Franzosi, Roberto
2008
Content Analysis: Objective, Systematic, and Quantitative Description of Content
Gives historical overview of why content analysis is quantitative and who said so. A lot of historical references.
Franzosi, Roberto
2008
Content Analysis: Objective, Systematic, and Quantitative Description of Content
Gives historical overview of why content analysis is quantitative and who said so. A lot of historical references.
Krippendorff, Klaus
Bock, Mary Angela
2009
Part 3: Inferences and Analytical Constructs
105
“We call the model of the relationship between textual matter and the empirical domain of the desired inferences an analytical construct. Analytical constructs connect the data of a content analysis to the answers it hopes to provide.”
-> Is entarch the analytical construct?
“While all texts lend themselves to numerous kinds of inferences, content analysts need to be explicit about the logical basis of the inferences that would answer their research questions: the analytical constructs they adopt.”
Krippendorff, Klaus
Bock, Mary Angela
2009
Part 1: History and Conception of Content Analysis
3
“An analytical construct is a means to render inferences from texts to the contexts of their use conclusive. In George’s article, the analytical construct consists of knowledge of how an elite’s use of preparatory propaganda responded to events not under its control.”
“While making specific inferences from text to their contexts is now the defining feature of content analysis, informs its methodology, and has guided our selections in this volume, there are analyses of textual matter that do not go as far.”
“Obviously, without some background knowledge of the authors and contexts of their texts, word frequencies or rank orders say little.”
-> which is why interviews first -> gain knowledge about creators?
George, Alexander
2009 (excerpt from 1959, same title)
Quantitative and Qualitative Approaches to Content Analysis
145
“Inferences from content to non-content variables, however, need not always be based on the frequency values of content features. The content term in an inferential hypothesis or statement of relationship may consist of the mere presence or absence of a given content characteristic or a content syndrome within a designated body of communication, It is the latter type of communication analysis, which makes use of “non-frequency” content indicators for purposed of inference, that is regarded here as the non-quantitative or non-statistical variant of content analysis.”
154
There always is a risk in non-frequency research “that a hypothesis formulated early in the course of [the researcher’s] content description will determine what he [sic] subsequently “sees” and regards as significant in the communication.”
Christensen, Clayton M.
1997
The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail
226?
“the pace of progress that markets demand or can absorb may be different from the progress offered by technology. This means that products that do not appear to be useful to our customers today (that is, disruptive technologies) may squarely address their needs tomorrow. Recognizing this possibility, we cannot expect our customers to lead us toward innovations that they do not now need. Therefore, while keeping close to our customers is an important management paradigm for handling sustaining innovations, it may provide misleading data for handling disruptive ones.”
227?
“Successful companies have a practiced capability in taking sustaining technologies to market, routinely giving their customers more and better versions of what they say they want. This is a valued capability for handling sustaining innovation, but it will not serve the purpose when handling disruptive technologies. If, as most successful companies try to do, a company stretches or forces a disruptive technology to fit the needs of current, mainstream customers—as we saw happen in the disk drive, excavator, and electric vehicle industries—it is almost sure to fail. Historically, the more successful approach has been to find a new market that values the current characteristics of the disruptive technology. Disruptive technology should be framed as a marketing challenge, not a technological one.”
“in many instances, the information required to make large and decisive investments in the face of disruptive technology simply does not exist. It needs to be created through fast, inexpensive, and flexible forays into the market and the product. The risk is very high that any particular idea about the product attributes or market applications of a disruptive technology may not prove to be viable. Failure and interactive learning are, therefore, intrinsic to the search for success with a disruptive technology. Successful organizations, which ought not and cannot tolerate failure in sustaining innovations, find it difficult simultaneously to tolerate failure in disruptive ones.”
“Although the mortality rate for ideas about disruptive technologies is high, the overall business of creating new markets for disruptive technologies need not be inordinately risky. Managers who don’t bet the farm on their first idea, who leave room to try, fail, learn quickly, and try again, can succeed at developing the understanding of customers, markets, and technology needed to commercialize disruptive innovations.”
“The evidence is quite strong that companies whose strategy is to extend the performance of conventional technologies through consistent incremental improvements do about as well as companies whose strategy is to take big, industry-leading technological leaps.”
