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Angry Birds as a Social Network Market
Earlier today my colleague Michele Willson and I ran the ANZCA PreConference Social, Casual, Mobile: Changing Games which went really well, bringing together 17 games scholars from Australia and Canada, including a fantastic keynote by Mia Consalvo and plenary by John Banks.
I also had the opportunity to present today, and the slides and audio from my talk are below:
And here’s the abstract if you’re interested:
The hugely successful franchise Angry Birds by Finnish company Rovio is synonymous with the new and growing market of app-based games played on smartphones and tablets. These are often referred to as ‘casual games’, highlighting their design which rewards short bursts of play, usually on mobile media devices, rather than the sustained attention and dedicated hardware required for larger PC or console games. Significantly, there is enormous competition within the mobile games, while the usually very low cost (free, or just one or two dollars) makes a huge ranges of choices available to the average consumer. Moreover, these choices are usually framed by just one standardised interface, such as the Google Play store for Android powered devices, or the Apple App store for iOS devices. Within this plethora of options, I will argue that in addition to being well designed and enjoyable to play, successful mobile games are consciously situated within a social network market.
The concepts of ‘social network markets’ reframes the creative industries not so much as the generators of intellectual property outputs, but as complex markets in which the circulation and value of media is as much about taste, recommendations and other networked social affordances (Potts, Cunningham, Hartley, & Ormerod, 2008). For mobile games, one of the most effective methods of reaching potential players, then, is through the social attentions and activity of other players. Rovio have been very deliberate in the wide-spread engagement with players across a range of social media platforms, promoting competitive play via Twitter and Facebook, highlighting user engagement such as showcasing Angry Birds themed cakes, and generally promoting fan engagement on many levels, encouraging the ‘spreadability’ of Angry Birds amongst social networks (Jenkins, Ford, & Green, 2013). In line with recognising the importance of engagement with the franchise, Rovio have also taken a very positive approach of unauthorised merchandising and knock-offs, especially in China and South-East Asia. In line with Montgomery and Potts’ (2008) argument that a weaker intellectual property approach will foster a more innovative creative industries in China, rather than attempting to litigate of lock down unauthorised material, Rovio have stated they see this as building awareness of Angry Birds and are working to harness this new, socially-driven market (Dredge, 2012). As Rovio now license everything from Angry Birds plush toys to theme parks, social network markets can be perpetuated even by unauthorised material, which builds awareness and interest in the official games and merchandising in the long run. Far from a standalone example, this paper argues that not only is Rovio consciously situating Angry Birds within a social network market model, but that such a model can drive other mobile games success in the future.
References
Dredge, S. (2012, January 30). Angry Birds boss: “Piracy may not be a bad thing: it can get us more business.” The Guardian. Retrieved from http://www.guardian.co.uk/technology/appsblog/2012/jan/30/angry-birds-music-midem
Jenkins, H., Ford, S., & Green, J. (2013). Spreadable Media: Creating Value and Meaning in a Networked Culture. New York and London: New York University Press.
Montgomery, L., & Potts, J. (2008). Does weaker copyright mean stronger creative industries? Some lessons from China. Creative Industries Journal, 1(3), 245–261. doi:10.1386/cij.1.3.245/1
Potts, J., Cunningham, S., Hartley, J., & Ormerod, P. (2008). Social network markets: a new definition of the creative industries. Journal of Cultural Economics, 32(3), 167–185. doi:10.1007/s10824-008-9066-y
National Teaching Award!
At an amazing ceremony and dinner at the National Gallery in Canberra tonight I was surprised, flattered and delighted to receive an Australian Award for University Teaching in the Humanities and Arts. This is a huge honour, and I’m extremely grateful to have my approaches to learning and teaching acknowledged in this manner. That said, I’m incredibly conscious that no one teaches in a vacuum, and in Internet Communications I am but one cog in a very complex and well-maintained machine, so this award is at least as much testimony to all of our team at Curtin University as it is to me.
Most importantly, though, I wanted to publicly thank the students who offered their thoughts and feedback about my teaching. We live in an era where students get asked to fill in an awfully large number of feedback forms, surveys and evaluations, so adding even one more thing to that pile is a big ask. So, THANK YOU to all of my students, current and past, whose kind words led to this award.
I’d also like to think that this award is a reminder that despite the huge media attention being paid to MOOCs and so forth, quality online education has been available and refined over more than a decade, and our Internet Communications program is one such example. I truly hope that as this next generation of online learning matures, close attention will be paid to successful examples already available! Successful learning and teaching is, after all, built on understanding the successes and failures of the past.
