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Television and convergence cultures

Television and convergence cultures

Slides used in lecture 10

Alberto Lusoli

July 27, 2015
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  1. The big, central question for this part of the term

    is not “how does TV affect viewers” or what does TV do to people but the opposite: what do people do with TV? INTRODUCTION 01 220
  2. We have to go beyond the viewer paradigm. There is

    not such thing as “the viewer. When we write “the viewer, what do we mean? THE VIEWER 01 220
  3. Active audiences. viewers are active agents, not passive recipients of

    meaning. No more needles, please. THE VIEWER 01 220
  4. Cult shows: that rely on dedicated niche audiences and serial

    structures to attract “engaged” audiences. CULT TV SHOWS – A WORKING DEFINITION 01 220
  5. Let’s try to find at least 3 examples of cult

    shows CULT TV SHOWS – SOME EXAMPLES 01 220
  6. CULT TV 01 220 3 dimensions of CULT tv: 1.

    Cult as defined by intertextuality 2. Cult as defined by the text 3. Cult as defined by fan practices
  7. INTERTEXTUALITY 01 220 Commercial secondary texts such as (the old)

    TV guides or the Cinema and TV sections of online magazines, or gossip magazines are places where cult is defined and attributed to a particular TV show.
  8. INTERTEXTUALITY 01 220 Cult is determined through Intertextuality by finding

    quality in unexpected places (e.g. devalued shows) or by affirming the cult status of a mainstream cultural product.
  9. CULT TV – TEXTUAL ELEMENTS 01 220 The secret sauce

    of a cult show. Main ingredients: 1. Setting 2. Cast of characters 3. Show’s objective
  10. TEXTUAL ELEMENTS: THE SETTING 01 220 Cult shows often have

    immense, detailed and fantastic narrative worlds. The viewer can never fully experience such a fantastic world in its entirety and much of this detail operates like a set of clues or hints to a consistent narrative world which transcend what the viewer learn about on screen.
  11. TEXTUAL ELEMENTS: HYPERDIEGESIS 01 220 Cult TV hyperdiegesis works serially,

    by reiteration and accumulation of detail, to make fantastic worlds appear normal within a format and narrative structure.
  12. TEXTUAL ELEMENTS: HYPERDIEGESIS 01 220 But a cult text can

    play with its own norms and rules in order to maintain a balance between repetition and innovation. E.g. the musical episodes, the Simpson Halloween episodes.
  13. TEXTUAL ELEMENTS: FANTASY Vs REALITY SHOWS 01 220 This is

    why fantasy TV shows become more often cult than realist TV shows, because they can play diegetically with their own rules and norms without necessary breaking the frame, slipping into parody or producing overtly display markers of reflexivity.
  14. TEXTUAL ELEMENTS: OPEN ENDEDNESS 01 220 Cult TV shows are

    build around one question/mystery to be solved. Cult TV shows often fails to resolve their major, driving narrative questions. Narrative closure is indefinitely deferred. Lost? X-Files?
  15. TEXTUAL ELEMENTS: OPEN ENDEDNESS 01 220 The main difference between

    cult TV shows and traditional Soap operas is that soap narrative constantly moves on new puzzles/problems that the cast has to solve. Cult shows instead are constructed around a main question/mystery that has to be solved but whose resolution is constantly deferred.
  16. TEXTUAL ELEMENTS: CHARACTERS RELATIONS 01 220 • Heterosexual but repressed:

    Mulder and Scully • Non sexualized, same sex relations: Batman and Robin, Kirk and Spock, etc. • Communities: The A-Team, Charlie’s Angels, ER
  17. THE ROLE OF FANS: SERIALITY 01 220 Cult TV and

    some soaps are often organized in 24 episodes series, with summer break. The summer break is needed in order to organize production but also to let the audience engage in speculations and talks about the future episodes. While daily soaps leave almost no time for the fan discussion to develop
  18. THE ROLE OF FANS: SERIALITY 01 220 The Walking Dead.

    Internet buzz. Source: Google Trends
  19. THE ROLE OF FANS: INTERTEXTUAL NETWORKS 01 220 Networks, led

    by viewers and not by the industry, which connect different kind of texts: books, movies, music, etc. Intertextuality means that TV shows are just one possible entry-point into a multi textual landscape
  20. AFFIRMATIONAL AND TRANSFORMATIVE FANDOM 01 220 In “affirmational” fandom (Fan-kingdom),

    the source material is re-stated, the author’s purpose divined to the community’s satisfaction, rules established on how the characters are and how the universe works. They might function as gatekeepers.
  21. AFFIRMATIONAL AND TRANSFORMATIVE FANDOM 01 220 “Transformational” fandom, on the

    other hand, is all about laying hands upon the source and twisting it to the fans’ own purposes, whether that is to fix a disappointing issue (a distinct lack of sex-having between two characters, of course, is a favorite issue to fix) in the source material, or using the source material to illustrate a point, or just to have a whale of a good time
  22. SUMMARIZING 01 220 INTERTEXTUAL ELEMENTS Magazines Websites TEXTUAL ELEMENTS Cast

