Boards Summit interview: Joshua Green
MIT Media Lab research fellow extols the benefits of participatory culture on sites such as YouTube
Joshua Green is post-doctoral research fellow at the Massachusetts Institute of Technology's comparative media studies program with an interest in the impact of "participatory culture" on branded messages. At the 2009 Boards Summit, he showed several examples of how brands such as EA Games are observing and responding to online communities such as YouTube.
Green argues that brands that treat sites such as YouTube as a mere broadcast portal are ignoring the context that surrounds videos and thus lose out on all the benefits of the wider community.
"It's a rambunctious community. It's filled with people who are going to be disrespectful. It's filled with people who don't care. It's filled with people who have competing agendas. It's filled with people," he says. "All of these things affect the context within which the video is received. So if you're a brand that is really concerned about purity of message then maybe YouTube ain't the right place for you."
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Client: Boards Summit 2009
Title: Joshua Green Agency: Boards Summit |
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