Transmedia Literacy Seminar

transmediaEstoy contenta: me han aceptado una propuesta para hablar en el Transmedia Literacy Seminar que se realizará en Barcelona el 10 de diciembre de 2013. Es un encuentro internacional que promete, no solo por los temas, sino por varios de los oradores principales, que son referencias en el mundo de la comunicación y su panorama actual.

El evento es en inglés y se puede participar gratuitamente. Aquí están todos los detalles:

Mi charla será la siguiente:

Friends, partners & Co: a sustainable model for the media?


There is no doubt that the emergence of active “prosumers” redefine what we used to understand in terms of media proposals, advertising and financial models.

Through Eliseo Verón’s concept of “reading contract”, Pierre Levy’s idea of “collective intelligence” and different ideas around fan cultures (proposed by Henry Jenkins and Carlos Scolari) I would like to present the analysis of a case study that challenges the “old” concepts regarding publishing and media: Orsai, nadie en el medio.

Originally a blog, Orsai learnt from its own experience: active readers sharing their views on what the author, Hernán Casciari, published; feeling they were being heard; commenting their ideas and enjoying being part of that community. Orsai became a high quality paper magazine with no advertising in 2011 and started publishing books in 2012. They also opened a bar (2011-2014) and a “club” (2013) where they teach writing and illustration classes. They are launching a new magazine in 2014, Bonsai.

Something to point out is that apart from selling the magazine, they also offer it for free in PDF; they believe in free culture, and at the same time, of making a living out of what they do. The distribution system is also a new way of thinking the business: the readers become distributors in their area.

How can Orsai (that is a team composed by a few friends who live in Spain and Argentina) manage successful projects and live out of them, if in terms of traditional media business models, this seems impossible (no advertising, giving it for free in pdf, etc.)? My hypothesis proposes that they have understood how to establish a meaningful bond with these “new” audiences, and it’s such a strong bond, that it inspires loyalty beyond reason. The readers want to become part of the project, and they are willing to “invest” in it (both economically and emotionally). This is related to “the other economies” that Henry Jenkins, Sam Ford and Joshua Green talk about in their recent book Spreadable Media and the complexities these “economies” represent. I would like to reflect on  “an (alternative) model” for media in the 21st century, based upon Orsai’s experience, and also mention some other examples of flexible models, similar to this one (Libero, Jot Down, and how traditional media, such as El Mundo newspaper in Spain are learning from it.

Short Bio of the Author(s)
Gabriela Pedranti holds a Bachelor of Arts degree in Communications from the University of Buenos Aires, Argentina, a career that focuses a great deal in cultural and semiotic analysis of media. She did a postgraduate course on Literary Criticism in the Print Media at IDEC, Pompeu Fabra University in Barcelona. She attended the CSP in Design for Innovation Strategy at IED Barcelona in 2013. She has been teaching cultural, media and semiotics related subjects for over 15 years, and works as a lecturer at IED (Istituto Europeo di Design) in Barcelona, in the three-year courses for international students and Master area, teaching Semiotics and Communication-related subjects. She´s the author of the semiotic-cultural chapters of the educational books: Comunicación y Cultura, Introducción a la Comunicación (2011) and Comunicación, cultura y sociedad (2012). She was the general coordinator of Semiofest Barcelona.



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