The following is a hold the date announcement for the next Transforming Hollywood conference. Some speakers are still being confirmed as we post this. I will add their details as they get resolved.
Transforming Hollywood 8: “The Work of Art in the Age of Algorithmic Culture,” UCLA May 5, 2017.
Co-directors, Denise Mann, UCLA and Henry Jenkins, USC
Overview: Transforming Hollywood 8: “The Work of Art in the Age of Algorithmic Culture,” reframes Walter Benjamin’s oft-quoted essay about technology’s double-edged sword: mechanical reproduction fundamentally alters the original artwork’s unique auratic properties but makes it accessible to the masses. According to Ted Striphas, “…the growing prevalence of recommendation features such as those you find on Amazon.com [signals the] displacement of human judgment into algorithmic form [which] raises all sorts of questions about taste aggregation — questions with which scholars in the humanities …have only begun to grapple.” Streaming on-demand services grant consumers greater choice and democratic access to media content (letting us choose what to watch and when to watch it); however, the terms of this exchange is unfettered access to our consumer impulses via sophisticated surveillance tactics that track our online activities 24-7.
Ted Hope, the newly appointed head of Amazon Studios’ film division, lays out the implicit pact we’ve forged with the major tech platforms: “Amazon Studios’ flood of investment in the movie business is designed to revive a market for independent films….” However, at the same time, he observes wryly: “At Amazon, to quote Jeff Bezos, we make movies to sell shoes. The movies are essentially advertising for the (e-commerce) platform.” Welcome to the future of art (as advertising) in the age of algorithmic culture.
While Netflix has received the lions’ share of press and notoriety for disrupting traditional Hollywood given its $6 billion investment in original content and its global expansion to 190 territories, the “big four” tech platforms—Google, Apple, Facebook, and Amazon (GAFA)—have infinitely more capital (and data) to spare when it comes to the risky business of growing a media and entertainment industry. Each has its own core business to fall back on: Google has search and advertising; Apple has its hardware-software business; Facebook has social and advertising; and Amazon has its ecommerce business. Media, it turns out, is the ideal lure to keep users inside of their powerful digital ecosystems as long as consumers accept datavaillance as the price of admission.
As Hollywood and Silicon Valley battle for supremacy, the current crisis in media stems from an unmanageable sea of online content made available by competing subscription-based (SVOD) and advertising-supported (AVOD) streaming services, including Netflix, Amazon Prime, Hulu, YouTube Red, Vimeo, Seeso, Crackle, CBS Everywhere, HBO Go, CW Seed, Verizon Go90, and so forth. The streaming music services, such as Spotify, Pandora, Apple Music, and Tidal, have also joined the original content derby, with Apple’s repurposing of James Cordon’s Carpool Karaoke and Tidal’s exclusive streaming of Beyonce’s Lemonade being prime examples. Compounding the surplus of data-driven content churn are the millennial-facing online news formats, such as Vice, Buzzfeed, and Mic; each is disrupting legacy news organizations, such as The New York Times, The Washington Post, and Wall Street Journal, once revered for their veteran editors who curate the news and seasoned reporters who research all sides of complex issues. The backlash that followed the recent election cycle prompted Wired to report: “There’s a very dark mood in Silicon Valley right now…. Google and Facebook also seem to be feeling a need to grapple with the role they have played. Both have undertaken highly visible initiatives to curb fake news….” While the platforms were able to scale rapidly by giving unfettered access to all forms of third-party-generated content, in their new role as original content producers, the tech founders are starting to reflect on their social responsibility to curate culture.
This year’s conference examines the legacy of Netflix and YouTube as influencers, creator-entrepreneurs, and engineers all contribute to the seemingly endless flood of scripted series and short-form, snackable content that vies for our attention. One question looms large—will flesh and blood experts or data-driven algorithms ultimately control the production, delivery, and reception of our shared cultural knowledge going forward? Welcome to the age of algorithmic culture.