    of characters Setting Open-ended FAN PRACTICES Fandoms Multi textual networks
  23. CULT BY DESIGN 01 220 TV Series are designed in

    order to become cult. They often include actors/directors who have worked on shows included in fans’ “intertextual networks” (from the creator of…). Shows are based around a narrative puzzle that will never be answered, introduce ambiguous characters, etc. Of course, creators can only create the conditions for the show to become a cult. They cannot control the process.
  24. EXTENDING THE CULT 01 220 However, behaviors that were once

    considered “cult” or marginal are becoming how more people engage with television texts. For instance, a series such as Lost can be read as “cult” in its mode of engagement and “mainstream” in the size of its audience.
  25. CULT TV AT THE AGE OF THE INTERNET 01 220

    New technologies have amplified the effects of fan activities.
  26. 01 220 20 17 7 6 1 0 5 10

    15 20 25 internet streaming netflix tv torrent/download dvd
  27. FROM APPOINTMENT TO ENGAGEMENT 01 220 This approach places a

    premium on audiences willing to pursue content across multiple channels as viewers access television shows on their own schedules, thanks to videocassette recorders and later digital video recorders (DVRs), digital downloads, mobile video devices, and DVD boxed sets. Such models value the spread of media texts as these engaged audiences are more likely to recommend, discuss, research, pass along, and even generate new material in response
  28. CULT TV AT THE AGE OF THE INTERNET 01 220

    New technologies have amplified the effects of fan activities. • Discussion boards • Online Fan Club • Social Networks (second screen)
  29. Through piracy we are not taking content because we refuse

    to pay for it (especially since they could watch it free when it is originally aired); we are seeking to change the conditions under which we view it (De Kosnik 2010). PIRATE SHOWS 01 220
  30. Therefore, “piracy” is more often a product of market failures

    on the part of media industry than of moral failures on the part of media audiences. If piracy was only a matter of moral failure, than it would have been impossible to explain the commercial success of iTunes and Netflix. DEFINING PIRACY 01 220
  31. THE COMMERCIAL VALUE OF PIRACY 01 220 Audience members generate

    value through their direct purchases (of downloaded legal episodes, of DVDs, of program- related merchandise) and through their role as grassroots intermediaries drawing in new audience members.
  32. FROM CONSUMERS TO MULTIPLIERS 01 220 A “multiplier” is someone

    who will treat the good, service, or experience as a starting point. Multipliers will build in some of their own intelligence and imagination.
  33. FROM CONSUMERS TO MULTIPLIERS 01 220 As multipliers, we take

    possession of a cultural artifact and we make it more detailed, more contextually responsive, more culturally nuanced, and, eventually, more valuable. We not only amplify the audience of a show, but through the generation and circulation of meaning, we contribute to constitute the intertextual network that is fundamental for the affirmation of a show as a cult.
  34. SMYTHE IN TH DIGITAL AGE 01 220 Such an account

    suggests that audiences, wittingly or not, create economic value for commercial interests through generating the content around which attention gets collected and commodified and through the valuable information they shed, which can be sold to the highest bidder
  35. SMYTHE IN TH DIGITAL AGE 01 220 Smythe’s model assumes

    that watching television is essentially unskilled labor. Yet engaging with television texts in a social context — especially in its more complex and dispersed forms — constitutes skilled labor. Fans and other active audiences develop an expertise in the content and a mastery of distribution technologies which increase their stakes in these media properties.
  36. SMYTHE IN TH DIGITAL AGE 01 220 Indeed, companies are

    often profiting from this audience labor, but it’s crucial not to paint this wholly as exploitation, denying the many ways audience members benefit from their willing participation in such arrangements.
  37. COMMUNITIES OF CONSUMPTION 01 220 Online, consumers evaluate quality together.

    They negotiate consumption standards. Moderating product meanings, they brand and rebrand together. [. . .] Organizations of consumers can make successful demands on marketers that individual consumers cannot”
  38. RENEWABLE GENERATORS OF VALUE 01 220 Such examples are driving

    the media industries to think more deeply about their material as an ongoing and renewable generator of value (whether it be exchange, symbolic, or sentimental), rather than as merely a one-time commodity. Rather than striving to move audience interest onto the next new release in a system of planned obsolescence, this model seeks to prolong audience engagement with media texts in order to expand touchpoints with the brand
  39. RENEWABLE GENERATORS OF VALUE 01 220 The aim is to

    maintain the audience constantly engaged with the text. In this manner is easier to involve new adepts and create convergence of attention towards the show. In this manner it is also possible to have adept users acting as gatekeepers, facilitators.
  40. TOTAL ENGAGEMENT 01 220 The total engagement experience gives you

    a bridge experience in between each broadcast; yexperiences; and it also gets people to sample the show who have never seen the show before. It also generates press buzz and creates new revenue sources
  41. K-8661 on Monday, from 13,30 to 14.20 [email protected] Alberto Lusoli

    twitter.com/albertolusoli #CMNS220 You can also find me at: * See you next week