“Perhaps the most powerful protection that small entrant firms enjoy as they build the emerging markets for disruptive technologies is that they are doing something that it simply does not make sense for the established leaders to do. Despite their endowments in technology, brand names, manufacturing prowess, management experience, distribution muscle, and just plain cash, successful companies populated by good managers have a genuinely hard time doing what does not fit their model for how to make money. Because disruptive technologies rarely make sense during the years when investing in them is most important, conventional managerial wisdom at established firms constitutes an entry and mobility barrier that entrepreneurs and investors can bank on. It is powerful and pervasive.”
Arthur, W. Brian
2009
The Nature of Technology: What It Is and How It Evolves
3
The economy is not a container for technologies, but it arises from them.
4
“historians are naturally interested in how the world has formed itself.”
-> they are interested in process/evolution.
13
“This sort of contrast between known content and less-known principles is not rare.”
“we have no agreement on what the word “technology” means, no overall theory of how technologies come into being, no deep understanding of what “innovation” consists of, and no theory of evolution for technology.”
15
Definition evolution:
Two meanings
Without evolution we have the idea of the solitary genius.
“With evolution (if we can find how it works), new technologies would be birthed in some precise way from previous ones, albeit with considerable midwifing, and develop through some understood process of adaptation. In other words, if we could understand evolution, we could understand that most mysterious of processes: innovation.”
20
“The economy continually created the new by combining the old, and in doing so it disrupted itself constantly from within.”
-> Schumpeter
22
“I will call this mechanism evolution by combination, or more succinctly, combinatorial evolution.”
A second thing is needed: “the constant capture of new natural phenomena and the harnessing of these for particular purposes.”
23
“new technologies are constructed mentally before they are constructed physically”
His theory is built from blank state -> 3 fundamental principles:
24
“[technologies are not] individual pieces of clockwork but [...] complexes of working processes that interact with other complexes to form new ones.”
“Technology builds itself organically from itself”
25
“Modern technology is not just a collection of more or less independent means of production. Rather it is becoming an open language for the creation of structures and functions in the economy.”
28f
Definition technology:
35
“Whether within a jet engine or a computer program, all parts mus be carefully balanced. [...] Each module or component must provide just the right power, or size, or strength, or weight, or performance, or data structure to fit with the rest. [...]
Together these various modules and their connections form a working architecture. To understand a technology means to understand its principle, and how this translates into a working architecture.”
-> This is what my PhD and entarch are doing!
37
“the partition of technologies increases with the extent of the market.”
“The modules of technology over time become standardized units.”
38
Definition recursiveness:
in mathematics, physics, computer science: “structures consist of components that are in some way similar to themselves.”
42
“In the real world, technologies are highly reconfigurable; they are fluid things, never static, never finished, never perfect.”
“There is no characteristic scale for technology.”
-> it can be a transistor or the Yamato.
47
“Phenomena are the indispensable source from which all technologies arise. All technologies, no matter how simple or sophisticated, are dressed-up versions of the use of some effect – or more usually, of several effects.”
49
“Phenomena are simply natural effects, and as such they exist independently of humans and of technology. They have no “use” attached to them. A principle by contrast is the idea of use of a phenomenon for some purpose and it exists very much in the world of humans and of use.”
50f
A technology “is a collection of [NEXT PAGE] phenomena captured and put to use.”
52f
A technology is a metabolism. It “becomes a complex of interactive [NEXT PAGE] processes – a complex of captured phenomena – supporting each other, using each other, “conversing” with each other, “calling” each other much as subroutines in computer programs call each other.”
53
“A technology is an orchestration of phenomena to our use.”
“Phenomena, I propose, are the “genes” of technology.”
54
“Biology programs genes into myriad structures, and technology programs phenomena to myriad uses.”
56
Definition purposed system:
All physical or non-physical means to purposes. -> He uses technology just to refer to the physical ones?
“phenomena are the source of all technologies and the essence of technology lies in orchestrating them to fulfill a purpose.”
64
“Stripped to its core structure, science is a form of technology.”
“Science and technology co-evolve in a symbiotic relationship.”
