When Fans Become Advertisers: Smallville Becomes Legendary

When we hear that fans are rallying support behind a favorite television series, we might imagine the letter writing campaign in the late 1960s which kept Star Trek on the air; we might imagine fans of Jericho sending crates of peanuts to network executives; we might even picture fans of Chuck organizing a large scale "buycot," getting people to purchase foot long sandwiches at Subways to show their enthusiasm for the series. What we probably do not picture is fans raising the money to support and air their own commercial paying tribute to the star of their favorite series. So, I was impressed when I received this press release the other week:

Smallville fans have funded a professionally-filmed tribute commercial for the CW leading lady Allison Mack and her tv character, Chloe Sullivan, to air this Spring in Los Angeles before this season concludes. Starring on Smallville since 2001, Ms. Mack has gained a large and devoted fan base as one of the CW's most beloved stars. For the completion of her 9th year on the series, Smallville fans decided to celebrate Allison Mack and her tv character, Chloe Sullivan, with a commercial project entitled Legendary. Scripted and funded entirely by fans, this first of its kind tribute ad was filmed in Los Angeles in late February. In the capable hands of the director, Jon Michael Kondrath, cast and crew created a tribute ad focusing on who Chloe Sullivan is and what she means to Smallville fans. The ad highlights milestones in Chloe Sullivan's journey from her introduction as a high school student in Smallville to being hired at the Daily Planet as well as becoming Clark Kent's confidante

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I wanted to know more of the story behind this project and reached out to Maggie Bridger, who is one of the organizers, to learn more about how fans have been able to mount such an ambitious undertaking and to explore with her what it's implications might be for future forms of fan activism.

Your project represents a unique example of fan-supported and generated advertising in support of a commercial television program. What are you trying to accomplish here?

We are hoping to celebrate our adoration for a character whom we feel serves as a positive representation of a heroine in popular culture and in fandom. Part of it is about gratitude for DC Comics, Warner Brothers, the CW, Smallville Productions and Allison Mack for bringing us Chloe. The other part of it is about showing that we love Chloe and want to see her as the series goes forward.

Why Chloe Sullivan? What does this character mean to you?

Chloe Sullivan represents the meeting of two worlds---the fantastic and the ordinary. We watch her and see the journey of a driven career woman who, from her first days at her high school paper through her career at The Daily Planet and beyond, has served as a role model for many of us. A lot in our group started watching the show and Chloe Sullivan when we were still in high school and college. We have doctors and lawyers and grad students among us. Chloe didn't make us into those, of course, but she was a girl out there in the media who was going through our same journey. She gave us hope and confidence. If she could accomplish her goals, then we could. That common drive was how Legendary was conceived in the first place.

When we watch Chloe Sullivan, we also see a woman who has been asked to play above her head. She's smart; she's capable. However, she's still a normal human who is dealing with a world of superheroes and aliens. She stands shoulder to shoulder with the future Superman and with the Green Arrow and the rest of the Justice League and she does it with her wits and will. It's inspiring.

Can you describe the process you've gone through to produce the advertisement?

Sleeplessness?

In all seriousness, it's been a long process. We started with planning back in January. The executive producer, Liz De Razzo, called me about this idea she had. We all clearly love Chloe and had felt some disappointment over her reduced screen time this season. This commercial came to Liz as a way to draw some attention onto fans' love for Chloe Sullivan and the actress who plays her, Allison Mack.

We worked in a whirlwind---getting funds raised, auditioning actresses, recruiting the crew, and getting details assembled. We got legal finalized about 24 hours before shooting time.

It was a marathon!

Then we went into post-production. We did extra fund raising to obstain money for sound mixing. Again, it's been a two pronged process. I've been working a lot with the fandom as a whole while Liz, our contact in Los Angeles, has done the amazing on-the-ground work. She's been the one leading this through editing by the very talented Avi Quijada.

Where are you at in terms of meeting your goal for this project?

Currently, we are finishing our sound mixing and score for the completed edit. We will be sending it off via our air agency to KTLA this coming week. We had a lot of goals going through this process. One was to get the commercial shot and finished and we're almost there with post-production. The next was to get funds and purchase air time on KTLA, the Los Angeles CW affiliate. Again, we're finalizing a deal with them.

However, while these initial goals are finishing up, we have a bigger goal---taking the Legendary commercial to other markets. We're eying WPIX, the New York affiliate, and would love to air there as well. It all depends on funds!

How many people have contributed - time, ideas, money -- to make this all work?

I have honestly lost count.

It's not just the online Chloe fans who have contributed. It's also the production company, Rekon, and the crew. There's the director Jon Michael Kondrath and the actresses. Then there's been other producers added to the project and all those involved in post production and securing air time. It's really grown into an amalgamation of fans and professionals in Los Angeles dedicated to make Legendary come to life. Without Liz, we never would have been able to do all this. She blended her fandom love and her real life connections in the industry and made this happen.

What has been the biggest challenge in terms of pulling this together?

Murphy's law. I have to be honest and admit that something unexpected always comes up. If you budget out X amount for a project like this, I think it'll probably double or triple by the end. I know it has for us. The other huge problem is distance. That's a unique aspect of online fandom. While many Chloe fans are from the United States, we also have a large international community. Our script writer lives outside of Tokyo; one of the copy editors for our press releases and our website is in Australia; I live in the Deep South on central time and Liz, of course, is in Los Angeles. It's been hard coordinating virtual teaming meetings for a time we could all make it. Basically, it took me and Megan Butler, our script writer, being insomniacs to pull it off.

I definitely received my share of 1 A.M. phone calls from L.A.!

Do you think this is a model other fan groups can or should follow -- not only in terms of paying tribute to characters but also as a way of increasing the visibility of favorite programs?

Well, I'm not sure yet. As far as increasing visibility for favorite characters and for favorite programs, I hope this is an exciting new direction. I know we've all seen fans send in favorite items like peanuts for Jericho or the Tabasco bottles for Roswell as well as putting out Variety ads. I think fan ads, even if it's specific like for an actor/actress or a character, can change how marketing is done. It can help form a partnership in a new way between shows and their fanbases.

But I do have to preface that with "not sure yet." We've had some luck so far with Legendary. In a month, the vimeo preview vid has had over 3,000 hits. We've had supportive blog coverage and twitter notice. I'm not sure what the larger print or television media will think of it when it hits airwaves. I hope they love it as we do. Similarly, I don't know what the network's reaction will be yet. Again, I hope it's all positive. This project is our baby and we are extremely proud of it. I guess, then, that you'd have to ask me again in about six months, if I think this is a model that should be emulated.

I do have to say one thing. I don't think this will catch on completely as a "save our show" type of campaign. I know that Jericho, Farscape, and I believe Star Trek: Voyager fandoms have done fan sponsored commercials for their favorite shows. I'd say it's an iffy proposition, not just because it might fall flat but because it takes a long time. The fundraising, the coordination of efforts, getting a crew and such...it all takes more time than I think the average canceled/on-the-bubble show has before its final death throes.

However, if you're asking me if I'd love to see commercials for Dr. Temperance Brennan or for Cara from Legend of the Seeker, then why not? Bring on the love for favorite characters. Bring on another Jericho-style commercial. It might not make complete waves in the industry but it shows fan love and devotion matters and that's extraordinary to me.

Maggie Bridger is an aspiring graduate student in developmental psychology at a university in the Deep South of the United States. Always interested in fandom studies, she's been published in Slayage, the online journal of Buffy studies. She is currently working toward her masters doing research hippotherapy and autism. One day, she hopes to also be able to write a scholarly piece on fandom campaigns, citing Legendary as a prime example.

Watching the Watchers: Power and Politics in Second Life (Part Two)

This is the second part of an account of recent events in Second Life written by Peter Ludlow, a long-time observer of virtual worlds, a professor in the Philosophy Department at Northwestern University, and the co-author, with Mark Wallace, of The Second Life Herald: The Virtual Tabloid Which Witnessed the Dawn of the Metaverse, published by the MIT Press. As with any other representation of complicated and controversial events, different people will have different perspectives on what happened and different assessments of the motives and actions of the people involved. The essay is presented here in the hopes of sparking discussions about the blurring of politics and fantasy in virtual worlds, a topic to which we will return in the next installment. Watching the Watchers

by Peter Ludlow

In 2008, a member of the Justice League quit and gave an interview to the Herald, detailing the operations of the Justice League, claiming that they were keeping massive intel on Second Life users, were abuse reporting people capriciously, sometimes successfully getting them banned without cause, and that members of Linden Lab were complicit in these operations. These charges were dismissed by the League. Tizzers Foxchase and the Woodbury kids needed the smoking gun if their charges were going to stick, and so they began to plot an infiltration operation.

Infiltrating the Justice League would not be easy. Clearly any friend links to Woodbury would raise red flags. Nor would it work to just create a new avatar and ask if it could join Woodbury. New avatars are dangerous for obvious reasons. What one needed was a clean avatar with a reasonable age on it. Kalel certainly knew that it would be a nightmare if details of his operations ever made it into the wrong hands. So whoever took ran the avatar would have to be special - someone who had a reasonable rez date on their avatar, no friendship links to Woodbury, and who could disarm the seemingly paranoid Kalel and pass as an anti-griefing do-gooder. In 2009, the Woodbury kids found just such a player.

Haruhi Thespian was an avatar without an agenda, and a certain kind of élan. As it turns out, she was a thespian in real life and an award winning improv actor. Perhaps she had just the right stuff to infiltrate the Justice League. One day she was chatting with the Woodbury kids and they asked if she would be willing to undertake the operation. Harui decided that it sounded like fun and Operation Wrong Hands was born.

Kalel shows Haruhi the JLU "command center"

Haruhi was quickly admitted into the Justice League, but there were lingering suspicions. One day it seemed to Harui that her cover had been blown:

13:57] Kalel Venkman: I have to admit I'm having trouble figuring you out.

[13:57] Kalel Venkman: You just seem like the perfect applicant, and that's just uncommon.

[13:58] Haruhi Thespian: hehe, is that a compliment?

[13:58] Kalel Venkman: Every now and then we get a really good one that hits all the marks.

[13:59] Kalel Venkman: Anyway, it's just so rare, it takes me by surprise when it happens.

[13:59] Haruhi Thespian: I dont know what to say hehe

[13:59] Haruhi Thespian: >.<

[14:00] Haruhi Thespian: I'm so good its Criminal? (quote from the anime Melancholy of Haruhi Suzumiya)

[14:01] Kalel Venkman: Sort of.

[14:01] Kalel Venkman: We've got a pile of people from Woodbury trying to sneak their way into the JLU, and on the whole they're not very clever.

[14:01] Kalel Venkman: If somebody did get in, it would have to be somebody who looked like as good an applicant as you do.

[14:02] Haruhi Thespian: it seems I've applied at a bad time >.<

[14:02] Haruhi Thespian: thats unfortunate

[14:02] Kalel Venkman: And at the same time, we've just gone through an episode with JB Hancroft.

[14:03] Kalel Venkman: Now he was a problem, because nobody trusted him, and everybody was afraid to say so.

[14:03] Kalel Venkman: And I had nagging doubts too, but I suppressed them, thinking it was just me.

[14:03] Haruhi Thespian: Its understandable I guess

[14:03] Kalel Venkman: Always listen to your gut feelings, Haruhi. They'll never steer you wrong.

[14:04] Haruhi Thespian: I'll take that advice to heart

While in chat with Kalel, Haruhi was also in skype with Tizzers Foxchase and other Woodbury students. Haruhi told them she thought her cover was blown. Tizzers suggested that Haruhi talk to Kalel about boy troubles. The misdirection worked.

[14:04] Haruhi Thespian: So... this is kinda awkward? hehe, I'm sorry

[14:06] Haruhi Thespian: Hey Kalel, can I ask you for some advice?

[14:06] Haruhi Thespian: its about RL boy troubles

[14:07] Kalel Venkman: Sure.

Days later, Haruhi downloaded the JLU wiki and posted it to the Woodbury IRC channel, and from there it was reposted to numerous locations on the Internet. Within days it had been reproduced all over the internet.

Haruhi gets access to the JLU database

In an interview given to the Herald after the fact, Haruhi described Kalel as a kind and loving man who thought he was doing good. How Haruhi was able to maintain the disconnect is far from clear. In comments to the interview a disgusted reader summed up his feelings about the act of betrayal: "this makes for really unappetizing reading. Ick.". Another reader offered that this is simply the price one has to pay for being a spy:

It's the nature of spying that those who find themselves in that role have to go to unpleasant places and do things that in normal circumstances they would balk at. ... Personally I take my hat off to Haruhi for being willing to carry out this role and to then show a sense of morality and decency in her subsequent actions.

Haruhi informs the JLU of her actions

Whatever the moral standing of Haruhi's actions, one thing is clear: Haruhi had opened a Pandora's Box.

The Justice League did not merely have a data base on Second Life users. It had a massive data base on Second Life users. It contained 1,700 pages of information and misinformation on users, ranging from chat logs, to presumed real life identities of avatars (including real life information), to a history of the abuse reports that they had filed -- and many many abuse reports had been filed.

Predictably, the content of the Justice League data base was posted on various web sites. Kalel, understandably furious, responded in a scattershot fashion by filing Digital Millennium Copyright Act take-down notices, bizarrely arguing that the chat logs etc were his intellectual property. When some Internet service providers complied, the materials were moved to safer havens in Canada and ultimately Montenegro. Woodbury sympathizers organized the material into a searchable database.

Meanwhile Herald editor Pixeleen Mistral began combing through the database and found example after example of disturbing revelations. Not only was she surprised to learn that she had been declared a griefer, but the claims of Linden complicity appeared to be supported. One particularly telling Wiki entry seemed to suggest that Linden employee Plexus Linden was revealing the real life identity of avatars.

Pixeleen published a series of stories to the Herald, including passages like the above. Then the other shoe dropped. Kalel filed a DMCA take-down notice against the Herald! Six Apart, which owns the Typepad blog hosting service used by the Herald, removed the material, apparently without giving any thought at all as to whether the charges were frivolous. Pixeleen would have to counterfile.

This was going to be no simple matter. Counterfiling would require Pixeleen to reveal her real life information, and she had guarded her privacy for years. Understandably so. Crossing people in Second Life can lead to real life stalking. As previous Herald editor Peter Ludlow had learned, angering someone with an article could lead to real life confrontations that ranged from angry phone calls from the United Arab Emirates to orchestrated campaigns by users to call his university and try to get him fired (not unlike what had happened to a Woodbury University instructor).

Pixeleen Mistral was a petite 20 something female avatar with a sharp fashion sense and a bit ditzy on technical matters. Her typist, turned out to be Duke University computer scientist Mark McCahill, who in addition to being male, 6'5'' tall, and having no apparent fashion sense at all, had been team leader in the development of the Gopher search program, team leader in the development of POPmail, and had worked with Tim Berners-Lee on the protocols for the World Wide Web. He was one of the gods of the Internet. He was also going to have to out himself.

Tizzers' alt and Pixeleen Chat (Intlibber Brautigan stands behind Tizzers)

Legally, if you file a DMCA counter notice, the service provider is required by law to restore the missing material in 14 working days. Several weeks after filing the counter claim McCahill contacted Typepad and asked them why they hadn't restored the material. They responded that they had lost it and couldn't restore it. McCahill of course had backed up the material, but disgusted, he moved the Herald from Typepad to another service.

As of today, this is where matters stand. Second Lifers continue to pour over the leaked materials, Kalel continues to file bogus DMCA actions, and feeble service providers like Typepad continue to enforce them.

It's a sad state of affairs on many levels, not least because of what it says about our future in both the real and virtual worlds. How does this keep happening to us? Even in play are we condemned to be "defended" by institutions that overreact to evil and effectively become a greater danger than what they are trying to defend us from?

One cannot help but think of George W. Bush when reading Haruhi's account of Kalel Venkman. A good hearted guy who "trusted his gut", and decided he needed to protect us from some distant and obscure and poorly defined axis of evil, constructed out of a kind of guilt by association. A guy who would turn the place he cares about and wants to protect into a massive surveillance state. A guy who would recklessly apply laws in ways for which they were not intended, and a guy who just did not no how to back off or change his mind when it was clear that the only sane thing to do was to stop digging. And must it always be the case that the institutions that we rely on for communication and other infrastructure needs will roll over at the drop of a hat, forever opting to side with the censor whatever the legal position of the censor?

And then too one has to wonder how much more dangerous our world is because of people like Kalel and George W. Bush. Tizzers once confided to Pixeleen that the only way he kept the Woodbury crew together and engaged was by giving them an enemy to fight against: Kalel. Is it not at least equally plausible that what enemies we have are held together and galvanized by enemies like George W. Bush? - people with no sense of proportion and who fight blindly, not caring about the effectiveness of their methods or the innocents that are harmed along the way.

In the end, this isn't a story about the virtual world imitating the real world, nor is it a story about how the real world imitates the virtual world. The problem is that neither the real world nor the virtual worlds are prior. They both seem to bubble up from some deep dark corner of the human mind. These events aren't really about games or virtual spaces. The events are really about us and who we are.

Don't Miss Transmedia, Hollywood Conference March 16

Transmedia, Hollywood: S/Telling the Story is a one-day public symposium exploring the role of transmedia franchises in today's entertainment industries. Transmedia, Hollywood turns the spotlight on media creators, producers and executives and places them in critical dialogue with top researchers from across a wide spectrum of film, media and cultural studies to provide an interdisciplinary summit for the free interchange of insights about how transmedia works and what it means. Co-hosted by Denise Mann and Henry Jenkins, from UCLA and USC, two of the most prominent film schools and research centers in Los Angeles, Transmedia, Hollywood will take place Tuesday, March 16, 2010, on the eve of the annual Society of Cinema & Media Studies conference, the field's most distinguished gathering of film and media scholars and academics (March 17--21, 2010) in Los Angeles.

By coinciding with SCMS, Transmedia, Hollywood hopes to reach the widest possible scholarly audience and thus create a lasting impact in the field. It will give cinema and media scholars from around the world unprecedented access to top industry professionals and insight into their thinking and practices.

Mission

Transmedia, Hollywood: S/Telling the Story

As audiences followed stories as diverse as Heroes, Lost, Harry Potter, and Matrix, from one format to another--from traditional television series or films into comics, the Web, alternate reality or video games, toys and other merchandise--Hollywood quickly adopted the academic term "transmedia" and began plastering it above office doors to describe this latest cultural phenomenon. This is not to say that convergent culture and transmedia storytelling are new concepts; instead, the emergence of convergence can be traced to the 19th century when a Barnum and Bailey-style mode of entertainment first took hold, maturing in the mid-1950s with Walt Disney's visionary multi-platform, cross-promotional, merchandising extravaganza known as Disneyland.

Since then, Hollywood has created countless new transmedia titles, everything from Batman to Star Wars - an evolution only accelerated by the advent of digital convergence. While transmedia, in one way, vindicates the logic of the integrated media conglomerate and activates the synergies long hoped for by the captains of industry in charge of Hollywood's six big media groups, it may also prove to be more than they bargained for. Engaged, "lean-forward" consumers--coveted by advertisers and entertainers alike--are not content simply to watch traditional media but rather, they produce their own videos, remix other people's work, seek out those who share their interests, forging concordances and wiki's, fan fiction, and various forms of interactivity that are still in their infancy and that corporate Hollywood is just beginning to explore. Copyright law, guild rules, and the conventions of audience quantification are frequently operating at cross-purposes with these new, expansive sets of cultural-industrial practices. As the demise of the music industry shows, active audiences and technological advances can create an explosive combination, powerful enough to bring down an entire industry. The entertainment industry wants to embrace this new, active consumer while ensuring its own survival by seeking to recreate familiar rules of what is considered "valuable" and "entertainment" within traditional business models.

Transmedia, Hollywood turns the spotlight on media creators, producers and executives and places them in critical dialogue with top researchers from across a wide spectrum of film, media and cultural studies to provide an interdisciplinary summit for the free interchange of insights about how transmedia works and what it means.

Schedule

Tuesday, March 16, 2010

9:15--9:45 am

Registration

9:45--10:00 am

Welcome and Opening Remarks

Denise Mann, Associate Professor, Producers Program, UCLA School of Theater, Film and Television

Henry Jenkins, Provost's Professor of Communication, Journalism and Cinematic Arts, Annenberg School of Communication, USC

10:00--11:50 AM

Panel 1: "Reconfiguring Entertainment"

This panel brings together visionaries, people who think deeply about our experiences of play, fun, and entertainment, people whose expertise is rooted in a range of media (games, comics, film, television) to think about the future of entertainment as a concept. Transmedia designers often use the term, "mythologies," to describe the kinds of information rich environment they seek to build up around media franchise and deploy the term, "Bibles," to describe the accumulated plans for the unfolding of that serial narrative. Both of these terms link contemporary entertainment back to a much older tradition. So, are we simply talking about a largely timeless practice of storytelling as it gets relayed through new channels and platforms? Or are we seeing the emergence of new modes of expression, new kinds of experiences, which are only possible within a converged media landscape? What does it mean to have "fun" in the early 21st century and will this concept mean something different a decade from now? In what ways will the desire to produce and consume such experiences reconfigure the entertainment industry or conversely, how will the consolidation of media ownership generate or constrain new forms of popular culture? What models of media production, distribution, and consumption are implied by these future visions of entertainment?

Moderator: Henry Jenkins

Panelists: Mimi Ito, Associate Researcher, University of California Humanities Research Institute (Engineering Play: A Cultural History of Children's Software; Hanging Out, Messing Around, and Geeking Out: Kids Living and Learning With New Media; Personal, Portable, Pedestrian: Mobile Phones in Japanese Life)

Diane Nelson, President, DC Entertainment

Nils Peyron, Executive Vice President and Managing Partner, Blind Winks Productions

Richard Lemarchand, Lead Designer, Naughty Dog Software (Uncharted: Drake's Fortune; Uncharted 2: Among Thieves)

Jonathan Taplin, Professor, Annenberg School for Communication and Journalism, University of Southern California; CEO, Intertainer.

John Underkoffler, Oblong, G-Speak (Technical Advisor for Iron Man, Aeon Flux, Hulk, Taken, and Minority Report)

12:00--1:50 PM

Panel 2: "ARG: This is Not a Game.... But is it Always a Promotion?"

Using a collective intelligence model disguised as play, Alternate reality games, or ARGs, give any individual with a computer a means of problem-solving anything from global warming to the true meaning of the Dharma Institute conspiracy. ARGs also give instant "geek cred" to marketers from stuffy firms like Microsoft and McDonalds tasked with selling consumer goods to the Millennials. Are these elaborate scavenger hunts, which send players down an endless series of rabbit-holes in search of clues, teaching them how to think collectively or are they simply the latest in a long series of promotional tools designed to sell products to tech-savvy consumers? Unlike regular computer games, ARGS engage a multitude of players using a multitude of new technologies and social media formats--sending clues via Web sites, email, or just as likely, by means of an old-fashioned phone booth in some dusty, small town in Texas. For ARG creators, the new entertainment format represents rich, new storytelling opportunities, according to Joe DiNunzio, CEO of 42 Entertainment (AI, Halo 2, Pirates of the Caribbean: Dead Man's Chest). However, for the big six media groups, the primary purpose of ARGs is promotional--a new-fangled way of selling Spielberg's AI (The Beast), WB's Dark Knight, Microsoft's Halo 2 (ilovebee's), or ABC's Lost (The Lost Experience). In other words, are ARGs simply a novel new way for the big six media groups to prompt several million avid fans to start beating the promotional drum on behalf of their favorite movie, TV series, or computer game or do they represent a new way of harnessing revolutionary thinking? In this panel, ARG creators, entertainment think-tank consultants, and media scholars will debate the social vs. commercial utilities associated with this latest form of social engagement.

