1. Provide a quick over view or summary of the readings (3 – 5 sentences) (8pts)
In “Quentin Tarantino’s Star Wars? Grassroots Creativity Meets the Media Industry,” Jenkins walks the uninitiated through the ways in which media allows or does not allow for mashups, remixes, and collaborations with the audience. Specifically described are the ways in which Star Wars, Manga, The Sims, Online Gaming Universes, Modding and Movie production see audience collaboration as either a nuisance, a source for direction, an inspiration, prohibited, creative, or dangerous, and how the more restrictive the re-use of the media, the more limited its potential for adoption and longevity. The Lessig view of folk collaboration and read write culture is compared with the corporation as cornered and threatened by dilution culture, and while the writing is far from biased, it’s clear that there is a suggestion to producers to allow for audience collaboration in return for the many potential benefits of doing so.
2. Clearly Identify what you feel are 3 key ideas in the readings (8pts)
1. Media producers who decide that audience-as-collaborator is a threat to their creation are going to have a great deal of work keeping people from doing it and may damage their fan base in the cease and desist effort.
2. Media producers who allow or encourage audience collaboration may be able to gather feedback about new directions for the franchise, may gather stronger ties with audiences, may be able to discover new talent for their creative teams, and may be able to develop new avenues for their content.
3. While outright outlawing of audience media manipulation will likely result in an audience backlash, the audience as creator will often accept suggestions for what is legitimately allowed within the recreation of stories, ideas, and characters of the franchise. This can be done using media contest rules, community rules, and official sponsorship of media that respects the rules.
3. Support your summary and/or key points with three specific references to the readings (7pts)
“The Star Wars franchise has been pulled between these two extremes both over time (as it responds to shifting consumer tactics and technological resources) and across media (as its content straddles between old and new media). Within the Star Wars franchise, Hollywood has sought to shut down fan fiction, later, to assert ownership over it and finally to ignore its existence; they have promoted the works of fan video makers but also limited what kinds of movies they can make; and they have sought to collaborate with gamers to shape a massively multiplayer game so that it better satisfies player fantasies” (p. 134)
“If, as some have argued, the emergence of modern mass media spelled the doom for the vital folk culture traditions that thrived in nineteenth-century America, the current moment of media change is reaffirming the right of everyday people to actively contribute to their culture.” (p. 132)
“With the consolidation of power represented by the Digital Millennium Copyright Act of 1998, American intellectual property law has been rewritten to reflect the demands of mass media producers — away from providing economic incentives for individual artists and toward protecting the enormous economic investments media companies made in branded entertainment; away from a limited duration protection that allows ideas to enter general circulation while they still benefited the common good and toward the notion that copyright should last forever; away from the ideal of a cultural commons, and toward the ideal of intellectual property.” (p. 137)
4. Identify the most difficult or challenging concept for you from this week’s readings. Saying “I don’t know” or “nothing was difficult” is not an adequate response. (8pts)I am wholly personally invested in the idea of Creative Commons. I am a Lessig fanboy. I release most of my creative work under a Creative Commons Attribution Share Alike license, which allows for commercial re-use, modifications, and incorporation of my ideas into projects, as long as I’m credited, and as long as the resulting work is licensed in the same fashion. My most challenging concept is why Lucasfilm, Wil Wright, and other creators who have given great breadth of creativity to the audience in remixing and collaborating with their brands won’t consider licensing some (or most) of their work in the same way. Maybe I’m dreaming, but I think it could do great things in terms of longevity and expansion of the brands.
5. Provide 2 or 3 discussion questions for us to talk about in class (6pts)
In what ways have you participated in Popular Culture remixing? Has anyone here modded a game, written fan fiction, mashed up a scene from Star Wars, or made a parody of mass media?
Does anyone have an example of a audience created piece of media that affected their feelings positively or negatively about the original media that inspired it?
6. Discuss how this week’s readings might relate to your upcoming presentation, paper or to the “real world.” Here too, saying “I don’t know” or “it does not apply” is not an adequate response. (8pts)
I feel that the ideas presented in this week’s readings are reflective of my own feelings about the topic. I feel that media that have been commercially produced are enhanced, extended, and recieve benefits from mashups and remixes. The only one who can potentially lose is the original producer who sees the remix as a threat, and who does not embrace it as a way of promoting their own brand. By attacking fans who are simply trying to celebrate the work (even in the form of a critique perhaps) you might only serve to alienate other fans.