66
“There is a nice circle of causality here. We can say that novel phenomena provide new technologies that uncover novel phenomena; or that novel technologies uncover new phenomena that lead to further technologies.”
70
“What delineates a cluster of technologies is always some form of commonality, some shared and natural ability of components to work together.”
71
“A technology is invented; it is put together by someone. A domain – think of radio engineering as a whole – is not invented; it emerges piece by piece from its individual parts. A technology – an individual computer, say – gives a certain potency to whoever possesses it. A domain – the digital technologies – gives potential to a whole economy that can in time become transmuted into future wealth and political power.”
75
“An era does not just create technology. Technology creates the era.”
76
“And just as utterances in a language must be put together according to the rules of that language, so must designs be architected according to the rules of allowable combination in a domain.”
79
“One result of this heavy investment in a domain is that a designer rarely puts a technology together from considerations of all domains available. The artist adapts himself, Paul Klee said, to the contents of his paintbox.”
88
“So a technology is not a fixed thing that produces a few variations or updates from time to time. It is a fluid thing, dynamic, alive, highly configurable, and highly changeable over time.”
“Technology does not just offer a set of limited functions, it provides a vocabulary of elements that can be put together – programmed – in endlessly novel ways for endlessly novel purposes.”
89f
“[Innovation] was used [NEXT PAGE] by Schumpeter (confusingly, to my taste) to denote the porcess by which an invention is co-opted into commercial use. I will use the word in its popular sense of novelty in technology.”
91
Definition standard engineering:
Definition design:
“it is the planning, testing, and assembly of a new instance of a known technology”
93
“A design is a set of compromises.”
95
“Design and development is a very human process of organization and action.”
“a new project always poses a new problem.”
98
“as with language, intention comes first and the means to fulfill it – the appropriate combination of components – fall in behind it. Design is expression.”
101
“experience with different solutions and subsolutions steadily cumulates and technologies change and improve over time. The result is innovation.”
103
“The primary mechanism that generates building blocks is combination; Darwinian mechanisms kick in later, in the winnowing process by which only some of the solutions survive.”
“The solution that comes to dominate of course has to have merit, but may not necessarily be the best of those competing. It may have prevailed largely by chance.”
“This process of chance events, prevalence building further prevalence, and lock-in, is something I hae written about extensively before, so I will not go into further details here.” -> Arthur, WB ~ Competing Technologies
106
“novel purposed systems can arise nondeliberately as practices or conventions, solutions to some problem in the economy or society; and if useful they can go on to become components in wider systems.”
-> entarch? if useful becomes dominant?
107
“Darwin’s solution, as I have said, does not work for technology.”
109
“A change in principle then separates out invention – the process by which radically novel technologies arise – from standard engineering.”
115
“At the creative heart of invention lies appropriation, some sort of mental borrowing that comes in the form of half-conscious suggestion.”
116
“Just as a composer has in mind a main theme but must orchestrate the parts that will express it, so must the originator orchestrate the working parts that will express the main concept.”
122
“Invention at its core is mental association.”
123
“In fact, I do not believe there is any such thing as genius. Rather it is the possession of a very large quiver of functionalities and principles. Originators [inventors] are steeped in the practice and theory of the principles or phenomena they will use.”
125
“an invention tends to show up when the pieces necessary for it, and the need for it, fall into place.”
129f
“The mechanism [behind invention] is certainly not Darwinian; novel species in technology do not arise from the accumulation of small changes. They arise from a process, a human and often lengthy one, of linking a need with a principle (some generic use of an effect) that will satisfy it. This linkage stretches from the need itself to the base phenomenon that will be harnessed to meet it, through supporting solutions and subsolution And making it defines a recursive process. The process repeats until each subproblem resolves itself into one that can [NEXT PAGE] be physically dealt with. In the end the problem must be solved with pieces – components – that already exist (or pieces that can be created from ones that already exist). To invent something is to find it in what previously exists.”
130
“at bottom all inventions share the same mechanism: all link a purpose with a principle that will fulfill it, and all must translate that principle into working parts.”
131
“Typically the initial version of a novel technology is crude – in the early days it is sufficient that it work at all.”
