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Presented at ICA 2013 by Aram Sinnreich and Mark Latonero. Article forthcoming in the Journal of Computer-Mediated Communication.
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TRACKING CONFIGURABLE CULTURE FROM THE MARGINS TO THE MAINSTREAM
Dr. Aram SinnreichRutgers SC&I
Dr. Mark LatoneroUSC Annenberg
ICA 2013 * London, UK * June 19, 2013Tuesday, June 18, 13
WHAT IS CONFIGURABLE CULTURE?
Tuesday, June 18, 13
WHAT IS CONFIGURABLE CULTURE?
consumption consumption-adjacent
production-adjacent production???
Tuesday, June 18, 13
CONFIGURABLE CULTURE IN THEGENERAL POPULATION
US 2006US 2010
NON-US 2010
Tuesday, June 18, 13
Blogs
Music Remix
Photoshop
Vid Remix
Music Mashup
AMV
Vid Mashup
Ems/ROMs
Mods
Sftwr Mashup
Machinima
None
0 25 50 75 1004.1
18.4
24.9
24.4
24.6
31.3
45.1
43.1
49.3
47.6
76.9
71.3
14.6
10.6
11.3
12.9
15.6
22.2
25.1
31.4
31.8
39.6
62.6
67.4
17.9
11
9.9
16.6
21.1
14.9
21.5
24.1
27.6
42.8
50.5
74.8
US 2006US 2010Non-US
Configurable Culture Awareness, 2006 & 2010
Tuesday, June 18, 13
Blogs
Music Remix
Photoshop
Music Mashup
Vid Remix
Vid Mashup
Ems/ROMs
AMVs
Mods
Machinima
Sftwr Mashup
None
0 10 20 30 40 50
18.4
10.5
6.8
11.2
17.7
12.2
12.6
22.1
22
21.9
42.5
48.5
44.4
4.2
5.2
6.9
7.1
7.7
8.7
10
11.9
14.5
18.9
39.1
US 2010Non-US
Configurable Culture Usage, 2010
Tuesday, June 18, 13
0
25
50
75
0 25 50 75
Burn CD
US 2010
Non
-US
2010
Marginal Emerging Mainstream
Watch Music Video
Custom Play List
Rip CD
Music Rec EngineShare Play List
Share MP3
ID Song
Karaoke
Created Sample-Based MusicDJ’d
Configurable Culture Engagement: Music
Tuesday, June 18, 13
0
25
50
75
0 25 50 75
US 2010
Non
-US
2010
Marginal Emerging Mainstream
Bonus Features
DVR
Share Video
Burn DVD
Comment on Blog
Tweet/Status UpdateRemix Video
Configurable Culture Engagement: Video
Tuesday, June 18, 13
0
25
50
75
0 25 50 75
US 2010
Non
-US
2010
Marginal Emerging Mainstream
CustomizationGame Cheat
Watch Game Clips
Add-onsDLCsVirtual Worlds
Modding
Configurable Culture Engagement: Games
Tuesday, June 18, 13
0
25
50
75
0 25 50 75
US 2010
Non
-US
2010
Marginal Emerging Mainstream
Basic Fix
Share Pic
TaggingPhotoshop
Tweet/Status UpdatePhoto ProductsBlogging
Configurable Culture Engagement: Images
Tuesday, June 18, 13
0
25
50
75
0 25 50 75
US 2010
Non
-US
2010
Marginal Emerging Mainstream
Access News via Social Media
Online PetitionNews Alert
Share News via Social Media
Citizen Journalism
Connect to Cause
Comment on Blog
Online ActivismRemix Footage
Configurable Culture Engagement: News/Politics
Tuesday, June 18, 13
0
25
50
75
0 25 50 75
US 2010
Non
-US
2010
Marginal Emerging Mainstream
Custom Desktop
Change PrefsChange Browser Homepage
Install Plugins
Share SoftwareBlog About Software
Easter EggMod Code
Configurable Culture Engagement: Software
Tuesday, June 18, 13
0
25
50
75
0 25 50 75
US 2010
Non
-US
2010
Marginal Emerging Mainstream
Collaborative Project
Linked NetworksPoints/Rewards
Social GameShared Location Followed Brand/Celebrity
Shared User Content
Created Profile
Configurable Culture Engagement: Social Media
Tuesday, June 18, 13
CONFIGURABLE CULTURE ANDAGE COHORTS
US 2006US 2010
NON-US 2010
Tuesday, June 18, 13
50
60
70
80
90
100
US 2006 US 2010 Non-US 2010
