Appearance of new products: material vs immaterial

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Del curso dictado por National Research University Higher School of Economics

Cultural and creative industries

5 calificaciones

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National Research University Higher School of Economics

Cultural and creative industries

5 calificaciones

Main objective of this course is to trace the development of the Cultural and Creative Industries as an idea and as concept and to identify the key points of changes within it in relations with contemporary digital connected world. Another important task of this course is to provide the deep understanding of the difference between cultural and symbolic meaning products (such as films, recorded music, book and periodicals, online media content etc) and other kind of goods. This course will help you to: - Identify main peculiarities of cultural and symbolic goods in their difference with other branches of economy in terms of production chain, risks, relationship between different stages of production. - Be able to analyze cultural products and symbolic goods from the organizational, economic, business model point of view. - Be able to invent new business models and analyze cultural products in terms of their productions risk. - Be able to analyze cultural policies and creative industries/clusters policies. Main prerequisite to this course is to be able to produce analytical texts in humanities. Normally the course addresses all students of master level interested in peculiarities of media and cultural economy and management. This course is strongly not recommended for those who: - Analyse any market or industry only in microeconomic terms (supply and demand, level of competitions etc). This course is not about market but about peculiarities of symbolic goods; - Try to interpret culture only in terms of marketing and management (i.e. culture is considered like a simple good to be sold to the consumer). This course considers it more broadly like a human agency to produce meanings of everyday life. That’s why cultural goods are different and can not be interpreted exclusively in terms of consuming and need more or less state support; - Try to interpret culture like pure “art” and consequently are absolutely not preoccupied by organizational aspect of its working. This course uses a large number of concepts coming from different fields of science: political economy of communications, cultural studies, sociology etc. Some aspects of the course are commented by known scholars in this field such as David Hesmondhalgh (University of Leeds), Phillipe Bouquillion (University Paris 13 Nord), Bernard Miege (Grenoble Alpes University).

De la lección

Evolution of cultural industries in digital age

During this week we'll learn transformations of cultural industries after digital revolution. We'll touch upon changes in business models, platforms and general logics shaping cultural industries in digital era.

Diversification of channels5:32

Appearance of new products: material vs immaterial8:41

Further industrialization7:34

Mediatization of everyday life8:44

Individualization of cultural practices9:46

Theory of communication needs and its evolution in digital environment9:27

Conoce a los instructores

Iliya Kiria
Professor
Department of Media

Another particular tyrant is the move to

the immaterial forms of different kind of content,

and the rise of different kind of relationship between the audience and their author.

Because we have deal actually with the lot of what we call the

immaterial services which provide informational access to particular persons, goods etc.

such as searching engines for example.

And from this point of view,

the importance of advisers or advising role of new gate

keeping role of the organization of content, becomes crucial.

It means that actually it's not so important to choose the continent.

And actually any kind of produced content could be put it on line,

could be made accessible to audience.

But the most important is how this content will be organized,

how it will be sorted,

how it will be classified and how it will be done searchable.

And from this point of view of course,

the importance of the technological companies

which are mainly organizing such kind of content,

in field of searching field,

in field of searching engines,

in the field of social media even or in field of aggregator platforms etc.

becomes very important.

Another important thing is that the way of distributing content.

It's not only the searchable platforms,

aggregator platforms, but also the platforms of social exchange.

It means that actually,

it's not only we'll say,

the purely commercial dynamics over the big companies which are sorting the content,

which are making it accessible,

but also the social dynamics of

the digitally connected people which is distributing the information,

sharing self producing content and different other forms of even private life.

And from this point of view,

we can speak about,

now we'll say, the double logics,

the logics of professional companies,

the big companies which are elaborating

algorithm of the certain content of making it accessible etc.

but also the logics of the social reposting,

redistributing making accessible content in social media.

It doesn't mean that these logics have no commercial peculiarities.

Of course, they must spread about via social media, via social networks.

Content also could be commercialised.

The main question is who will be the final beneficiary of this commercialization.

But they know Kay says the general trend as we

can see is the transformation of goods into services,

because it's not actually just the serie or just an episode of one serie,

it's a kind of permanent service connecting you as audience with the content producer.

From this point of view,

the relationship of access becomes much more important than the relationship of property

and this issue was covered by

American economist Jeremy Rifkin in the book The Age of Access,

quite old books right now.

And in this book,

he's arguing that in a new world,

the access to the particular good,

to the particular service becomes much more

important than in the old world was that property owned.

Because in the old world,

the exchange was very simple,

the seller and consumer exchanged money against goods.

So, seller transferred the property of the particular product to consumer,

or particular good to the consumer,

and consumer transferred the money to the seller.

In actual world, we have deal with a permanent connection between provider,

service and user, consumer.

It means, but the good could remain in the property or direct property of seller.

So from this point of view,

the proliferation of such things as what we call the online movie theaters.

It's the good example.

Or what this online movie theaters?

It's something which instead selling you the film,

sell you the right to watch this film for example,

for I don't know limited number of days for example.

So, it means that the access fee replaces the good per good payment.

And from this point of view,

it creates the permanent relationship between user

and someone who is the service provider.

And of course make

the permanent relationship between user and some technological companies,

which are usually such kind of providers.

Of course, it provoked the reconsideration in field of product classification.

Field of product classification in field of cultural industries and theorist of

fourscore cultural industries of the so-called old school of 1970s and 1980s,

has been obliged to add some particular services,

some particular products into classification especially what

they call the social exchanges.

For example social exchanges such as searching engines,

social networking sites etc.

etc. all such kind of things for them, are social exchanges.

And for them it's also a part of the cultural industries around because they become

a very important way to produce and to distribute the cultural products.

To produce because users become a producer and sometimes use

social networks in order to produce and organize such kind of content distribution,

because a lot of content is usually reported as shared et cetera,

via networking and media networks with social media networks.

In addition to that,

they are proposing to add the sources of free access into this field.

Because of the proliferation of the advertising base and model in different fields.

Even in museum fields,

even in commercial television etc.

etc. From this point of view,

the classification of products becomes much more larger and probably we can

expect the further growing of

the number of types of products or diversification of products in the future.

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