Please enable JavaScript.
Coggle requires JavaScript to display documents.
Quiz 2 12th of March Chapter 5 (Value Chain (Need recognition (market…
Quiz 2
12th of March
Chapter 5
Co-Creation as Concept
Definition: process through which consumers work with each other or with a company to produce something which has value to themselves or other
content consumed online is often co-created
e.g. Facebook, Instagram
Companies set up and maintain platforms and users contribute
enabled through Web 2.0
why on social media?
more active audience
engagement into intellectual projects and forgetting the media consumption
difference in motivation and outcome
way to coordinate user knowledge and efforts towards a larger project in a cheap and easy way
commercially focused co-creation: User-generated-content
co-create content based objects like advertisements, encyclopaedias or software but also adding value to material goods; e.g. producing own sneaker on Adidas.com
Value Chain
Need recognition
people discover a problem/need
market research by company
on message boards or forums
e.g. Zara
Design and Innovation
consumer produce ideas that serve as innovation in the design process
e.g. Ikeahackers
Production
content of a site is being produced by curating comments, likes, shares, uploads etc.
sometimes with money (e.g. Kickstarter)
e.g. how to videos on youtube
Distribution
circulating content or acting as salespeople
e.g. "haul" or "unboxing" videos
e.g. Thompson
Service
forming communities to help other users with support or similar questions
not purely altruistically motivated but for status in the community
e.g. forums
Marketing and Sales
e.g. Haul Videos
Co-Creation for Media Content
Collaborative Production
type of co-creation when fans and community member collaborate on one product
advantages
intrinsically interested and motivated people
self-selection of tasks guarantees skill distribution and knowledge
disadvantages
lack of monetary incentive can lead to lack of motivation
social capital and social status are long-term products
coordination and organisation has to be given
lack of experience can lead to an insufficiently professional product
lone genius rather than crowd
3 traits of collaborative production
modular (can be broken into parts)
parts are small and relatively manageable, requiring a reasonable amount of effort and attention
components are easy to integrate
Motivation
Intrinsic value
self-actualisation or artistic/creative goal
self-enhancement
altruistic reasons
Nonmaterial rewards
esteem and respect from the community
accomplishment and worth or social support
motives can be related to the community but simultaneously related to ego enhancement and self-interest
Status
relative place of someone within a social grouping
gaining or losing status through collective recognitions
contribution in co-creation can aggregate to a community
basic idea: gain recognition but a community has to exist
Produsage (Bruns, 2008)
e.g. upvotes for an answer on Quora (filter mechanism provides higher value)
Value chain is similar to physical product value chain
e.g. Citizen Journalism
nonprofessional journalists produce and disseminate journalistic knowledge (enabled by social media platforms)
Ethical Issues
Examples:
Google refining searches depending on previous searches
Twitter selling dater after production
users rarely get commission on the products promoted
Counter arguments
exploits free given consumer labour
channeling of co-creation into self-realisation and commodity production
shaped by capitalism and oriented towards satisfying and reinforcing its goal
user content is produced unknowlingly
through search queries, questions etc.
T&C's give rights to disseminate content produced on platforms
challenges economic fairness and user privacy
power disparity
switching costs are too high and network effects speak against changing
Owner-ship rights
political and regulatory structures towards protecting companies rights
General Public License (GPL)
agreement that work can be shared freely, used by anyone and modified
Creative Commons License
protects images and artwork to be used freely by anyone and be modified
Economic Principles
Karl Marx
Use Value
value that one gets from using the object; idiosyncratic (specific) to the user
Exchange Value
produced when the company or person exchanges the good for another good or service (money)
user innovations being adopted by the company, incorporated in the product and sold (company receives money)
creator is not part of the exchange value
Ethical Issue: exploitation
Personal level: people create content and feel connected to company
Structural level: company benefits
History of Co-Creation
Alvin Toffler (1980)
Consumers become increasingly more adept to fulfilling their own needs (especially with technology)
e.g. ATM's or Tripadvisor (instead of Travel Agents)
utilitarian or creative and expressive efforts of the consumer
Arvidsson 2008
self-organised, emergent, bottom-up phenomenon, not primarily motivated by monetary concerns
MacLuhan 1968
results of the expressive age
identification through identity and self-expression rather than family or job roles
enhanced by unprecedented leisure time, readily available networked communication technology, eroding barriers between professional and private identities, educated population and fulfilment, social status
popular concept in marketing and fundamental business model
Crowdsourcing
people collecting knowledge collaboratively being greater than the sum of one's individual knowledge
disadvantages
lack of expertise and misleading results
exploitation
privilege of those who are able to contribute and those who don't
long and arduous process
Participatory Culture
audiences participate in producing cultural products
e.g. Comicon