November 20th, 2009
Currently ongoing at MIT, the Futures of Entertainment 4 Conference is a gathering of academics, industry leaders, and interested parties for a discussion of how “the creation of transmedia storyworlds, understanding how to appeal to migratory audiences, and the production of digital extensions for traditional materials are becoming the bread and butter of working in the media.” And while I’m not at the conference myself, through the joys of the #FoE4 Hashtag on Twitter and some extensive liveblogging it’s as if I am, which is a wonderful feeling for an academic who is isolated from these types of major conferences by geography and funding both.
However, as regular readers of Cultural Learnings know, I rarely engage in wholly academic discussions in this setting, and in terms of this conference I’m particularly interested in the convergence between the discussions being held at the conference and my own experience looking at both television and the culture that surrounds it. In particular, this morning’s panel (moderated by friend of the blog Jason Mittell) on transmedia storytelling from the perspective of the producers (both in terms of third party companies who work on tie-in websites, etc., and those who are in charge of organizing those efforts) raised an important question that perhaps Henry Jenkins put best in a tweet:
There’s obviously an ideological difference between the two terms, one designed to control and the other designed to empower, and in an example like NBC’s Chuck (which, as announced yesterday, is returning in January) we can use these terms to describe the challenge facing the show’s relaunch.. The successful fan campaign which “saved” the show and earned it a third season was facilitated indirectly, as fans created their own transmedia experience by taking product placement and turning it into their own mini-marketing campaign.
And, as a result, NBC is in a position where Fan Facilitation and Fan Management start to blur, as the existence of an existing fan base more often inspires networks to attempt to control and manipulate that group rather than understanding the intelligence implied in their earlier behaviour and using that to their advantage, risking turning them away and squandering the potential they offer.