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Explore the dynamics of top-down command hierarchy in military management, including the emergence of organic networks, crowds/friends, and incidental networks. Compare the M16 and AK-47 rifles in terms of manufacturing, accuracy, cost, and ease of repair. Discover the concept of remix culture, from critical to benign and back, including détournement and the fascination and frustration of sticky and spreadable media. Learn about the digital divide and participation gap, and the importance of cultural protocols and practices in shaping media reform. Finally, consider the cultural shift in media power and the value of transforming our culture.
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Top-Down • Command Hierarchy • Management • Military
Emergent • Organic Network • Crowds/Friends • Incidental Networks
M 16 • Assumes shooters are marksmen • Expensive to manufacture • Specialty equipment • Parts fit tightly • Time to clean • Supply line
AK-47 • “Accurate enough” • Cheap and easy mass production • Parts easily repaired and retrofitted • Accepts different kinds of ammunition • Parts loosely fit together
Closed • Expensive • Complex • Accurate • Open • Inexpensive • Simple • Close Enough
Remix Culture From Critical to Benign and Critical Again
Remix Culture From Criticalto Benign and Critical Again
Détournement • Portrait of Pope Innocent X (1650)
Détournement Study after Velázquez's Portrait of Pope Innocent X (1953) • Portrait of Pope Innocent X (1650)
Détournement Just What Is It that Makes Today's Homes So Different, So Appealing? Richard Hamilton 1956
Détournement Situationists
Remix Culture From Critical to Benignand Critical Again
“Textual Poaching” • An impertinent raid on the literary preserve that takes away only those things that are useful and pleasurable to the reader
Open-Source Fantasies • We may be able to talk across our differences if we find commonalities through our fantasies. • Popular culture matters politically—because it doesn't seem to be about politics at all.
From Sticky to Spreadable Media • Sticky (or pull) media attracts consumers to a site and holds them as long as possible—like a roach hotel. • Spreadable content is designed to be circulated by grassroots intermediaries who pass it along to their friends or circulate it through larger communities (whether a fandom or a brand tribe).
Spreading is enculturating • It is through this process of spreading that the content gains greater resonance in the culture, taking on new meanings, finding new audiences, attracting new markets, and generating new values.
If it doesn't spread, it's dead.
Digital Divide • “Half the world has never made a phone call.” (Al Gore, Kofi Annan, etc.) • no longer accurate but still can serve as a “reality check”
From Digital Divide toParticipation Gap • As long as the focus remains on access, reform remains focused on technologies.
From Digital Divide toParticipation Gap • As long as the focus remains on access, reform remains focused on technologies. • If we begin to talk about participation, the emphasis shifts to cultural protocols and practices.
Not Culture-Jamming • Too many critical pessimists are still locked into the old politics of culture jamming. Resistance becomes an end in and of itself rather than a tool to ensure cultural diversity and corporate responsibility. But what would it mean to tap media power for our own purposes? Is the ideological and aesthetic purity really more valuable than transforming our culture?
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