Moderator: Denise Mann

Panelists: Ivan Askwith, Director of Strategy, Big Spaceship (clients include NBC, A&E, HBO, EPIX, Second Life, and Wrigley)

Will Brooker, Associate Professor, Kingston University, UK (Star Wars; Alice's Adventures: Lewis Carroll in Popular Culture; The Bladerunner Experience; Using the Force; Batman Unmasked)

Steve Peters and Maureen McHugh, Founding Partners, No Mimes Media (Watchmen, The Dark Knight, Nine Inch Nails, Pirates of the Caribbean II)

Jordan Weisman, Founder, Smith & Tinker (The Beast, I Love Bees, Year Zero)

2:00--3:00 PM

Lunch Break

3:00--4:50 PM

Panel 3: "Designing Transmedia Worlds"

Transmedia entertainment relies as much on world-building as it does on traditional storytelling. Transmedia practices use the audience's fascination with exploring its richly detailed world (and its attendant mythology) to motivate their activities as they seek out and engage with content which has been dispersed across the media landscape. Recent projects, such as Cloverfield, True Blood, and District 9, have relied on transmedia strategies to generate audience interest in previously unknown fictional universes, often combining promotional and expositional functions. Derek Johnson has argued that these fictional worlds are "over-designed," involving much greater details in their conceptual phase than can be exploited through a single film or television series. This "overdesign" emergences through new kinds of collaborations between artists working both for the "mother ship," the primary franchise, and those working on media extensions, whether games, websites, "viral" videos, even park benches. In this new system, art directors and script writers end up working together in new ways as they build up credible worlds and manage complex continuities of information. What does it mean to talk about fictional worlds? How has this altered the processes behind conceptualizing, producing, and promoting media texts? What new skills are emerging as production people learn to introduce, refine, and expand these worlds through each installment of serial media texts? And how do they manage audience expectations that they will continue to learn something more about the world in each new text they consume? What does each media platform contribute to the exploration and elaboration of such worlds?

Moderator: Henry Jenkins

Panelists: David Bisbin, Art Director/Production Designer (Twilight, New Moon, The Day the Earth Stood Still, Drug Store Cowboy)

Danny Bilson, THQ (The Rocketeer, Medal of Honor, The Flash, The Sentinel)

Derek Johnson, Assistant Professor, University of North Texas

R. Eric Lieb, Partner in BlackLight Media; Former Editor-in-Chief, Atomic Comics; Former Director of Development, Fox Atomic (Jennifer's Body; I Love You Beth Cooper; 28 Weeks Later)

Laeta Kalogridis, Screenwriter (Shutter Island, Night Watch, Lara Croft: Tomb Raider, Battle Angel); Executive Producer (Birds of Prey, Bionic Woman)

Marti Noxon, Executive Producer/Writer (Buffy the Vampire Slayer; Prison Break; Grey's Anatomy; Mad Men)

Louisa Stein, Head of TV/Film Critical Studies Program, San Diego State University (Limits: New Media, Genre and Fan Texts; Watching Teen TV: Text and Culture)

5:00--6:50 PM

Panel 4: "Who Let the Fans In?: 'Next-Gen Digi-Marketing'"

Most Hollywood marketing campaigns remain overly reliant on expensive broadcast television commercials to reach a large cross-section of the audience despite growing evidence that avid fans are capable of generating powerful word of mouth. In the decade since The Blair Witch Project's website became a model for engaging a core audience by creating awareness online, a new generation of marketing executives has emerged, challenging the effectiveness of top-down strategies and advocating "bottom-up," social media marketing. By fusing storytelling and marketing--ranging from ABC's low-tech, user-generated aesthetic in "Lost Untangled" to Crispin, Porter + Bogusky's polished, eye-candy approach to selling Sprite in its "sublymonal advertising" campaign--this next generation of web marketers has upended previous notions about where content ends and the ad begins. Having grown up reading Watchman comics, playing Sims, and surfing the Web for like-minded members of their consumer tribe, these new media professionals come armed with the knowledge of what it means to be a fan; as a result, they are refashioning the processes and structures that inform the relationship between audience members and the culture industry--forcing today's media conglomerates to adapt to the new realities of the cultural-industrial complex while also ensuring their own survival. Gen-Y consumers' sophisticated understanding of, but less contentious relationship with brand marketing, invites today's media marketers to embrace a revolutionary mode of selling that may impact copyright law, guild agreements, professional standards, and the global labor market. What is the future of entertainment? Will the Internet be run by top-down mid-media corporate owners or bottom-up Web-bloggers or some yet to be realized combination of both?

Moderator: Denise Mann

Panelists: Emmanuelle Borde, Senior Vice-President, Digital Marketing, Sony Imageworks Interactive (digital campaigns for Spiderman, 2012, Crouching Tiger/Hidden Dragon)

John Caldwell, Professor, UCLA Department of Film, TV, Digital Media (Production Studies: Cultural Studies of Film/Television Work Worlds; Production Culture: Industrial Reflexivity and Critical Practice in Film/Television; New Media: Theories and Practices of Digitextuality; Televisuality: Style, Crisis, and Authority in American Television)

Alan Friel, Partner, Wildman, Harrold, Allen & Dixon LLP

John Hegeman, Chief Marketing Office, New Regency Productions (marketing campaigns for Saw 1 & 2, Crash at Lionsgate; The Blair Witch Project at Artisan)

Roberta Pearson, Professor, University of Nottingham (Reading Lost; Cult Television; The Many Lives of Batman: Critical Approaches)

Steve Wax, Co-founder and Managing Partner, Campfire (HBO's True Blood, Audi's The Art of the Heist; Discovery Channel's Shark Week marketing adventure, Frenzied Waters).

7:00 PM

Reception

Lobby, USC Cinematic Arts Complex

Location

Ray Stark Family Theatre, SCA 108, USC Cinematic Arts Complex, Los Angeles http://cinema.usc.edu/assets/047/10153.pdf

Registration

Faculty/Students:

Event is free for faculty and students of accredited institutions. Registration includes conference badge and continental breakfast. Valid university I.D. is required for admission.

General Public:

Tickets for the general public are $25. Registration includes conference badge and continental breakfast.

To register and for more information, please go to: www.tft.ucla.edu/transmedia-conference

How to Get Academic Credit While Attending San Diego Comic-Con: An Interview With Matthew J. Smith

Today, I wanted to share with you a fascinating experiment in media education which is conducted each year as part of the San Diego Comic-Con. I've written about the centrality of Comic-Con as a meeting point between fans and producers and as a site where academics interested in promoting the study of comics co-exist side by side with dealer's rooms and discussions with comics creators. This past year, I had a chance to consult with two students who were part of a program being offered by Matthew J. Smith, a comics scholar who teaches classes in media studies at Wittenberg University in Springfield, OH. Every year, he organizes a team of students who conduct individual and collective ethnographic projects trying to make sense of the complexity and diversity of Comic-Con. He's now in the process of recruiting students for this year's program so I told him I'd help him spread the word. What follows is an interview with Smith about his ethnographic instruction and about the culture of Comic-Con. At the end, I tell you where you can go to be considered as a recruit for this educational program.

Can you give me some sense of the approach you take to teaching ethnographic research on the ground at Comic-Con?

Students are responsible for several readings before they get to San Diego, so that we can have an informed discussion about ethnographic tools when we meet. But from our first night onward, students are thrown into the deep end of the pool, being asked to record observations and make modest interpretations starting with "Preview Night" on the floor of the convention hall floor. Thereafter, there's a good deal of note taking, and of course talking through observations and constructing interpretations with peers in daily "Breakfast Briefings." After the first few days, students are encouraged to compliment their observations by doing interviews with informants. Some students find their individual topics evolving as we progress through the week, which is just fine with me! However, they do have a week to process the experience and think through their material more before their final narratives are due.

What goals do you set for your participants?

My primary goal is to help students become more media literate for having had the experience. Popular culture is created and marketed with them in mind. If nothing else, I really want them to be aware of their role in this process and exercise greater agency in their future interactions with it.

In addition, I'd like students to realize that they can discover meaning through ethnographic methods. I don't think that the tools of ethnography are taught as widely as they should be and this is an opportunity to expose students to them in what is essentially a laboratory setting.

Comic-Con has emerged as perhaps the most important interfaces between the entertainment industry and the public. What shifts have you and your students noticed in terms of the industry's engagement with fans in recent years?

What stands out to me is the way in which Con is now a multi-media experience in and of itself. I'm not just talking about the multiple media industries that are represented on site, but the way that Con is experienced by both those who are physically there--supplemented by constant Twittering, for example--and also by those who are elsewhere around the country. I return from San Diego feeling like one of the fortunate few who get to attend the Super Bowl, as friends and colleagues come up to me and say, "I saw Con on TV (or read about it online or got the feed) and knew you were there." For that moment, I am the coolest person in the room.

Within the more than 100,000 people gathered at Comic-Con, there are representatives of a broad range of different fan subcultures. How do you and your students deal with the diversity of different fan interests represented?

Some students find the scale overwhelming for the first few days. Given so much to process, I encourage students to focus their individual projects on areas of interest to their individual intellectual interests or pop culture tastes (e.g., Marvel Comics panels). With some filters in place, the stimuli become a bit more manageable. However, I love it when students start to look out for things for one another. Often at our "Breakfast Briefings" they begin to ask one another if they are aware of this event or that person's signing appearance in the hall latter in the day. These moments of overlapping interest really make us a learning community within the 100,000 person crowd.

Many attending the con now beline to the major presentations in Hall H and Hall 20. Yet, this is only the tip of the iceberg of what goes on at Comic-Con. What aspects of Comic-Con culture have emerged through your collaborative research efforts that we would miss if the focus was only on the major events?

Where to start!? My students have found nooks and crannies of popular culture that I would not have thought to explore in twenty trips to Con. Let me share a small sample of some of the project titles to give you a sense of what they have focused on in the past:

• Twitter as a Means of Direct Dialogue between Creators & Fans

• Aggressive Marketing & its Impact on Consumers at San Diego Comic Con

• "State Your Name and Your Purpose": The Talk of Marvel Comics Fans

• Fanbois at Comic-Con: Queer Consumer/Producer Interface & the Intransitive Writing of Comics

• Hollywood Comes to Comic-Con International: An Examination of Glamour & Glitz

• Video Games: On the Bottom Looking Up

Comic-Con is one of the most racially diverse fan gatherings I've ever attended. Has your research offered any insights into how and why this con attracts more minority participants than most other fan gatherings?

In three years my students have initiated eighteen different projects, and while a number have investigated demographics like gender and sexual orientation, none have addressed race explicitly. It's a great topic that some student could investigate this summer! My own impression is that California's diversity helps set up the climate for Con's diversity. Beyond that, is it that popular culture fans judge you by your interests first and not the color of your skin?

There has been a dramatic increase of female attendees at Comic-Con in recent years, partially in response to Twilight and True Blood, and this has generated some tensions with long-time attendees. What insights has your team's research yielded into these sources of friction?

I'm waiting for the student who wants to tackle this project! Over the last two years my students and I have certainly noted the outright hostility directed towards the Twilighters and found ourselves at a loss for how one minority (the comics fan) can turn on another. Is it anger at the encroachment of Hollywood on the Con finding an outlet at long last? Is it a matter of gender? Is it that the cross-over between interests doesn't quite overlap as much as other groups present (e.g., a video gamer can also be a comics fan)? I hope we have a student or two who will want to tackle these kinds of questions this summer.

Your students give a public presentation of their findings every year as part of the Con. How has the Comic-Con community responded to their representations of their norms and practices? How does this public presentation impact the kinds of work your students do?

The reception for my students has been tremendous. Whereas most academic presentations are lucky to draw an audience larger than the number of presenters behind the dais, my students typically draw a crowd of 80+ curious minds. The best audience members are those who want to challenge or extend my students' claims, weighing their own perceptions against those of my students. I love to see that kind of interaction as the students are challenged to either further defend their conclusions or engage in expanding/refocusing their thoughts. I think knowing that a public presentation is an integral part their task focuses their work for the week that we are there and makes them accountable to an audience of more than just me as the instructor.

Critics might argue that the duration of a con is not sufficient time to really immerse yourself into any kind of rich cultural community and that there are serious problems with performing "instant ethnography." What do you see as the strengths and limits of the work your team does each year?

That's entirely a fair critique. I try to keep the course from making the pretension that it is the only course in ethnography one would ever need. To the contrary, I explicitly state that this experience is a mere appetizer meant to whet one's appetites for more and richer ethnographic projects in the future. In Communication Studies in particular, I see a lot of programs where students are typically trained as either survey administers or rhetorical critics, and I want to introduce them to another viable way of coming to know the world around them.

What qualifications are you looking for from prospective students in your program?

There are no academic prerequisite, per se, other than that one be currently enrolled in an undergraduate or graduate program and in good academic standing at one's home institution (which usually means minimally a 2.0 cumulative higher grade point average). The course is really designed to be introductory in its approach, although I've had graduate students participate each year who report learning something new. Beyond that, I've found that the most successful students are intellectual curious, open-minded, and willing to work hard. The experience is intensive: Students find themselves on the go for five consecutive days and that takes stamina. Even so, it is terrifically rewarding to come to the end of the experience and know that you discovered something new about culture and its exercise.

Matthew J. Smith teaches courses in media studies at Wittenberg University in Springfield, OH, including "Graphic Storytelling: Comic Books as Culture," "The Graphic Novels of Alan Moore," and a week-long field study at Comic-Con International each summer (details of the latter may be found at www.powerofcomics.com/fieldstudy). In 2009, Wittenberg University's Alumni Association recognized him with its Distinguished Teaching Award. Along with Randy Duncan, he is co-author of The Power of Comics: History, Form & Culture (Continuum, 2009), a textbook for college-level comics arts studies courses. The two are also editing the forthcoming Comics Criticism: Methods and Applications.

The Field Study at Comic-Con

Earn academic credit while studying the dynamics of marketing and fan culture at the largest comic arts event on the continent, July 21-25, 2010.

For complete program details and costs go here.

Application deadline is March 1, 2010

The Revenge of the Origami Unicorn: Seven Principles of Transmedia Storytelling (Well, Two Actually. Five More on Friday)

Across the next two weeks, we will be rolling out the webcast versions of the sessions we hosted during the recent Futures of Entertainment 4 conference held last month at MIT. (see Monday's post for the session on Grant McCracken's Chief Culture Officer). Many of the conference sessions were focused around the concept of transmedia entertainment. The team asked me to deliver some opening remarks at the conference which updated my own thinking about transmedia and introduced some basic vocabulary which might guide the discussion. My remarks were largely off the cuff in response to power point slides, but I am making an effort here to capture the key concepts in writing for the first time. You can watch the recording of the actual presentation here and/or read along with this text.

Many of these ideas were informed by the discussions I've been having all semester long within my Transmedia Storytelling and Entertainment class at the University of Southern California.

Revenge of the Oragami Unicorn: Seven Core Concepts of Transmedia Storytelling

[Electronic Arts game designer] Neil Young talks about "additive comprehension." He cites the example of the director's cut of Blade Runner, where adding a small segment showing Deckard discovering an origami unicorn invited viewers to question whether Deckard might be a replicant: "That changes your whole perception of the film, your perception of the ending...The challenge for us, especially with the Lord of the Rings is how do we deliver that one piece of information that makes you look at the films differently?" -- Henry Jenkins, Convergence Culture: Where Old and New Media Collides (2006).

I first introduced my concept of transmedia storytelling in my Technology Review column in 2003 and elaborated upon it through the "Searching for the Oragami Unicorn: The Matrix and Transmedia Storytelling" chapter in Convergence Culture. For me, the origami unicorn has remained emblematic of the core principles shaping my understanding of transmedia storytelling, a kind of patron saint for what has emerged as increasing passionate and motivated community of artists, storytellers, brands, game designers, and critics/scholars, for whom transmedia has emerged as a driving cause in their creative and intellectual lives. We all have somewhat different definitions of transmedia storytelling and indeed, we don't even agree on the same term - with Frank Rose talking about "Deep Media" and Christy Dena talking about "Cross-media."

As Frank has put it, same elephant, different blind men. We are all groping to grasp a significant shift in the underlying logic of commercial entertainment, one which has both commercial and aesthetic potentials we are still trying to understand, one which has to do with the interplay between different media systems and delivery platforms (and of course different media audiences and modes of engagement.)

Whatever we call it, transmedia entertainment is increasingly prominent in our conversations about how media operates in a digital era - from recent books (such as Jonathon Gray's Show Sold Seperately: Promos, Spoilers, and Other Media Paratexts and Chuck Tryon's Reinventing Cinema: Movies in the Age of Media Convergence) to dedicated websites (such as the Narrative Design Exploratorium which has been running a great series of interviews with transmedia designers and storytellers) and websites created by transmedia producers, such as Jeff Gomez, to explain the concept to their clients. We are seeing senior statesmen across multiple disciplines - from David Bordwell in film studies to Don Norman in design research - weigh in on the aesthetics and design of transmedia experiences. All of this influx of new interest invites us to pull back and lay out some core principles that might shape our development or analysis of transmedia narrative and to revise some of our earlier formulations of this topic.

Six years ago, fans and critics were shocked at the idea of transmedia as they first encountered what the Wachowski Brothers were doing around The Matrix. Now, there is almost a transmedia expectation, as occurred when fans of Flash Forward complained recently because the series introduced a Url on the air and then only provided impoverished extensions to those fans who tracked down the link. Have we reached the point where media franchises are going to be judged harshly if they do not sustain our hunger for transmedia content?

Let me start with the following definition of transmedia storytelling as an operating principle: "Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story." Some of what I will say here will complicate this conception of a "unified and coordinated entertainment experience," as we factor in the unauthorized, grassroots expansion of the text by fans or consider the ways that franchises might value diversity over coherence in their exploration of fictional worlds.

We should be clear that narrative represents simply one kind of transmedia logic which is shaping the contemporary entertainment realm. We might identify a range of others - including branding, spectacle, performance, games, perhaps others - which can operate either independently or may be combined within any given entertainment experience. During the conference, Nancy Baym asked us to think about when and how music has gone transmedia. We struggled to come up with examples - everyone of course immediately latched onto the ARG created around the Nine Inch Nails; I proposed the Comic Book Tatoo where artists and writers used Tori Amos songs as their inspiration. The question looks different, though, if we ask about transmedia performance, because most contemporary musical artists perform across multiple media - minimally live and recorded performance, but also video and social network sites and twitter and...

We might also draw a distinction between transmedia storytelling and transmedia branding, though these can also be closely intertwined. So, we can see something like Dark Lord: The Rise of Darth Vader as a extension of the transmedia narrative that has grown up around Star Wars because it provides back story and insights into a central character in that saga. (Thanks to Geoffrey Long for this example) By comparison, a Star Wars breakfast cereal may enhance the franchise's branding but it may have limited contribution to make to our understanding of the narrative or the world of the story. The idea that Storm Troopers might be made of sugar sweet marshmellow bits probably contradicts rather than enhances the continuity and coherence of the fictional world George Lucas was creating.

Where does this leave the Star Wars action figures? Well, they represent resources where players can expand their understanding of the fictional world through their play. Minimally, they enhance transmedia play, but in so far as coherent stories emerge through this play, they may also contribute to the expansion of the transmedia story. And indeed, writers like Will Brooker and Jonathon Gray have made compelling arguments for the specific ways these toys expanded or reshaped the transmedia narrative, adding, for example, to the mystique around Boba Fett.

While we are making distinctions, we need to distinguish between adaptation, which reproduces the original narrative with minimum changes into a new medium and is essentially redundant to the original work, and extension, which expands our understanding of the original by introducing new elements into the fiction. Of course, this is a matter of degree - since any good adaptation contributes new insights into our understanding of the work and makes additions or omissions which reshape the story in significant ways. But, I think we can agree that Lawrence Olivier's Hamlet is an adaptation, while Tom Stoppard's Rosencranz & Guildenstern Are Dead expands Shakespeare's original narrative through its refocalization around secondary characters from the play.

My own early writing about transmedia may have over-emphasized the "newness" of these developments, excited as I was to see how digital media was extending the potential for entertainment companies to deliver content around their franchises. Yet, Derrick Johnson has made strong arguments that the current transmedia moment needs to be understood in relation to a much longer history of different strategies for structuring and deploying media franchises. Indeed, when I head to University of Southern California each morning to teach, I am given a forceful reminder of these earlier stages in the evolution of transmedia entertainment in the form of a giant statue of Felix the Cat which has sat atop a local car dealership since the 1920s and has become a beloved Los Angeles landmark. Felix, as Donald Crafton, has shown us was a transmedia personality, whose exploits moved across the animated screen and comics to become the focus of popular music and merchandising, and he was one of the first personalities to get broadcast on network American television. We might well distinguish Felix as a character who is extracted from any specific narrative context (given each of his cartoons is self-contained and episodic) as opposed to a modern transmedia figure who carries with him or her the timeline and the world depicted on the "mother ship," the primary work which anchors the franchise. As I move through this argument, I will connect transmedia to earlier historical practices, trying to identify similarities and differences along the way.

1. Spreadability vs. Drillability

At last year's Futures of Entertainment conference, we unrolled the concept of "spreadability" which is the central focus of my next book, which is now being written with Sam Ford and Joshua Green. Spreadability refered to the capacity of the public to engage actively in the circulation of media content through social networks and in the process expand its economic value and cultural worth. Writing in response to that argument, Jason Mittell has proposed a counterveiling principle, what he calls "drillability" which has some close connection to Neil Young's concept of "additive comprehension" cited above. Mitell's discussion of drillability is worth quoting at length here:

"Perhaps we need a different metaphor to describe viewer engagement with narrative complexity. We might think of such programs as drillable rather than spreadable. They encourage a mode of forensic fandom that encourages viewers to dig deeper, probing beneath the surface to understand the compleity of a sotry and its telling. Such programs create magnets for engagement, drawing viewers into the storyworlds and urging them to drill down to discover more...The opposition between spreadable and drillable shouldn't be thought of as a hierarchy, but rather as opposing vectors of cultural engagement. Spreadable media encourages horizontal ripples, accumulating eyeballs without necessarily encouraging more long-term engagement. Drillable media typically engage far fewer people, but occupy more of their time and energies in a vertical descent into a text's complexities."

A key phrase here may be "necessarily" since we've seen that helping to spread the message may well be central to enhancing viewer engagement and may encourage further participation - as we've seen in the past few weeks where the release of Susan Boyle's album, more than six months after the participatory circulation of her original video, has broken sales records this year, swamping by something like seven to one the release of an album by American Idol winner Adam Lambert.

Yet, Mittell invites us to think of a world where many of us are constantly scanning for media franchises that interest us and they drilling down deeper once we find a fiction that captures our imagination. Both potentials may be built into the same transmedia franchise, yet they represent, as he suggests, different dimensions of the experience, and there may well be cases where a franchise sustains spreadability without offering any real depth to drill into or offers depth and complexity without offering strong incentives to pass it along through our social networks. More work needs to be done to fully understand the interplay between these two impulses which are shaping current entertainment experiences.

2. Continuity vs. Multiplicity

I mentioned earlier that some of my recent thinking about transmedia starts to challenge the idea of a "unified experience" which is "systematically" developed across multiple texts. It is certainly the case that many transmedia franchises do indeed seek to construct a very strong sense of "continuity" which contributes to our appreciation of the "coherence" and "plausibility" of their fictional worlds and that many hardcore fans see this kind of "continuity" as the real payoff for their investment of time and energy in collecting the scattered bits and assembling them into a meaningful whole. We can see the elaborate continuities developed around the DC and Marvel superheroes as a particular rich example of the kind of "continuity" structures long preferred by the most dedicated fans of transmedia entertainment.

