during the barcamp organized in recent months) - which, while gaining greater visibility today, are actually part of an ecosystem that is now standing has taken quite a while 'for years, thanks to the practices of fandom that, today, are very popular and are becoming the mode of interaction online.
On the Web, in other words, you lose the division between classical creations from above and below the benefit of the affirmation of a "middle", a sort of meeting ground instances well that finds its realization in practice of co-creation.
I think Cadavre Esquis Tim Burton (although not a big news: just think YourOpera ), or even to cases of "proxy poduttiva" (the final promo Lost ).
There is no participation Web: Social networks themselves do not make sense. Not to mention all the tools geolocal and "collect badges" that so much passionate users. "
What are the players of 2011? Us.
A wish and a hope, at least for the visual: the Web continues to become increasingly user-generated centered. How I love to say, to paraphrase the now famous first principle of the Cluetrain Manifesto: The audivosivi are conversations. "
Emanuela Zaccone is finishing a PhD on visual, user engagement and social networks marketing at the University of Bologna. His research on viral videos and brand engagement for Italy Telecom Lab
Online Emily works primarily as a community manager and social media strategist and head of the Social Media on NinjaMarketing.it.
Finally, columnist and speaker at MovieCamp.it
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