9:00-9:15AM: Introduction: The Work of Art in the Age of Algorithmic Culture.
Welcome by Transforming Hollywood by co-directors Denise Mann (UCLA) and Henry Jenkins (USC).
9:15-10:20 AM: Keynote Presentation by Ted Striphas, “Algorithmic Culture.”
10:30-12:00: Panel One: Playing with Snackable Content in Virtual Marketplaces
moderated by Denise Mann, Professor, School of Theater, Film, Television, UCLA.
Description: Peak TV’s premium quality TV series may be grabbing headlines, but new, addictive forms of “snackable” content have become one of the preferred ways for brands to access millennials and Gen-Z’ers—digital natives whose facility with multitasking across mobile screens means they prefer images, short videos, and emojis over lengthy (con)textual exchanges. Charles Eckert’s essay, “The Carole Lombard in Macy’s Window,” reminds us that Hollywood was always inextricably linked to consumer culture since the first cameraman pointed his camera at actors standing in front of a shop-window in the 1910s; however, it is important to recognize the massive shift underway as the new “social media logic” associated with the 21st century effaces the "mass media logic" that dominated in the 20th century.
The corporate gatekeepers of the tech economy are engineering innovative user experiences (UX) and user interface (UI) features, such as touch, liveness, and VR/AR, to keep us happily engaged on their platforms for extended periods of time. Hence, we are encouraged to click, like, share, and comment on an arsenal of new, addictive, forms of online entertainment, which include: Pokemon Go, Snapchat filters, Amazon Twitch, Facebook Live, Instagram Shop Now Buttons, and Pinterest Pins. Today’s panelists represent key stakeholders whose in-depth understanding of UX/UI design elements is facilitating new forms of algorithmic culture designed to enhance our sense of play inside 24-7 digital ecosystems.
- Rob Kramer, Founder/CEO, Purpose Labs
- Ted Striphas, Professor, Colorado University
12:15-1:45 PM Panel Two: “Fake News and Struggles Over Circulation”
Moderated by Henry Jenkins, Provost Professor, Annenberg School of Communication and Journalism; School of Cinematic Arts, USC.
Description: Sensationalism is scarcely new in the history of American journalism, and the circulation wars of the early 20th century contributed to the rise of “yellow journalism,” as William Randolph Hearst, Joseph Pulitizer and the other media tycoons of the era fought for the eyeballs of an expanding American readership. Today’s “fake news” also has its roots in new struggles over circulation, though in this case, the circulation of news through social networking sites. The role of “fake news” in the past presidential campaign has been hotly contested, with the current administration accusing CNN and the New York Times as publishers of “fake news,” while others point to the role which Twitter, Facebook, and other social media platforms played in blurring the line between reliable and questionable media sources.
Fake news thrives because it is often more emotionally targeted than traditional journalism: because it is designed to shock and outrage its readers, because it often conveys what people living in filter bubbles already believe to be true about the world. Fake news is news which has been manufactured to spread like wildfire without regard to its accuracy or its consequences.
What do we know about fake news and the people who produce and consume it? What does it tell us about the place of journalism in the era of algorithmic culture and social media? What efforts are being made by the social media companies to take responsibility over their role in the spread of misinformation? What alternative models for journalism are emerging within the same environment to insure more trusted curatorship over news and information? How are the struggles over what constitutes “fake news” shaping our current political realities?
- Mark Andrejevic, Associate Professor of Media Studies, Pomona College
- Brooke Borel, a science writer and journalist; contributing editor to Popular Science.
- Hannah Cranston, guest host & producer, The Young Turks; host of FoxTV’s Top30TV; host and EP of ThinktankFeed.
- Jon Passantino, deputy news director for BuzzFeed News, Los Angeles.
- Laura Sydell, Correspondent, Arts Desk, NPR.
- Ramesh Srinivasan, Associate Professor, Department of Information Studies and Design/Media Arts.
