Commercial Economy +

Sharing Economy

Legal Battlefanships vs. distributors

Internet success reasons

Long tail

Little brother

Lego-like system

HYBRIDECONOMY

SYSTEM

REAL

WORL

D VIRTUALWORLD

Free softwarecreating & sharing

Different comunities Content-based

Quality-based

Experience-based

Even though we are againstcopyright, some productionswouldn’t be possible without it.

“Sons-raised-as-criminals”point of view NEEDSto be changed.

GOVERMENT,THIS IS

NOT A WAR!

RO Culture RW CulturevsRead Only Read/Write

REMIX CULTUREby Lawrence Lessig

REMIX = “right to quote”

What is it?Comes from combining elements of Read Only culture; it succeeds by leveraging the meaning created by the reference to build something new.

TypesTwo di�erent types of remix exist:

1. Text2. Media

EMOTIONALMEANING

1 TEXT

2 MEDIA

COPYRIGHTHISTORY OF

Layer system that makes unfiltered content understandable, and thathelps the reader recognize what he should trust, and what he should question:

CONTENT: the writing itselfUsenet (1979)

WWW: web-logs + introduction of comments

TAGS AND RAKING SYSTEMS+ organisation, meaning and collaboration

INFLUENCE MEASURING+ significance of conversation

Cinema, TV & Music Video

Music

Images

Video

Collage / overlap of

Digital technology and Internet importance create & share

Result: Ecology of RW media

Significance3 benefits

COMMUNITY

EDUCATION Course in MEDIA LITERACY

CritiqueNo substanceNo qualityOld creations are better than new ones

“They learn more about theform of expression they

remix than if they simply made that expression

directly”.H. Jenkins

REMIX CULTURE is a society that allows and encourages the act of remixing.

Passive consumption Reciprocal relationship between producer and consumer

Professionals & amateurs

Invites a response

Emphasizes learning by speaking

Teaches integrity

Hides the hierarchy

Professionals

Respect & authority

Emphasizes learning

Preserves its integrity

Emphasizes a hierarchy

Digital technology enabled people to make copies ofRO culture

COPYRIGHT WARS

90s

1995 Content industry, workingwith the U.S. Department of Commerce, began to map a strategy to fight it

1997-1998

Series of new laws to extendthe life of copyrighted work,strengthen the criminal penalties for copyright infringement, and punish the use of technologies that tried to circumvent digital locksplaced on digital content

2003 iTunes embed DRMtechnology in their content

It’s actually ine�ective

PROPOSALS

Deregulating amateur activity

Clarifying rights

Simplifying

Decriminalizing the copy

Decriminalizing file sharing

LESSIG’S

APPLIED TO

COMPANIESCopyright: Prohibicionists

CC: Collaboracionists

CREATIVITYPositive externalities

Balance between access and controlto satisfy both the consumers and the creators.

“The law strongly favors RO culture while strongly disfavoring RW. Given all the good RW might do, we as a society should at least decide whether this bias against RW creativity makes sense and whether it should continue”.

GUIDE 1Analysis of Interactive Media Messages

Advertising and Public RelationsPompeu Fabra University

BIBLIOGRAPHY

Patricia _______ Xènia ___________ Albert _________ Anna Ortega

- L. Lessig

Lessig, L. (2008). Remix: Making Art and Commerce Thrive in the Hybrid Economy. London: Penguin Books

Lessig, L. (2004). Free Culture. London: Penguin Books

Center for Media & Social Impact. (2008, May 16). Fair Use | Examples of Remix Culture [Video file]. Retrieved from https://www.youtube.com/watch?v=j3jovQ4eKqE

FairUseProject. (2009, June 9). Remix Culture: Fair use is your friend [Video file]. Retrieved from https://www.youtube.com/watch?v=tCpBhU16TzI