Yet, if we use these comic book publishers as a starting point, we can see them pushing beyond continuity in more recent publishing ventures which rely on what I described in my contributions to Third Person as a logic of "multiplicity." So, for example, we can see Spider-Man as part of the mainstream continuity of the Marvel universe, but he also exists in the parallel continuity offered by the Ultimate Spider-Man franchise, and we can see a range of distinctly separate mini-franchises, such as Spider-Man India (which sets the story in Mumbai) or Spider-Man Loves Mary Jane (which stands alone as a romance comic series for young female readers). And indeed, some of these experiments - Spider-Man India, the DC Elseworlds series - use multiplicity - the possibility of alternative versions of the characters or parallel universe versions of the stories - as an alternative set of rewards for our mastery over the source material.

Multiplicity allows fans to take pleasure in alternative retellings, seeing the characters and events from fresh perspectives, and comics publishers trust their fans to sort out not only how the pieces fit together but also which version of the story any given work fits within. We can compare this with the laborious process the producers had to go through to launch the recent Star Trek film, showing us that it does indeed take place in the same universe as the original and is part of the original continuity, but the continuity has to be altered to make way for the new performers and their versions of the characters.

This pleasure in multiplicity is not restricted to comics, as is suggested by the recent trend to take works in public domain, especially literary classics, and mash them up with more contemporary genres - such as Pride and Predjudice and Zombies, Sense and Sensibility and Sea Monsters, or Little Women and Werewolves.

The concept of multiplicity paves the way for us to think about fan fiction and other forms of grassroots expression as part of the same transmedia logic - unauthorized extensions of the "mother ship" which may nevertheless enhance fan engagement and expand our understanding of the original. For those franchises where there is a strong desire to police and preserve continuity, fan fiction can be experienced by producers as a threat, something which may disrupt the coherence of their unfolding story, but where we embrace a logic of multiplicity, they simply become one version among many which may offer us interesting insights into who these characters are and what motivates their behavior.

In my class and at the conference, this concept of multiplicity has been experienced as liberating, allowing us to conceive of alternative configurations of transmedia, and lowering some of the anxiety about making sure every detail is "right" when collaborating across media platforms. My key point, though, would be that there needs to be clear signaling of whether you are introducing multiplicity within the franchise, as well as consistency within any given "alternative" version of the central storyline.

TO BE CONTINUED

He's BA-A-A-ACK!

My blog, begun at MIT some years ago, has now successfully relocated onto USC servers. And so I am now going to return to my normal blogging activities. As I do so, I wanted to use this first post to play catch up on a number of recent developments around projects that I am involved with, so today will feel like a series of announcements (many of which you already know if you are following me on Twitter).

New Media Literacies Conference

Project New Media Literacies is collaborating once again with the fine folks at Home Inc. to put together a conference, back at MIT, on new media literacy as a "21st century skill" on Oct. 24 2009. The key note speaker will be Alan November.

Here's his bio:

November is an international leader in education technology. He began his career as an oceanography teacher and dorm counselor at an island reform school for boys in Boston Harbor. He has been director of an alternative high school, computer coordinator, technology consultant, and university lecturer. He has helped schools, governments and industry leaders improve the quality of education through technology and was named one of the nation's fifteen most influential thinkers of the decade by Classroom Computer Learning Magazine. In 2001, he was listed as one of eight educators to provide leadership into the future by the Eisenhower National Clearinghouse. In 2007 he was selected to speak at the Cisco Public Services Summit during the Nobel Prize Festivities in Stockholm, Sweden. His writing includes numerous articles and best-selling book, "Empowering Students with Technology". Alan was co-founder of the Stanford Institute for Educational Leadership Through Technology and is most proud of being selected as one of the original five national Christa McAuliffe Educators.

November will be speaking about "Digital Nation - Education in Transition to 21st Century Learning." Other participants will include Erin Reilly, the Research Director for Project New Media Literacies; Jenna McWilliams, formerly the curriculum development specialist on our team, now at Indiana University's Learning Sciences Program; Chris Sperry from Project Look Sharp; Home Inc's Alan Michel; Wheelock College's Susan Owusu and Bill Densmore from the Media Giraffe Project. I wish I was going to be there, since I've very much enjoyed participating in other events in this series, but I am committed elsewhere over those dates. Here's where you can go to register.

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Futures of Entertainment 4 Conference

The Convergence Culture Consortium is really kicking into high gear as it is getting ready for our Fourth Futures of Entertainment Conference, which is going to be held at MIT on November 20-21 2009. I am going to be the opening speaker of the first day which centers on issues of transmedia entertainment. Speakers already booked include:

* DAVID BAUSOLA - Co-founder of Ag8

* NANCY BAYM- University of Kansas

* BRIAN CLARK - Partner and CEO, GMD Studios

* STEPEHN DUNCOMBE - NYU

* DAN GOLDMAN - Illustrator of Shooting War (Grand Central Publishing [US] and Weidenfeld & Nicolson [UK])

* NOESSA HIGA - Visionaire Media

* JENNIFER HOLT - UC Santa Barbara

* VICTORIA JAYE - Acting Head of Fiction & Entertainment Multiplatform Commissioning, BBC

* HENRY JENKINS-USC

* DEREK JOHNSON - University of North Texas

* BRIAN LARKIN - Milbank Barnard College

* JUYOUNG LEE - Co-Founder & Chief Scientist, ACE Metrix

* TRAPPER MARKELZ- VP Products, GamerDNA

* JASON MITTELL- Middlebury College

* AVNER RONEN - CEO & Co-founder, Boxee

* FRANK ROSE - Contributing Editor,Wired

* LORRAINE SAMMY - Racebending

* ANDREW SLACK - The Harry Potter Alliance

* DAVID SPITZ -Director of Business Development, WPP

* LOUISA STEIN - San Diego State University

* JORDAN WEISMAN - CEO and Founder, Smith & Tinker

* MARK ZAGORSKI- Chief Revenue Officer, eXelate Media

I am particularly excited about moderating a session on Transmedia Activism, which grows out of some current work I am doing on the ways we might bridge between participatory culture and public/civic participation. I hope to write more about this session and its underlying framework as we get closer to the event.

If you have come to our events in the past, you know how exciting Futures of Entertainment can be. If you have not, all of our previous sessions are now available as webcasts. Here, for example, is a conversation I had at FOE 3 with Yochai Benkler, author of The Wealth of Networks.

We see the conference as a vital meeting ground between people working in the media industry and academics, both of whom are doing cutting edge thinking about current trends impacting the realms of entertainment. So, register now and help us spread the word.

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Diversifying Participation

I am also working with the MacArthur Foundation to help organize the "Diversifying Participation" conference which will be held Feb. 18-20 2010 at the University of California, San Diego. We've just announced our keynote speakers, both of whom will be well known to regular readers of this blog -- Sonia Livingstone (London School of Economics), author of Children and the Internet: Great Expectations and Challenging Realities, and S. Craig Watkins (University of Texas-Austin), author of The Young and the Digital: What the Migration to Social Network Sites, Games, and Anytime, Anywhere Media Means for Our Future. You can read my interview with Livingstone here and my interview with Watkins here. The conference is accepting proposals for panels (in all kinds of formats) through October 30 here.

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GAMBIT "Game of the Week"

GAMBIT, the MIT-Singapore Games Lab, is continuing to run a series of blog posts, showcasing the games which were produced during their summer program this summer. Each week, they showcase one game, including artwork, design materials, and comments from team members. If you have not had a chance to play this year's titles, you really should check them out. Several of them have already started to generate buzz across the games blogosphere and like previous titles, are certain to be competitive where-ever independent games are being shown. I had a chance to sit down with the Gambit team during a recent visit back to MIT and was as always impressed by their output, which is consistently breaking the mold in terms of the design of play mechanics, visuals, and sound. Their mandate is to stretch the limits of our understanding of what games can do. Each game serves a larger research question, but Philip Tan, the Lab's director, makes sure that the most important thing created on his watch is FUN!

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Understanding Superheroes

I will be speaking this coming Saturday (Oct. 24) at the University of Oregon as part of a conference and art exhibition they have organized around "Understanding Superheroes." It sounds funny to say that I am keynoting a superheroes conference -- like Aquaman couldn't make it! My topic will be "'Man Without Fear': David Mack and the Formal Limits of the Superhero Comic." While I have been writing and speaking about comics for a while, this will be the first time I've really dug deep into the formal conventions of superhero comics. My primary focus will be, as the title suggests, the work which Mack has done within the mainstream continuity of Marvel's Daredevil Franchise though more generally I will be exploring what happens when experimental and mainstream comics intersect each other. Other speakers at the conference include creative artists such as Danny Fingeroth, Kurt Busiek, Matt Fraction, and Gail Simone as well as scholars and critics such as Douglas Wolk, Charles Hatfield, Corey Creekmur, Jonathon Grey, and Matt Yockey. The conference was organized and the exhibit curated by Ben Saunders. I will be sharing my impressions of this event on my blog next week.

Henry's [Comic] Book Club: My Personal Rec List of Graphic Novels

Look, if Oprah can have a Book Club, I figure I can have a Comic Book Club. One of my wife's friends has recently been smitten by Scott McCloud's Zot!. As someone who read through the recent collection of Zot! in almost a single sitting (albeit in a hospital bed), I was highly sympathetic with her plight. I offered to draw up a list of recommendations for some other graphic novels she might enjoy, using Zot! as the starting point for calibrating her tastes. Having put in enough time to develop such a list, I figured it was worth passing along to my readers here. So, keep in mind that this was never intended as an all purpose set of comic recs. My bet, however, is that even many of you who have been known to pick up a comic from time to time will find some works here you didn't already know that you will find worth reading. This list consists of Anglo-American graphic novels which for one reason or another have emerged as personal favorites. Eurocomics and Manga would require whole separate listings, another project for another day.

If you like stories of everyday life, then the following might be your cup of tea:

Blankets - Craig Thompson - charming autobiographical comic of first love among conservative Christians, conveyed with idiosyncratic and expressive visual style. Warm, affectionate, charming.

FunHouse - Alison Bechdel, Another autobiographical comic - this one dealing with the shifting relationship between an eccentric father (a closeted gay man) and his daughter (who is in the process of coming out as a dyke). Full of personal quirks and literary allusions.

Persepolis - Marjane Satrapi - published in two volumes -autobiographical comic focused on the experiences of an Iranian woman from childhood in Tehran through time spent in Europe and America, a child's eye view on the events that have shaped Iranian politics over the past three decades.

Bottomless Belly Button - Dash Shaw - Shaw was last year's big discovery - a semi-autobiographical account of a family reunion in what may be one of the world's most dysfunctional families, reminds me of a Wes Anderson movie (like The Royal Tanenbaums)

It's A Good Life If You Don't Weaken - Seth - personal narrative about a man who becomes obsessed with a cartoonist who published in popular magazines in the 50s and 60s and his efforts to track him down - done in a retro style.

Alice in Sunderland - Bryan Talbot - nonfictional comic albeit very idiosyncratic and more than a little obsessive - one man's attempt to trace the local history of Sunderland (a British city) and its relationship to Alice in Wonderland. Of the comics in this category, it is the most out there formally. If you like it, you should also check out Talbot's Tale of One Bad Rat, which is about a runaway and his relationship to the fairy tales of Beatrix Potter.

Chiggers -- Hope Larsen -- nostalgic, bitter-sweet story of two young women who become summer camp friends.

If you like superheroes with a more mature twist, then check out the following (I am assuming that you either know your way around DC/Marvel or have decided this is not to your taste):

Concrete - Paul Chadwick - A political speech writer finds his brain transplanted into a massive concrete hulk and tries to figure out what he's going to do with his life. One part love story, one part superhero fantasy, one part political drama.

The Works of Alan Moore - the key ones are Watchmen (the basis for the recent film), League of Extraordinary Gentleman (literary figures like the Invisible Man and Dr. Jeckel function as 19th century superheroes), V for Vendetta (Anarchist tries to bring down a totalitarian regime), Top Ten (Hill Street Blues in a superhero universe).

Astro City - Kurt Busiek - A veteran superhero author, best friends with Scott McCloud, explores the stories that can't be told through traditional superhero comics - themes about work, love, labor. Busiek also did Marvels which is about a photographer living in a world dominated by Marvel Superheroes.

Demo - Brian Woods - a much more alternative character-driven take on the superhero -- with the genre functioning more as a metaphor than as a story structure. Woods tends to do more realist comics often with a dark or depressing undertow.

Ex Machina - Brian K. Vaughn - a superhero ends up stopping 9/11 and gets elected mayor of New York City - much more West Wing than Superman.

Ultra - Luna Brothers - how the gossip mags would deal with a world where superheroes are the primary celebrities. The Luna Brothers have a cringe-worthy tendency towards Cheese-cake but underneath the glossy exteriors are complex characters and a barbed perspective on contemporary life.

Alias - Brian Bendis - a private eye story set in the world of Marvel Superheroes with a troubled female protagonist - owes as much to Sarah Paretsky as to Spider-Man. If you like Bendis, there's lots of good stuff out there, but this is a good introduction. You can enjoy it if you don't know Marvel universe, but it helps if you do.

Noble Causes -- Jay Faerber -- a soap opera about the conflicts, loves, scandals, and triumphs of the country's leading superhero family -- in this case, the model is probably the Kennedy family.

MadMan -- Mike Allred -- the superhero genre as a "fish out of water" comedy full of snarky injoke references to contemporary popular culture.

If you like science fiction, fantasy or Horror, then here's where to start:

Transmetropolitan - Warren Ellis - Hunter S. Thompson in a cyberpunk universe - dark, raunchy, acerbic. If you do like Ellis, also check out Global Frequency (about a volunteer army in the future which confronts all forms of science run amok.)

The Middleman - Javier Grillo-Marxuach - The Avengers (the British tv show) meets Men in Black - campy, zany. Basis of a good but largely neglected television series.

The Sandman - Neil Gaiman - an exploration of the power of stories and myth - the protagonist is the god of dreams and his family of immortals, though we get to know some richly drawn human characters along the way.

Fables - Bill Willingham - Characters from classic fairy tales and rhymes live a very real and mature life on the edges of human civilization

Y the Last Man - Brian K. Vaughn - Some traumatic event has destroyed the male population of the planet, one male survivor is trying to figure out why he survived and make his way to Australia to reunite with his girl friend, while struggling with various political factions he encounters along the way.

Black Hole - Charles Burns - a macabre story, very much a tribute to 1950s horror comics, about teens dealing with a sexually transmitted disease which causes them to mutate.

The Walking Dead - Robert Kirkman - only if you have a pretty high tolerance for gore - a story about humans surviving in a world increasingly dominated by Zombies, much more about the social and emotional consequences of global trauma than about monsters per se.

Age of Bronze - Eric Shanower - historically accurate, detailed account of the Trojan War. Shanower has also done a lovingly detailed series of original Oz books which are worth reading if you like L. Frank Baum.

White Out - Greg Rucka - a female officer working in Antarctica deals with murder and sabotage, taunt story for people who like mysteries set in odd places.

Sandman Mystery Theater - Matt Wagner - Not to be confused with The Sandman, series about a pulp detective (in the same mode as The Shadow) solving crimes in 1930s New York. If you enjoy sword and sorcery, check out Wagner's Mage series.

Bayou -- This is the most recent book to make it on my list -- just finished reading it a few days ago and my head is still spinning. Bayou takes us into the dark, haunting world of a young black girl growing up in the segregated south who goes on an adventure in search of a missing white girl. It manages to combine southern folklore with a blistering depiction of race in America -- it's a comic where images of lynching and Brier Rabbit may appear side by side.

These don't fit comfortably in any category I can think of but they'd be high up on my list:

Maus - Art Spigelman - The story of how Spigelman's parents endure and survive the holocaust as represented through Mice, Cats, and Pigs.

Jimmy Corrigan - Chris Ware - formally dazzling, bleak and lonely story about a grown man who doesn't know where to go next and how he lost his way.

Love and Rockets - The Hernandez Brothers - you will either love it or hate it and odds are you will know which before you are more than a few pages into it - Really two separate sets of stories, one set south of the border in a small Mexican village, the other set amongst hipsters living in contemporary Los Angeles.

Alias the Cat - Kim Deitch - Deitch shares most of my own obsessions with early 20th century popular culture - this story moves from contemporary eBey and collector's culture to silent serials, early comics, and side show freaks. Again, you will either love it or hate it. If you love it, there's much more where this comes from.

Ghost World - Daniel Clowes - charming coming of age story about two snarky hipster adolescent girls - made into a good movie.

Strangers in Paradise - Terry Moore - This one took a wrong turn about half way through, but the first few graphic novels are funny and engaging in their depiction of the ups and downs in the friendship between two outspoken women.

Amelia Rules -- Jimmy Gownley -- Wonderful comic about a middle school girl and her colorful group of friends, very playful in its use of the vocabulary of cartooning -- especially strongly recommended as a point of entry for younger readers into graphic storytelling.

I'd love to get some new recommendations from readers. What books do you think others should be reading?

Transmedia Storytelling and Entertainment -- A Syllabus

Given the interest out there in transmedia or cross-media entertainment, I thought I would share the syllabus for the course I am teaching this fall at the University of Southern California. I am still shifting some details, as I deal with the scheduling of guest speakers, but all of the speakers listed have agreed to come. The readings are a good starter set for people wanting to do more thinking on this emerging area of research. I will be sharing reflections about the course material here throughout the fall, since I'm sure working through these readings in a class context is going to spark me to do some fresh thinking on the topic. I'd love to hear from others out there teaching transmedia or cross-media topics. If you know someone at USC who you think might want to take this class, let them know. I still have room for more students.

Course Description and Outcomes:

We now live at a moment where every story, image, brand, relationship plays itself out across the maximum number of media platforms, shaped top down by decisions made in corporate boardrooms and bottom up by decisions made in teenager's bedrooms. The concentrated ownership of media conglomerates increases the desirability of properties that can exploit "synergies" between different parts of the medium system and "maximize touch-points" with different niches of consumers. The result has been the push towards franchise-building in general and transmedia entertainment in particular.

A transmedia story represents the integration of entertainment experiences across a range of different media platforms. A story like Heroes or Lost might spread from television into comics, the web, computer or alternate reality games, toys and other commodities, and so forth, picking up new consumers as it goes and allowing the most dedicated fans to drill deeper. The fans, in turn, may translate their interests in the franchise into concordances and wikipedia entries, fan fiction, vids, fan films, cosplay, game mods, and a range of other participatory practices that further extend the story world in new directions. Both the commercial and grassroots expansion of narrative universes contribute to a new mode of storytelling, one which is based on an encyclopedic expanse of information which gets put together differently by each individual consumer as well as processed collectively by social networks and online knowledge communities.

The course is broken down into five basic units: "Foundations" offers an overview of the current movement towards transmedia or cross-platform entertainment; "Narrative Structures" introduces the basic toolkit available to contemporary storytellers, digging deeply into issues around seriality, and examining what it might mean to think of a story as a structure of information; "World Building" deals with what it means to think of contemporary media franchises in terms of "worlds" or "universes" which unfold across many different media systems; "Audience Matters" links transmedia storytelling to issues of audience engagement and in the process, considers how fans might contribute unofficial extensions to favorite media texts; and "Tracing the History of Transmedia" pulls back to consider key moments in the evolution of transmedia entertainment, moving from the late 19th century to the present.

In this course, we will be exploring the phenomenon of transmedia storytelling through:

• Critically examining commercial and grassroots texts which contribute to larger media franchises (mobisodes and webisodes, comics, games).

• Developing a theoretical framework for understanding how storytelling works in this new environment with a particular emphasis upon issues of world building, cultural attractors, and cultural activators.

• Tracing the historical context from which modern transmedia practices emerged, including consideration of the contributions of such key figures as P.T. Barnum, L. Frank Baum, Feuillade, C.S. Lewis, J.R.R. Tolkien, Cordwainer Smith, Walt Disney, George Lucas, DC and Marvel Comics, and Joss Whedon.

• Exploring what transmedia approaches contribute to such key genres as science fiction, fantasy, horror, superhero, suspense, soap opera, teen and reality television.

• Listening to cutting-edge thinkers from the media industry talk about the challenges and opportunities which transmedia entertainment offers, walking through cases of contemporary projects that have deployed cross-platform strategies.

• Putting these ideas into action through working with a team of fellow students to develop and pitch transmedia strategies around an existing media property.

Required Books:

Pat Harrington and Noah Wardrip-Fruin, Third Person: Authoring and Exploring Vast Narratives (Cambridge: MIT Press, 2009), 636 pages.

Kim Deitch, Alias the Cat (New York: Pantheon, 2007), 136 pages.

Kurt Busiek and Alex Ross, Marvels (Marvel Comics, 2003), 216 pages.

Kevin J. Anderson (ed.), Tales from the Mos Eisley Cantina (New York: Spectra, 1995),

416 pages.

Joss Whedon, The Long Way Home (New York: Dark Horse, 2007), 136 pages.

All additional readings will be provided through the Blackboard site for the class.

Grading and Assignments:

Commercial Extension Paper 20 percent

Grassroots Extension Paper 20 percent

Final Project - Franchise Development Project 40 percent

Class Forums 20 percent

In order to fully understand how transmedia entertainment works, students will be expected to immerse themselves into at least one major media franchise for the duration of the term. You should consume as many different instantiations (official and unofficial) of this franchise as you can and try to get an understanding of what each part contributes to the series as a whole.

COMMERCIAL EXTENSION PAPER: For the first paper, you will be asked to write a 5-7 page essay examining one commercially produced media extension (comic, website, game, mobisode, amusement park attraction, etc.). You should try to address such issues as its relationship to the story world, its strategies for expanding the narrative, its deployment of the distinctive properties of its platform, its targeted audience, and its cultural attractors/activators. (Due Sept. 23)(20 Percent)

GRASSROOTS EXTENSION PAPER: For the second paper, you will be asked to write a 5-7 page essay examining a fan-made extension (fan fiction, discussion list, video, etc.) and try to understand where the audience has sought to attach themselves to the franchise, what they add to the story world, how they respond to or route around the invitational strategies of the series, and how they reshape our understanding of the characters, plot or world of the original franchise. (Due Nov. 18) (20 Percent)

FINAL PROJECT - FRANCHISE DEVELOPMENT PROJECT: Students will be organized into teams, which for the purpose of this exercise will function as transmedia companies. You should select a media property (a film, television series, comic book, novel, etc.) that you feel has the potential to become a successful transmedia franchise. In most cases, you will be looking for a property that has not yet added media extensions, though you could also look at a property that you feel has been mishandled in the past. By the end of the term, your team will be "pitching" this property. The pitch should include a briefing book that describes:

1) the core defining properties of the property

2) a description of the intended audience(s)

3) a discussion of the specific plans for each media platform you are going to deploy

4) an overall description for how you will seek to integrate the different media platforms to create a coherent world

5) a business plan which includes likely costs and revenue and the time table for rolling out the various media elements

6) parallel examples of other properties which have deployed the strategies being described

The pitch itself will be a 20 minute group presentation, followed by 10 minutes of questioning. The presentation should give us a "taste" of what the property is like as well as to lay out some of the key elements that are identified in the briefing book. For an example of what these pitches might look like, watch the materials assembled at http://www.educationarcade.org/SiDA/videos, which shows how a similar activity was conducted at MIT. Each member of the team will be expected to develop expertise around a specific media platform as well as to contribute to the over-all strategies for spreading the property across media systems. The group will select its own team leader who will be responsible for contacts with the instructor and will coordinate the presentation. The team leader will be asked to provide feedback on what each team member contributed to the effort, while team members will be asked to provide an evaluation of how the team leader performed. Team Members will check in with the instructor on Week Ten and Week Fourteen to review their progress on the assignment. Presentation (Dec.7, 9) Briefing Book (Dec. 14) (40 Percent)

CLASS FORUM: For each class session, students will be asked to contribute a substantive question or comments via the class forum on BlackBoard. Comments should reflect an understanding of the readings for that day as well as an attempt to formulate an issue that we can explore through class discussions or with the visiting speakers. (20 Percent)

Class Schedule:

*Guest Speakers are tentative, subject to availability. Shifts in speakers and thus topics and readings may occur after the semester starts.

