Emerging models of sustainability of audiovisual content in the digital age: New ways of advertising and other sources of sustainability.
Funders: Consell Audiovisual de Catalunya
Abstract: This paper addresses an emerging phenomenon characterized by its continuous change and experimentation: the collaborative creation of audiovisual content online. The analysis focuses on exploring different sustainable model of collaborative creation online, paying special attention to the different modalitites of advertising. The unit of analysis are cases of Creating Online Communities (CCOs), ie, communities of individuals who work in the digital domain for the construction of audiovisual resources. The first goal was to perform a mapping of cases that take as their central node or activity within the Catalan territory. From 21 selected cases , the methodology combines quantitative analysis, based on a questionnaire delivered to all cases, and qualitative analysis through face interviews conducted in eight case studies . This research leads us to conclude that the sustainability of the project depends largely on relationships of trust and interdependence among various stakeholders volunteers, contributions and non-monetary rewards as well as resources and infrastructure that allow free use. Advertising as a source of sustainability of projects in this reality of digital and cognitive base suffers a profound transformation since it is no longer based on a scheme of linear communication (transmitter/receiver) but disappears through the collective exercise between different stakeholders (P2P, for example) .
Research Team: Direction: Mayo Fuster Morell. Supervision: Joan Subirats. Research Team: Ruben Martinez and Marco Berlinguer .
Berlinguer, M., Martinez, R. , Fuster Morell, M. and J. Subirats (2013). “Models emergents de sostenibilitat del procomu audiovisual”. Cuaderns del CAC. June 2013.
Berlinguer, M., Martinez, R., Fuster Morell, M. J. Subirats . (2013) “Models emergents de sostenibilitat del procomu audiovisual”. Teknokultura. Revista de cultura digital y movimentos sociales.
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