The experience economy of TV promotion at San Diego Comic-Con

 Kohnen, M. E. S. (2021). “The experience economy of TV promotion at San Diego Comic-Con”. International Journal of Cultural Studies, 24(1), 157-176. https://doi-org.libaccess.sjlibrary.org/10.1177/1367877920935888

 Overview: 

For this assignment, I wanted to showcase research about the significance of fandom and immersive experiences. Fandom is an affinity towards a form of media entertainment such as books, movies, shows, or animation. Fandom immersive experiences have gained mainstream popularity due to social media and fan participation.  This participation can be seen in the creation of fanworks such as art, stories, and short videos. Museums are known for creating immersive spaces where visitors can interact and learn about history or science. This can be seen with the La Brea Tar Pits exhibit where visitors can pull a lever and feel how thick the asphalt is and imagine how difficult it was for animals that became stuck.Transformative works such as fanart and fanfiction allow fans of a media property to engage with the medium. The proliferation of social media has allowed fans from all over the world to connect over a shared medium which fosters a sense of community.

 But even before the mainstream popularity of social media, conventions were the places where fans of an entertainment property would congregate and bond.  Companies have taken note of this increased fan participation and have responded in kind by creating more interactive fan experiences through social media campaigns, pop up shops, and by setting up booths and fan-centered immersive experiences at events  such as San Diego Comic Con. This is part of a growing trend of transmedia where the relationship between brands and consumers has shifted into a more collaborative and interactive one. Brands such as Amazon, Disney, and Warner Bros. have taken the opportunity to create immersive experiences based on beloved properties and shows. The consumer is no longer a passive user, but is a critical component of the marketing and companies have become more responsive to this demand. The experience economy is reaching another generation of fans who value experience as much if not more than collectibles. 

Summary: 

    The article examines how fandom and brand culture are being redefined in immersive and theatrical spaces. Companies tap into their followers and create immersive experiences as a way to promote their products, engage the consumers, and create immersive experiences that redefine what fandom is. San Diego Comic Con is an annual convention that takes place every July at the San Diego Convention Center. Conventions such as San Diego Comic Con have become spaces where fans of a particular genre or entertainment medium gather and engage with each other and the creators of their beloved property. Conventions have been associated with the obsessive collector but with the popularization of films such as Harry Potter and Twilight and the increased participation of women and fans from diverse backgrounds, conventions and the companies have had to become more creative and mindful in how they engage the consumers of their properties. 

 They are now immersive spaces where fans of any genre such as science fiction or fantasy can engage with the medium in other ways. One example of this can be seen with the “off site”. An off site is a set up that usually takes place outside of the convention center. It is a booth or a set up that is based on a show or a movie. They can include mazes, activations, trivia, games, and interactive experiences. The fans will usually be given with a gift bag or “swag” for taking part of this form of experience, or experiential promotion. 

  Book fairs in a K-12 setting function in a very similar fashion. Scholastic Book Fairs will sometimes have theme fairs and send the schools themed decorations such as garlands, posters, displays, boards, and bookmarks. The article mentions events such as parties, drinks, food, and games as part of a company’s way of connecting with fans and perhaps reaching a new audience with their setups, booths, and interactive experiences. Librarians in a K-12 setting can apply this concept in their respective spaces. 

   The article also emphasizes the experience economy as a proactive space where fans are as much a part of the medium as the actual creators. The author stresses this when she states, “At offsites, fans become important “co-creators” as marketers rely on them to spread buzz about TV shows, films, and entertainment brands” (Kohnen, 2020). This quote pretty much sums up how the relationship between the medium and the fan has been reinterpreted and reinvented. In theory, a school librarian could apply this concept into their space by inviting students who are a fan of a certain medium to create an immersive experience in the school library. Students could take a fantasy title or a manga and create a space that spotlights the title or series. This could engage other students who may not be familiar with the library’s collection. This can foster a sense of community in the school library space. While San Diego Comic Con is composed of large companies such as Amazon, Disney, and Warner Brothers, a librarian in a K-12 setting can utilize this strategy and recreate a similar space to foster connections and utilize a space for fundraisers. 

In conclusion:

    Companies such as Disney, Paramount, and Nickelodeon have taken up space at the convention and surrounding area where they set up booths and exhibitions where fans and curious onlookers can participate. Libraries have applied and can continue to learn  from this concept in order to create a similar environment and experience for their respective school communities. Immersive experiences are also an opportunity for children and teens to be introduced to a media property that may have been adapted from a book. In theory, this could lead to an increase in readership of a specific title or series. Immersive experiences are a symbiotic relationship where companies can promote their products and services while fans and visitors can have an introduction to a form of media and entertainment that they may not have been exposed to. School libraries can apply this into their school communities on a much smaller budget and through student participation. Students who are fans of a specific manga title or Star Wars can help promote the fandom and introduce new or casual readers to material. Public and academic libraries can also incorporate this into their respective educational environments and create a community without the presence of large media. They already have the materials. They just need some collaboration and student participation.