93.6
80.8
72.8
97.3
89.8
83.7
96.2
89.691.6
18-2535-4455+
Age and Awareness, 2006 & 2010
Tuesday, June 18, 13
0
25
50
75
100
US 2006 US 2010 Non-US 2010
80.2
56.4
16.1
90.3
67.4
38.7
92.587.5
62.7
18-2535-4455+
Age and Engagement: Music, 2006 & 2010
Tuesday, June 18, 13
0
25
50
75
100
US 2006 US 2010 Non-US 2010
26.719.2
2.9
60.9
36.9
21.3
79.5
56.2
37.3
18-2535-4455+
Age and Engagement: Games, 2006 & 2010
Tuesday, June 18, 13
0
25
50
75
100
18-25 35-44 55+
44.632.322.2
44.7
49.1
59.9
10.7
18.517.9
OriginalSometimesNever
Age and Opinion, 2006
Tuesday, June 18, 13
0
25
50
75
100
18-25 35-44 55+
26.718.710.4
25.2
18.7
20.8
38.7
48.7
60.4
9.413.9
8.3
OriginalSometimesNeverNo Answer
Age and Opinion, 2010
Tuesday, June 18, 13
0
25
50
75
100
Heard of Mashups Heard of AMVs Heard of Machinima Never Heard of Any
35.95.810.27.9
28.9
26.222.5
20.7
21.8
53.454.558.4
13.414.612.713.1
OriginalSometimesNeverNo Answer
Exposure and Opinion, 2010
Tuesday, June 18, 13
CONFIGURABLE CULTURE ANDGENDER
US & NON-US 2010
Tuesday, June 18, 13
Awareness
Music Eng
Social Eng
Image Eng
Software Eng
Video Eng
News Eng
Game Eng
0 25 50 75 100
43.6
63.7
61.9
66.9
75.4
81.7
76.3
92
61.6
74
76.5
78.8
81.2
83.5
85.5
93
MenWomen
Gender, Awareness & Engagement, 2010
Tuesday, June 18, 13
CONFIGURABLE CULTURE ANDINCOME
US 2010
Tuesday, June 18, 13
0%
10%
20%
30%
<$25,000 $25,000-39,999 $40,000-59,999 $60,000-79,999 >$80,000
Music Remix Video Remix VG Mods Photoshop
Configurable Culture Usage by Income, 2010
Tuesday, June 18, 13
25%
35%
45%
55%
65%
75%
<$25,000 $25,000-39,999 $40,000-59,999 $60,000-79,999 >$80,000
Political Image Games Film/TV Music
Configurable Culture Engagement by Income, 2010
Tuesday, June 18, 13
CONFIGURABLE CULTURE ANDSOCIAL POWER
US 2010
Tuesday, June 18, 13
0
10
20
30
40
US Non-US
31.7
13.1
17.3
5.3
MadeAccessed
Use of Open Licenses, 2010
Tuesday, June 18, 13
Age
Male
Education
Income
0 50 100 150 200
Age
Male
Education
Income
0 50 100 150 200
Granted Creative
CommonsLicense
Searched Creative
CommonsLicense
80.8
161.2
110.4
119
87.7
135.4
109.3
109.6
Use of Open Licenses, 2010
Tuesday, June 18, 13
Philippines
S. Africa
Singapore
Indonesia
Malaysia
India
Australia
USA
Israel
Canada
Sweden
UK
Turkey
1 2 3 4 5
3.3
3.3
3.6
3.7
3.7
3.8
4
4.1
4.2
4.3
4.3
4.5
4.6
Privacy Concern by Nation, 2010
Tuesday, June 18, 13
18-25
26-34
35-44
45-54
55-64
65+
0 25 50 75 100
50.4
36.5
34
28.8
23.8
19.4
8.5
8.6
9
9.3
8.7
11
41.1
55
57
61.9
67.5
69.9
Yes Don’t Know No
3.83
PrivacyConcern
3.9
3.9
3.99
3.94
3.95
Privacy Modification
Privacy Concern by Age, 2010
Tuesday, June 18, 13
PrivacyConcernPrivacy Modification
Privacy Concern by Education, 2010
Doctorate
Masters
College
Some College
Tech School
High School
No Degree
0 25 50 75 100
36
37.2
34.9
28.3
27.1
25.1
20.3
20
14.4
8.1
12
6.7
7.2
5.1
44
48.4
57
59.8
66.2
67.7
74.6
Yes Don’t Know No
4.31
3.98
3.96
3.88
3.81
3.84
3.71
Tuesday, June 18, 13
THANK YOU.
Dr. Aram Sinnreichsinn@rutgers.edu
Dr. Mark Latonerolatonero@usc.edu
ICA 2013 * London, UK * June 19, 2013Some rights reserved. This entire presentation is available under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 United States License.
Tuesday, June 18, 13
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