Where content, audiences and producers slam together
Henry Jenkins, founder and director of MIT’s comparative media studies program, authored Convergence Culture, in which he puts forth the idea that “new media will not simply replace old media, but rather will learn to interact with it in a complex relationship…” called “convergence culture”.
We recently attended Inverge 2007, an interactive convergence conference that hosted such high profile speakers as Joshua Green, MIT; Renny Gleeson, Weiden + Kennedy; Chris Van Dyke, NAU; Lori H. Schwartz, Interpublic Emerging Media Lab; Jeff Yapp, MTV Networks; and Mark Deuze, Leiden University (The Netherlands).
Some speaker highlights:
“Your agency is not special. Your clents are not special - they come and go. Your business is culture. Your culture is people. Your people are your talent. Your talent is special. Invest in talent. Everything else is beyond your control”
-Mark Dueze
“…the brand project is now a conversation and collaboration with your consumer.” -Mark Deuze
“…change how we think about legality… change how we think about touchpoints… change from impressions to expressions.”
-Joshua Green
“Interactivity is technology… but participation is a property of culture. Participatory culture requires you being a participant… Participation requires changing attitudes toward control.”
-Joshua Green
“the new advertising model is ‘right ad + right consumer + whenever, wherever, whatever digital media is consumed by that consumer”
Ken Papagan - Rentrak Corporation