Libraries Full Circle: The Cross Section of Community, the Public Sphere and Third Place

 Danielle Meininger

Wood, E. (2021). Libraries full circle; The cross section of community, the public sphere and third place. Public Library Quarterly, 40(2), 144-166. https://doi.org/10.1080/01616846.2020.1737491

Summary

Emma Wood, associate librarian at UMass Law Library draws on her experience as both an academic and public librarian as well as foundational work on the public sphere and concept of third place to make the argument that today's libraries are better poised than ever to imbue their communities with the gift of space, conversation and community. Although recently many libraries have focused on the growth of their digital resources and virtual interactions Wood feels that the history of libraries is rooted in the salons and coffeehouses of 17th century Europe where diverse groups of citizens gathered to discuss ideas. Libraries being open to all people and curators of knowledge for the public good are natural gathering places that enhance the livability and function of the communities they are placed in and are not simply "warehouses for books"

Further on the discussion moves on to a hot issue to date of library neutrality in which Wood convincingly argues that neutrality is in the co-existence of many freely competing ideas and information. The social responsibility of the library consists of a sphere "of shared space, shared ideas and physical collections each encouraging the other (p.151)." This argument supports her final thesis of the library as third place, ie. not home and not work but another valuable space people feel comfortable in precisely because everyone is accepted and all ideas can mingle freely. This doesn't guarantee any particular success for libraries in general but serves as a guide to focus efforts to connect in real time and place with library visitors and those who may not realize the library can be a vibrant and accepting place in world of divisiveness and isolation. 

Evaluation

This article really helped to clarify a few thoughts for me on my own personal philosophy of the library. Working in public libraries I have seen the vast variety of reasons people visit the library and marveled at my co-workers abilities to serve them all with patience and fortitude. This past year as my library was shut down I saw the pain it caused potential patrons and witnessed their actual tears as we re-opened our doors. I think Emma Wood develops her thesis with interesting background on gathering places and information dissemination of the past, but she truly hits her stride as she ropes in the concept of the interconnectedness of collections, service and programming and providing a physical space to hear and see people without expectation. That is the libraries true value and one that cannot simply be replaced by the internet or any other type of service.

The Significance of User-Created Content in Public Library Participation

Lara, Veronica

Abdullah, N., Chu, S., Rajagopal, S., Tung, A., and Kwong-Man, Y. (2015). Exploring Libraries’ Efforts in Inclusion and Outreach Activities Using Social Media. De Gruyter, 65(1), 34-47. DOI 10.1515/libri-2014-0055


Alfonzo, P. (2016). Snapchat in the Library: Librarians master an app to reach millennials. American Libraries, 47(11/12), 22-23.

Bernier, A., Males, M., & Rickman, C. (2014). It Is Silly to Hid Your Most Active Patrons: Exploring user participation of library space designs for young adults in the United States. Library Quarterly: Information, Community, Policy, 84(2), 165-182.

Ford, A. (2016). Fellowship of the Fans. American Libraries, 47(11/12), 34-39.

Perrero, M. (2016). Marley Dias: Bringing diversity to kids’ books. American Libraries, 47(11/12), 26.

            In one of our early presentations, we discovered the technology being utilized by the libraries we study, respectively.  One element of this study was to determine ways in which libraries are utilizing Web 2.0 tools.  Web 2.0 is the trend of user-created content on the web.  An example of this is wikis.  Wikis are user-created online dictionary entries for various subjects.  We certainly don’t need an introduction to Wikipedia to understand this concept. 

            Libraries have been using Web 2.0 tools to encourage participation among their patrons.  In Abdullah’s, et al. article, Exploring Libraries’ Efforts in Inclusion and Outreach Activities Using Social Media, the authors state, “the Internet has undergone a transformation, from being a static repository of information to being a socially interactive Web” (2015, p. 34).  Social media sites are a place for creating and sharing content.  This is in stark contrast to libraries, which have often been described as “information silos.”  Therefore, the goal for libraries should be to create a more participatory environment for its patrons. 

            Several articles have reported on the ways libraries are increasing their presence on social media to boost participation.  Paige Alfonzo writes about a number of libraries that have utilized Snapchat as an outreach tool to bolster teen involvement in public library programs.  Alfonzo discovered that  teens are often featured in the snaps, by sharing their favorite book or to share what they are currently reading.  Other libraries also have contests to create Geofilters for the library.  This allows teens to create the content themselves. 

