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The Art Of Immersion How The Digital Generation Is Remaking Hollywood Madison Avenue And The Way We Tell Stories

Author: Frank Rose
Publisher: W. W. Norton & Company
ISBN: 039308079X
Size: 68.31 MB
Format: PDF, ePub
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"A broad and deep look at how electronic media are changing storytelling…Completely fascinating." —Booklist, starred review Not long ago we were spectators, passive consumers of mass media. Now, on YouTube and blogs and Facebook and Twitter, we are media. No longer content in our traditional role as couch potatoes, we approach television shows, movies, even advertising as invitations to participate—as experiences to immerse ourselves in at will. Frank Rose introduces us to the people who are reshaping media for a two-way world, changing how we play, how we communicate, and how we think.

The Multidimensional Agency

Author: Jamie Parfitt
Publisher: Jamie Parfitt
ISBN: 0646581821
Size: 17.51 MB
Format: PDF, ePub, Docs
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Why was understanding Starbucks’ purpose crucial to the coffee company’s financial health? Why did a US-based cosmetics company establish a business partnership with an Amazonian tribe? How did Bing increase the usage of its search engine by inspiring people to search offline? And how did the beverage giant Coca-Cola end up producing a chart-topping song and accompanying music video? Advertising strategist Jamie Parfitt answers all of these questions and more in The Multidimensional Agency, in which he examines the causes, implications and consequences of the latest trends in marketing and their effects on today’s advertising industry. Taking note of the rise in human-centric marketing and corporate social responsibility, the increasing disposition of businesses towards collaboration, as well as the shifting role of marketing communication, Parfitt provides guidelines for how the advertising industry can adapt its practices to meet the changing landscapes of technology, media and society at large.

Independent Filmmaking And Digital Convergence

Author: Vladan Nikolic
Publisher: Taylor & Francis
ISBN: 1317383443
Size: 26.64 MB
Format: PDF, ePub
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Independent Filmmaking and Digital Convergence: Transmedia and Beyond offers a comprehensive analysis of the technological changes of the past few decades in independent film and media-making, and explores new strategies and practices in media production, exhibition and distribution for independent producers and content creators. The book examines how independent filmmaking concepts have merged with digital and online technologies to create new hybrid multi-platform content creations. It explores key questions like how to reach an audience at a time when media conglomerates and their products dominate the market, and simultaneously, there is an overabundance of content competing for viewer time. The book investigates what kind of stories we tell and why; how the audience has changed, and what their expectations are; what the various niche markets are for independent producers and creators in new media; and new models for media financing and distribution. The content found in this book: Bridges the gap between professional media-makers and amateurs by focusing on new and emerging media models and practices. Provides a holistic view of the new media landscape, and practical advice on producing content in the new multi-platform media environment. Demonstrates how to create financially sustainable models for independent producers and creators in a shifting and unstable environment, providing many challenges, but also opportunities for independents. The author's website (http://www.filmconvergence.com/) supports this book with case studies, news and updates.

The Anti Education Era

Author: James Paul Gee
Publisher: St. Martin's Press
ISBN: 1137324112
Size: 18.52 MB
Format: PDF, ePub, Docs
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One of the first champions of the positive effects of gaming reveals the dark side of today's digital and social media Today's schools are eager to use the latest technology in the classroom, but rather than improving learning, the new e-media can just as easily narrow students' horizons. Education innovator James Paul Gee first documented the educational benefits of gaming a decade ago in his classic What Video Games Have to Teach Us About Learning and Literacy. Now, with digital and social media at the center of modern life, he issues an important warning that groundbreaking new technologies, far from revolutionizing schooling, can stymie the next generation's ability to resolve deep global challenges. The solution-and perhaps our children's future-lies in what Gee calls synchronized intelligence, a way of organizing people and their digital tools to solve problems, produce knowledge, and allow people to count and contribute. Gee explores important strategies and tools for today's parents, educators, and policy makers, including virtual worlds, artificial tutors, and ways to create collective intelligence where everyday people can solve hard problems. By harnessing the power of human creativity with interactional and technological sophistication we can finally overcome the limitations of today's failing educational system and solve problems in our high-risk global world. The Anti-Education Era is a powerful and important call to reshape digital learning, engage children in a meaningful educational experience, and bridge inequality.

Media Franchising

Author: Derek Johnson
Publisher: NYU Press
ISBN: 0814743471
Size: 58.92 MB
Format: PDF, Docs
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"Johnson astutely reveals that franchises are not Borg-like assimilation machines, but, rather, complicated ecosystems within which creative workers strive to create compelling 'shared worlds.' This finely researched, breakthrough book is a must-read for anyone seeking a sophisticated understanding of the contemporary media industry." —Heather Hendershot, author of What's Fair on the Air?: Cold War Right-Wing Broadcasting and the Public Interest While immediately recognizable throughout the U.S. and many other countries, media mainstays like X-Men, Star Trek, and Transformers achieved such familiarity through constant reincarnation. In each case, the initial success of a single product led to a long-term embrace of media franchising—a dynamic process in which media workers from different industrial positions shared in and reproduced familiar cultureacross television, film, comics, games, and merchandising. In Media Franchising, Derek Johnson examines the corporate culture behind these production practices, as well as the collaborative and creative efforts involved in conceiving, sustaining, and sharing intellectual properties in media work worlds. Challenging connotations of homogeneity, Johnson shows how the cultural and industrial logic of franchising has encouraged media industries to reimagine creativity as an opportunity for exchange among producers, licensees, and evenconsumers. Drawing on case studies and interviews with media producers, he reveals the meaningful identities, cultural hierarchies, and struggles for distinction that accompany collaboration within these production networks. Media Franchising provides a nuanced portrait of the collaborative cultural production embedded in both the media industries and our own daily lives.

Complex Tv

Author: Jason Mittell
Publisher: NYU Press
ISBN: 0814738850
Size: 68.91 MB
Format: PDF, Docs
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Over the past two decades, new technologies, changing viewer practices, and the proliferation of genres and channels has transformed American television. One of the most notable impacts of these shifts is the emergence of highly complex and elaborate forms of serial narrative, resulting in a robust period of formal experimentation and risky programming rarely seen in a medium that is typically viewed as formulaic and convention bound. Complex TV offers a sustained analysis of the poetics of television narrative, focusing on how storytelling has changed in recent years and how viewers make sense of these innovations. Through close analyses of key programs, including The Wire, Lost, Breaking Bad, The Sopranos, Veronica Mars, Curb Your Enthusiasm, and Mad Men the book traces the emergence of this narrative mode, focusing on issues such as viewer comprehension, transmedia storytelling, serial authorship, character change, and cultural evaluation. Developing a television-specific set of narrative theories, Complex TV argues that television is the most vital and important storytelling medium of our time.