COMM 204: HUMAN COMMUNICATION PRINCIPLES AND …



CMGT 549

Case Studies in Digital Entertainment

SUMMER 2014 (May 22-July 1)

Professor: David Craig Section: 21743D

Email: david@ Room: Taper 121

Office: Annenberg/ Ste. 321 Days: Tues/Thur

Office hours: appointment only; please include topic Times: 6-9:30pm

COURSE DESCRIPTION Like art, digital entertainment is in the eye of the beholder; however, for the purpose of this class, we will focus on online video, which has been generating massive disruption in the viability and operation of traditional entertainments industries, namely film and television. We will look specifically at this disruption, brought about due to new media technologies and media convergences and technologies, that allow for both user and professionally generated content. We will map this digital entertainment economy and attempt to devise a formula for placing a value on digital entertainment. We will consider the legislation and regulation that has created and exacerbated these disruptive conditions. Finally, each student will present case studies that consider nature, value proposition, business models, organization, culture, products and services provided by either online video platforms (OVPs) or digital video studios, multichannel networks (MCNs), and online content providers (OCPs). In addition to lectures, readings, group projects and case studies, we will have guest speakers.

COURSE GOALS

• To develop an understanding of the disruptive patterns within the media and entertainment industries as the result of digital entertainment.

• To become an expert in digital entertainment organizations, e.g.,OVPs, MCNs, and OCPs.

• To conduct graduate-level research, generate state-of-the-art media presentations, and build a network of relationships with media professionals and scholars.

REQUIRED TEXTS

• Keating, Gina (2013). Netflixed. New York: Portfolio.

• Levine, Robert (2011). Free Ride. New York: Anchor Books.

• Meikle, G. and Young, S. (2012). Media Convergence. UK: Palgrave MacMillan.

• ADDITIONAL READINGS will be posted on Blackboard and are subject to change.

SYLLABUS (Subject to Change)

|Class |Topics/ Class Projects |Reading/Assignments (due before class) |

|5/22 |Introduction; Syllabus; |Media Convergence/ Intro |

| |Lecture: Digital Entertainment |Free Ride/ Intro |

| |Screening: Generation Like |Turner/Google and Burning Man |

| |How YouTube thinks about copyright |Bird/Are we all Produsers now? |

| | |Balance/ Youtube Asian Americans |

| | |Sutter/ Google Copyright |

|5/27 |Lecture: Media Convergence |Media Convergence |

|5/29 |Prezumes: Sample Case Studies, How to Network, Pick |Post Prezume |

| |Projects, Case Study Appointments | |

|6/3 |Lecture: TV/New Media |Free Ride |

|6/5 |Guest Speakers |Quali/ Television Goes Online |

| |Work on Group Project |Caldwell/ Hive-sourcing |

| |Case Study appointments |Caldwell/ Creativity in Film and TV |

|6/10 |Lecture: Digital Entertainment Labor and Management|Gill/Bastard Culture |

|6/12 |Guest Speakers |Shafer/ Technobohemians |

| |Work on Group Projects |Cunningham/ Informal and Formal Media economies Harvey/ Managing Media Work |

| |Case Study appointments |Fish/ Digital Labor is the new App |

|6/17 |Group Projects: Digital Entertainment Value, |Netflixed |

| |Digital Entertainment Economy | |

|6/19 |Group Projects: Digital Media Regulation and |Netflix Culture 2 |

| |Technology |Auletta/ Outside the Box |

|6/24 |Case Studies |No Blog |

|6/26 |Case Studies |No Blog |

|7/1 |Final essay exam due |No Blog |

COURSE GRADING and ASSIGNMENTS

20% Blog

20% Group Project

40% Case Study

20% Final Essay Exam

PREZUME (Prezi + resume)

• This will not be graded.

• Go to , sign up for a free educational account, take the tutorial and get started.

• “Show me” 5-7 things I should know about you: where you are from, where you went to school, your work experience, the reason you picked this course, etc.

• BE SURE to include your favorite online entertainment website, channels, content creators.

• Use images, pictures, logos, video. Limit your text as much as possible. Be creative.

• Post the link to your Prezi on the class blog before class.

BLOG

• Find a news article online from THAT WEEK that relates to THAT WEEK’S READING.

• Write a brief description (2-3 lines) of the article and HOW IT RELATES to the reading.

• Make certain to cite the reading properly ad provide a working hyperlink.

• Be prepared to discuss in class and do not cite something already listed by another student.

• Sources may include the following, although you are welcome to look elsewhere.

o Blogs: Cynthia’s Cynopsis/ Deadline Hollywood/ The Wrap/Mashable

o Trades: Hollywood Reporter/ Variety/Broadcasting and Cable

o Press: New York Times/LA Times/ Entertainment Weekly

FINAL ESSAY EXAM: the questions and instructions will be posted on Blackboard towards the end of the semester. This exam requires that you have attended class, performed the readings, completed your assignments and synthesized the knowledge from the lectures, reading, presentations and speakers. On this last note, I recommend taking notes on speakers.

GROUP PROJECTS: The class will be divided up into four groups, which will be responsible for discussing one of these topics. Each group will have to sort out how each member will contribute, whether working together or separately. I will provide further direction in class.

• DIGITAL ENTERTAINMENT VALUE: devise a formula to determine the value for digital entertainment. Start by preparing a single day’s worth of online and mobile history, sorting according to category, online search engine, social networking, websites, online video and entertainment, etc. Determine what qualifies as digital entertainment and then set pricing based on the nature of the content, length, production, marketing, and distribution.

