The document discusses peer production and cross-media campaigns. It notes that peer production may structurally alter production processes in creative industries. However, media use is still dominated by consumption rather than production due to scarcity of time and attention for users. While brands and media companies are experimenting with peer production and crowdsourcing, it may not fundamentally change industries at scale due to the constraints of user attention and involvement.

1. Media Fruit Cakes
on
Cross media and peer production
Stefan Gaarenstroom, Thierno Kensenhuis, Elise van de Velde and Kim Christiaansen
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2. media fruit cakes peer production
‘Peer production of content will structurally alter production
processes in the creative industry we examine on our blog’
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3. media fruit cakes peer production
"They want control over their media, instead of being controlled by it.”
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Social Standing
Recognition
Instrumental
Value
Fun
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Scarcity
- Creativity
- Attention
- Time
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7. media fruit cakes peer production
Scarcity
- Computation
resources
- Communication
Resources
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8. media fruit cakes peer production
[Brands]
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[public broadcaster]
"Our vision with Marika was to help a national broadcaster
establish a new, intimate relationship with its viewers, reaching
audiences that have left the sofa for the keyboard, audiences
that demand much more than passive entertainment."
Christopher Sandberg (writer)
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[Gaming platforms]
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Crowdsourcing
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Social Standing
Recognition
Instrumental
Value
Fun
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[commercial broadcaster]
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‘Peer production of content will structurally alter production
processes in the creative industry we examine on our blog’
Peer production as highest level of involvement in cross media campaigns.
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No.
Well at least not structurally.
* Uses and gratifications: media use is still dominated by
consumption
* Scarcity of time and attention remains a problem if
every brand or media company get’s into peer
production.
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