2:45-4:15 PM: Panel Three: "Music Streaming & The Splinternets: The New, Competing, Cultural Curators”
moderated by Gigi Johnson, Founding Director, The UCLA Herb Alpert School of Music.
Description: Spotify, Apple Music, Pandora, and Google Play Music are the current leaders in the subscription-based and advertising supported music streaming derby—having locked down the majority of artists through massive licensing deals with the major music labels. The current crisis facing the streaming tech giants is the glut of choice available to consumers, who are drowning in an endless supply of things to watch, read, or listen to online. As a result, the streaming giants have enlisted “an elite class of veteran music nerds — fewer than 100 working full-time at either Apple, Google, or Spotify — who are responsible for assembling, naming, and updating nearly every commute, dinner party, or TGIF playlist on your phone,” according to Buzzfeed's "Inside the Playlist Factory."
Apple Music started the trend in 2014 when it acquired Beats’ along with co-heads Jimmy Iovine, Dr. Dre, and Trent Reznor, as their ultimate marketing weapon to challenge Spotify’s lead. Iovine insists that the tech corporations use the human music experts to guide tech engineers, and not vice versa, stating:“fans can smell the difference between a service where much of the product is dictated by algorithms or charts and one that is guided by more knowledgeable but equally passionate versions of themselves.”
This panel focuses on the growing industry of cultural curators who organize playlists “by reading endless music blogs, tracking artists before they have been discovered, and by maintaining contact with artists’ managers, producers, and label representatives.” Needless to say, the economic driver of this on-demand streaming culture is consumer data analytics targeting advertising brands. Feeling lonely after a particularly bad break up? Try listening to Adele while stuffing your emotions with a quart of Ben & Jerry’s and a diet Pepsi.
- Rocío Guerrero Colomo, Head of Content Programming/Curation & Editorial, Latin Global, Head of Latin Culture, Shows & Editorial-Content Programming, Spotify
- Alex White, Head of Next Big Sound at Pandora
4:30-6:00: Panel Four: Creating Binge-worthy “Streaming Web TV.”
moderated by Neil Landau, author of TV Outside the Box and The Showrunner’s Roadmap.
Description: Most credit Netflix with launching the 21st century “web TV” revolution and with it “peak TV” by introducing the phrase “binge-watching” into the lexicon and by fundamentally altering the way we watch and access television online. Everything changed, according to Thomas Schatz, when Netflix “…barged into the high-stakes original series programming derby in 2013 with House of Cards and Orange Is the New Black.” Never have so many buyers prompted so many creators to step up and pitch original concepts. FX conducted a study and determined that in the years 2009 to 2015, the number of scripted series went from 200 to 400+.
In 2016, Netflix produced 600 hours of scripted TV and in 2017 it said it would spend $6 billion on both scripted and acquired series. The good news is the excitement associated with this ramp up of creative opportunity; the bad news is that in the current world of overabundant online content, consumers are swimming in series they’ll never see once, let alone watch in their entirety. As in previous eras, writers, actors, and showrunners with credits under their belt are in high demand and earning large salaries to attach their names to lesser known creators. At the same time, untried writers, actors, and comedians are staking their futures on self-financed webseries productions using personal funding from part-time jobs, crowdsourcing, and by promoting themselves on social media—all in the hopes of catching the lightning in a bottle success associated with Broad City, Insecure, and High Maintenance. Streaming TV is grabbing lots of attention (and subscribers), but the question remains: “Will the current boom cycle continue indefinitely or has ‘peak TV’ peaked?
- Jessie Kahnweiler, creator, The Skinny (Hulu)
- Zander Lehmann, creator, Casual (Hulu)
- Dawn Prestwich, co-executive producer, Z: The Beginning of Everything (Amazon)
- Nicole Yorkin, co-executive producer, Z: The Beginning of Everything (Amazon)
You can register here for the event.