23-05-2014. Carlos Scolari. Una ecología de los medios.

Ecology of Media

The discussion delves into the concept of ecology, originally defined in relation to living beings and their environment, and explores how this definition can be applied to media as well.

Understanding Ecology in Media

• Neil Postman conceptualized "Ecology of Media" as studying media as environments.

• Carlos Alberto Scolari advocates for an ecological approach to media, viewing it through a metaphorical lens.

• Incorporating scientific discourse through metaphors like extinction, evolution, and symbiosis helps explore the media landscape.

Media Ecosystem Dynamics

The conversation shifts towards analyzing the dynamics within the media ecosystem, drawing parallels with biological ecosystems.

Evolution of Media Ecosystem

• Traditional media like radio and television faced challenges with the emergence of new digital platforms.

• Introduction of new media species such as social networks and video games alters relationships within the ecosystem.

Metaphor Adaptation in Media Studies

The use of metaphors from biology aids in understanding the transformations and interactions within the media landscape.

Metaphorical Analysis

• Adapting biological concepts helps comprehend social, technological, cultural, and economic interrelations in communication.

Media Evolution and Extinction

Exploring how media evolves over time and adapts or faces extinction within the evolving ecosystem.

Adaptation and Extinction

• Emergence of new communication forms leads to a dynamic media landscape with elements like transmedia storytelling.

Transmedia Storytelling Origins

In this section, the speaker discusses the origins of transmedia storytelling and its evolution over the past decade.

Evolution of Transmedia Storytelling

• Transmedia storytelling concept introduced in a meeting involving video game producers and Hollywood. It gained traction due to its ability to expand narratives across different mediums with user participation.

• Definition of transmedia storytelling involves narrative expanding across multiple media types. Debate exists on whether adaptations like book-to-film should be included in transmedia.

• Speaker prefers a broad view, encompassing both adaptations and expansions within transmedia narratives. Emphasizes narrative expansion across various media forms as a key characteristic.

User Participation in Transmedia

• Henry Jenkins highlights user participation as a crucial element in transmedia storytelling. Users, now termed "prosumers," actively engage in expanding stories through platforms like fanfiction.net and YouTube parodies.

• Users play a significant role in expanding official narratives across diverse media forms. Examples include fans creating new stories around characters from existing transmedia universes like Harry Potter.

Transmedia Beyond Fiction

This section explores the extension of transmedia storytelling beyond fiction into genres such as documentaries and journalism.

Transmedia Applications in Documentaries

• Documentaries are adopting transmedia elements by incorporating websites, applications, installations, and user engagement activities alongside traditional audiovisual content.

• Commercial documentaries like National Geographic utilize various platforms such as TV channels, magazines, mobile apps, and social media for an immersive transmedia experience.

Transmediality in Journalism

• Historically, journalism has exhibited early signs of transmediality with news dissemination across radio, television, and print media. The advent of the web and social media has further enhanced the interactive nature of news consumption.

• Modern journalism embodies a transmedial experience where stories evolve across different mediums driven by user engagement. Users often contribute to news creation through social platforms.

Cultural Dynamics: Industry vs. Popular Culture

This segment delves into the intricate relationship between economic-driven cultural industries and collaborative-based popular cultures within the Media Ecology model.

Cultural Interplay

• Latin American critical perspectives highlight complex interactions between profit-oriented cultural industries and community-driven popular cultures. Despite apparent differences, mutual exchanges exist between these realms shaping content production dynamics.

New Section

The discussion explores the relationship between popular culture and mass culture, highlighting how elements are repurposed and manipulated. It questions the potential application of Transmedia Storytelling in education.

Popular Culture vs. Mass Culture

• Popular cultures reprocess elements from mass culture, such as using advertising jingles to criticize the government.

• Contrasts between rejection of certain logics and appropriation/contamination of cultural elements are observed.

• Raises the question of integrating Transmedia Storytelling into educational practices.

Expanding Education through Transmedia

The conversation delves into the concept of transmedia storytelling and its potential application in educational settings to enhance learning experiences.

Transforming Educational Practices

• Traditional education systems have been predominantly monomediatic, centered around written text.

• Calls for a shift towards a transmedia approach in education to embrace multiple mediums for both production and consumption.

Evolution of Media Concepts

Discusses the evolution of media concepts over time, emphasizing the significance of understanding media ecology in contemporary communication landscapes.

Media Evolution Insights

• Highlights the impact of global information networks, convergence processes, and emergence of new media platforms on narrative structures.

• Mentions shifts in terminology within media studies from hypertext to multimedia to transmedia, reflecting changing trends and market dynamics.

Future Prospects of Transmedia

Explores the future trajectory of transmedia as a concept within professional and academic domains, predicting its evolution amidst changing industry demands.

Future Outlook

• Speculates on the diminishing prominence of transmedia in professional contexts due to widespread adoption necessitating differentiation strategies.