Interview with Mark Deuze of Indiana Univ and University of Amsterdam regarding his new book, MediaWork, which is a series of interviews with media professionals. His goal was to identify what it means to “work in media” — in part for his students, in part to document what is happening with convergence. (tip)
Game industry may offer a model for advertisers (people skipping commercials on TV) and newspapers (declining readership): recruiting directly from your own user base to help innovation. But the gaming industry is challenged because its audience is not a mass one.
Deuze says that when media organizations had control of the megaphone, they didn’t really have to listen — even though communication has always been a conversation. Today, however, they’ve lost control of the megaphone. Watch the interview!