“There is no neat separation between the origination of a technology and its development.”
132
“This is where Darwinian variation and selection really come in, in technology. The many versions of a technology improve in small steps by the selection of better solutions to their internal design problems.”
-> Darwin explains the survival of technologies, not their emergence?
134
“we need to think of a technology as an object – more an organism, really – that develops through its constituent parts and subparts improving simultaneously at all levels in its hierarchy.”
135
“to overcome limits, a technology will add subsystems or assemblies that (a) enhance its basic performance, (b) allow it to monitor and react to changed or exceptional circumstances, (c) adapt it to a wider range of tasks, and (d) enhance its safety and reliability.”
138
Definition lock-in:
“eventually there comes a time when neither component replacement nor structural deepening add much to performance. The technology reaches maturity. If further advancement is sought, a novel principle is needed. But novel principles cannot be counted on to arrive when needed. Even when they do, they may not easily replace the old one. The old design, the old principle, tends to be locked in.”
139
“Even if a novel principle is developed and does perform better than the old, adopting it may mean changing surrounding structures and organizations. This is expensive and for that reason may not happen.”
“The old principle lives on because practitioners are not comfortable with the vision – and promise – of the new. Origination is not just a new way of doing things, but a new way of seeing things.”
140
Definition adaptive stretch:
“When a new circumstance comes along or a demand for a different sphere of application arrives, it is easier to reach for the old technology – the old base principle – and adapt it by “stretching” it to cover the new circumstances.”
141
“At some point of development, the old principle becomes ever more difficult to stretch. The way is now open for a novel principle to get a footing. The old principle of course lingers, but it becomes specialized for certain purposes. And the new principle begins to elaborate.”
“Elaboration and simplicity alternate in a slow back and forth dance, with elaboration usually gaining the edge over time.”
143
“Development is very much an internal process. The whole of a technology and all of its parts develop simultaneously in parallel.”
155
“A new version of the economy slowly comes into being. The domain and the economy mutually co-adapt and mutually create the new.
It is this process of mutual change and mutual creation that we call a revolution.”
156
“the enabling technologies of digitization, the microprocessor and the Arpanet (the forerunner of the Internet), were available by the early 1970s, but again, their impact in digitizing the economy has still not been fully realized.”
-> Thesis!
157
“It is not enough that the base technologies of a revolution become available. A revolution does not fully arrive until we organize our activities – our businesses and commercial procedures – around its technologies, and until these technologies adapt themselves to us. For this to happen, the new domain must gather adherents and prestige. It must find purposes and uses. Its central technologies must resolve certain obstacles and fill certain gaps in its set of components. It must develop technologies that support it and bridge it to the technologies that use it. It must understand its base phenomenon and develop the theory behind these. Markets must be found, and the exisitng structures of the economy must be re-architected to make use of the new domain. And the old dispensation must recognize the new domain and become familiar with its inherent practices, which means that practicing engineers who command the grammar of the old need to retool themselves for the new. They do not do this lightly. All this must be mediated by finance, by institutions, by management, by government policies, and by the availability of people skilled in the new domain.
Thus this process is paced not by the time it takes people to notice the different way of doing thins and adopt it, but rather by the time it takes existing structures of the economy to re-architect themselves to adapt to the new domain. This time is likely to be decades, not years. And during this time the old technology lives on. It persists despite its demonstrated inferiority.”
158
“It is not sufficient that businesses and people adapt to a new body of technology. The real gains arrive when the new technology adapts itself to them.”
159
“Deep craft is more than knowledge. It is a set of knowings. Knowing what is likely to work and what not to work. Knowing [blah blah blah].”
161
“once a region – or country for that matter – gets ahead in an advanced body of technology, it tends to get further ahead. Success brings success, so that there are positive feedbacks or increasing returns to regional concentrations of technology.”
162
“This is why countries that lead in science lead also in technology. And so if a country wants to lead in advanced technology, it needs to do more than invest in industrial parks or vaguely foster “innovation.” It needs to build its basic science without any stated purpose of commercial use.”
-> He really likes science.
163
The way individual technologies develop is focused, concentrated, and rational. Domains develop slowly, organically, and cumulatively.
