A presentation of a paper by Fernanda Rosa and Aram Sinnreich at #AoIR2016. This paper uses longitudinal survey data to demonstrate the increasingly mainstream nature of "remix" or "configurable" culture, while also examining the lingering social inequities that are reproduced by asymmetric adoption of these emerging cultural trends.

1. The More Things Change:
Who Gets Left Behind as
Remix Goes Mainstream?
Fernanda Rosa
Aram Sinnreich
AoIR Berlin
Oct 8, 2016

2. MemesMashups Much, much moreMachinima
“Configurable” Culture

3. Theoretical Implications

4. I Have The Surveys
2006:
1,779 US
2010:
3,055
International
2014-15:
1,397
International
Respondents: Online, English-Speaking Adults

5. 23.5%
34.8%
72.3%
5.3%
11.8%
36.9%
8.8%
13.5%
30.8%
10.1%
11.8%
20.8%
41.4%
76.1%
2.8% 3.3%
4.9%
0%
20%
40%
60%
80%
2006 2010 2014
Made Playlist Custom Radio Shared Playlist Shared Songs Streamed music video Mixed/Mashed
Music Engagement
Emerging
Marginal
Mainstream

6. Emerging
Marginal
Mainstream
Video Engagement
26.7%
33.4%
61.5%
13.0%
20.7%
29.4%
6.1%
9.7%
25.4%
18.5%
8.5%
25.2%
6.9%
9.6%
16.6%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
2006 2010 2014
Accessed "bonus" features Posted about video Used DVR Post to blog about video DL video remix Shared video files Made vid mashup

7. Emerging
Marginal
Mainstream
Games Engagement
14.1%
60.0%
6.8%
15.6%
53.5%
8.6%
5.9%
38.9%
11.4%
6.6%
35.0%
11.6% 12.7%
29.0%
1.5%
2.7%
9.5%
7.2%
4.4%
20.1%
0%
15%
30%
45%
60%
2006 2010 2014
Watched game video Customized game Used mod Used emulator Used cheat Modded game Wached machinima

8. Emerging
Marginal
Civic Engagement
25.6%
64.8%
22.9%
46.0%
30.3%
38.7%
18.2%
32.3%
20.9%
23.9%
11.2%
15.9%
6.1%
11.7%
4.4%
7.1%
0%
25%
50%
75%
2010 2014
Used SM for news Shared news via SM Online petition "Liked" politician/cause
News alerts Citizen journalism Customized news site Hacktivism
Mainstream

9. Emerging
Marginal
Mainstream
Social Media Engagement
32.4%
53.0%
4.6%
9.5%
23.5%
51.7%
21.6%
41.5%
6.7%
27.1%
4.5%
7.4%
35.0%
21.6%
39.7%
12.7%
18.4%
11.3%
43.3%
63.6%
0%
25%
50%
75%
2006 2010 2014
Liked brand/celebrity Contribute to project Group chat
SM game P2P Collaborative document
Shared location Points/rewards Friended person

10. Who’s on the bleeding edge?

11. 80%
90%
100%
110%
Mainstream Emerging Marginal
Music
Video
Games
Civic
Social
Age Bias

12. Gender Bias (% male)
90%
100%
110%
120%
130%
140%
150%
Mainstream Emerging Marginal
Music
Video
Games
Civic
Social

13. Ethnic Bias (% white)
90%
95%
100%
105%
110%
Mainstream Emerging Marginal
Music
Video
Games
Civic
Social

14. Who Uses Creative Commons?
Age
Male
Education
Income
2010
Age
Male
Education
Income
Granted
CC
License
Searched
CC
License
Age
Male
Education
Income
Age
Male
Education
Income
2014

15. Thanks.
Fernanda Rosa: fr5510a@american.edu
Aram Sinnreich: aram@american.edu