Culture As Game

CULTURE AS GAME

I just finished Henry Jenkins' new book, “Convergence Culture: Where Old and New Media Collide.” Jenkins has received many acccolades and even a book award for this challenging look at today's world. He has been called the 21st century McLuhan. John Seely Brown, formerly of Xerox, has said he could not put the book down. I think the book is important but Brown must be a glutton for punishment. My read picked up on an important gap or two, which is why I am responding.

Let's start with a definition. “Convergence represents a paradigm shift-a move from medium-specific content toward content that flows across multiple media channels, toward the increased interdependence of communications systems, toward multiple ways of accessing media content, and toward ever more complex relations between top-down corporate media and bottom-up participatory culture.” That's a mouthful. It may mean much more consumer involvement with decisions, choices and collaboration.

BBC is ahead of its American counterparts when it comes to recognizing the contemporary world of communication. Ashley Highfield, director of BBC New Media & Technology explained the growing impact of top-down, bottom-up convergence. “Future TV may be unrecognizable from today, defined not just by linear TV channels, packaged and scheduled by television executives, but instead will resemble more of a kaleidoscope, thousands of streams of content, some indistinguishable as actual channels. These streams will mix together broadcasters'content and programs, and our viewer's contributions. At the simplest level-audiences will want to organize and reorganize content the way they want it. They'll add comments to our programs, vote on them, and generally mess about with them.” And audiences will want to create these streams from scratch-and they will.

Jenkins declared that “Writing this book has been challenging because everything seems to be changing at once and there is no vantage point that takes me above the fray.”

That's for sure. Not even the experts can keep up with media/communication changes. New systems such as U-tube or “In-your-face “or new gadgets such as Iphone had not received attention at that time.

All of us are impacted by convergence but Jenkin's book focuses on a minority culture. Minority, in this context, means those television and video game junkies who, as they work together, are labeled as “fandoms” or fan communities. Jenkins spends an entire chapter on Survivor, the 'astonishingly' popular, highly rated CBS TV show. The show was shared and then “collective intelligence” took over as viewers took the productions apart--playing games with each other and the producers.

Then we have a chapter titled, “Buying Into American Idol: How We Are Being Sold on Reality Television.” Reality television is the ultimate absurdity (probably not-more to come). There are realities out there in the real world similar to the show, but they would never be on television. Maybe a news item after the fact. Out of 300 million, what is the number of fans who are having fun playing games with one another because of Survivor or American Idol? We have 300 million people in this country, most of whom could care less about either program. They involve themselves in other knowledge communities, some with convergence, many without.

Much space is given to The Matrix and its sequels. “If Casablanca exemplifies the classical cult movie, one might see The Matrix as emblematic of the the cult movie in convergence culture.”
How about a brand as propaganda and entertainment? “Coca-cola sees itself less as a soft drink bottler and more as an entertainment company that actively shapes as well as sponsors sporting events, concerts, movies and television series.” The hypsters (announcers) and ads have become more important than the game. Kevin Roberts, the CEO Worldwide of Saatch & Saatchi is quoted, “the future of consumer relations lie with 'lovemarks' that are more powerful than 'brands.'” “Roberts urges marketers to develop multisensory (and multimedia) experiences that create more vivid impressions and to tap the power of stories to shape consumer identifications.” We should not forget religion as entertainment. Lovemarks and multisensory experience with God sounds like a mega-church entertainment system.

One of the good and important aspects of Jenkins' book is Chapter Five, “Why Heather Can Write: Media Literacy.” Every educator teaching writing and English should read this chapter if no other. In this day and age when politicians are clamoring (sort-of) for a competetive education system, this is shake-up material. I warn you, however, that testing, or NCLB, is not the focus.

Jenkins gets into “The New Relationship Between Politics and Popular Culture” in Chapter Six. We are seeing the relationship increase as the primaries unfold for the 2008 elections. Good topic-comparison of old media to narrowcast and grassroots. We've seen it with “young people getting information from the digital/electronic world instead of mainline media. A curious point, however, since mainline media is now entertainment. Take a look at the majority of CNN shows or Larry King shows and you'll see what I mean.

Jenkins finally eludes to Mr. and Mrs. Average at the end of Chapter Three. “Some readers may be shaking their heads in total skepticism.” He goes on to say that people may not have time to dive into convergence and be creative-takes too much effort. We poor simple souls do not want to expand our comprehension and creativity. Jenkins implies that we're dumb if we choose to watch one show just to relax.

Finally, let's be critical. We have thousands of television programs and movies which are made simple and stereotypical because the majority of Americans want simplicity. The majority would rather not have to think. They want to see pretty faces yakking at one another, a good looking cook talk about her recipe of the day, or reporters ignoring the world condition. They put up with convergence when they need to because they can't help it. Besides, tell me what's wrong with simplicity? We need simplicity to relax and help maintain sanity.

Jenkins talks about convergence of communication as something greatly to be desired. He does not focus on the fact that communication convergence can be used by the bad guys equally as well as the good guys. He practically ignores how convergence can better the world by improving our ability to combat global warming, or improving the environment, our energy problems, our poverty-and all the rest of our world problems. Playing games is much more important.

I think the word “aesthetics” was mentioned once. Tell me how the betterment of society occurs when two teenagers spend hours combating one another in an electronic war. How are young children helped to become useful citizens when they jump up and down for an hour trying to get more points than their competitor? Jenkins said, “Popular culture may be preparing the way for a more meaningful public culture.” I would suggest that popular culture may be paving the way for much less meaningful culture. Take a look at the changes in our popular culture these past two decades. Ouch! How is our society helped when children and adults look for soundbytes of information through emotion rather than taking time to rationalize-anything. Fans! How many fans are fans because they have littlle or no self-identity other than the necessity for latching on to a movie, a television show or a football team for identity. During the Iowa caucus, I had a nice conversation with an upper middle class person who had no idea for whom to vote because a soundbyte life didn't permit taking time to read about the candidates.

I think Jenkins' book is an important look at what is happening world-wide regarding communication. He needs to write another book about why his first book will be read by only a few and why it doesn't help understanding and creativity for the majority, who could care less about convergence.