Part One: Foundations

Week 1

August 24: Transmedia Storytelling 101

Henry Jenkins, "Transmedia Storytelling 101" Confessions of an Aca-Fan, http://henryjenkins.org/2007/03/transmedia_storytelling_101.html

Henry Jenkins, "Searching for the Origami Unicorn: The Matrix and Transmeda Storytelling," Convergence Culture: Where Old and New Media Collide (New York: New York University Press, 2006), pp. 93-130.

Geoff Long, "What Is Transmedia Storytelling", Transmedia Storytelling: Business, Aesthetics and Production at the Jim Henson Company, pp. 13-69.

August 26 Intertextual Commodities?

P. David Marshall, "The New Intertextual Commodity" in Dan Harries (ed.) The New Media Book (London: BFI, 2002), pp. 69-81.

Derek Johnson, "Intelligent Design or Godless Universe? The Creative Challenges of World Building and Franchise Development," Franchising Media Worlds: Content Networks and The Collaborative Production of Culture, PhD Dissertation, University of Wisconsin-Madison, 2009. pp.170-279.

Watch:

Battlestar Galactica: The Face of the Enemy

Week 2

August 31: Media Mix in Japan

Anne Allison, "Pokemon: Getting Monsters and Communicating Capitalism," Millennial Monsters: Japanese Toys and the Global Imagination (Berkeley: University of California Press, 2006), pp. 192-233.

David Buckingham and Julian Sefton-Green, "Structure, Agency and Pedagogy in Children's Media Culture" In Joseph Tobin (ed.) Pikachu's Global Adventure: The Rise and Fall of Pokemon (Durham: Duke University Press, 2004), pp. 12-33.

Mizuko Ito, "Gender Dynamics of the Japanese Media Mix," Beyond Barbie and Mortal Kombat: New Perspectives on Gender and Gaming (Cambridge, MIT, 2008), pp. 97-110.

September 2: Toys and Tales

Jeff Gomez, "Creating Blockbuster Worlds" (unpublished)

Henry Jenkins, "Talking Transmedia: An Interview with Starlight Runner's Jeff Gomez," Confessions of an Aca-Fan, http://www.henryjenkins.org/2008/05/an_interview_with_starlight_ru.html

Mark Federman, "What is the Meaning of the Medium is the Message," http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm

Guest Speakers:

Jeff Gomez, Starlight Runner

Jordan Greenhill, DivX

Week 3

September 7 is the Labor Day holiday

September 9: Transmedia Branding

Faris Yacob, "I Believe Children are the Future," http://www.slideshare.net/NigelG/ipa-thesis-i-believe-the-children-are-our-future

Henry Jenkins, "How Transmedia Storytelling Begat Transmedia Planning...", Confessions of an Aca-Fan, http://henryjenkins.org/2006/12/how_transmedia_storytelling_be.html

http://henryjenkins.org/2006/12/how_transmedia_storytelling_be_1.html

Guest Speaker: Faris Yacob, McCann Erickson New York

Week 4

September 14 Heroes and Alchemists: The New Storytelling

The 9th Wonders, Chapters 1-9 http://www.nbc.com/Heroes/novels/novels_library.shtml?novel=9

Henry Jenkins, "We Had So Many Stories to Tell': The Heroes Comics as Transmedia Storytelling," Confessions of an Aca-Fan, http://henryjenkins.org/2007/12/we_had_so_many_stories_to_tell.html

Carolyn Handler Miller, Digital Storytelling: A Creator's Guide to Interactive Entertainment (Amsterdam: Focal Press, 2006), "Using a Transmedia Approach", pp. 149-164 (Rec.)

Guest Speakers: Mauricio Mota, Mark Warshaw, Here Come the Alchemists

Part Two: Narrative Structures

September 16: Seriality

Angela Ndalianis, Neo-Baroque Aesthetics and Contemporary Entertainment (Cambridge: MIT Press, 2004), "Polycentrism and Seriality: (Neo-)Baroque Narrative Formation," pp. 31-70.

Jason Mittell, "All in the Game: The Wire, Serial Storytelling and Procedural Logic" (Harrington and Wardrip-Fruin, pp. 429-438.

Watch:

The Wire

http://www.amazon.com/Wire-Complete-Fourth-Season/dp/B000QXDJLI/ref=pd_bbs_sr_1?ie=UTF8&s=dvd&qid=1197321529&sr=8-1

"Young Prop Joe"

"Bunk and McNulty"

"Young Omar"

Jennifer Haywood, Consuming Pleasures: Active Audiences and Serial Fictions from Dickens to Soap Opera (University of Kentucky Press, 1997), "Mutual Friends: The Development of the Mass Serial," pp. 21-51. (rec)

Week 5

September 21: Soaps Go Transmedia

Sharon Marie Ross, "Managing Millennials: Teen Expectations of Tele-Participation," Beyond the Box: Television and the Internet (London: Blackwell, 2008), pp. 124-172.

Sam Ford, "From Oakdale Confidential to L.A. Diaries: Transmedia Storytelling for ATWT," As the World Turns in a Convergence Culture (Master's Thesis), pp. 141-162.

Louisa Stein, "Playing Dress Up: Digital Fashion and Game Extensions of Televisual Experience in Gossip Girl's Second Life," Cinema Journal, pp. 116-122.

Watch:

Gossip Girl: Tales From the Upper East Side

http://www.cwtv.com/thecw/gossip-girl-tales-from-the-upper-east-side

LA Diaries

http://www.cbs.com/daytime/specials/la_diaries/episodes.php

September 23: Creating Alternate Realities

Christy Dena, "Emerging Participatory Culture Practices: Player-Created Tiers in Alternate Reality Games," Convergence, February 2008, pp. 41-58.

Jane McGonigal, Why I Love Bees: A Case Study in Collective Intelligence Gaming." Ecologies of Play. Ed. Katie Salen. (Cambridge: MIT Press, 2008), pp. 199-228. http://www.mitpressjournals.org/doi/pdfplus/10.1162/dmal.9780262693646.199

Dave Szulborski, "Puppetmastering: Creating a Game" and "Puppetmastering: Running a Game,"This Is Not A Game: A Guide to Alternate Reality Gaming (New York: New Fiction, 2005), pp. 207-284.

Guest Speaker: Evan Jones, Stitch Media

COMMERCIAL EXTENSION PROJECT DUE

Week 6

September 28: Speaking of Serials

Kim Deitch, Alias the Cat (New York: Pantheon, 2007) (Required Book)

David Kalat, "The Long Arm of Fantomas" (Harrington and Wardrip-Fruin), pp. 211-225.

September 30: The Unfolding Text

Neil Perryman, "Doctor Who and the Convergence of Media: A Case Study in Transmedia Storytelling," Convergence, February 2008, pp. 21-40.

Lance Perkin,"Truths Universally Acknowledged: How the 'Rules' of Doctor Who Affect the Writing," (Harrington and Wardrip-Fruin), pp. 13-24.

Matt Hills, "Absent Epic, Implied Story Arcs, and Variations on a Narrative Theme: Doctor Who (2005) as Cult/Mainstream TV," (Harrington and Wardrip-Fruin), pp. 333-343.

Part Three: World-Building

Week 7

October 5: Migratory Characters

William Uricchio and Roberta E. Pearson, "I'm Not Fooled By That Cheap Disguise," in Roberta E. Pearson, The Many Lives of the Batman: Critical Approaches to A Superhero and His Media (New York: Routledge, 1991), pp. 182-213.

Will Brooker, "Establishing the Brand: Year One," Batman Unmasked: Analyzing a Cultural Icon (London: Continuium, 2001), pp. 36-67.

Bob Kane, "The Legend of the Batman" (1938) and Bob Kane, "The Origins of the Batman," (1948) in Dennis O'Neil (ed.) The Secret Origins of the DC Superheroes (New York: DC, 1976), pp. 36-50.

Bob Kane, "The First Batman" (1956) and Dennis O'Neil, "There Is No Hope in Crime Alley," (1978) The Greatest Batman Stories Ever Told (New York: DC, 1988).

Guest Speaker: Geoffrey Long, GAMBIT

October 7: World Building in Comics

Matthew J. Pustz, Comic Book Culture: Fanboys and True Believers (Jackson: University of Mississippi Press, 1999), pp. 129-133.

Jason Bainbridge, "Worlds Within Worlds: The Role of Superheroes in the Marvel and DC Universe," Angela Ndalianis (ed.), The Contemporary Comic Book Superhero (New York: Routledge, 2008) pp. 64-85.

Sam Ford and Henry Jenkins, "Managing Multiplicity in Superhero Comics," (Harrington and Wardrip-Fruin), pp. 303-313.

Kurt Busiek and Alex Ross, Marvels (New York: Marvel Comics, 1993) (Required Book)

Alec Austin, "Hybrid Expectations, Expectations Across Media, CMS Thesis, pp. 97-127.

Week 8

October 12: Who Watches the Watchman?

Stuart Moulthrop, "See the Strings: Watchmen and the Under-Language of Media" (Harrington and Wardrip-Fruin), pp. 287-303.

Watch:

NBS Nightly News With Ted Philips http://www.youtube.com/watch?v=nd5cInmK6LQ&playnext_from=PL&feature=PlayList&p=878F6464EEBE32F9&index=10

The Keene Act and YOU http://www.youtube.com/watch?v=qkWGZ1G7TAE&playnext_from=PL&feature=PlayList&p=878F6464EEBE32

Saturday Morning Watchmen

http://www.youtube.com/watch?v=YDDHHrt6l4w

Guest Speaker: Alex McDowell, Production Designer, Watchmen

October 14: World Building in Science Fiction

Walter Jon Williams, "In What Universe?" (Harrington and Wardrip-Fruin), pp. 25-32.

George R.R. Martin, "On the Wild Cards Novels," in Pat Harrington and Wardrip-Fruin (eds.) Second Person: Role-Playing and Story in Games and Playable Media (Cambridge: MIT Press, 2007).

Cordwainer Smith, "The Dead Lady of Clown Town," and "The Ballad of Lost C'mell," J. J. Pierce (ed.) The Best of Cordwainer Smith (New York: Del Rey, 1975), pp. 124-209, pp. 315-337.

Week 9

October 19: Launching a New World

David Lavery, "Lost and Long-Form Television Narrative" (Harrington and Wardrip-Fruin),

pp. 313-323.

Guest Speaker: Jesse Alexander, Executive Producer, Year One

October 21: Transmedia and Social Change

TBA

Guest Speaker: Bram Pitoyo, Wild Alchemy

Part Four: Audiences

Week 10

October 26: The Logic of Engagement

Ivan Askwith, "The Expanded Television Text, "Five Logics of Engagement,"; "Lost at Televisions' Crossroads," Television 2.0: Reconceptualizing TV as an Engagement Medium, CMS thesis, pp. 51-150.

Guest Speaker: Ivan Askwith, Big Space Ship

October 28: Expanding the Audience

Kim Moses and Ian Sander, selections from Ghost Whisperer: The Spirit Guide (New York: Titan Books, 2008).

Guest Speaker: Kim Moses, Executive Producer, The Ghost Whisperer

Week 11

November 2: Fan Productivity

Jesse Walker, "Remixing Television: Francesca Coppa on the Vidding Underground," Reason, August/September 2008, http://www.reason.com/news/show/127432.html

Francesca Coppa, "Women, Star Trek, and the Early Development of Fannish Vidding," Transformative Works and Cultures (2008), http://journal.transformativeworks.org/index.php/twc/article/view/44/64

Bud Caddell, "Becoming a Mad-Man," http://drop.io/becomingamadman

November 4: The Encyclopedic Impulse

Janet Murray, "Digital Environments are Encyclopedic," Hamlet on the Holodeck: The Future of Narrative in Cyberspace (Cambridge: MIT Press, 1997), pp. 83-90.

Bob Rehak, "That Which Survives: Star Trek's Design Network in Fandom and Franchise" (Unpublished), pp. 2-79.

Robert V. Kozinets, "Inno-Tribes: Star Trek as Wikimedia" Consumer Tribes (London: Butterworth-Heinemann, 2007), pp. 194-209.

Watch:

Star Trek: Phase II "In Harms Way"

http://www.startreknewvoyages.com/episodes.html

Week 12

November 9: The Power of Details

Kristin Thompson, "Not Your Father's Tolkien" and "Interactive Middle Earth," The Frodo Franchise: The Lord of the Rings and Modern Hollywood (Berkeley: University of California Press, 2007), pp.53-74, p. 224-256

C.S. Lewis, "On Stories," Of Other Worlds: Essays and Stories (New York: Harvest, 2002), pp. 3-21.

November 11: Ephemeral Fascinations

Michael Bonesteel, "Henry Darger's Search for the Grail in the Guise of a Celesttial Child" (Harrington and Wardrip-Fruin), pp. 253-267.

Amelie Hastie, "The Collector: Material Histories, Colleen Moore's Dollhouse, and Ephemeral Recollection," Cupboards of Curiosity: Women, Recollection, and Film History (Durham: Duke University Press, 2007), pp. 19-72.

Week 13

November 16 Independent Horrors

James Castonguay, "The Political Economy of the Indie Blockbuster: Fandom, Intermediality, and The Blair Witch Project," in Sarah L. Higley and Jeffrey Andrew Weinstock (eds.) Nothing That Is: Milllennial Cinema and the Blair Witch Controversies (Detroit: Wayne State University, 2004), pp. 65-86.

The Blair Witch Project Website http://www.blairwitch.com/

Head Trauma Website http://www.headtraumamovie.com/

Guest Speaker: Lance Weiller, Head Trauma

Part Five: Tracing the History of Transmedia

November 18: Before the Rainbow

Neil Harris, "The Operational Aesthetic," Humbug: The Art of P.T. Barnum (Chicago: University of Chicago Press, 1973), pp. 59-90.

Mark Evan Swartz, "A Novel Enchantment," Before the Rainbow: L. Frank Baum's The Wonderful Wizard of Oz on Stage and Screen to 1939 (Baltimore: Johns Hopkins University Press, 2000), pp. 161-172.

Week 14

November 23: What Uncle Walt Taught Us

J.P. Telotte, Disney TV (Detroit: Wayne State, 2004), pp. 1-91.

Karal Ann Marling, "Imagineering the Disney Theme Parks," in Karal Ann Marling (ed.) Designing Disney's Theme Parks: The Architecture of Reassurance (Montreal: Centre Canadian d'Architecture, 1997), pp. 29-178. (Rec.)

November 25: Franchises and Attractions

Henry Jenkins, "The Pleasure of Pirates And What It Tells Us About World Building in Branded Entertainment", Confessions of an Aca-Fan, http://henryjenkins.org/2007/06/forced_simplicity_and_the_crit.html

Don Carson, "Environmental Storytelling: Creating Immersive 3D Worlds Using Lessons Learned from the Theme Park industry," Gamasutra, http://www.gamasutra.com/features/20000301/carson_pfv.htm

Week 15

November 30: Lessons From Lucas

Jonathon Gray, "Learning to Use the Force: Star Wars Toys and Their Films," Show Sold Separately (Forthcoming), pp. 232-247.

Will Brooker, Using the Force: Creativity, Community and Star Wars Fans (New York: Continuum, 2002), "The Fan Betrayed," pp. 79-99, "Canon," pp. 101-114.

Kevin J. Anderson (ed.), Tales from the Mos Eisley Cantina (New York: Spectra, 1995) (Required Book)

December 2: Across the Whedonverse

Tanya Krzywinska, "Arachne Challenges Minerva: The Spinning Out of Long Narrative in World of Warcraft and Buffy the Vampire Slayer" (Harrington and Wardrip-Fruin), pp. 385-399.

Joss Whedon, The Long Way Home (New York: Dark Horse, 2007) (Required Book)

Watch:

Dr. Horrible's Sing-Along Blog

http://www.hulu.com/watch/28343/dr-horribles-sing-along-blog

December 7 Student Presentations

December 9 Student Presentations

And to Think That I Saw It At Comic-Con

Last time, I shared some textual impressions of this year's San Diego Comic-Con. My son, Henry Jenkins IV, took his camera and has agreed to allow me to share with you some of the images he captured of the festivities. The first two try to capture the experience of the dealer's room at the convention -- the congestion of the floor and the spectacle of the displays (in this case, Mattel was showcasing the continued cultural value of He-Man, Masters of the Universe with this Castle Greyskull replica).

Much of the pleasure of wandering the floor is the chance encounter with costumed fans dressed up as characters from across the full spectrum of popular culture -- in this case, we see the rabbit from Donnie Darko and the Riddler.

If you ever want a precise illustration of the differences between geeks and fan boys, you might want to listen to this exchange between Peter Jackson (fan boy supreme) and James Cameron (the geek's geek) as they talk about their approaches to the filmmaking process. Jackson's fascination is with the rich details of fictional worlds, many of them remembered from childhood viewings and readings, while Cameron is someone who wants to always push to the outer limits of existing cinematographic technologies. When we look at them on stage, we recognize parts of ourselves reflected back. (Alas, I missed a chance to see Tim Burton, another filmmaker, whose work I consistently admire.)

I didn't go to many Hall H style panels but I did wait in a long line to get a chance to see the Lost cast and producers talk about the final season of the series. They made it worth our while with a very lively presentation, including cast members emerging from the audience, and the sharing of year's worth of fan-produced content.

The other time I waited hours in line was to see David Tennant and Russell T. Davies talk about Doctor Who. It's hard to get a non-blurry photograph of Tennant who is full of gawkish energy. But this was as good as my son's camera could get, stretched to the limits of its focal lengths.

My Wild and Wonderful Comic-Con Experiences

The first thing about San Diego Comic-Con which hits you (sometimes literally) is the throng of attendees. A decade ago, the con attracted 45,000 people. This year, it attracted something like 125,000 fans. Most of the growth has been since the dawn of the 21st century, with the population expanding at something like 20,000 new guests each year. It's hard to think what other kind of event attracts such a large number of people and holds them together over a four day period. At any given moment, about a third of them is probably in the dealer's room and another quarter is spread across the two main halls -- Hall H and Hall 20 -- which is where the most star studded events occur. For those who want to attend Hall H events, it is not unusual for people to start lining up in the wee hours of the morning. We got there at 6:30 am for a 10 A.M. session on Doctor Who, for example. And the lines will wrap for several city blocks. In the midst of this chaos, though, the crowds are surprisingly well behaved. Every few feet there will be someone in a costume striking poses and photographers taking pictures and the crowd simply swerves around them so as not to disrupt the picture taking. A friend joked though that if you pause too long in this madness, a line will start to form behind you with people not quite sure what they are waiting for. The costumes by the way lead to some interesting rumors: Peter Jackson was rumored to have dressed up in a storm trooper costume so that he can navigate the floor of the dealer's room without being mobbed. My wife suggested that if Johnny Depp wanted to do the same, his best strategy would be to dress as Jack Sparrow, given the large number of great Jack Sparrow imitators wandering through the masses. At the end of the day, you will feel overwhelmed from the sheer intensity of trying to navigate around all of those people all day long. There are basically two strategies for dealing with the crowds at Comic-Con:

a)camp out all morning, get into Hall H or 20, and stay there as long as you can. Most of the high profile events are in those rooms and people will camp out through panels they have no interest in to be able to stitch together those events which are most important to them. This can be an advantage to smaller productions which get sandwiched between the core events. A film like Kick Ass or District 8 may gain much greater visibility because it grabs the interest of people who otherwise would not be motivated to attend. It can create enormous frustration, though, as when the Twilight fans arrived early in the day, took over the auditorium, and blocked others from attending panels they wanted to see (especially the sessions with Tim Burton and, as it turned out, Johnny Depp), when their session wasn't until much later in the day. Twilight fans, in particular, have a reputation for very focused interests, as opposed to the broad generic interests which might draw science fiction or comic fans to the event. (Of course, the conflict with the Twilight fans has as much to do with generational and to some degree, gender differences as anything else). My son and I ended up sitting through a really tedious session on the current state of the Star Wars franchise in order to be able to see James Cameron and Peter Jackson. It says something about how much Star Wars has fallen from grace that even so, that panel was only about a third full. It also says something about the limited knowledge of many reporters sent to Comic-Con that a USA Today reporter tried to make the disputes between old school and newer Star Wars fans a major story coming out of the event.

b) Attend smaller scale panels and avoid the main events as much as possible. Ironically, you can almost always get good seats on the comics-related panels at Comic-Con, given what a high percentage of the newer attendees come because of the media circus Comic-Con has become. Last year, I spent most of my time in Hall H or 20 and left disappointed that I had missed a chance to see some of my favorite genre writers and comics creators. This year, I tended to reverse the strategy, though I did manage to see, among other things, Sigourney Weaver and other "Wonder Women," The Cameron-Jackson exchange, and the Doctor Who, The Prisoner and Lost sessions. Because of my choices this year, I have a chance to share with you some of the stories the mainstream media didn't cover, assuming that you've read a lot already about the 20 minutes of footage from Avatar that Cameron showed. I wasn't able to get into that session, so I don't know anything you haven't already read.

Sneak Peaks

Warner Brothers offered sneak previews of three of its new television series: Human Target, V, and The Vampire Diaries. We arrived a few minutes into Human Target and missed the set up. All three of them suffer from some of the classic problems of pilots and have not yet achieved their full potentials. I will give Human Target and V second looks. Vampire Diaries, not a chance!

Human Target, based on long-running DC comics series, deals with a body guard who puts himself in harm's way to protect his clients and the support network he's built around him. The lead, Mark Valley, is engaging and good looking but a little flat, especially when compared to much more colorful performances by Chi McBride playing more or less the same cranky private eye character he did so well on Pushing Daisies and Jackie Earle Haley as a character with a dubious past who knows how to get the information needed just in time by hook or by crook. The pilot dealt with a murder attempt on board a high speed train connecting LA and San Francisco. It delivered the goods with some really spectacular action sequences. Personally, I still prefer Leverage which hits many of the same genre buttons. I fear that I may not have enough room on my Tivo for both.

V is of course the remake of the 1980s alien invassion series. Even a quick glance suggests that the producers have framed it as a neoconservative critique of the Obama era: with the Visitors making hopeful promises starting with a reform of the health care system, offering charismatic spokespeople who seem to be able to play upon the idealism of the young and the ambitions of the mainstream media. Elizabeth Mitchell (Juliet on Lost) plays a single mom, a federal investigator, who by the close of the first episode, is finding himself immersed in an underground resistance movement which promises to uncover and publicize the hidden truths of the alien conspiracy. This one was the strongest of the three and will certainly demand a second look, though I wasn't totally hooked after the first episode.