• DIGITAL ENTERTAINMENT ECONOMY: what is the current state of this space, who are the players, how are they distinguished and ranked by their business models, value, revenue, profitability, access, scale, and mobility?

• REGULATION: discuss the most current information about online piracy legislation, net neutrality, digital divides, etc.

• TECHNOLOGY: discuss latest in online and mobile technology to make online entertainment available through your devices, whether computers, phones, or television screens, e.g., Apple TV, Google Chromecast, Roku, etc.

CASE STUDIES: every student will conduct and present a case study, which includes research about an organization or content provider in the digital entertainment space and an interview with someone in the company. Potential organizations may include:

• Online video platforms, e.g., YouTube, Hulu, Yahoo, Amazon, M-Go, etc.

o (NOT NETFLIX since we are reviewing in class)

• Digital Media Studios, Online Content Providers, or Multi-channel networks, e.g, Fullscreen, Maker, Awesomeness, Deca, Machinima, Defy Media

• Topics include: nature, mission, history (BRIEF!!!), business model, competition, what distinguishes them, financing and investment, sample products and services, organization, management, and culture.

• Interview: you are to conduct an interview with a media professional at the company you are researching. I will need to approve their name(s) in advance. We will discuss how to secure these interviews in class. Also see the suggestions posted here.

• Presentations: you will be presenting in Prezi (est. 30 minutes).

• Schedule:

o After you have selected your topic, schedule your case study appt. with me.

o BEFORE your appt., you should have conducted the bulk of your research and identified 3 names you would like me to approve for the interview.

o 1 week before send me a rough cut of your Prezi.

o After you present, make any changes and then post on the blog.

• Grade: you will be graded both content and style. Content describes the depth and relevance of your research and completion of your interviews. Style describes the design and clarity of your Prezi AND your performance in the room.

HOW TO NETWORK: (we will be discussing further in class.)

• Become active in TEC (Trojan Entertainment Connection) at

• Join the Linked In Annenberg Media & Entertainment Professionals Group at

• Start Early!!! That’s not early enough. Start NOW!

• Made certain you reach the right person. For example, a consultant is not an employee. A line producer is not involved in the creative process. A production executive may or may not be creatively involved. Come to me for clarification first if you are concerned.

• Locate their office and/or representatives through any means possible, whether the internet, e.g., IMDB or Hollywood Creative Directory or the Studio System.

• Call, write or email them to request permission to interview them, either by phone, in person or by email.   This will probably require numerous attempts.

• DO WHATEVER IT TAKES! Go through our alumni on the Linked In site; ask you friends, parents, professors. Send cards, deliver gift baskets, ANYTHING YOU CAN DO!

• Be discreet!

HOW TO PRESENT (INCLUDING PREZI, HANDOUTS AND INTERVIEWS)

• You should do your research and have an outline prepared BEFORE starting your prezi.

• You should be careful to use credible sources and cite these in your handout.

• This is not POWERPOINT. The PREZI should compliment your lecture, not repeat it.

• Use as many logos, images, pictures and audio and video clips as possible.

• Use limited text; no full sentences; try to use no more than three brief bullet points.

• If you use charts or graphs, make sure they are simple and legible.

• Take advantage of the movement...try to make it fun, unusual, animated.

• Pay attention to design. Make your prezi legible but also interesting. BE DARING!

• Show, Don’t Tell. Avoid long breaks between Prezi points where you just talking.

• Be professional and confident, even if you have to fake it.

• DO NOT RUN OVER TIME. I will cut you off.

• Practice.  When you've got it down.  Practice some more. And then, practice.

• For your handout,

o Use Word only.

o This should be your outline for your Prezi.

o Make sure it can be understand with or without the Prezi.

o Include any links from you Prezi in the handout, just in case.

o Handouts should be no more than 3 pages, stapled and easy to read.

• For your interviews,

o You must cite your interview subjects in your Prezi.

o You should include an image and explanation for their expertise.

o Recording and including the interview in your Prezi is not mandatory but will count as extra credit. If you do include an interview, the Annenberg Media Lab and Facilities can assist with a camera and editing, lighting and sound.

Late assignments/Emergencies: No late assignments will be accepted. If you have a legitimate and verifiable emergency that makes it impossible to turn in your assignment on time you must: (1) email me before the beginning of class the day the assignment is due to notify me of your emergency, (2) provide official proof (doctor’s note or other evidence) and (3) arrange to email the assignment at a time to be determined.

Statement for Students with Disabilities: Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure the letter is delivered to me (or to TA) as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m.–5:00 p.m., Monday through Friday. The phone number for DSP is (213) 740-0776.

Statement on Academic Integrity: USC seeks to maintain an optimal learning environment. General principles of academic honesty include the concept of respect for the intellectual property of others, the expectation that individual work will be submitted unless otherwise allowed by an instructor, and the obligations both to protect one’s own academic work from misuse by others as well as to avoid using another’s work as one’s own. All students are expected to understand and abide by these principles. Scampus, the Student Guidebook, contains the Student Conduct Code in Section 11.00, while the recommended sanctions are located in Appendix A: . Students will be referred to the Office of Student Judicial Affairs and Community Standards for further review, should there be any suspicion of academic dishonesty. The Review process can be found at: .

All work you submit must be your own and you may not inappropriately assist other students in their work beyond the confines of a particular assignment. There is a no-tolerance policy for academic misconduct in this course! The minimum penalty for academic misconduct will be a failing grade (F) for the course – further academic and disciplinary penalties may be assessed.

[pic][pic]

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download