10.6.11 - Response to Jenkins

Henry Jenkins:  Convergence Culture

I appreciate Jenkins' point but really just wanted him to make it and wrap it up. However, it seems it could be made sooner. Stop reiterating the same point that's already been made. Just as he did when he spoke to use in the Class of 1941 Studio, he got long-winded. The information he presents is interesting. Even though it's not at the cutting edge of convergence culture, compliments of the delay in publication, the information is relevant. Relevant, but not engaging. I'm neither a fan of American Idol nor The Matrix, but I don't think that's the problem. Usually as I read I can find multiple points of interest, things I want to come back to. I highlight them so I can find them easily later. This happened 4 times throughout this reading. That may be an all time low. Lacking any other inspiration, I'll discuss the 4 sections I marked.

In his chapter on American Idol Jenkins notes that "Researchers have found that such shared rituals or mutual evaluations are central to the sense of affiliation members feel to the group, and it makes sense that similar rituals would be played out in individual households" (81). But wait a minute. Didn't Howard recommend that we use rituals as part of the Influence component of RIBS? It's helpful to have example to support ritual, but really Jenkins?

Also in his American Idol chapter Jenkins looks at  the effects of "a time when networks and sponsors are joining forces to shape the emotional context through which we watch their shows" (93). At the same time "consumers are also scrutinizing the mechanisms of participation they are being offered. If the rhetoric of lovemarks emphasizes the audience's activities and investments as a central source of value in brands, then the consumption community may well hold the corporations accountable for what they do in the name of those brands and for their responsiveness (or lack thereof) to consumer demands" (93). Takeaway: strategies can always backfire with audience backlash. Then again, it seems that Jenkins already made this point with his Survivor example. Yes, the idea of how sponsors play into this is new; it wasn't in the Survivor case study. Okay. Consider how sponsors can be affected. Also weigh that you may bring new viewers to the show due to "heat" around it with losing dedicated viewers.

Yes, this chapter about American Idol was a lot more about creating rituals and being aware of what happens when networks and sponsors work together. It failed to prove relevant for me though.

In terms of The Matrix Jenkins looks at how different uses of media can bring in consumers from different niches. Sounds good. I like the idea. It may work for the library social media campaign on a smaller scale. use various forms of social media, not just one. We may be on to something here. With respect to The Matrix Jenkins notes: "The economic logic of a horizontally integrated entertainment industry--that is, one where a single company may have roots across all of the different media sectors--dictates the flow of content across media. Different media attract different market niches....A good transmedia franchise works to attract multiple constituencies by pitching the content somewhat differently in the different media" (98). So this is a gem. Work with different media sectors and use the niches of each to compliment one another.

Finally, Jenkins uses a comment from Ed Sanchez about transmedia storytelling surrounding The Blair Witch Project. "If you give people enough stuff to explore, they will explore.... If people have to work for something, they devote more time to it. And they give it more emotional value" (105). Emotional connections are good. They help build loyal consumers. Working for something also ties into the user's experience. I'm still, however, considering how I could implement this in something like the library's social media campaign. There's something here that just needs to be considered further.