The Vampire Diaries sucked -- and not just in the ways you expect or want a vampire series to suck. Producer Kevin Williamson has been telling the press that Vampire Diaries is not Twilight the television series and after watching the pilot episode, which deals with a high school girl who seems on the path to falling in love with the new kid in the neighborhood who happens to be a vampire, I understand why. True enough, Twilight is the most successful of a broader range of "my boyfriend is a vampire" stories. You can love or hate Twilight but it does speak with its own voice. Vampire Diaries is what happens when you put Twilight, Gossip Girl, TruBlood, and Dawson's Creek into a blender. On a first viewing, I had trouble finding anything there that had not been done before and much better.

A personal highlight of the con for me was the session of The Middleman, which I wrote enthusiastically about here after hearing the pilot episode last summer, and remained totally hooked into till the bitter end. The Middleman came and went on ABC Family without getting any real attention from the mainstream media so odds are you've never heard of it. Picture something with the playful campy tone of the old Batman series, coupled with the chemistry of the old Avengers series, and the imaginative plots of the Men in Black movies. For me, all of the pieces worked; the cast was great and the dialogue was some of the best I've seen on television in the past few years with the possible exception of Pushing Daisies. If you haven't seen it, you must get the DVD boxed set which came out this month. Like many short lived series, The Middleman left many unresolved plot points in its wake, so it was wonderful news that the cast of the series would be reuniting at Comic-Con for a live table read of the script of a never produced final episode which promised to answer all of the remaining mysteries. (The same script has also been adopted into a graphic novel). I can't tell you how much fun it was to see the entire cast, in person, performing the script. Each cast member got wild applause on first entrance. Given the tongue-twister style dialogue, there were bursts of applause when an actor managed to pull off a particular convoluted section of the script. It meant so much that the producers, writers, and cast were willing to go this far in creating a sense of closure on the series -- as disappointed as we all were to see it come and go so quickly.

In terms of advanced footage, the best stuff I saw were some segments from the remake of The Prisoner, scheduled to run later this fall on American Movie Classics. I've long loved the original British series; the new producers are putting their own distinctive spin of that series's themes and concepts. A highlight will be the recurring role of 2 which will be played by Ian McLelland who chews scenery here with the same enthusiasm as he has done in the Lord of the Rings and X-Men movies. The new series is set in the middle of the African dessert rather than in a Welsh resort town but there are still giant white balls that chase down people who try to escape. This one will be high on my viewing schedule come fall.

Yes, They Still Talk About Comics

I was able to attend sessions focusing on three of my very favorite comics creators, Mike Allred, Seth, and Bryan Talbot.

Allred, often working in collaboration with his wife, Laura Allred, has produced some really wild romps through popular culture over the past several decades. He is best known for his work on MadMan, though I have also very much enjoyed his contributions to X-Force and X-Static (where Marvel's X-Man franchise parodies itself) and The Atomics. Allred's current run on Madman has been especially open to formal experimentation with one issue drawn in a range of styles as a series of visual shout outs to key influences on his work, constituting a mini-history of the comic arts, and another was designed so that the entire issue can be read as one continuous panel. The closest comparisons to the tone of his work might be Zot! or Concrete, that is, superhero comics with a strong sense of characterization and with an eye towards critiquing aspects of the culture around them.

Seth, by contrast, is drawn towards an entirely different set of cultural influences -- more inspired by old New Yorker comics than by the superhero tradition. He's a Canadian based indie comics creator, whose works speak to our shared obsession with residual media. It's A Good Life if You Never Weaken is a semi-autobiographical piece about his search for a long-forgotten cartoonist. Wimbledon Green is a larger than life story about the world's greatest comic collector (think Richie Rich if Richie Rich collected comics rather than cash). Clyde's Fans, still a work in progress, and his most recent graphic novel, George Sprott, are character studies of old men reflecting back on the past -- in the first case, the protagonist, among other things, collects postcards, while in the second Sprott was an adventurer, filmmaker, lecturer, and television host. There's so much to love about Seth's work -- a very humane and caring tone, a great attention to detail (especially the artifacts of our cultural past), solid characters, and a visual style which is at once retro and surprisingly fresh. Seth's public persona captures so much of what I love about his work: he is a very quirky guy who dresses in a timeless though vaguely retro style and speaks in a low key voice that fits his work perfectly. He read a series of short autobiographical bits which spoke to key influences on his work, how he thinks about stories and images, and what he did and did not learn in art school, all of which honestly helped me to understand his work more fully.

Bryan Talbot is a British cartoonist who has been credited with producing some of the first Steampunk comics in the English language, The Adventures of Luther Arkwright. Many of his works draw inspiration for late 19th and early 20th century British children's literature. The Tale of One Bad Rat includes long ruminations on Peter Rabbit and other Beautrix Potter characters. His more recent Alice in Sunderland is a long, rambling look at the creation of Alice in Wonderland which manages to convey large chunks of British regional history; the visual look of Alice is complex, scrapbook like, created through the juxtaposition of drawings and photographs, and is a powerful illustration of how graphic storytelling can be used for the purposes of cultural criticism and literary history. Here, he was speaking on the anthropromorphic tradition in British comics -- basically funny animal strips in the newspaper and magazines -- and how they have inspired his latest creation, Grandville, which is scheduled for release later this fall.

I also attended a lively session on contemporary art direction hosted by John Muto (Home Alone, Terminator 2 3D), who I have gotten to know through our mutual involvement with the 5D conference, and another session focusing on the life and work of Harvey Kurtzman, best known for his contributions to Mad, his war comics for E.C., and his Little Annie Fanny series for Playboy.

Henry Takes the Stage

This was the first year that I was speaking at Comic-Con. I was invited to join two panels, the first centering around the launch of the Institute for Comic Studies, and the second focusing on the current state of Harry Potter fandom. The Institute for Comic Studies is headed by Peter Coogan, who is the author of Superhero: Secret Origin of a Genre. I have agreed to be on the board of advisors for the organization which is designed to provide a central clearing house for initiatives supporting the teaching and research of comics, primarily on the college level. As someone who is doing more and more writing at comics myself, it is a thrill to see Comics Studies really start to take off as an academic field, albeit one which straddles a range of different disciplines and interests. Panels which the Institute organized at Comic-Con ranged from discussion of the forgotten erotic comics of Superman's co-creater Jerry Schuster to discussions of the mental health of the Joker to considerations of whether it would be possible for any mortal human to acquire the skills and tools that Batman displays in the comics. Some of the work is still very much in the range of fan boy speculation, though good fan boy speculation, while others is informed by historical, anthropological, art history, or cultural studies perspectives.

I told the group that we should learn from other fields which have sought to tackle materials beloved at Comic-Con: the teaching of film studies at the university level has broadened the public's background and tastes, especially around independent films, foreign films, and documentaries and thus expanded the market for kinds of films which don't play at the local multiplex; Game Studies has helped to rally a defense of the medium against censorship, with scholars being able to add credibility to industry participants concerned about freedom of expression issues. Both of these represent directions that Comic Studies could take. On the other hand, I fear that science fiction has been badly served by being folded into Literature programs with many college courses emphasizing only those works which are already in the canon but which can claim some association with SF, rather than dealing with the popular and pulp roots of the genre and the ways they influenced a much broader range of cultural materials. I worry that comics scholarship may emphasize indie and alternative comics at the expense of the popular roots of the medium, taking a "no capes, no flight" philosophy which again only accepts those works which can be most easily embraced by the literary and art worlds.

The panel on Harry Potter fandom was organized by Eric Bowling and included many of the key players in the fandom: Leslie Combemale from ArtInsights Gallery; Melissa Anetelli, webmistress for the Leaky Cauldron and author of the best-selling Harry: A History, Gwendolyn Grace of the HP Educational Fanon, Time Magazine critic Lev Grossman, and Heidi Tandy, a founder of the Fiction Alley website. I had gotten to know many of these great people through my participation the previous week at Azkatraz, a Harry Potter fan gathering in San Francisco. Here, there was lots of concern raised about Warner Brother's lack of Harry Potter promotion at Comic-Con and whether the fans still exert any meaningful influence over what happens next with this franchise. It was astonishing to me to see the number of people waiting in line for this session, which was standing room only and turned many away. A few came no doubt expecting to see cast-members, but most came to "represent" for their fandom.

There's so much more to tell but I am hoping this will give you some taste of the pleasures of this year's Comic-Con.

Boy and Girl Wonders: An Interview with Mary Borsellino (Part Two)

You describe a number of recent texts which have drawn implicitly and explicitly on the figure of Robin. I wanted to get you to comment on a few of these. I was surprised for example to see that Dexter had made such significant references to Robin. What do you think is going on there?

Heaven knows! The references to Robin in the Dexter books and TV series are one of the most interesting recent uses of the Robin figure, simply because they're so removed from our ordinary understanding of Robin as a pop figure. Out of all the fantasy figures a serial killer could potentially imagine himself as, why does he return again and again to Robin imagery? It may partly be because Dexter's vigilante training by his adoptive father is such a crucial element in who he is: without that education, he wouldn't be able to thrive in the world, just as Robin is defined by Batman's influence.

It may also relate to the fact that Dexter's origin story is a dark mirror to Robin's: both are orphaned as children and taken in by a crime fighter. Comics to this day experiment with 'what if' scenarios: what if baby Kal-El's capsule had crashed in Russia, things like that. The Dexter novels are almost a what-if of what could happen if Robin's childhood trauma created a sociopath rather than a child hell-bent on stopping bad guys.

What aspects of Robin did Eminem evoke in his "Without Me" music video?

Primarily the daredevil-trickster-troublemaker aspects; he's made a career out of being the village fool who's not scared of saying that the emperor has no clothes. Eminem most obviously borrows Robin's costume and some of the 60s TV show's set pieces -- walking up walls and things like that -- but on a deeper level, Eminem borrows Robin's eternal boyhood, and the freedom that youth brings with it. I think it's really interesting that three of the current musicians whom I cite as drawing most heavily on what Robin represents and offers -- Eminem, Pete Wentz, and Gerard Way -- are all in their thirties, and yet all three are still seen very much of being the voice of a generation that's only just over half that age. Eminem's got a teenage daughter and yet he's not yet percieved as a 'grown up' himself. How does he manage that? I think the answer lies partially in the way he employs tropes like Robin in his persona. He's a boy who never grows up.

Given your analysis of the character, which writer do you think has offered us the richest, most nuanced depiction of Robin and why?

This is a tough one to answer, because the nuances of Robin come about because of the opportunity later writers have to build on what earlier writers laid down as foundations. So I could rattle off an answer and say Devin Grayson's Nightwing/Huntress series was an excellent depiction of the way Robin's sexuality might develop when he reaches adulthood, and what

qualities he ends up attracted to in a partner or Andersen Gabrych's grasp of what qualities Batman is drawn to in Robins, and why those are exactly the worst qualities for a Gotham vigilante to have, is the stuff of epic gothic tragedy -- but Grayson and Gabrych's especial genius in their work isn't simply telling great stories; it's taking the disparate pieces of such a disjointed history and melding them into a coherent, nuanced whole.

There have been, of course, many attempts to depict Robin outside his/her relationship to Batman -- as a member of the Teen Titans or as an adult figure on his own right. What impact have these efforts had on the public perception of this figure?

I'm not sure that Robin's able to remain Robin all that well once the relationship with Batman is pushed to the back. I love the whole Teen Titans concept, but it and 'Robin' as a role seem to inevitably become mutually exclusive: it was in Teen Titans that Dick Grayson quit being Robin and instead became Nightwing. The Robin of the Teen Titans cartoon became Nightwing, as well, in a storyline set in the future, and there's a strong narrative thread throughout the cartoon of Slade acting almost as a surrogate Batman for Robin to clash with.

Robin with Batman is the protege, the squire, the ward: the student, essentially. Robin with the Teen Titans is no older than Robin with Batman, but with the Teen Titans he's the leader, rather than the student. There's too much cognitive dissonance between the two roles, and so time and time again it breaks down: either Robin quits the Teen Titans, or quits being Robin. Both outcomes have happened numerous times in the comics.

Mary Borsellino is a freelance writer in Melbourne, Australia. She has published essays about subjects such as the shifting portrayals of Batman's childhood family, a feminist critique of the TV show Supernatural, and gender in Neil Gaiman's Sandman comics. She is currently working on a series of YA novels which will begin release later this year and which have been described as 'Twilight for punks'. Mary is the Assistant Editor of the journal Australian Philanthropy.

You can download her book, Boy and Girl Wonders: Robin in Cultural Context here.

Boy and Girl Wonders: An Interview with Mary Borsellino (Part One)

Robin didn't start with Robin. Robin won't end when Robin ends. In fact, it's arguable that Robin's already begun to move on from Robin. In less smartypants language, what I mean is that the ingredients which were brought together to create the character of "Robin," Batman's red-and-green-and-gold-wearing sidekick, were ingredients which already shared numerous common elements. And once Robin could no longer embody these elements, other pop culture arose to take over the character's place.

Or so goes the opening paragraphs of Mary Borsellino's fascinating new work, Girl and Boy Wonders: Robin in Cultural Context. The self-published text, which can be downloaded here, explodes with new insights and information about Batman's oft-neglected and marginalized sidekick, the kinds of information that could only come from a dedicated aca-fan. I will be honest that despite being a life-long Batman fan, I had never given that much consideration to Robin's cultural origins, his contributions to the series, or his influence on our culture. Works like William Uricchio and Roberta Pearson's The Many Lives of the Batman or Will Brooker's Batman Unmasked have made significant contributions to our understanding of the mythology around the dark knight, but most of them given short shrift to his "old chum." Borsellino argues that Robin's marginalization, sometimes in response to homophobia, sometimes in response to a desire for a "more mature" caped crusader, is part of his message. The character has special appeal, she argues, for "those readers and viewers who are themselves marginalized."

I checked in with Borsellino recently, asking her to share some of her insights with my readers.

This project emerged in part from your own very active involvement in Project Girl Wonder, which responded to what you saw as DC's neglect of Stephanie Brown. Can you give us some background on this controversy? What were the issues involved? Why was this character so important to you? What was the outcome of the campaign?

Actually, Project Girl Wonder came about out of the project. I was so immersed in the potential meanings of all the stuff going on with Robin in comics, and so tuned in to the rapid decline of relevance with DC's mandated interpretation of Robin. The idea of Stephanie Brown as Robin was so fresh and strange as a direction, but was handled so clumsily and with such obvious institutionalised sexism that it was pretty vile to witness, both as a cultural observer and as a fan who's also a feminist.

Essentially, for those not familiar with the character or with Robin's larger back story: when the second Robin, a boy named Jason, died, Batman created a memorial out of his costume in the Batcave. Stephanie was the fourth Robin, and her costume was different to the three boys who'd had it before her in that she sewed a red skirt for herself. Just a few months after her first issue as Robin was released, Stephanie was tortured to death with a power drill by a villain, and then died with Batman at her bedside.

The sexualised violence alone was pretty vomitous, but what made it so, so much worse for me was that Batman promptly forgot her. DC's Editor in Chief had the gall to respond to questions of how her death would affect future stories by saying that her loss would continue to impact the stories of the heroes -- how sick is that? Not only is the statement clearly untrue, since the comics were chugging along their merry way with no mention of her or her death, but it was also an example of the ingrained sexism of so much of our culture. Stephanie herself was a hero, and had been a hero for more than a decade's worth of comics, but the Editor's statement made it clear that he only thought of male characters as heroes, and the females as catalysts for those stories. It was a very clear example of the Women in Refrigerators trope, which has been a problem with superhero comics for far, far too long.

Long story short, I got together with a few like-minded comics fans and set out to petition DC Comics into giving Stephanie a memorial like Jason's -- to acknowledge that she was just as much a hero, and just as much Robin, as any of the boys. It made such a clear and striking image: a costume in a memorial case, just like Jason's now-iconic one, but this time with a little

red skirt on it as well. We couldn't have asked for a better logo for our cause.

We were lucky enough to have some invaluable help, both outside comics and inside. Shannon Cochran wrote a wonderful, in-depth article about the situation for Bitch magazine; we were a Yahoo site of the day; the webcomic Shortpacked ran a sharply funny strip about it all; and several comics writers working for DC -- Geoff Johns and Grant Morrison, in particular -- dropped references to the absence/potential presence of a memorial case for Stephanie into comics.

In the end, DC glossed it all over by having a storyline where Stephanie shows up, miraculously alive this whole time, and having the current Robin say to Batman "oh! you always knew she was alive! no wonder you never made her a memorial case!". Despite the fact that stories in the interim had featured Stephanie's death, autopsy, burial, and appearances as a spirit in the afterlife. Nope, Batman knew she was alive the whole time! Good job with the damage control there, DC.

Still, a live heroine's better than a dead one any day, so I count the whole thing as a victory in the end.

Critics have written a fair amount about how Batman's persona was inspired by earlier popular heroes, including Sherlock Holmes and the Douglas Fairbank's version of Zorro. What popular figures helped to inform the initial conception of Robin?

Within comics, the most direct inspiration was Junior, who was Dick Tracy's young offsider. Robin was the first time that boy helper figure was put into a superhero costume, but Junior was playing the detective's assistant role years before, and screwing up in all the same ways Robin so often does, ending up as a hostage and things like that. More widely, you've gone halfway to answering your own question -- Sherlock Holmes had Watson there, to listen to his theories and help solve the mysteries. The sidekick role has been around a long time, and provided the template for Robin's role.

Culturally, the figure of the daredevil boy hero is an ancient one, dating back through epic literature of the middle ages to the statuary and myths of Greece and Rome. Robin just gave the archetype a new costume.

You suggest that the marginalization of Robin as a character has helped to make the sidekick a particularly potent point of reference for other groups who also feel marginalized. Explain.

The two examples I use in my book are queer fans and women, though I also know readers who've used this same framework for class and race. As a queer person, or a woman, or someone of a marginalised socio-economic background, or a non-Caucasian person, it's often necessary to perform a negotiated reading on a text before there's any way to identify with any character within it. Rather than being able to identify an obvious and overt avatar within the text, a viewer in such a position has to use cues and clues to find an equivalent through metaphor a lot of the time.

A recent example of this is Spock and Uhura in the new Star Trek movie. Uhura has always been vitally important as a role model to women of colour -- even Martin Luther King Jr thought so. And she still fulfils that role in the new movie. The narrative themes of racial discrimination and of the conflicts which dual cultural heritage can bring with it are in the movie as well, but they're not the story of Uhura, because Gene Roddenberry was committed to the idea of a future where the crew of a starship could be mixed-race without remark. The character who offers these is Spock: he's the one with all the 'outsider' cues in his makeup, which I think goes part of the way to understanding why the recent Star Trek movie has seen a massive re-emergence of Kirk/Spock slash on the fannish landscape: female fans and those seeking a queer reading are drawn to that sense of marginalisation, of the ongoing fight to be recognised as present and worthy.

I got off-topic a bit there, sorry -- my reason for bringing up Spock and Uhura was to demonstrate that 'otherness' as part of a character's construction isn't necessarily bound directly to traits such as race or gender. It can stand for them, but does so obliquely. And Robin, by being put down and rejected by wave after wave of commentators and creators, has

come to embody anything that's been sidelined or disregarded, anything that's rejected in the relentless quest to make Batman as heteronormatively masculine and dour as possible. Just as those who fight against personal discrimination can find an avatar in Spock, those who struggle to re-establish their voice in dialogues where they've been silenced can find an avatar in the way Robin is pushed out of the way by official texts.

Many know of the ways that DC has struggled with the homophobia surrounding the relationship between Batman and Robin. How has this concern shaped the deployment of Robin over time? Are there any signs that in an era of legalized gay marriage, our culture may be less anxious about these issues?

We also live in an age of Prop 8, alas. I live in Australia, and both Australia and America recently switched from a longstanding conservative leadership to a potentially more progressive government -- but both Prime Minister Rudd and President Obama have gone on-record as saying that they believe marriage should be between a man and a woman. Progress hasn't yet progressed as far as I'd like to see it go, frankly.

And I think DC Comics is an absolute trainwreck mess at this point, to be even more frank. You only have to look at All Star Batman and Robin, by Frank Miller and Jim Lee, to see what a disaster the company's current concept of a flagship book is. The writing's incredibly sloppy, sexist, homophobic, and unengaging. "That is so queer" is used by Robin as a slur.

Batman calls Robin "retarded" and declares himself "the goddamn Batman". It would be hilarious if it wasn't so awful.

It hasn't always been that bad, of course, but right now it appears to me that DC is more anxious than ever about potential gay readings. And then there's Christian Bale, who has stated outright that he'll go on strike if anybody tries to incorporate Robin into the movie franchise. His Batman is so joyless that it's no wonder everybody went starry-eyed for the Joker -- the guy may be a psychopath, but at least he seems to know that running around Gotham City in a stupid outfit is meant to be fun.

You argue that Robin is in many ways a "transgender figure." Explain.

Robin crosses all sorts of imposed gender boundaries, both literal and figurative. Carrie Kelley, for example, the young girl who becomes Robin in Frank Miller's The Dark Knight Returns, is referred to by a news broadcaster as 'the Boy Wonder'; she looks completely androgynous in-costume, and so is assumed to be a boy. Dick Grayson and Tim Drake both assume female identities to go undercover in numerous stories -- Dick even played Bruce's wife on one occasion back in the forties -- and Stephanie Brown's superhero identity before she became a Robin, the Spoiler, is thought to be a boy even by her own father.

Those are just the literal examples of gender transgression. There're also a lot of background cultural cues coming into play, in the way the Robin costume looks, the way different backstories for the Robins are structured, and how sidekicks function in adventure narratives -- all these elements work against the notion of pinning Robin down as definitively male or female as a character; the only classification which really fits is that of being constantly in-motion between options and unclassifiable.

Mary Borsellino is a freelance writer in Melbourne, Australia. She has published essays about subjects such as the shifting portrayals of Batman's childhood family, a feminist critique of the TV show Supernatural, and gender in Neil Gaiman's Sandman comics. She is currently working on a series of YA novels which will begin release later this year and which have been described as 'Twilight for punks'. Mary is the Assistant Editor of the journal Australian Philanthropy.

Bouncing Off the Walls: Playing with Teen Identity

Off and on, over the next few weeks, I am going to be showcasing work produced last term for my Media Theory and Methods graduate prosem at MIT. In the class, we spend a good deal of time exploring how various theorists and critics situate themselves in relation to the cultural objects and processes they study. This issue surfaces especially in relation to ethnographic research but also matters when dealing with a range of critical practices, especially those which emerge from feminist or minority perspectives. I ask students to write one paper which forces them to tap into their own autobiographical experiences as they seek to theorize some larger aspect of contemporary culture. The results never cease to amaze me: this is the most personally engaged writing these students generate all year and each brings something fresh to my own understanding of popular media. This year, there was a strong emphasis on educational issues -- a biproduct of the work we have been doing through the New Media Literacies Project and the Education Arcade. Many of the students returned to moments in their life when they were learning how to become cultural participants, media makers, curators, or critics of popular media.

Bouncing Off the Walls: Playing with Teen Identity

by Hillary Kolos

If you've ever had the chance to observe a teenager use the web, it's likely one of their browser windows was open to their Myspace or Facebook profile. Teens are constantly updating and customizing their profiles online, adding photos and songs, and posting to each other's virtual "walls." While this could be interpreted as just playing around, these activities can also be a means for teens to construct and experiment with their identity. In particular, it can be a space for exploring one's gender identification and sexuality.

Gerry Bloustein proposed this view in her work on teen girls use of video to create personal representations. She notes:

"On the surface such attempts at representation...seemed like 'just play' but under closer scrutiny we can see specific strategies--'the human seriousness of play'-- providing insights into the way gendered subjectivity is performed." (Bloustein, 165)

Serious play for teens is not necessarily something new to the digital age. Adolescence is often considered a time when rules are relaxed and young people can experiment with who they are or want to be. As new technology emerges though, some chose to blame it for distracting youth from what they see as the more important things in life, like education, physical fitness, or family relations. But teens' playful activities, while fun, can often have the deeper purpose of identity construction, which may not be apparent to those who view play always as meaningless.