164
“Innovation is not something mysterious. Certainly it is not a matter of vaguely invoking something called “creativity.” Innovation is simply the accomplishing of the tasks of the economy by other means.”
“innovation emerges when people are faced by problems – particular, well-specified problems. It arises as solutions to these are conceived of by people steeped in many means – many functionalities – they can combine.”
“a new domain of significance (think of the digital one) is encountered by all industries in an economy. As this happens, the domain combines some of its offerings with arrangements native to many industries. The result is new processes and arrangements, new ways of doing things, not just in one area of application but all across the economy.”
168
“Novel technologies are therefore brought into being – made possible – from some set of existing ones. Always.”
170
“technology is autopoietic (“self-creating,” or “self-bringing-forth,” in Greek).”
“the value of technology lies not merely in what can be done with it but also in what further possibilities it will lead to. The technologist Andy Grove was asked once what the return on investment was for internet commerce. “This is Columbus in the New World,” he answered. “What was his return on investment?”
174
“The presence of opportunity niches calls novel technologies into existence.”
175
“[Human needs] depend delicately and delightfully and intricately upon the state of society, and they elaborate as societies prosper. And because societies prosper as their technologies build out, our needs grow as technology build out.”
177
“We can think of [the economy] as a system that determines costs and prices and therefore signals oportunities to be fulfilled by novel elements, as well as deciding which candidate technologies will enter the active collection.
178f
“We can start by supposing that a candidate novel technology appears. It has been made possible by a combination of previous technologies and has bested its rivals for entry into the economy. Six events or steps then follow. [...]
180
“Collapses caused further collapses in a backward succession. This is not quite the same as Schumpeter’s “gales of creative destruction,” where novel technologies wipe out particular businesses and industries broadly across the economy. Rather, it is a chain of domino-like collapses – avalanches of destruction, if you prefer to call them that.
The creative side to this is, as Schumpeter pointed out, that new technologies and industries take the place of those that collapse. We can add to this that new technologies can as easily set up new opportunity niches to be occupied by further new technologies, which set up further niches, to be occupied by yet further technologies. There are also avalanches – should we call them winds – of opportunity creation.
All this activity is going on at many points in the network at the same time. Like the buildout of species in the biosphere, it is a parallel process, an there is nothing orderly about it.” -> the list above is not as orderly as it seems
181
He describes his algorithm of the evolution of technology.
“as first, progress is slow.”
“The overall collective of technology always increases. But the active set varies in size, showing we would expect, a net increase over time.”
186
“This does not mean the evolution of technology is completely random. The pipeline of technologies coming in the next decade is reasonably predictable.
-> technological evolution is path-dependent -> near future is predictable -> far future not at all
187
“Change begets spates of change, and between these, quiescence begets quiescence.”
188
“In biology, combinations [as in combinatorial evolution] do form, but not routinely and by no means often, and not by the direct mechanisms we see in technology. Variation and selection [Darwin] are foremost, with combination happening at very occasional intervals but often with spectacular results.”
“In technology, combinatorial evolution is foremost, and routine. Darwinian variation and selection are by no means absent, but they follow behind, working on structures already formed.”
189
“By these criteria [in systems language] technology is indeed a living organism. But it is living only in the sense that a coral reef is living. At least at this stage of its development – and I for one am thankful for this – it still requires human agency for its buildout and reproduction.”
192
Definition economy / economics:
“I will define the economy as the set of arrangements and activities by which a society satisfies its needs. (This makes economics the study of this.)
193
“The economy is an expression of its technologies.”
193f
“The economy forms an ecology for its technologies, it forms out of them, and this means it does not exist separately. And as with an ecology, it forms opportunity niches for novel technologies and fills these as novel technologies arise.
This way of thinking carries consequences. It means that the [NEXT PAGE] economy emerges – wells up – from its technologies. It means that the economy does more than readjust as its technologies change, it continually forms and re-forms as its technologies change. And it means that the character of the economy – its form and structure – change as its technologies change.”
194
“Normally we do not see this technology-creating-the-economy-creating-technology. In the short term of a year or so the economy appears given and fixed; it appears to be a container for its activities. Only when we observe over decades do we see the arrangements and processes that form the economy coming into being, interacting, and collapsing back again.”