Who Do You Think You Are 2.0?
At today’s first day of the Perth CCI Symposium I presented the next section of my ongoing Ends of Identity research project as part of the Cultural Science session. I’ve attempted to use the BBC TV series Who Do You Think You Are? to explore how social media both before, during and after our lives shapes, frames and reframes who ‘we’ are in various ways.
As always, comments, questions and criticism are most welcome! 
Facebook, Student Engagement, and the ‘Uni Coffee Shop’ Group
Here are the final slides and audio from Internet Research 13 in MediaCityUK, Salford. My last paper ‘Facebook, Student Engagement, and the ‘Uni Coffee Shop’ Group’ was presented as part of a panel about Facebook and Higher Education which also featured work by my collegues Mike Kent, Kate Raynes-Golide and Clare Lloyd.
The abstract:
While the curriculum, lecturers and tutors teaching Internet Communications via Open Universities Australia (OUA) have been engaging with students for several years using Twitter (see Leaver, 2012), in the past Facebook had been largely left alone since this was viewed as a more casual space where students might interact with each other, but not with teaching staff. However, in the last two years, more and more students have created groups to use Facebook as a discussion space about their units, often attracting a significant proportion of students from that unit. While these groups are important, of even more interest is the establishment of the group called the ‘Uni Coffee Shop’. Unlike the unit-specific groups, the Coffee Shop group, established by two Internet Communications students but open to anyone studying online via OUA, affords group support, social connectivity and a persistent online space for conversation which does not disappear or grow stagnant when students complete a specific unit.
This paper will outline an investigation into the effectiveness of the Uni Coffee Shop group as a student-created space for engagement and informal learning. Three modes of inquiry were used: a textual analysis of the common topics of discussion in the group over several months; a quantitative survey of members of the Coffee Shop group; and several follow-up qualitative interviews with Coffee Shop group members, including the two students who administer the group. In addition, the paper includes the perspectives of teaching staff who have been invited to join the group by students and who, at times, answer specific questions and engage with students in a less formal manner. In detailing the results of these mechanisms, this paper will argue that fostering student-run spaces of engagement using Facebook can be a very effective means to create spaces of engagement and informal learning (Krause & Coates, 2008; Greenhow & Robelia, 2009); the support students give each other can persist over the length of an entire degree; and teaching staff engaging with students in their space, often on their terms, can create a better rapport and a stronger sense of connectivity over the length of a student’s entire degree (and potentially beyond). A student-run Facebook group also provide a space where teaching staff and students can interact using the affordances of Facebook without staff having to explicitly ‘friend’ students (something many staff are reluctant to do for a range of reasons).
References
Greenhow, C., & Robelia, B. (2009). Informal learning and identity formation in online social networks. Learning, Media and Technology, 34(2), 119 – 140.
Krause, K., & Coates, H. (2008). Students’ engagement in first‐year university. Assessment & Evaluation in Higher Education, 33(5), 493-505. doi:10.1080/02602930701698892
Leaver, T. (2012). Twittering informal learning and student engagement in first-year units. In A. Herrington, J. Schrape, & K. Singh (Eds.), Engaging students with learning technologies (pp. 97–110). Perth, Australia: Curtin University. Retrieved from http://espace.library.curtin.edu.au/R?func=dbin-jump-full&local_base=gen01-era02&object_id=187303
Ctrl-Z Symposium: Writing in the Age of New Media
This Saturday I’ll be participating in the Ctrl-Z Symposium at Fremantle Arts Centre. It’s broadly exploring ideas of ‘writing’ with a focus on new media (being very conscious of the provocative nature of that term, especially its newness!). The symposium is the first big event arranged under the umbrella of Curtin’s new Centre for Culture and Technology, and the title is shared by the upcoming Ctrl-Z journal which will launch next year. You can find the programme here and a spiffy flyer below. If you’re in Perth and free, it’d be great if you can join the discussions this weekend. The event kicks off at 1pm.
The Ends of Online Identity – Presentation
Here are the slides and audio for my ‘The Ends of Online Identity’ paper (abstract) I’m presenting in a couple of hours here at Internet Research 12 in Seattle:
I’ll try and record the talk and if it’s decent quality, I’ll synchronise the audio and slides as soon as I get a chance. Update: the audio turned out okay, so it’s now synchronised with the slides. If you’re interested, have a listen. I’d love to hear your thoughts and responses!
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