As a teen, my arena for play was primarily my bedroom. I remember once ripping out a black and white Calvin Klein ad from the latest issue of Vogue. In it, a young woman-not an All-American beauty, but striking in appearance-sat on the ground with her legs tucked under her. Her head was shaved and her face pierced. She wore just a black bra, a jean skirt and black tights. Most would not have read too much into this picture at all, but to me it represented a way of being, both in its content and form, that I wanted to emulate-down to earth, edgy, and beautiful.

At the time, I was a 14-year-old wannabe skater chick, living with my mom, dad, and brother in suburban Northern Virginia. Earlier, when I was 10, I had asked my parents to please take down the 1970's nursery-themed wallpaper on my walls and paint them pink. While my parents are very loving people, they aren't the quickest at finishing projects. So four years later (just enough time for me to outgrow my wall color preferences) I finally had a fully-painted pink room-and I totally hated it.

Tastes change, especially when you're a teen trying on new identities, but there was no way I could ask my parents to change the color of my walls again. Instead, I began a playful experiment: I decided to hang the Calvin Klein ad on my wall. From a young age I loved fashion. As a teen, I had several subscriptions to fashion magazines, including Vogue, Elle, Bazaar, Allure, and W. What if I used their pages to cover up the pink that was just so not me anymore? I'd start in the uppermost-left corner and work my way around the room. Sure there'd be some pink poking through, but eventually I'd be free from that oppressive color. I was over my pre-teen days of loving unicorns and Top 40. I wanted to make myself into a new kind of girl - pretty and cool, but different.

I began my experiment right before the Internet boom in the mid-90's. Email and AOL chat rooms were all the rage, but there was nothing like the social networking sites and new media tools that teenagers have today to express themselves. Using websites as their "walls," teenagers today construct identities using collages of photos, music, and text online. Sites like Flickr, blip.fm, and YouTube make it simple to gather media of all kinds under profiles which stand for who you want to be on the web. My teen years were similarly saturated with media. In my case it was cable TV, pop radio, and glossy magazine, but my options for organizing and presenting the bits of media I wanted to represent who I was were limited. I made my outlet my bedroom walls.

Selection

Teenagers' bedrooms are usually the only physical space they have all to themselves. I wanted anyone who walked into my room to know immediately the style I liked, the bands I thought were cool, and the boys I thought were hot. Not the deepest stuff, I know, but it was important to me then. My room was my identity lab. On my walls, I could play with how I wanted to be perceived by others, combining images to create something bigger than any single picture could depict.

My curatorial process didn't have any strict guidelines. In general, the pictures were of women. (Though a cute, male model made it in every once in a while.) I was picky about what I added and it took me about a year to fill up just one wall. While the clothes in each image were an important aspect, there was often something else about the photo that made it special enough to hang-an interesting use of color, a unique composition, or a model whose appearance broke with convention.

My selection pool was limited to the mainstream magazines my mother would buy for me. Though I wanted to portray myself as on the edge of the mainstream, I had very little access to alternative media. I lived about an hour from Washington, DC where a sizable independent movement was occurring in the local music scene. While I heard about this from friends at high school, my parents' strict curfew and exaggerated view of crime in the city prevented me from being a part of it. Instead, I spent time in my room creating my vision of the world I wanted to occupy. Using images from mass media, I created a collection of the most creative and attractive images I found and presented them on my walls.

Audience

But who exactly was I presenting this collection to? Who was my audience? I grew up in a neighborhood with few girls my age. My brother spent his time running a muck with a band of boys who lived down the street, while I busied myself inside with crafts, reading, and TV. Later in my adolescence, I attended a magnet high school that was 35 miles from my house, a distance great enough to prevent most friends from visiting me. The only people then who saw my room were my parents and the one local friend I had named Wendy. (She too had her walls covered in magazine pictures, but had more of a metal theme going.)

My mother was the person who saw my room the most. While I didn't realize it at the time, she was most likely my primary audience. She hated it when I started to hang pictures on the wall. She prided herself on having a neat house and thought the pictures made my room look cluttered and trashy. Starting around the age of 12 on, I, like most teen girls, had an antagonistic relationship with my mother. Nothing too drastic, just a constant misalignment of taste. At the time, I felt like the biggest problem was that she didn't understand me. I begged her to watch the TV show, My So-Called Life, with me because I strongly identified with the teenage main character, Angela, and her experiences. I thought maybe by watching the show my mother would understand me.

My mom never watched the show with me, and we rarely talked about things like fashion, music, or boys. She did however come into my room constantly to talk to me about other things or to clean. Since my mom and I didn't talk much about my interests, I had to force them on her visually. What better way to show your mother what you're into than to Scotch tape it to the walls of her house?

I was also my own audience. I stopped attending Catholic school around eighth grade, which is about the same time I started watching MTV. My worldview basically exploded wide open at that point. For the first time in my life, I saw that I could construct an identity with the clothes I wore and the music I listened to. Also my identity didn't have to be static, I could play with the possibilities. I was initially intrigued by grunge music... then indie rock... then techno... then punk and ska... then hardcore. For me, high school was a playground for trying on different alternative identities.

The fashion ads I put on my wall became an amalgam of styles, but, in reality, I could never afford the clothes in the ads. Instead, I began to shop in thrift stores and create my own mix of styles influenced by the ads. I had limited resources, both in terms of money and selection at the thrift stores, which forced me to be more creative with my outfits. My high school peers were very tolerant of different looks and I took the opportunity to experiment with my style.

Performance

Many are concerned with the images that fashion ads portray and their impact on young women, especially in terms of body image. The mid-nineties could possibly have been the height of this fear, as "heroin chic" ruled and a super-thin Kate Moss was on every other page of fashion magazines. I was lucky to be naturally tall and thin and thankfully escaped the desire to radically transform my body to match the fashion world's runway standards.

Instead, what I tried to emulate was the femininity in the photos. As edgy as some of the ads I hung on my wall were, they always possessed a sense of femininity and sexuality. Whether it was showing some skin or a wearing a flowing pant suit the women in the ads rarely represented traditionally masculine qualities. As I ventured into my teens years, I became less interested in being one of the boys and more interested in what it meant to be a woman.

I wanted a safe way to explore femininity so I tested the waters by dressing up and taking pictures. I did this solely in my room with my friend, Wendy, and it quickly became one of our favorite activities, better than our other options of wandering around Wal-mart or hanging out at Denny's. We'd pull together some of the more extraordinary thrift store items, put on a ridiculous amount of make-up, and do our hair in a way we'd never be seen with in public. As I looked back at pictures we took, I saw a variety of styles that we explored. Sometimes we went for goth with dark lips and black clothes. Other times we obviously had the Spice Girls in mind with uber-glam makeup and fancy dresses. No matter what the genre though, the clothes we chose were always tighter and more sparkly than the torn jeans and baggy t-shirts we wore to school.

These photo shoots were our way to perform and practice what it meant to us to be a woman. The images on my walls and those that we had seen on MTV served as a starting point. We then translated elements from them into our photos of ourselves working with what we had available to us in my room. One picture we took stood out to me. In it, I have made myself up to look like one of the pictures on my wall-one where the model is dressed in a kimono-like dress with her lips painted like a geisha. In our picture, I sit in a wicker chair with the ad hanging just over my shoulder, which, as I remember, was unintentional. My lips are painted similarly and I am sitting like the model (my dress and hair are way off). While I knew next to nothing about what a geisha was historically, I had a strong desire to perform the look of the ad. I wanted to see myself with those same lips, in the same position. I wanted to see if I could look like that kind of woman.

As a teen, I used many resources to play with new identities. Fashion ads served as inspiration. My walls were a place to exhibit them. I did also, on occasion, leave my room where I had other experiences that helped shape the woman I am today. But having a space of my own to play and then reflect was very important to my process of identity formation. What seemed like goofing off at the time was actually a process of exploring who I thought I was at the time, as well as who I thought I should be.

My experience in my room is one of countless examples of how teens use their available resources to explore potential identities through play. This kind of play can happen in private, but often young people use media to capture their experiments and share them with others. In this way, they can gauge reactions and refine their performances. I used my walls to reach a limited audience, but today teens can easily reach millions of people online and receive feedback instantly on how they represent themselves. It will be interesting to see the new possibilities, as well as the new concerns, that emerge as teens use new resources to play with their identities online.

Bloustien, Gerry. "'Ceci N'est Pas Une Jeune Fille': Videocams, Representation, and Othering in the Worlds of Teenage Girls." Hop on pop: the politics and pleasures of popular culture. Ed. Henry Jenkins, Tara McPherson, and Jane Shattuc. Durham: Duke University Press, 2002. 162-185.

Hillary Kolos completed a BFA at Tisch School of the Arts, NYU and worked in after-school programs, including one at the School of the Future, where she co-taught a high school filmmaking class. After graduating from college in 2002, she worked at a not-for-profit production company that produces documentaries on current issues in education for PBS. Seeking more experience in the classroom, she then worked as a media educator in New York City schools. She currently works as a media mentor for Adobe, advising teachers on how to incorporate media into their curricula. She was inspired to return to graduate school after reading the white paper produced by Project NML for the MacArthur Foundation. She has been working with NML this year around the classroom testing and refinement of our Teacher's Strategy Guide, "Reading in a Participatory Culture." She is currently developing a thesis centering on the gaming cultures of MIT, the notion of "geek mastery," and the gender dynamics of technical expertise. In the future, she hopes to work as a consultant to help teachers incorporate new media literacy skills into their classrooms.

Babylon 5's JMS Heads to MIT -- Buy Your Tickets Online

The annual Julius Schwartz Lecture, being held at MIT on May 22nd, now has tickets available for sale online. This year's speaker is J. Michael Straczynski (AKA JMS), best known for his role as the creator of the cult science fiction serial Babylon 5 and its various spin-off films and series. Straczynski wrote 92 out of the 110 Babylon 5 episodes, notably including an unbroken 59-episode run through all of the third and fourth seasons, and all but one episode of the fifth season. His television writing career spans from work on He-Man, She-Ra, and Real Ghostbusters through to The New Twilight Zone and Murder She Wrote. He followed up Babylon 5 with another really solid science fiction series, Jeremiah. In more recent years, he's enjoyed success as a screenwriter, most recently writing the script for The Changling, Clint Eastwood's period drama, and as a comic book writer, who both works on established superhero franchises, such as Spider-Man, Supreme Powers, Fantastic Four, and Thor, and creates his own original series, such as Rising Stars, Midnight Nation, The Twelve, The Book of Lost Souls, and Dream Police. He was one of the first television producers to actively engage his fan community online and has consistently explored the interface between digital media and other storytelling platforms. His work for The Twelve has been nominated for this year's Eisner Awards.

Tickets are also available in person at Hub Comics in Somerville and Comicopia in Boston's Kenmore Square.

Buy yours today, as they're expected to go fast.

The Many Lives of The Batman (Revisited): Multiplicity, Anime, and Manga

Writing in 1991, Roberta Pearson and William Uricchio (the co-Director of the Comparative Media Studies Program) used the Batman as an example of the kinds of pressures being exerted on the superhero genre at a moment when older texts were continuing to circulate (and in fact, were recirculated in response to renewed interests in the characters), newer versions operated according to very different ideological and narratalogical principles, a range of auteur creators were being allowed to experiment with the character, and the character was assuming new shapes and forms to reflect the demands of different entertainment sectors and their consumers:

Whereas broad shifts in emphasis had occurred since 1939, these changes had been, for the most part, consecutive and consensual. Now, newly created Batmen, existing simultaneously with the older Batmen of the television series and comic reprints and back issues, all struggled for recognition and a share of the market. But the contradictions amongst them may threaten both the integrity of the commodity form and the coherence of the fans' lived experience of the character necessary to the Batman's continued success.

(See The Many Lives of the Batman: Critical Approaches to a Superhero and His Media)

The superhero comic, they suggest, may not be able to withstand "the tension between, on the one hand, the essential maintenance of a recognizable set of key character components and, on the other hand, the increasingly necessary centrifugal dispersion of those components."

Retrospectively, we can see Pearson and Uricchio as describing a moment of transition from continuity to multiplicity as the governing logic of the superhero comics realm. Rather than fragmenting or confusing the audience, this multiplicity of Batmen helped fans learn to live in a universe where there were diverse, competing images of their favorite characters and indeed, to appreciate the pleasures of seeing familiar fictions transformed in unpredicted ways. In an article which I previewed in draft form on the blog and which recently was published in Angela Ndalianis's The Contemporary Comic Book Superhero, I describe the multiplicity paradigm at play in contemporary comics:

Under this new system, readers may consume multiple versions of the same franchise, each with different conceptions of the character, different understandings of their relationships with the secondary figures, different moral perspectives, exploring different moments in their lives, and so forth. So that in some storylines, Aunt May knows Spider-man's secret identity while in others she doesn't; in some Peter Parker is still a teen and in others, he is an adult science teacher; in some, he is married to Mary Jane and in others, they have broken up, and so forth. These different versions may be organized around their respective authors or demarked through other designations - Marvel's Ultimate or DC's All Star lines which represented attempts to reboot the continuity to allow points of entry for new readers for example.

We can see this principle of multiplicity at play in Batman: Gotham Knight, an anthology of animated short stories about the Caped Crusader, which was released last summer as a bridge between Batman Begins and The Dark Knight. I had a chance to watch the film during my Christmas break and given this blog's ongoing interest in transmedia storytelling, I thought I would share a few reflections.

There are clear connections between Gotham Knight and The Animatrix, which I discuss in Convergence Culture. These new animated shorts were released direct to dvd as the third in the line of DC Universe Original Animated Movies released by Warner Premiere and Warner Bros. Animation. Warner was also the distributor of the Animatrix, which was similarly released between The Matrix and The Matrix Reloaded as part of the Wachowski Brothers' larger transmedia strategy. The studio seems to have learned a few lessons since The Animatrix, which are suggested by two key differences between the two productions.

First, the information communicated about the franchise through The Animatrix was crucial to our understanding of the Matrix films, helping to introduce new characters (The Kid) and motivate major plot shifts (the relations between the humans and the machines). The Wachowski Brothers took transmedia principles much further than their audience was ready to go and the result was confusion and disappointment in those who had paid to see the films at the box office but hadn't engaged with the anime, comics, or games extensions.

Gotham Knight is far more conservative in the ways that it seeks to integrate these shorts into the over-all flow of the revamped Batman film franchise -- too much so in my opinion because it's hard to understand in what sense these stories fit into the narrative structure of the film series and they certainly don't add any concrete information that helps us make sense of the plot of Dark Knight. They do include an encounter with the Scarecrow, who was a featured baddie in Batman Begins, as well as with villains, such as King Croc and Deadshot, who have so far not appeared in the film series. They do give us some additional insights into Batman's psyche (through flashbacks to events which occur within the timeline of his early life introduced in Batman Begins) and glimpses into his dealings with the secondary characters (Commissioner Gordon, Lucius Fox) who figure in the Batman film franchise.

Given the way Gotham Knight was marketed, there were no doubt fan expectations that these shorts might foreshadow developments in Dark Knight or even better, give us some inside dope which might add to our experience of the feature film. I am certain this video might have frustrated anyone who bought it with those hopes. Don't get me wrong -- each of these shorts is well made, engaging, and thoughtful. A lot depends on whether we think of transmedia storytelling as a structure of information (offering bits of data which add up to constitute a larger story world) or a structure of feeling (shaping how we feel about the characters and our appreciation of what makes them tick).

My favorite of the shorts, "Have I Got A Story For You," might be read as a paean to the new era of multiplicity as a series of skater punks describe, in very different terms, each of their encounters with the Batman as he does battle with the "man in black." Each pulls the Batman into a different genre -- in one, he is a shadowy figure who appears and disappears as though by magic; in another, he is a flying monster; and in another, he is a robot or cyborg. As they try to top each other's stories, we gradually realize that each has glimpsed a single moment in a much more extended conflict which culminates in a final showdown right before their astonished eyes, in which a fourth kid sees Batman as a very human figure who requires his help to overcome the bad guy. We can read this piece as a hint of the very different ways that the Batman will be depicted -- not only stylistically but also thematically -- across the rest of the shorts, each produced by a different creative team.

In terms of franchise building, the strongest of the shorts may be "Working Through Pain," which shows us a young Bruce Wayne as he seeks a better way to cope with the traumatic aftermath of the murder of his parents. Batman Begins had shown us one part of a trip around the world as the young man sought mentors who might further his training; this one shows two other stops in that personal journey -- one to a hospital in what looks like Africa as he tries to help a medical relief effort which lacks adequate supplies for the problems it is confronting; the other, told more extensively, takes us to India where a young woman teaches him how to "work through pain" and how to operate on the fringes of the social order.

Second, as with Animatrix, Gotham Knight hired artists from the Japanese anime tradition to work with a western media property in hopes of bringing a fresh look and perspective to the material. The Wachowski brothers chose artists who already were auteurs in Japan and gave them a relatively free hand to do with his characters what he chose. DC Comics went with younger animators, many of whom had worked on cult franchises (including Giant Robo, .Hack, Tekkonkinkreet) but who had yet to create their own feature films or television series, and he paired them with distinguished talent already associated with DC either through work on Batman comics or animated series.

The result is a blending of western style character development (contemporary American comics at their very best) with the visual style we associate with anime. As a fan of American comics, I was delighted, for example, to see the "Crossfire" segment, where Greg Rucka (one of my faves) returns to characters he helped to flesh out in the Gotham Central comics he co-authored with Ed Brubaker. Crispus Allen and Anna Ramirez are two beat cops debating the relationship of the Gotham police force to the caped crusader.

The making of video suggests that DC was drawn to the anime directors because of their skills at world building and indeed, the most spectacular elements of these films have to do with fleshing out Gotham City. Each short has a slightly different perspective on the city -- which emerges as a complex, fully realized urban environment, especially when we put all of these glimpses together. The various shorts take us to Arkham Asylum, through the sewers, along the skyline, along the water front, and through the nightclubs of the rich and powerful. There is also a recurring fascination with the technology associated with the hero and his challengers -- including "Field Test" which, as the title suggests, involves the protagonist trying out a high tech gadget which he concludes provides too much protection against the forces of evil. Perhaps most pervasively, the cartoons give us a sense of Batman's vulnerability and humanity: I am pretty sure we get to see Batman and/or Bruce Wayne bleeding in pretty much every segment here and thematically, many of them struggle with how he deals with the pain or human loss he confronts as he takes on the mask to battle crime.

As with The Animatrix, the Batman shorts allow a broad array of different experiments in visual expression: The Batman looks radically different from short to short as each artist is allowed to tell his story through their own stylistic lens. It is on the visual level, far more than on the narrative level, that the film satisfies the pop cosmopolitan's search for a Japanese perspective on the characters. What comes through here, then, is a complex melding of Eastern and Western modes of storytelling, which in turn does push and pull the Batman in some new directions I hadn't seen on the screen before.

It's interesting that we get this anime-inflected version of the Dark Knight at about the same time as designer Chip Kidd has published Bat-Manga!: The Secret History of Batman in Japan, which consists primarily of reprints from low budget and long forgotten manga produced by Jiro Kuwata for Shonen King following the success of the 1960s television series. Kidd reprints what he has been able to relocate of this original manga -- lots of interesting fragments -- alongside a collection of advertisements for Batman related toys released in Japan during this same giddy period. Kuwata confesses to having a very limited knowledge of the character and very little time to work.

The result is a series of stories which draw on the iconography of Batman, at least of the television series, with very few of the genre conventions. So, for example, the first story has Batman and Robin doing battle with Clayface (False Face on the television series) whose remarkable ability to transform his identity doesn't stop at the human form but allows him to magically transform himself into a terradactyl and a range of other giant monsters. Another story centers around a character with a near endless capacity to return from the dead. However fanciful the villains were on the Batman TV series, and however many times they seemed to survive what at the time looked like fatal accidents, they were still understood as having the limitations of any other mortal being. But here, Batman exists in a magical realm where anything can and will happen. This narrative flux goes alongside the stylistic transformation which occurs when Batman and Robin are being depicted through Manga conventions. Bat-Manga is a fascinating read for anyone interested in understanding globalization.

How Brazil Is Reshaping the Futures of Entertainment

Regular readers of the blog know that appropriations of my images or ideas are like catnip to me -- nigh on impossible for me to resist! Indeed, as someone who works on appropriation as a new media literacy, participatory culture and now, spreadable media, I am always intrigued by the ways that media theory is itself appropriated and spread beyond academic circles. So, please, anyone who wants to play around with my image, go ahead, but if I find it, I reserve the right to re-post and analyze it on my blog.

I howled with delight when Mauricio Mota from Brazil's New Content shared this video he had produced during the final panel (on Global Flows, Global Deals) at the Futures of Entertainment conference we hosted last fall. Mota's co-conspirator in generating the video was Ricardo Justus, who also joined us at the November conference.

Mota helped to facilitate the translation of Convergence Culture into Portuguese and was my host during a trip to Brazil earlier last semester; he's been a key player in connecting the Convergence Culture Consortium to a range of Brazilian companies as we are seeking ways to better understand media development in what economists are starting to call the BRIC (Brazil-Russia-India-China), which represent some of the fastest developing high tech economies in the world. And he's part of a smart group of thinkers, who call themselves the Alchemists, who are doing cutting edge work on transmedia storytelling and branding.

Mota's video was intended to dramatize the connection between some of the ideas in Convergence Culture and the practices for promotion that have emerged in his native country. Specifically, the footage here comes from Tropa de Elite (Elite Squad), released in 2007 and now one of the most commercially successful Brazilian films ever, despite having almost no conventional advertising or promotion. As Mota explained at the conference, a copy of the film was leaked to pirates while it was in the final stages of production and the pirates spread it across the countryside. It's been estimated that 11.5 million people watched the illegal copy of the film.

This is piracy on a scale which would wake most American media executives up in a cold sweat. But Mota's point is that it also insured an unprecidented level of visibility for the film. According to DataFolha, 77% of São Paulo residents knew about the movie, 180,000 people saw the film on its opening weekend in Sao Paulo and Rio, and by now, more than 2.5 million people have watched the film legally. (These statistics come from Wikipedia. Mota's estimates are even higher, suggesting that by the time the video had been further pirated via torrents in 15 countries around the world, it may have been seen illegally by 13 million and legally by more than 5 million people).

So, how do we read this story -- did the 13 million plus illegal views represent "lost revenue" to the company? Maybe some of them -- but it's also almost certainly the case that the legal box office returns would have been substantially lower if the pirated circulation of the film had not spread the word and heightened awareness about the title, while potentially lowering the cost of its promotion. Mota rightly sees this pattern as a paradox: loss of control may in this case have resulted in increased revenue and much greater cultural impact. In the process, Capitão Roberto Nascimento (the film's antihero) became something of a cult icon and was subject to all kinds of grassroots appropriations (as suggested by the sample from a fan vid which Mota includes at the end of his own mashup).

Mota's story about Tropa de Elite is a powerful illustration of the concept of spreadable media which ran through this year's Futures of Entertainment event. I developed some of the basic framework for thinking about Spreadable Media through my opening remarks at the conference.

we explored them further throughout the first morning of the conference, with a panel on Consumption, Value, and Worth.

Different forms of cooperation between producers and consumers, including the concept of the moral economy, were central to my conversation with Yochai Benkler (The Wealth of Networks).