196
“The whole moves forward in a sequence of problem and solution – of challenge and response – and it is this sequence we call structural change.”
197f
“Structural change is fractal, it branches out [NEXT PAGE] at lower levels, just as an embryonic arterial system branches out as it develops into smaller arteries and capillaries.”
199
“Technology determines the structure of the economy and thereby much of the world that emerges from this, but which technologies fall into place is not determined in advance.”
“within this stasis lie the seeds of its [the economy's] own disruption, as Schumpeter pointed out a hundred years ago.”
“From within, the system is always poised for change.”
199f
“The economy therefore exists always in a perpetual openness of change – in perpetual novelty. It exists perpetually in a process of [NEXT PAGE] self-creation. It is always unsatisfied.”
200
“The result is change begetting change.”
“Stated as a general rule, every technology contains the seeds of a problem, often several. This is not a “law” of technology or of the economy, much less one of the universe. It is simply a broad-based empirical observation – a regrettable one – drawn from human history.”
201
“The economy therefore arises ultimately out of the phenomena that create technology; it is nature organized to serve our needs.”
“The economy therefore is not a homogeneous thing. It is a structure – a magnificent structure – of interacting, mutually supporting arrangements, existing at many levels, that has grown itself from itself over centuries.”
202
“Economics as a discipline is often criticized because, unlike the “hard sciences” of physics or chemistry, it cannot be pinned down to an unchanging set of descriptions over time. But this is not a failing, it is proper and natural. The economy is not a simple system’ it is an evolving, complex one, and the structures it forms change constantly over time.”
209
“The economy, in a word, is becoming generative. Its focus is shifting from optimizing fixed operations into creating new combinations, new configurable offerings.
For the entrepreneur creating these new combinations in a startup company, little is clear.”
“The environment that surrounds the launching of a new combinatorial business is not merely uncertain; particular aspects of it are simply unknown.”
209f
“In this situation the challenge of [NEXT PAGE] management is not to rationally solve problems but to make sense of an undefined situation – to “cognize” it, or frame it into a situation that can be dealt with – and to position its offerings accordingly. Again here is a seeming paradox. The more high-tech technology becomes, the less purely rational becomes the business of dealing with it.”
210
“In the generative economy, management derives its competitive advantage not from its stock of resources and its ability to transform these into finished goods, but from its ability to translate its stock of deep expertise into ever new strategic combinations.”
211
“as a more technological economy comes to the fore, we are shifting from the machine-like economy of the twentieth century with its factory nodes and input-output linkages to an organic, interrelated economy of the twenty-first century. Where the old economy was a machine, the new one is a chemistry, always creating itself in new combinations, always discovering, always in process.”
“Order, closedness, and equilibrium as ways of organizing explanations are giving way to open-endedness, indeterminacy, and the emergence of perpetual novelty.”
213
“Messy vitality, says Venturi; and richness of meaning. Yes. I too am wholeheartedly for these.”
-> Me too.
214
“These two views, that technology is a thing directing our lives, and simultaneously a thing blessedly serving our lives, are simultaneously valid. But together they cause an unease, an ongoing tension, that plays out in our attitudes to technology and in the politics that surround it.”
215
“for all human existence we have been at home in nature – we trust nature, not technology. And yet we look to technology to take care of our future – we hope in technology. So we hope in something we do not quite trust. There is an irony here. Technology, as I have said, is the programming of nature, the orchestration and use of nature’s phenomena. So in its deepest essence it is natural, profoundly natural. But it does not feel natural.”
216
“Thus our reaction to technology as represented unconsciously in popular myth does not reject technology.”
“our unconscious makes a distinction between technology as enslaving our nature versus technology as extending our nature.”
Finney, Angus
2010
The International Film Business: A Market Guide Beyond Hollywood
Written very much from a traditional perspective. He does acknowledge the gigantic problems the film industry is facing, but he still tries to find a way out from the inside instead of from ground zero.
183-194
He basically just mentions that new business models are needed, but doesn’t give any advice.
