On behalf of the conference organizers, I am proud to be able to share with you today the videos of our April 12 Transmedia Hollywood 4 conference. As many regular readers know, this event is run jointly by myself, representing USC's Cinema School, and Denise Mann, representing our counterparts at UCLA and it is funded by a grant from the Andrew J. Kuehn Jr. Foundation. This year's focus was on models of social change, and we were excited to see a conversation emerge across the four panels, starting with panel 1's focus on the community outreach efforts of major brands and studios, panel 2's focus on smaller scale transmedia projects and entertainment education, panel 3's attention to grassroots activist efforts, and panel 4's consideration of young entrepreneurs and philanthropists. Each of the panels is interesting in its own right, but those who attended the event agreed that there was something magical about how the parts came together as a whole this year. I want to specially think David McKenna who worked around the clock to get these videos up and out to the world in record time. Enjoy. Panel 1 Revolutionary Advertising: Cultivating Cultural Movements In the web 2.0 era, as more and more millennials acquire the tools of participatory culture and new media literacy, some of this cohort are redirecting their one-time leisure-based activities into acts of community-based, grassroots social activism. Recognizing the power of the crowd to create a tipping point in brand affiliation, big media marketers, Silicon Valley start-ups, and members of the Madison Avenue advertising community, are jumping on board these crowdsourcing activities to support their respective industries. In other words, many of the social goals of grassroots revolutionaries are being realigned to serve the commercial goals of brand marketers. In the best-case scenarios, the interests of the community and the interests of the market economy align in some mercurial fashion to serve both constituencies. However, in the worst case scenario, the community-based activism fueling social movements is being redirected to support potato chips, tennis shoes, or sugary-soda drinks. Brand marketers are intrigued with the power and sway of social media, inaugurating any number of trailblazing forms of interactive advertising and branded entertainment to replace stodgy, lifeless, 30 second ads. These cutting edge madmen are learning how to reinvent entertainment for the participatory generation by marrying brands to pre-existing social movements to create often impressive, well-funded brand movements like Nike Livestrong, or Pepsi Refresh. Are big media marketers subsuming the radical intent of certain community-based organizations who are challenging the status quo by redirecting them into unintentional alliance with big business or are they infusing these cash-strapped organizations with much needed funds and marketing outreach? Today’s panel of experts will debate these and other issues associated with the future of participatory play as a form of social activism.Todd CunninghamFormerly, Senior Vice-President of Strategic Insights and Research at MTV Networks.
Denise Mann (Moderator)
Co-Director, Transmedia, Hollywood / Associate Professor, Head of Producers Program, UCLA School of Theater, Film and Television
Rob Schuham CEO, Action Marketing
Michael Serazio Author, Your Ad Here: The Cool Sell of Guerrilla Marketing
Alden E. Stoner VP, Social Action Film Campaigns, Participant Media
Rachel Tipograph Director, Global Digital and Social Media at Gap Inc.
Panel 2 Transmedia For a Change
Hollywood’s version of transmedia has been preoccupied with inspiring fan engagement, often linked to the promotional strategies for the release of big budget media. But, as transmedia has spread to parts of the world which have been dominated by public service media, there has been an increased amount of experimentation in ways that transmedia tactics can be deployed to encourage civic engagement and social awareness. These transmedia projects can be understood as part of a larger move to shift from understanding public media as serving publics towards a more active mission in gathering and mobilizing publics. These projects may also be understood as an extension of the entertainment education paradigm into the transmedia realm, where the goal shifts from informing to public towards getting people participating in efforts to make change in their own communities. In some cases, these producers are creating transmedia as part of larger documentary projects, but in others, transmedia is making links between fictional content and its real world implications.
Panelists Henry Jenkins (Moderator) Co-Director, Transmedia, Hollywood / Provost Professor of Communication, Journalism, and Cinematic Arts, USC Annenberg School for Communication
Katerina Cizek Filmmaker-in-Residence, National Film Board, Canada
Katie Elmore Mota Producer, CEO of PRAJNA Productions
Sam Haren Creative Director, Sandpit
Mahyad Tousi Founder, BoomGen Studios
Panel 3: Through Any Media Necessary: Activism in a DIY Culture A recent survey released by the MacArthur Foundation found that a growing number of young people are embracing practices the researchers identified as “participatory politics”: “interactive, peer-based acts through which individuals and groups seek to exert both voice and influence on issues of public concern.” These forms of politics emerge from an increasingly DIY media culture, linked in important ways to the practices of Makers, Hackers, Remix Artists and Fan Activists. This panel will bring together some key “change agents,” people who are helping to shape the production and flow of political media, or who are seeking to better understand the nature of political participation in an era of networked publics. Increasingly, these new forms of activism are both transmedia (in that they construct messages through any and all available media) and spreadable (in that they encourage participation on the level of circulation even if they do not always invite the public to help create media content).
Megan M. Boler Professor and Associate Chair, Department of Humanities, Social Sciences, and Social Justice Education OISE/University of Toronto
Marya Bangee Community Organizing Residency (COR) Fellow, OneLA, Industrial Areas Foundation (IAF)
Erick Huerta Immigrant’s rights activist
Jonathan MacIntosh Pop Culture Hacker and Transformative Storyteller
Sangita Shreshtova (Moderator) Research Director of Media Activism & Participatory Politics (MAPP) project, USC Annenberg School of Communications and Journalism
Elisabeth Soep Research Director and Senior Producer at Youth Radio-Youth Media International
Panel 4 The e-Entrepreneur as the New Philanthropist Nonprofit organizations are increasingly thinking like entrepreneurial start-ups and vice-versa, as young people are starting organizations which embrace the notion of the “consumer-citizen,” modeling ways that social-change efforts can be embedded within the everyday lifestyles of their supporters. While the boomers treated the cultural movements of the late sixties as a cause, today’s e-citizens are treating their social activism as a brand. They are selling social responsibility as if it were a commodity or product, using the same strategies that traditional business men and women used to sell products.
Sarah Banet-Weiser Professor, USC Annenberg School of Communication and Journalism and Department of American Studies and Ethnicity
Sean D. Carasso Founder, Falling Whistles
Yael Cohen Founder/CEO, Fuck Cancer
Ann Pendleton-Jullian (Moderator) Professor, Knowlton School of Architecture, The Ohio State University, and Distinguished Visting Professor, Georgetown University
Milana Rabkin Digital Media Agent