Later this month, the Convergence Culture Consortium will be releasing what we hope will be a significant white paper which critiques the concept of viral media and offers an alternative model, one which respects the agency and motives of consumers in actively shaping the circulation of media content through a networked society and one which seeks to better understand the interplay between consumer capitalism and the gift economy in shaping the new era of web 2.0. Watch this blog for more on "spreadable media" in a few weeks.

Meanwhile, I wanted to use this post to signal that the webcast versions of the Futures of Entertainment conference have gone up over at MIT's TechTV site and are available for all of you who were unable to attend the conference. In many ways, this was our best event so far in this series -- in part because of a good balance between academics and industry people on each panel. Some of the highlights for me: Kim Moses, the Executive Producer, The Ghost Whisperer, sharing her insights on our Making Audiences Matter session; a very animated discussion of Franchising, Extensions, and World Building, which brought together perspectives from the world of wrestling, soap operas, and cult movies; and an especially provocative series of exchanges about the relationships between the academy and industry. But every panel has something to recommend it and every panelist made at least one contribution that changed the way I thought about the contemporary media landscape.

Given the latest news of the legal battle which is brewing around Watchmen's release, the exchange which I had with Alex McDowell, the film's gift art director, and Georgia State University's Alicia Perren, has been generating a fair amount of interest out there in the blogosphere. Mcdowell just shared with me a very interesting statement issued by one of the film's producers, Lloyd Levin, about the legal struggles around the film's production and distribution. This is a story which we are all following here at CMS with baited breath.

From Neil Gaiman to J. Michael Straczynski: News on the Julius Schwartz Lecture Series

Late last spring, we held the first in what we hope will be a continuing series of Julius Schwartz Memorial Lectures at MIT. Schwartz had been a founding figure in science fiction fandom and a influential editor at DC comics who was a key influence on the so-called Silver Age of American comics and on genre entertainment more generally. When he passed away, some of his friends put together seed money for us to start a series of public talks by key figures in the space of comics, science fiction, and genre entertainment. Our first speaker, appropriately enough, was Neil Gaiman, whose work spans comics (The Sandman), fiction (American Gods), cinema (Mirrormask), television (Neverwhere), the blogosphere, and much much more. Gaiman gave a memorable opening lecture on the nature of genre and its influence on the creative process, which is best known for an extended rift on how pornography and musicals follow similar conventions. It was inspired by Linda Williams' Hard Core, but Gaiman took it in his own idiosyncratic directions. As the evening continued, we had a great conversation, which ranged across his career, talked about some of the key themes in his work, and especially dug deep into his ideas about myth, storytelling, and popular entertainment. Anyone whose ever heard Gaiman knows he's a charming and engaging speaker with lots of interesting insights into cultural history and media theory.

In this excerpt from the event, Gaiman talks about his "pulp roots" and his ongoing relationship to genre entertainment

And here, Gaiman talks about the "dark" qualities of his children's fiction:

Gaiman was consistently this witty, engaging, and intelligent for the entire evening!

Too bad you weren't there!

Well, the good news is that CMS and New England Comics are offering you the chance to order a DVD of the Neil Gaiman lecture and discussion with most of the proceeds going to help fund future events in the Julius Schwartz Lecture series. You can order your very own copy here for ONLY $19.99.

We are already making plans for the second lecture in the series to be held on May 22nd at 7pm in Kresge Auditorium. Tickets will go on sale early next year.

This year's speaker is another transmedia creator – J. Michael Straczynski. Straczynski is best known for his role as the creator of the cult science fiction serial Babylon 5 and its various spin-off films and series. Straczynski wrote 92 out of the 110 Babylon 5 episodes, notably including an unbroken 59-episode run through all of the third and fourth seasons, and all but one episode of the fifth season. His television writing career spans from work on He-Man, She-Ra, and Real Ghostbusters through to The New Twilight Zone and Murder She Wrote. He followed up Babylon 5 with anothe really solid science fiction series, Jerimiah. In more recent years, he's enjoyed success as a screenwriter, most recently writing the script for The Changling, Clint Eastwood's period drama, and as a comic book writer, who both works on established superhero franchises, such as Spider-Man, Supreme Powers, Fantastic Four, and Thor, and creates his own original series, such as Rising Stars, Midnight Nation, The Twelve, The Book of Lost Souls, and Dream Police. He was one of the first television producers to actively engage his fan community online and has consistently explored the interface between digital media and other storytelling platforms.

This January, CMS will be hosting a screening series some key episodes from his television work, intended to revive awareness of the extraordinary contributions Straczynski has made to the evolution of American television.

I thought I would share her a passage from my forward to Kurt Lancaster's 2001 book, Interacting with Babylon 5: Fan Performance in a Media Universe, which spells out some of the cultural and historical significance of Straczynski's series:

Midway through Babylon 5's first season, in an episode called "And the Sky Full of Stars," Security Chief Michael Garibaldi picks up a copy of the newspaper Universe Today and the camera quickly pans over the various headlines on the cover. Some of the headlines refer to narrative issues raised on previous episodes; others introduce issues and topics that will surface more directly in subsequent episodes. What initially might seem like a throwaway detail -- a character reading a newspaper -- becomes an important turning point when we return to it for a second viewing. Of course, these headlines are only fully decipherable if you freeze-frame the image for closer scrutiny, and their full importance was made clear only through the ongoing Net and Web discussions of the series.

For me, this moment is emblematic of why Babylon 5 was such a remarkable experiment in television storytelling. First, it reminds us of the elaborate narrative planning that went into the production of the series. J. Michael Straczynski understood television as a long-form storytelling medium, and he planned and developed the basic story arc for all five seasons before the first episode was produced. His careful calculations certainly left him room to respond to shifting conditions (ranging from the loss of cast members to the perpetual threat of premature cancellation) and offered space for one-shot episodes. Such long-range planning also enabled him to build into the series elaborate foreshadowing and references to its history episode by episode. Not many television producers could have built plot details for the second season into a mid-first season episode.

Second, this moment suggests the degree of self-consciousness about media that ran through Babylon 5. The series' characters inhabit a world profoundly shaped by the flow of news and information across various channels of communication. They read about events that affect them in the newspaper or watch them unfold on television. They give interviews to reporters, and we watch as what they say is distorted to serve various agendas. They grumble over attempts to merchandise their identities as part of the ongoing propaganda and public relations warfare that shapes the complex intergalactic politics at the center of the series.

Third, the fact that these details are burried within the text, waiting to be discovered by the tacticla use of the VCR as an analytic tool and the collaborative efforts of Net discussion lists, points to the awareness and exploitation of fan competencies that transformed Babylon 5 into one of the most significant cult television programs since Star Trek. Like Star Trek's Gene Roddenberry, Straczynski understood the fans to be central to the program's success from the outset. Straczynski saw his fans as a group of opinion leaders to be courted through prebroadcast publicity and convention appearances, as a group of niche marketers and activist whose support could keep the program on the air during the rough times, and as students in an ongoing classroom where he could share his views about the production process and the aesthetics of television storytelling. Straczynski's relationship with fans was rocky. He was worshiped for his extraordinary productivity and personal vision and feared for his slashing flames in response to some fan comments. He at once sought to facilitate fan discussion and regulate fan speculations to avoid potential intellectual property issues. Yet whatever that relationship with his audience became, Straczynski sought to use digital media to directly and personally engage them, not just occasionally, but week in and week out.

Straczynski sought to validate the new styles of reading and interpretation that have been facilitated by the shifting media environment. The introduction of the videotape recorder and the Internet has significantly altered the informational economy surrounding American television. It is significant that Stephen Bochco's Hill Street Blues (1981-1987) was the first major success story of the videotape era and that David Lynch's Twin Peaks (1990-1991) was one fo the first new cult television series to develop an important Internet following. These series, with their ever-more-elaborate use of story arcs and program history, rewarded a viewer who carefully scrutinized the images using the freeze-frame function, who watched and rewatched the episodes on video tape, and who used the Internet as a vehicle for discussion with a larger interpretive community and the Web as a means of annotation. The succession of new media technologies since the late 1970s has encouraged the emergence of a culture based around the archiving, annotation, transformation and recirculation of media content.

Straczynski's genius was in recognizing the shape and potential of that new culture and in producing a science fiction series that rewarded these participatory impulses. He trusted his audience to ferret out information craftily hidden within the text, awaiting our discovery; he trusted the audience to make meaningful connections from episode to episode and season to season; he trusted the fans to be invested enough in the series to watch his ambitious story unfold and flexible enough in their understanding to cope with the complex shifts in character allignment. He made demands on the audience almost unprecedented in American television history, and for those of us who stuck with him over the five year run of the series, our patience and commitment were fully rewarded!

For these reasons, it is vitally important that media and cultural scholars look closely at Babylon 5, which seems, in retrospect, as rich an embodiment of what television storytelling can do in an age of media convergence as Star Trek represented the full potential of television storytelling in the network era. If you didn't watch Babylon 5, you missed something important."

Hope to see many of you at the event in May!

Tourists and Collectors Enter the World of Tomorrow: An Interview with Angela Ndalianis (Part Two)

You suggest some connections between the birth of Superman and the 1939 World's Fair with its theme, "A World of Tomorrow." Explain.

The New York World Fair of 1938-9 reflected a mindset of the times that saw utopia as becoming an achievable reality in the not too distant future. The birth of Superman was also very much a product of a culture that nurtured this mindset; Superman was a character from a science fiction reality, and the product of a technologically advanced society as represented in his home planet of Krypton. His arrival on Earth was very much presented as the arrival of a god-like being who offered humanity its own utopian potential. In the real-world context of the late 1930s, visionary futures were considered realizable as a result of advances in scientific knowledge, technological development, and urban planning. As early back as the Chicago World's Fair of 1893, World Expositions and Fairs - especially in the U.S. - had explored the concern with creating idealized cities but it was the 1938-9 NY fair (and the Chicago Century of Progress Exposition of 1933-1934 that preceded it) that took the first important steps in forging a relationship between science and society. But more significantly, these concerns were integrated with the visions and consumer pleasures that were offered by science fiction and entertainment. The futuristic, technologically reliant cities found typically in science fiction examples like the Buck Rogers comic strips, sf novels of Edward Bellamy and H.G.Wells, and sf magazines like Amazing Stories collided with science at the New York World Fair. In particular, living up to the Fair's motto "Designing the World of Tomorrow", the industrial designer Norman Bel Geddes created his 'Futurama' exhibit - a City of the Future in 1960. Designed as a diorama, viewers sat high above this miniature city while a motorized belt moved them around the exhibit. Drawing heavily on the aesthetics of flight - both through the technological capabilities of aviation and the biological capacity of the Superman body - the omnipotent view point from above was further empowered by the sensation of flight. To cap it all off, on July 4, 1940 the fair hosted 'Superman Day' (with the actor Ray Middleton playing Superman) and a further association between Superman and the U.S. was sealed. Superman's first appearance was in Action Comics #1, in 1938, and his own series began in 1939, but 1939 also saw the publication of New York World's Fair Comics and the two issues that were released at the 1939-40 exposition featured both Superman and Batman visiting the New York Fair to solve crimes. The new figure of the superhero was clearly seen as playing an important role in envision a future, utopian America. In the 1980s, the All-Star Squadron comic book series would return to these origins by placing their superhero team in the 1940s with their headquarters based in the Trylon and Perisphere - the iconic buildings created for the fair.

To broaden outward, much of your work has centered around juxtapositions across media and across historical periods. For example, your book, Neo-Baroque Aesthetics and Contemporary Entertainment, combines consideration of Baroque painting and architecture with discussions of contemporary amusement parks and special effects. What do you gain by bringing old and new together in this fashion?

What I enjoy about adopting this approach is exploring and unraveling the dynamic process that is history, and trying to understand the connections that exist across diverse media that may, on the surface, appear to be radically different to one another, but which on closer inspection share a great deal in terms of perceptual, cognitive and sensory responses they may want to extract from their audiences, despite the temporal and cultural gaps. One of the things I'm primarily interested in my research is the history and development of entertainment media. How have certain experiences remained the same, and how and why have they altered. In my (almost finished!!) book on theme parks for example, I look at the parallels that exist between the aristocratic villa gardens of C16th-C18th and theme parks like Disneyland and Universal Studios. In addition to the layouts and design of the park spaces (which have much in common with the plans for villa gardens), I love comparing the minutiae - all the smaller gadgets and media toys that make these places generate delight and pleasure.

Take the trick fountain, for example: in the gardens of Versailles, Louis XIVth and his followers were entertained by the sudden spurts of water that would spray them as they walked by a statue or seat that were rigged as trick fountains. The Alice in Wonderland labyrinth in Disneyland Paris and Universal Studios' Islands of Adventure have almost identical entertainment features that are similarly rigged to trigger gut, sensory reactions of laughter, surprise and joy from their recipients. I remember the fabulous little fountain in the Lost Continent section of the Islands of Adventure. The fountain didn't pretend to be anything other than a fountain, but this one seduces you into its world by acknowledging your presence and by clearly being able to see your actions; just when you feel comfortable with it and engage it in conversation, a spurt of water erupts from one or two of the many barely visible holes that are on its surface and sprays you in the face or body. Hysterical! Crowds of people stand around waiting to see the next victim become part of this slapstick routine. What does this tell us? Well, humans are still entertained by similar toys but with one dramatic difference. The space that's home to this fountain no longer belongs to royalty and to a select few who wield power over the masses. This is now a space that entertains the masses. But are the masses the new royalty, or is this now the role performed by the multinational corporations? Lots of questions that need untangling but which are not necessarily easy to find answers to; I think there's more to be gained from opening up and presenting more questions that complicate these relationships between the past and the present, than providing black and white answers that simplistically draw conclusions (e.g. 'the new royalty are they corporations who are the new oppressors of the people' - it would be easy to conclude this, but I think it would offer a myopic understanding of the complex relationships and conclusions that can be extracted via, in this case, a comparison of trick fountains and their function in entertainment spaces past and present).

A new research project I've just started also adopts a media historical approach. I'm looking at emerging examples of artificially sentient beings, in particular, robots like QRIO, Asimo and Zeno and artificial intelligence programs used in computer games and film effects - in other words, examples from within an entertainment context. But I'm also researching their historical precedents, the intention being to place current robot and AI technologies within the context of the diverse media, trans-temporal and cross-cultural history that they belong; it's through such an approach that a deeper awareness of the historical and cultural implications of humanity's continued fascination with artificial life will emerge. The automaton, for example, is a mechanical predecessor of the robot and harks back to medieval times but reached its peak in popularity in the C18th and C19th in Europe and Japan. While the automaton was reliant on clockwork mechanics and lacked any form of sentience, it shared something crucial with the contemporary examples: a product of technological and scientific invention was presented as entertainment. Like Sony's QRIO, entertainment was the vehicle that delivered the automaton's performance as technological display of the possibilities of new science and technology. To date, no study has asked why? Why entertainment? I guess, I want to ask 'why'?

You have written extensively through the years about the amusement park and location-based entertainment more generally, a topic which has received only limited scholarly attention given its cultural and economic importance. What do you think the study of amusement parks contributes to our understanding of media convergence?

The amusement park and, especially the theme park, is the example of media convergence par excellence. In some respects, it serves a similar role to the earlier World Expositions and Fairs. It's in the theme parks that the latest in entertainment technology is trialed and first exposed to the public. The most cutting edge examples of film technology, for example, has first been experienced in the theme park - the Omnimax experience offered by the Back to the Future ride in the 1980s, or the 3D Imax extravaganzas of the Terminator 3D and Spiderman rides at Universal studios more recently. But these weren't only film experiences. The theme park, and its ride technologies, bargain on engaging the audience on intense and immediate multiple sensory levels and the way this is most effectively achieved is through media convergence. Let's take the Spiderman ride: it's a truly multimedia experience that immerses the participant in cartoons on television, sculptured and architectural environments that reproduce the spaces of the Daily Bugle and New York, filmed environments in 3D on IMAX screens, and amusement park roller coaster technology that flies us seamlessly through all these different media. Add to this the fact that Spiderman originated in comics, then became a series of animated cartoons and tv shows as well as a series of highly successful blockbuster films and a phenomenal theme park attraction and you have the ultimate in media convergence. The thing with the theme parks, though, is that the convergence is more literal and in your face.

You are just about to start an extensive project focused on the impact of new media on collector culture. Can you give us a preview of some of the key themes you plan to explore there? How might comics collecting fit within the book's core arguments?

Yes, I'm co-writing a book with Jim Collins from the University of Notre Dame, which is tentatively (and possibly permanently) titled Curatorial Culture. What we're interested in is the radical transformations that have occurred in collecting culture in light of the central role that entertainment media conglomerates and digital technologies are playing in global culture. New delivery systems are redefining what going to a movie or watching TV means at the beginning of the C21st, just as they have also transformed the "display" of images at art museums throughout the world, and the accessibility and portability of digital information has given rise to a curatorial culture in which seemingly anyone can assemble their own music, film, television and art libraries. I know someone (who shall remain nameless) who owns every Superman comic book ever published - and it's stored on his/her hard drive. I mean, that's phenomenal! Do you know how much physical space you'd need to house (let alone actually find copies of) every Superman comic every written? Our book asks how the omnipresence of the personalized digital archive has altered our understanding of what acquiring culture means, whether it be in the form of an iPod playlist, a media home library, or a public art museum.

We're looking at the relationship between private and public archives as a shifting continuum that depends increasingly on the convergence of media space and museum space, and we're investigating this continuum by concentrating on five distinct sites of convergence-personal media technology, the private home, the public art museum, the retail store, and the urban landscape. So in addition to looking at ipod culture and p2p downloading and collecting, we're also interested in the fluid exchange between high culture and pop culture aesthetics - what Jim calls High Pop. Retail centers like those owned by Nike, Apple, Sony and Prada hire 'star' architects like Koolhaas, Hadid, and Gehry who have designed destination museum sites to design their retail spaces as unique consumer experiences, while also displaying their consumer products as if they're original artworks on display in a gallery. Or, to give you a couple of examples from the city of Las Vegas.... The new CityCenter residential-retail-entertainment complex being built on the Strip (and owned by MGM Mirage) will include a $40 million public Fine Art program that will distribute contemporary masterpieces throughout CityCenter's public spaces - the gaming areas, hotel and residential towers, and the retail and entertainment districts will now all serve the role of public gallery. Las Vegas represents--in intensified form--the ways in which our urban environments and leisure experiences are transforming into a collecting and display culture that has collapsed traditional boundaries that demarcated spaces of art display and those of consumerism and mass pleasures. In very real ways, the city of Las Vegas does precisely this: it visualizes global, conglomerate culture at its most intense point and, in the process, transforms itself into a living museum. In the Bellagio Casino Hotel, for example, traditionally cultural opposites collide: a visitor can tempt fate by feeding slot machines, and then walk out of the gambling hall and into the Bellagio Fine Art Gallery that's situated down the corridor to view the works of Picasso, Monet, Renoir and Van Gogh (who were on display when I visited). Even more bizarrely, in the Bellagio's Picasso restaurant it's possible to taste and smell the delights conjured by the "legendary" Spanish chef Julian Serrano, while being surrounded by the paintings and drawings of that other legendary Spaniard, which decorate the walls of the restaurant. Picasso's name now serves a dual function: Picasso the artist who created masterpiece artworks, and Picasso the restaurant that now promises to feed its customers with masterpiece food creations. What Vegas is lacking is a Superheroes casino and entertainment complex. When that happens, I'll be packing my bags and moving to the city of lights.

Angela Ndalianis is Head of Screen Studies at Melbourne University. Her research focuses on entertainment media and their histories, and she's especially interested in the aesthetic and formal implications of media collisions between films, computer games, television, comic books and theme parks - an area she has published widely in. Some of her publications include Neo-Baroque Aesthetics and Contemporary Entertainment (2004), and the anthologies The Contemporary Comic Book Superhero (2008) and Super/Heroes: from Hercules to Superman (2007). She is currently completing the book Spectopolis: Theme Park Cultures, which looks at the historical and cultural influence of and on the theme park, and is co-authoring a book titled Curatorial Culture with Jim Collins.

She can be contacted on angelan@unimelb.edu.au

Defending the Bats: An Interview with Angela Ndalianis (Part One)

In the summer of 2005, I went to Melbourne to attend Men in Tights: A Superhero Conference, hosted by the School of Art History, Cinema, Classical Studies, and Archeology at the University of Melbourne. It was like a dream come true for this particular comics geek to be able to hang out in Australia with comics scholars from around the world. Well, now you get a chance to share some of the fun, because highlights from the conference are being published as The Contemporary Comic Book Superhero, a new book edited by one of the conference hosts Angela Ndalianis. (My own essay on superheroes, multiplicity, and genre theory appears in this book. I ran an earlier draft of this essay on my blog a while back.) Since I like to use this blog to keep people up to date on new work in comics studies, along with fan studies, games studies, new media literacies, and a number of other topics, I wanted to flag this book for your attention and in doing so, direct your attention to its editor Angela Ndalianis. Angela's work should be of interest to anyone who cares about comparative approaches to media: her first book, Neo-Baroque Aesthetics and Contemporary Entertainment, manages to cover Baroque art and architecture, special effects, science fiction, comics, and amusement parks -- what's not to like. She's been teaching a course for several years which take Australian students to places like Disneyland and Vegas to study location-based entertainment and now this fieldwork is resulting in a forthcoming book on the history and theory of public amusements. And recently I learned that she's collaborating with James Collins on a fascinating new project dealing with collector culture and digital media.

In this first part of a two part interview, I grill her about her work on superheroes. Next time, we catch up with some thoughts on amusement parks and collector culture.

Your introduction to The Contemporary Comic Book Superhero begins with some autobiographical reflections on your childhood experience of reading comics. As many have noted, the autobiographical turn has been central to alternative comics and to comics scholarship, though most often, the story told has a decisively male focus. What do you think your experiences as a female comics fan brings to this discussion?

I guess, primarily it undermines these gendered assumptions. It's hard to say - especially when I was growing up in the 1960s and 70s - how much the association of comics and male readers was a socially generated pressure (of 'correct' tastes and interests becoming to little girls and little boys) , and how much was 'naturally' ingrained in our make-up as individuals. I actually lean towards thinking it's a socially induced taste-behaviour - sort of like the early game arcades, only this attitude has persisted. If anything, having more female readers engaged with their comic book experiences may open it up, both in terms of giving expression to the voice of female readers, and opening up the way to new female readers.

There may be shared gendered comic book experiences for male and female readers (like identifying with the empowered super-muscled male superheroes in the superhero comics; desiring the mega-bazooka female superheroes; rolling eyes in disbelief at those very same heroes but nevertheless becoming engrossed in their stories) but we need to also keep in mind that the reasons and ways we each consume our favourite comics carry with them their own personal reasons and associations. As I explain in the Introduction to the book, my father handed me my first comic as a 3-year old, and I was hooked from that point. All I remember about the comic was that it was a superhero comic - I don't remember which superhero. And there was something about the entire ritual of 'reading' comics (at this stage in my life it only involved reading the images): the touching and flipping of pages, the texture of the paper and the colours and images that the pages contained, and the sense of intimate possession associated with holding these comics in my hands. This sense of comfort I felt through sensory possession is still one of my oldest and happiest memories. Then there was the way wonderful worlds opened up to me in each panel on the page, and the immersion and intense relationship I developed with the superheroes and their stories. (It was nearly always superheroes, although, I did occasionally become sidetracked by the adventures of the Archies, Disney characters, and Hollywood stars like Laurel and Hardy and Jerry Lewis). Comics and cartoon shows are the two popular culture objects that left an imprint on my early memories and I still associate both with a combination of fondness and a feeling of being at peace with the world. I've always been a television junky, but there was something about the ability to physically possess comics in a way I couldn't possess my favourite tv shows that made them weave into the autobiographical and the personal more intensely - for me, at least.