187
“Ironically, it has been academic and journalistic work, research and non-film practitioners who have offered fresh thinking and added to the critical debate about the Internet and new business models.”
211
Out of the various theatrical windows, he says, only 2 will survive:
Lessig, Lawrence
2008
Remix: Making Art and Commerce Thrive in the Hybrid Economy
24f
“‘When I was a boy … in front of every house in the summer evenings you would find young people together singing the songs of the day or the old songs. Today you hear these infernal machines going night and day. We will not have a vocal cord left. The vocal cords will be eliminated by a process of evolution, as was the tail of man when he came from the ape.’” He quotes somebody.
Rose, Frank
2011
The Art of Immersion: How the digital generation is remaking Hollywood, Madison Avenue, and the way we tell stories
1
“Anthropologists tell us that storytelling is central to human existence. That it’s common to every known culture. That it involves a symbiotic exchange between teller and listener – an exchange we learn to negotiate in infancy. Just as the brain detects patterns in the visual forms of nature – a face, a figure, a flower – and in sound, so too it detects patterns in information. Stories are recognizable patterns, and in those patterns we find meaning. We use stories to make sense of our world and to share that understanding with others. They are the signal within the noise.”
2
“Every new medium has given rise to a new form of narrative.”
3
Definition deep media:
“Under its [the Net's] influence, a new type of narrative is emerging – one that’s told through many media at once in a way that’s nonlinear, that’s participatory and often gamelike, and that’s designed above all to be immersive. This is “deep media”: stories that are not just entertaining, but immersive, taking you deeper than an hour-long TV drama or a two-hour movie or a 30-second spot will permit. This new mode of storytelling is transforming not just entertainment (the stories that are offered to us for enjoyment) but also advertising (the stories marketers tell us about their products) and autobiography (the stories we tell about ourselves).”
8
“We can see the outlines of a new art form, but its grammar is as tenuous and elusive as the grammar of cinema a century ago.”
21
“At the end of the meeting [with Jordan Weisman], [Kathleen] Kennedy called the head of marketing at Warner Bros., which was making the picture [A.I.]. As Weisman recalls it, she made an announcement: ‘I’m sending Jordan over. I want you to write him a very big check. And don’t ask what it’s for.’
‘It’s good to be kind,’ Weisman remarked when the call was over.
‘Yes,’ she said, ‘it is.’”
27
Trent Reznor’s Year Zero entarch was “‘the world’s most elaborate album cover,’ he said, ‘using the media of today.’”
32
“Where earlier forms of literature had been expected to hew to history, myth, or legend, novels were judged by their ‘truth to individual experience,’ as the critic Ian Watt put it.” (Watt, Ian; 1957; The Rise of the Novel)
43
“At expos like Comic Ichi and Super Comic City, thousands of amateurs sell slickly produced, self-published manga in which well-known characters express forbidden desires and otherwise behave in clear violation of intellectual property laws. Yet commercial publishers show no inclination to send out their copyright attorneys and shut the markets down. Instead they’ve learned to look the other way, because thy know that the fervor these fan-created manga generate can only lead to increased sales for everyone.”
67
“McDonald’s, Coca-Cola – these were the deals the people at Fox could understand. The Ubisoft game was not.”
68-75
He describes the difference between Star Wars set up as a franchise and entarch – and how it became more entarch-like in the late eighties (72-73). Essentially, in the beginning everybody who owned a piece of the franchise did whatever they wanted – novel ghost written by somebody in the name of Lucas; Marvel created Jaxxon, a giant rabbit as an homage to Bugs Bunny (68); Luke Skywalker getting affectionate with twin sister Princess Leia (71) – while later Lucas took control and a bible was created.
-> It’s still not entarch (weak glue), but getting closer.
69
Star Wars movies generated USD 4 bn box office income. The franchise as a whole USD 15 bn.
73
“In addition to not contradicting the movies or each other, the new stories had to adhere to the core precepts of Star Wars: the struggle between good and evil, the role of mysticism and spirituality, the focus on family relationships, mythic depth beneath an apparently simple story. Working with a team of in-house editors, [Howard] Roffman set the story arcs and decided, in consultation with Lucas, whether major characters would live or die.”
