Máster edición digital uoc 2014 adriaan van der weel
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Transcript of Máster edición digital uoc 2014 adriaan van der weel
Leiden University. The university to discover.
From paper to screen reading:
!
Implications for literacy and the book industry
Adriaan van der Weel
Leiden University. The university to discover.
Leiden University. The university to discover.
on Steve Jobs
- When asked what market research went into the iPad, Mr. Jobs replied: ‘None. It’s not the consumers’ job to know what they want.’
(NYTimes, 6 okt. 2011)
Leiden University. The university to discover.
Slovenian survey
Numbers of books bought 1998 2014
>20 Books 3% 1%
11–20 Books 7% 4%
4–10 Books 19% 22%
Leiden University. The university to discover.
Slovenian survey (cont’d)
Reasons for not buying books
1998 2014
Books are not interesting 2% 29%
Leiden University. The university to discover.
Book sales in the Netherlands (in millions of units)
Leiden University. The university to discover.
Leiden University. The university to discover.
Resolving the paradox- People read differently in term of - Price: free (gratis) online content such as
- News, fan fiction, ‘long reads’, classics and public domain texts (and illegal e-books!)
- New text forms like texting, blogs, social media, email
- Different distribution channels - Outside the paid channels (book trade,
newspapers, magazines) - Through ‘marginal’ channels of newcomers
• Amazon • E-book ventures of all sorts
Leiden University. The university to discover.
Essay competition organised by the Book trade association of the Netherlands in 1845: ‘Is the book trade declining?’
Leiden University. The university to discover.
Leiden University. The university to discover.
Leiden University. The university to discover.
Leiden University. The university to discover.
Leiden University. The university to discover.
Similarities C19 and C21- Price, content and channels - For example:
- C21: Amazon - C19: A. Eichler, syndicator over most of
Europe, with Nick Carter, Buffalo Bill, and Raffles series
- Difficulty in identifying the needs of the new audience - Different mentalities of book trade and
customers
Leiden University. The university to discover.
Leiden University. The university to discover.
Differences C19 and C21- Nineteenth century more socially than
technologically driven - Extension chiefly at the bottom of the market - Role of education - Hierarchical society: desire for upward mobility - (As well as ‘secret’ interest in the ‘lower’ culture) - Rotary presses: cheaper, larger print runs
- Twentieth century more technologically than socially driven - Extension at the bottom of the market +
changes in the existing market - Primary driver: digitisation
Leiden University. The university to discover.
Who are the ‘new readers’?- The ‘Online generation’
- [NB: additional!] - Online 24/7
• Communication • Media consumption • Products and services
- Instantaneousness - Democratic, two-way traffic
• Equality of producer and consumer
Leiden University. The university to discover.
How are expectations different?- The ‘Online mentality’
- Instant gratification - Content is free (or virtually so) - Access to content is self-filtered:
• Setting preferences • Creating profiles • Listening to peers
- Access is more important than ownership - ‘If something doesn’t reach me, it’s probably
not important to me’ - ‘What can be done online, must be done
online’
Leiden University. The university to discover.
Primary technological properties- The computer is
1. A ‘Universal machine’ 2. A digital–electronic device
Leiden University. The university to discover.
Salient technological propertiesPaper Digital screenFixed / stable / permanent Fluid / unstable / impermanentOffline Online (hyperlinking)Material and tangible Immaterial and intangibleText=substrate Substrate takes any textProduct (economic scarcity) ‘Service’ (inexhaustible)
One-way (author > reader)Two-way networking (Web 2.0)
Duo-modal MultimodalMachine readable (searchable)
Technological and economic length limitations
Leiden University. The university to discover.
Example mentality shift 1- News needs to be free
- Citizen journalism; User-Generated Content - Consumers settle for ‘good enough’
- Enabled by two-way networking in Web 2.0 form
Leiden University. The university to discover.
Example mentality shift 2- Digital text has less value - Research by
• R. Ackerman and M. Goldsmith, ‘Metacognitive regulation of text learning’ (2011)
• Ziming Liu, ‘Reading behavior in the digital environment’ (2006)
• Jacob Nielsen, ‘F-shaped pattern for reading Web content’ (2006)
- Price perception: lesser preparedness to pay for texts than for games, films, music? - NB: Role of Open Access - Enabled by non-materiality and fluidity
Leiden University. The university to discover.
Example mentality shift 3- Access is more important than ownership - Cf. ideological ‘movement’ towards not owning
cars, tools, clothes - The web is an access technology, it offers
services rather than products - Subscription models for e-books - Cf. ‘mass media’ and music - Importance of the device (paid; relatively
expensive) vs. content (cheap or even free) - Enabled by non-materiality and service
nature
Leiden University. The university to discover.
Sociotechnical development
Technological properties and
affordances ⬇
Actions/uses ⬇
Social effects
Leiden University. The university to discover.
NB- Intended vs unintended effects - Technology has no agency, but inherent
characteristics
Leiden University. The university to discover.
Leiden University. The university to discover.
Leiden University. The university to discover.
Leiden University. The university to discover.
Leiden University. The university to discover.
Sociotechnical development
Technological properties and
affordances ⬇
Actions/uses ⬇
Social effects
Leiden University. The university to discover.
Immateriality- Salient technological property
- Immateriality - Actions/uses (technological effects)
- E.g., favours access rather than ownership models
- Social effects - E.g., change in price perception
Leiden University. The university to discover.
Two-way networking- Salient technological property
- Two-way networking - Actions/uses (technological effects)
- E.g., availability of information about customer behaviour
- Social effects - E.g., change in (attitude to) privacy
Leiden University. The university to discover.
Leiden University. The university to discover.
Sieghart Review Key ConclusionsThe interests of publishers and booksellers must be protected by building in frictions that set 21st-century versions of the limits to supply which are inherent in the physical loans market (and where possible, opportunities for purchase should be encouraged). These frictions include [1] lending of each digital copy to one reader at a time, that [2] digital books could be securely removed after lending and that [3] digital books would deteriorate after a number of loans. The exact nature of these frictions should evolve over time to accommodate changes in technology and the market.
Leiden University. The university to discover.
Leiden University. The university to discover.
Leiden University. The university to discover.
Limited control over technology- No agency, but inherent characteristics - Cf. seeds tended by human gardener (genetic
modification)
Leiden University. The university to discover.
Concentration of economic power !
Ideologies like ‘openness’, ‘sharing’ are being appropriated by the
commercial web !
The ‘long tail’ is a myth
Leiden University. The university to discover.
‘[T]his book will look at the role of IT as a driver of [income] inequality’ (p. 3)