And, from the perspective of female readership, I can say with certainty that, as a girl, I rarely felt short-changed or undermined by the fact that I was drawn to so many male superheroes. I cannot tell a lie, Batman was (and is) an object of desire for me. Somewhere in the fantasyscape of my brain, I still dream that there may be a reality in which he exists, and when I cross into that parallel universe, our future together will be guaranteed. Aside from my feelings for the Dark Knight, however, for me, Wonder Woman, Catwoman and Batgirl existed on the same level as Batman, Superman and Spider Man. It was their power, sense of their humanity and values, and ability to resolve crises that I associated with. I don't want to turn all academic on you here, but, I think it's Yuri Lotman who talks about hero roles not being gendered but associated with narrative action: it's society that imposes the 'norms' that associate active characters with the male, and the more passive roles with the female. Maybe 'society' never got its 'how to' ideological claws in me as a little girl and, I must say, my parents never encouraged me to play passive or victim roles - far from it. I think children don't start to fall prey to performing gendered roles till they approach their teen years, until then, they're fluid. I look at my 3 nieces (who are 4, 6 and 10) and am overjoyed to see that they in no way feel hemmed in when it comes to their abilities. In their minds, they're invincible. The difference is that they have more female superhero and hero roles to choose from - especially in animated cartoons - than I did as a kid, and that's more liberating for them as girls.

What has your experiences running the original conference and editing this book told you about the current state of comics studies?

I couldn't believe the amount of interest both during and after the 'Men in Tights: a Superheroes Conference'. The conference was held in mid-2005, and to this day I receive emails about follow up events and conference publications, as well as queries about whether courses are offered in comics studies at my - or other - universities. I've also had an increase in the number of PhD students I have who are writing on comics and superheroes. In your essay in the anthology, you write about the tendency in public consciousness to collapse the superhero genre into the comic book medium and given that the superhero's been such a driving and sustaining force behind the medium, it's not surprising. There are a number of anthologies and books that have come out in recent years that have taken a more serious and academic approach to comics and, in particular, superheroes in comics. This anthology, and the one I co-edited (Super/Heroes: From Hercules to Superman) emerged from the conference in 2005. The current anthology The Contemporary Comic Book Superhero focuses more specifically on comics and superheroes, whereas the earlier book centred more on predecessors and mythic prototypes. In addition to scholars I know who are currently writing books or essays for future publication on the topic, the healthy growth of comics studies is also evident in books like Comics as Literature (Rocco Versaci), A Comics Studies Reader (edited by Jeet Heer and Kent Worcester), Superheroes! Capes and Crusaders in Comics and Films (Roz Kaveney), Film and Comic Books (edited by Ian Gordon, Mark Jancovich and Matthew McAllister), and Superhero: the Secret Life of a Genre (Peter Coogan). To add to this, there was the Superheroes: Fashion and Fantasy exhibition and mini-conference that was held at the Metropolitan Museum of Art in New York in mid-2008. If anything, the exhibition revealed the extent to which the superhero - as representative of comic book culture - is woven deeply into the consciousness of so many people. Even if their first exposure to the superhero has been through film or television, most people know that it's the comics that gave birth to them. I should also add that the Institute for Comics Studies was unofficially launched by its Director Peter Coogan at the Superheroes: Fashion and Fantasy mini-conference event which was held at the MET in June 2008. The official launch will take place at ComicCon in 2009 and what's exciting about this Institute is that it aims to address and support the thirst for knowledge that's out there by providing scholars, professionals and fans with a contact point that can direct them to comics resources, courses being taught, conferences, as well as encouraging and organizing events with the industry. I'm really excited to be on the Board of Directors, which, in addition to including other academics such as yourself, also includes comics creators, distributors and producers.

One of the funniest outcomes of the Men in Tights conference had to do with my Batman obsession. In Melbourne, we have a problem with fruit bats. At the time of the conference they had over populated our botanical gardens and before the more logical solution of capturing the bats and migrating them to outer suburbs was achieved, a bunch of trigger happy stooges were going into the gardens and killing off bats by the hundreds. The organizer of an group called "Save the Bats" had attended the conference and heard me talk about my love of the Batman - and soon after the conference, I was contacted by this guy who asked me to become a Bat-Spokeswoman and to get the word out to students to attend protests and be more active in saving the bats of the Botanical Gardens. So how could I say no? My students thought it was hysterical - I still remember making an announcement about a save the bat protest (complete with the backstory) at the beginning of a lecture in my Genre Studies course and they cracked up in fits of laughter. In their eyes, the sequence of events made sense. Of course I'd become the spokeswoman for bats - I had, after all, shared my Batman fascination with them for years!! And this story did find sweet closure. When the Melbourne City Council eventually did move the bats out of the city, many came to settle in my suburb. So now, if I go out into the garden at night, I can sit on a bench with my cats Bats and Elektra, and look up at the giant pear tree in my back yard and listen to the very audible crunching sounds that are made by the giant fruit bats that visit my garden. Happy times!

Your introduction links the contemporary superhero to much older mythic traditions. What do we learn by searching for more "universal" themes underlying contemporary comics? What are the limits of this mythological approach to contemporary culture?

I've always been fascinated by myths and myth studies and, in particular, by the fact that heroic patterns of behaviour, hero types, and hero stories are repeated again and again throughout time and across different countries. I've always been a fan of ancient Greek and Old Norse myths and their heroes, and despite the fact that surface details may change there was so much that was similar - especially in the stories radiating around Asgard and Mount Olympus, with their shared epic tales of superheroic battle related to creation and apocalypse and everything in between. I guess it's the idea that there may be a shared desire that crosses temporal and geographic boundaries and that's fundamental to human nature (and to our understanding of the world around us) that I find so impelling. What really does my head in is trying to come to terms with 'why'? Why these stories of grand heroic battles where humanity and the universe itself is under threat? Of fearsome heroes with superhuman strength who face dark, monstrous doubles that threaten the social balance? Why have basic narrative patterns of hero myths repeated themselves across time and across different cultures? What human needs, desires, or fears does this repetition fulfil?

Having said that, there are so many limitations to universal myth models. Once you locate the repeated themes and hero types, what then? What about all of the specifics? Sure Superman may have much in common with ancient characters like Hercules and Zeus; and Thor may be named after and serve similar actions to his Norse namesake, but there's so much more to Superman and Thor as contemporary superheroes that speak to our own times. Both emerged within the specific context of C20th culture and that specificity has to count for something. Superman and Wonder Woman's origins, for example, were nurtured by the realities of Nazism and Hitler's 'perfect man'. The creation of the Fantastic Four through exposure to cosmic rays while on a scientific mission in outer space can be place very firmly within the 1960s, the rise and faith in science and technology and the emerging Space Race. And as retcons and continuity rewrites have shown us, the identity of comic book superheroes don't necessarily remain fixed across the decades: they've been revised, deleted from history, and rewritten into a new history. Beyond such socio-cultural reflections, newer superheroes like Animal Man, Hitman, Planetary, the Invisibles, the Authority - especially in the hands of 'auteur' artists and writers - tell us as much about the processes at work behind creating, reading, interpreting and refashioning comic book heroes across many decades of their production and consumption. If the fluidity of the superhero mythology shows us anything it's that a universal model of interpretation fails to come even close to understanding the nature and rationale of such dynamic processes of production.

Why do you think the superhero has been such a persistent figure across the history of 20th century popular culture?

Let's face it! On a basic level, they're exploits, dramas, relationships, stories and fashion sense are just great fun and the comic books invite repeat performances on the part of the reader. On a more serious level, like the cowboys of the western superheroes have embodied ethical codes and moral structures that society needs to embrace in order to survive. Despite their excess and hyper-humanity, they've always represented the voice or, more precisely, the various voices of the people, reflecting the social dilemmas and belief systems of their time. Even when the superheroes became darker in the late 80s, propelled by writers like Frank Miller and Alan Moore, they still reflected abstract moral crises of their era. Significantly, individual superheroes have consistently reflected the changing times that they belong to, learning to adapt to each decade that passes and the cultural changes that come with the passing of time. The Spider-Man of the 1960s, for example, is not the same Spider-Man of the 2000s - they're identities that are the product of different societies at different times that have reached different audiences. The superheroes who have survived across each shifting decade have been able to adapt their form, and connected to this is the superhero's capacity to translate and cross over into other media. This has been a huge plus in extending and familiarising audiences with the superhero stories. The Flash, Superman, Wonder Woman, Catwoman, the Hulk, Elektra - while originating in the comic book format, have also migrated media to appear in radio, television, B-film serials, blockbuster films, novels and computer games.

Angela Ndalianis is Head of Screen Studies at Melbourne University. Her research focuses on entertainment media and their histories, and she's especially interested in the aesthetic and formal implications of media collisions between films, computer games, television, comic books and theme parks - an area she has published widely in. Some of her publications include Neo-Baroque Aesthetics and Contemporary Entertainment (2004), and the anthologies The Contemporary Comic Book Superhero (2008) and Super/Heroes: from Hercules to Superman (2007). She is currently completing the book Spectopolis: Theme Park Cultures, which looks at the historical and cultural influence of and on the theme park, and is co-authoring a book titled Curatorial Culture with Jim Collins. She can be contacted on angelan@unimelb.edu.au

Mobilizing Generation 2.0: An Interview with Ben Rigby

This fall, I will be teaching a course on New Media Literacies and Civic Engagement. The class is designed to provide a bridge between the research we are doing for the Center for Future Civic Media and Project New Media Literacies. It also hopes to explore in depth a range of current research about how the new media landscape is impacting how young people learn to think of themselves as citizens. Here's the course description:

New Media Literacies and Civic Engagement

What does it mean to be 'literate' and how has this changed as a consequence of the introduction of new communication technologies? What social skills and cultural competencies do young people need to acquire if they are going to be able to fully participate in the digital future? What are the ethical choices young people face as participants in online communities and as producers of media? What can Wikipedia and Facebook teach us about the future of democratic citizenship? How effective is Youtube at promoting cultural diversity? What relationship exists between participatory culture and participatory democracy? How is learning from a video game different from learning from a book? What do we know about the work habits and learning skills of the generation that has grown up playing video games? What impact are young voters having on the 2008 elections and why? What lessons can we take from the study of virtual communities which might help us enhance civic engagement at the local level? Who is being left behind in the digital era and what can we do about it? This class is designed to introduce students to a new wave of research which is bringing together scholars from many different disciplines to ask new questions, pose new models, and try new experiments to better imagine the future of American education and of democracy itself.

Much of the reading in the course will be drawn from a series of books recently produced by the MIT Press and the MacArthur Foundation. These books reflect a national push by the MacArthur Foundation to explore how young people are learning informally through the affordances of new media and what implications this has for the future of schools, libraries, public institutions, the workplace, and the American family. Researchers and guests from The MIT Center for Future Civic Media and Project New Media Literacies will play an active role in the course, sharing projects and curricular materials under development, grounding our more theoretical considerations with real world perspectives. Students will have an opportunity to explore these ideas through research papers but they will also be asked to get involved in the development of projects which are designed to have an impact on real world communities.

If you happen to be a student at MIT, Harvard, or Wellesley, I hope you will consider taking the class this fall. The class meets Mondays, 11-2 pm, and Weds, 3:30-5 pm. I am hoping to write here from time to time about some of the ideas that emerge from the class. We will also be hosting several discussions through the MIT Communications Forum this term focusing on the roles which new media played in the 2008 Presidential Campaigns.

To whet your appetite on this topic, I wanted to share here an interview with Ben Rigby, the author of a recent book, Mobilizing Generation 2.0, which offers case studies and insights for activists and campaigns as they think about how to reach and court young voters. The book includes discussions of blogs, social networks, mobile technologies, wikis, and virtual worlds, among other web 2.0 practices, and features contributions from a range of key thinkers including danah boyd, Seth Godin, Mitch Kapor, and Beth Kanter. Rigby, who has developed web and mobile strategies for a range of nonprofit and Fortune 1000 companies, founded MobileVoter.org, an organization dedicated to using new media to politically empower young people.

You organize your book around new technologies and platforms. Yet at every civic media event I've been at lately, the core debate has been whether the change is

being brought about by new technologies or by new social and cultural practices

which help to foster a greater sense of civic engagement. Is this a false

debate? Where do you fall in terms of the relative importance of technologies

vs. social and cultural practices?

It's absolutely a false debate. Technology is a social and cultural practice. It means nothing outside of the context of the people who use it. This question led me to re-read the paper that inspired me to pursue a thesis program in Science, Technology, and Society back in college. It's called "Steel Axes for Stone-Age Australians" by Lauriston Sharp.

To summarize Sharp's brief ethnography: The Yir Yoront is a Western Australian aboriginal group that, by the early 1900s, had very little exposure to any social group outside of their limited radius (and virtually no contact with non-aboriginal peoples). The stone axe played a central role in their lives as a productivity tool, but most important, as a lynch-pin of social relations. Being difficult to manufacture, these axes were in short supply. While any Yir Yaront was permitted to use one, their use was controlled by adult men. Women and children who wanted to use an axe were required to get one from a man (usually a direct relation) and needed to return it promptly and in good condition. A man referred to his axe as "my axe," but women and children never did. The axe also figured prominently in trading relations with nearby groups. The Yir Yaront traded sting-ray-barb tipped spears for raw stone with their neighbors to the south (where quarries were located). Again, adult males figured prominently in these relations as they were the primary producers of spears and lead negotiators.

When an Anglican mission arrived in 1915, the missionaries set up a plan for "raising native living standards." In return for undertaking certain tasks or behaviors, the missionaries distributed incentive goods to the Yir Yaront. The missionaries quickly discovered that their steel axes were valued more than any other trading item. Thus, they'd give out these axes as incentives for participation in their programs and as gifts during holidays. They'd give them to men, women, and children indiscriminately.

Sharp describes the events that follow the introduction of the steel axe as "the collapse and destruction of all Yir Yoront culture." Wives and children no longer needed to defer to their superordinate male. Men, in turn, became insecure as they questioned their roles and masculinity. The hierarchy of 'ownership' melted, which resulted in the rise in stealing and trespassing. Trading links weakened as stone was no longer highly valued. Associated trade ceremonies took on less significance and became poorly attended.

Frustratingly, Sharp's ethnography leaves off there. It appears that he left the field just as these monumental transitions were taking place. I haven't been able to find any followup reporting. It's the ultimate cliff hanger (if any readers have additional information on this group, please send!). He reports, somewhat melodramatically, that the Yir Yaront's southern trading partners passed through a similar set of cultural transformations which resulted in an "appallingly sodden and complete cultural disintegration, and a demoralization of the individual such as has seldom been recorded elsewhere."

Even without the melodrama or the end of the story, it's clear that a technical innovation (or introduction of such) sparked the transformation of a society. However, because the technology in question is a simple axe, it's easy to disambiguate the tool from the social and cultural practice that surrounds it. Here, the tool gets moderately more effective at its ostensible task (chopping), but it's how the Yir Yaront wove it into their life that's critical. If it were any garden variety tool, that'd be one thing. But the axe was central to the Yir Yaront hierarchy and belief system. It's impossible to understand the axe without understanding its cultural context - it doesn't make sense.

Similarly, email, social networking, and YouTube don't mean anything by themselves. They are what we make of them - and how we believe in them. Peer production of media is significant because of the way that we value media. Technology is inherently social.

In fact, this question ties into my motivations for writing Mobilizing Generation 2.0. In order to make social change, you have to understand -a- what the axe does (chopping) and -b- how people value it (cultural context). Of course, there's a chasm in complexity between the axe and today's technologies such that even understanding -a- is something of a challenge. However, it's -b- that's really important. And you can't get to -b- without first getting to -a-.

So the book is organized around our most significant axes: blogs, social networking, mobile phones, wikis, video and photo sharing, online mapping, and virtual worlds. It intends to give readers a crash course in understanding -a-. Then, once that territory is covered, the book goes into -b-: how young people are using their technologies and how organizations are, in turn, using these same technologies to connect with youth.

We have a curious relationship with the word "technology." In common speech, we use it to define a subset of our tools which are unfamiliar to some, but not all, members our social group. Thus, tools such as tshirts, shoes, and axes are just "things"... things familiar to everyone. But microchips, cell phones, and Web sites are "technologies." Of course, they all belong to a kind of tool continuum - and it's helpful to understand "technology" in this context.

There's a moment when a tool stops being referred to as a "technology" and becomes just a thing. A light bulb, for example, has moved from being a technology to just a thing. However, a cell phone is still a technology. It will eventually move into the category of "thing" as it becomes more familiar to more people and as newer and less familiar tools take its place. The dividing line on this continuum differs among age groups - it sits forward for younger people. This rough diagram illustrates this idea.

Of course the continuum varies from person to person. But for an older person running a nonprofit or political campaign (as most director level people tend to be), it's helpful to imagine that most of their "technologies" are just "things" in the minds of young people - nearly as natural and thoughtless as putting on shoes in the morning (which is not to say, however, that they're insignificant).

All along this continuum (and back to your question), each of these tools is embedded in our cultural context. I can't imagine it being any other way until the point at which our tools take on an agency that's quite outside of our collective control. To my thinking, this point happens when we start having earnest discussions about civic rights for intelligent computer systems - which means that these systems will have evolved into something entirely different from what they've been. I think that this moment will eventually arrive, but that it's many years away.

Over the past few years, organizations of all kinds have begun to explore the

value of virtual worlds. Yet, virtual worlds still arguably reach only a culture of early adapters. What is the current value of virtual worlds as a political platform? Are we experimenting with something that will have a long term impact but may offer only limited short term rewards? If so, how can you justify putting energy there in what may turn out to be a tight political contest?

I don't know much about the inception of Second Life, but I imagine it went something like this:

[Scene: friends sitting around a poker table drinking beer]

Philip Rosedale: Have you guys read Snowcrash?

Friend #1: Yea, it rocked.

Philip Rosedale: Wouldn't it be cool if we built that thing?

Friend #2: What thing?

Philip Rosedale: The thing! The actual virtual world that Stevenson describes. I know some tech guys.

Friend #1: Phil, you should do it. That would rock.

Philip Rosedale: Yea, maybe I will.

Then Rosedale takes the book, hires some coders, and transliterates the book into pixels. And so, we've got Second Life, which is Snowcrash come to life - irony and all. Second Life was such an early sensation that it has, thus far, defined what is meant by "virtual world." In fact, it's gone further by defining the common understanding of character-driven 3D space (which is distinct from a "virtual world").

Second Life's early success and recent woes have, in fact, put a damper on innovation in the 3D space. Second Life and its imitators (of which there are now dozens, including Google's recent project called Lively) continue to replicate Snowcrash. They recreate fantasy versions of something that approximates real-life. And social change efforts in these worlds are doomed. They are shoddy replications of experiences that are better in real life: walkathons, tschotchke giveaways, museum exhibits.

But these efforts are only the first forays into what will eventually be the next world changing technical movement. Snowcrash is not where we'll end up. The potential of immersive 3D space is much greater than imitating and fantasizing about our existing reality. Remember in 1995 when businesses would scan their paper brochures and use the resulting JPG as their Web site? That's where we are today with the use of 3D space.

So, for anyone concerned about the 2008 Election, there's very little of interest. I wouldn't spend any time at all in today's virtual spaces. From the candidate perspective, it's not worth the effort. My advice for social changemakers is to keep a close eye on the space and to wait for it.

You end the book with a suggestion that "web 2.0" constitutes a "tectonic shift" in the political landscape. Explain. What's the nature of that shift? How quickly is its impact being felt? What changes will traditional political organizations need to make in order to take advantage of this new model for reaching voters? And what do you think will be the biggest points of resistance in moving in this direction?

Yochai Benkler describes this shift wonderfully in the Wealth of Networks. We (I) owe him a debt of gratitude for the book. Benkler describes the shift as nothing short of a massive redistribution of the means of production. That's tectonic. It's a dozen steel axes put into the hands of everyone. And it's a power grab right now between:

a) Those who are trying to prevent the redistribution (ie: RIAA)

b) Those who don't recognize that massive shifts are underway (ie: most large nonprofits and traditional political organizations)

c) Those who love their newfound axes (ie: most young people and Web2.0 business owners)

So -a- will fight it; -b- will lose (most of the time); and -c- will fight to make -b- join them instead of joining -a- so that -a- doesn't win, which is not at all a certainty at this point in time.

All signs are that a record number of young people have been participating in the current presidential elections and that voter registration for those under 30 have increased dramatically in recent years. What factors do you see as contributing to this increase in youth participation? Will these trends continue to rise as we look towards the fall?

I don't have anything substantively new to say on this topic, other than to echo what you and other smart observers have been saying for the past couple of years. Young people's media has become participatory - and they're reacting positively to a candidate (Obama) who has shaped his campaign in a similar fashion. Moreover, he's using language and speaking about issues in ways that give him the air of authenticity. For the sake of increasing youth political involvement, it's a good thing he won the nomination.

You begin the book by discussing your experiences running a nonprofit, Mobile

Voter, which you suggest failed to meet its goals for registering and

mobilizing young voters. Why did Mobile Voter fail and what did you learn from

this failure?

There's such a finality implied by the word "failure." I don't believe in it. It's too black and white.

To take a recent example - this spring, we entered our newest initiative, Volunteer Now!, into the NetSquared Mashup Challenge. The Challenge involved two rounds. To make it into the first, we needed to generate votes on Net2's web site. I emailed my list asking for votes and we made it in. The second round involved two days at a conference center in San Jose. At the conference we met dozens of enthusiastic social change activists and several potential funders. We also demonstrated the product dozens of times. In sum, we met a ton of people, honed our pitch, and got great feedback for the project.

We didn't place in the top three. Did we fail? Of course not. There's so much value in this experience. I'm unsure what historical events brought us to consider our efforts in Manichaean terms (win/lose, evil/good, fail/succeed), but I think it's a big problem. We're afraid of nuance.

So, instead of slinking away from not winning the Net2 challenge, I sent out an email to my list again with the subject line "We didn't win!!" And funny enough, that email generated a response that was 10x higher than the initial email asking for votes. There was a lot of value in looking at the "loss" as an opportunity for engagement.

So, that's a long entree to your question about Mobile Voter's 2006 "TxtVoter" campaign. In 2006, we raised funds from the Pew Charitable Trusts to register 55,000 young voters. By Nov 5th, we'd registered about 35,000 - of which only about 2,000 came through our text messaging system. The rest came via our GoVote.org Web site which we built and operated in conjunction with Working Assets (now Credo, who put the lionshare of the effort into generating traffic to that site).

It would be disingenuous to say that we weren't disappointed by the numbers - especially since we started the season with a Dean-like yell and aspirations to register many more than 55K. However, there's a rich context to this "failure." In addition to TxtVoter's registration component, we helped to implement a get out the vote (GOTV) campaign that was studied (and party organized) by researchers from Michigan (Dale/Strauss) which has since become the seminal study on the effectiveness of text messaging for GOTV. We also developed a list of best-practices which is now being used to replicate the most successful instances of the TxtVoter campaign (there were some events in which response rates surged to 46% versus the 1% overall average). To boot, the experiences of the '06 campaign led directly to the writing of Mobilizing Generation 2.0, which intends to address some of the pain points that I saw across hundreds of nonprofits and political campaigns during the TxtVoter initiative.

In sum, the learning is: there is no failure and we need to better embrace nuance.