-> Two EAs!
74
“In Star Wars, a Holocron is a repository of mystical Jedi knowledge. In real life, it’s a FileMaker database that [Leland] Chee maintains as Lucasfilm’s ultimate internal reference. Chee’s Holocron contains more than 30,000 entries coded for levels of canonicity, with the highest level – “G” for George – standing as the word of God.”
-> Entarch Bible with George as EA!
75
“Somewhere along the way, Lucas himself has been left behind. In December 2008, when Del Rey published The Complete Star Wars Encyclopedia – a three-volume, 1,224-page boxed set – Roffman gave it to him and joked that he probably didn’t know 60 percent of what was in there. Lucas may have created Star Wars, but even he had to admit to Roffman that the fans own it now [figuratively].
87
“there’s nothing inherent in humans that makes them want to be passive consumers of entertainment, or of the advertising that pays for it.”
90
“Inevitably, serialization changed the structure of stories. Dickens fashioned tales with cliff-hanger endings to keep readers coming back [...]. More significant, however, was the way he improvised in response to his readers’ reactions.”
98
“The entire motion picture industry was essentially a real estate operation, with mass-produced entertainment the come-on.” So cinemas were where the money was. Nonetheless the majors sold them off after Paramount.
111
“When people say the Internet is wreaking havoc on existing media businesses, they’re really pointing to two things: this ever-growing cascade of information, and the emergence of hyperlinks as a means of dealing with it. On a planet that even in 2002 produced a new Library of Congress print collection every 57 seconds, most information is never going to command the premium it once did. But links to the right information can be extremely valuable – especially to companies tht know how to use those links to their advantage.”
-> ‘glue’ !!!
112f
“This is why, when books [NEXT PAGE] threatened to make us stupid 2,400 years ago [Socrates "complained that books encourage forgetfulness" 112], we responded not by abandoning books but by redefining “stupid.” I suspect we’ll do the same with Google.”
127
“‘Characters were becoming something companies would place great value in, because they knew people would follow. It was a precursor to the story arc.’” Phil Spencer, head of Microsoft Game Studios.
137
“I think of traditional linear storytelling as a roller coaster and games as a dirt bike.” Will Wright.
141
“The best stories lead to the widest variety of play, and the best play leads to the most story. I think they’re two sides of the same coin.” Will Wright.
142
“This suggests, the authors wrote, ‘that readers understand a story by simulating the events in the story world and updating their simulation when features of that world change.’” Speer, Nicole K. et al; 2009; Reading Stories Activates Neural Representations of Visual and Motor Experiences.
-> Consumers literally live in/experience a story – a bit like the mirror neuron.
177
“‘NBC is paying people fake money to do real work,’ he marveled, ‘and MasterCard paid NBC real money to give away fake money.’” Rajat Paharia, founder of Bunchball.
233
“as individuals we’re more connected than ever, and yet as a market we’re atomized. As goes the mass market, so go mass media, spelling chaos for the media industry itself and for the advertisers that rely on it to reach consumers.”
237
“And when consumers are enlisted to tell the story, it’s seen less as advertising than as peer recommendation.”
250
“[...] people don’t want to watch toilet paper give them a 30-second narrative – not when they could be watching real entertainment from real entertainment producers.”
-> He says advertising does not have to be storytelling at all.
274
“Any narrative that has gamelike aspects – which is to say, any story that invites you into its world – can make an appeal to your foraging instincts.”
-> If you conceive an entertainment world, play has to be part of it.
277
“[Japanese players] have no problem playing the bad guy, because they’re used to the idea that fantasy can be divorced from reality. (Hence such otaku fixations as lolicon and tentacle porn.) Others, Americans in particular, take a more moralistic approach.”
318
“‘It is my job to create universes, as the basis of one novel after another. And I have to build them in such a way that they do not fall apart two days later. Or at least that is what my editors hope. However, I will reveal a secret to you: I like to build universes which do fall apart. I like to see them come unglued, and I like to see how the characters in the novels cope with this problem. I have a secret love of chaos. There should be more of it.’” Quotes Philip K. Dick ~ How to Build a Universe That Doesn’t Fall Apart Two Days Later.