            But participation doesn’t stop with Web 2.0.  Libraries have been encouraging users to participate and create content in other ways.  For example, Marley Dias is one 12-year-old girl who launched a campaign to diversify the children’s collection at her school, after being dissatisfied by the lack of diversity in the required reading materials.  Her campaign, #1000BlackGirlBooks, as collected and donated 7000 books to six different cities.  In this case, Ms. Dias has taken it upon herself to guide the collection development of these libraries. 

            Programs are another way for libraries to bring in new patrons, and librarians have found a way to incorporate content creation in these too.  The North Liberty Community Library in Iowa has offered a program in which patrons come together to write fan fictions, share, and critique each other.  The point of content creation in this case is to encourage participation in a library program.  Patrons can think of the library as a place to commune and share ideas, rather than it being a place that houses books. 

            Relatedly, an article written by Bernier, Males, and Rickman discuses the library spaces themselves as a way to attract participation.  In the article, the authors state that Young Adult sections are a significant indicator of teen participation.  More specifically, they argue that higher teen participation in the design of Young Adult sections leads to greater long-term participation in teen services.  Their study includes the creation of an index by which to measure teen participation in design, which positively correlates to overall future presentation.  In other words, higher participation in creation of the space leads to higher participation over all.  User-created content, or even planning involvement, is shown to have a profound impact on the idea of ownership over the space.  This sense of ownership is what encourages participants to continue the tendency to participate.

            So what does this show us?  It has been documented in several studies that higher participation during content creation leads to better general participation throughout the library.  We should be thinking of patrons as contributors, and assigning new roles to what libraries offer.  Information no longer moves in one direction.  It should be disseminated, analyzed and recreated into new information.  Thinking of a library as a place to simply receive information is antiquated.  The sooner we realize this, the sooner we can tap into the wealth of information that is our community.

            These are just a few of the articles I have chosen to highlight in this post, but there is a plethora of literature on this subject.  If you find one, please share it here.  I would love to see other examples of user-created content.

Digital Heritage, Local Connections, and Library Collections

McGuire, Morgan

Farkas, M. (2016, May).  Our Digital Heritage. American Libraries, 28.

            Creating Library Connections through Digital Heritage

I recently came across and interesting article in the latest issue of American Libraries.  The article written by Meredith Farkas, entitled “Our Digital Heritage” discusses the value of local heritage and the libraries role in preserving community history.  The author states that many patrons and community members have a rich ties to their local communities and would be willing to share this heritage with local libraries.  In an effort emphasize connection development, some libraries are offering free digitization of photographs and memorabilia in an effort to get patrons evolved with local history and preservation.

Many multi-functional copy machines have scanning and digitizing options.  Low cost hand held scanners are also an available option for public libraries.  For an relatively low investment, libraries can offer to scan and digitize photographs, letters, newspapers, and community information which can become part of a “digitized local history” either online or ready for display in the library.  This is an active way to get patrons into the library and connected with community. 

Bringing local history on line or into the library is a project that goes beyond regional areas.  “In many states and regions, libraries and other organizations have banded together to form digital public library services hubs to consolidate collections from diverse organizations in their area”.  Following the lead of the Digital Public Library of America, smaller libraries can contribute diverse digital collections that add to the cultural heritage of local areas, states, or the entire country.  This is a super example of creating strong collections through strong connections.

Build Reading Enthusiasm with Student Book Awards

Amy Jessica McMillan

INFO 266

April 4, 2016

McCormack, J. J. (2014). Rock self-directed reading with student book awards. Library media connection, 32(4), 48-49.

Summary: McCormack is a K-6 librarian who runs an academy-awards-style book contest every year in her school library. Kids read as the spirit moves them--with guidance but not requirements from the teacher librarian and classroom teachers. Classes nominate favorite books, and the at the end of the year there is a special ceremony for winners. Students are the emcees. Winning books are stamped with a "Kids Choice" sticker and placed in prominent locations around the library.

Evaluation and Analysis: I think this plan would be a great way to build school-wide enthusiasm for reading with the caveat that the whole staff is on board to help. The secondary version would probably only require that the English department help with nominations and voting. Maybe each English class could nominate two titles and then there could be a school-wide vote using a Google form. I also like that students can read and nominate whatever they want. Teachers are not allowed to make value judgments about what students like to read. The students are in charge of what gets nominated and selected.

What to Collect? Building a local history reference collection at your library

Johnson, Stacey

 Marquis, Kathy & Waggener, Leslie (July 29, 2015). What To Collect?: Building a local history reference collection at your library. American Libraries Magazine.org. Retrieved from http://americanlibrariesmagazine.org/2015/07/29/what-to-collect/

• This article covers how to create or expand your library's local history collection. It talks about what type of materials to add and what materials not to add. It also talks about a library policy covering these items and what you might want to have spelled out in that policy.
  
  • This is an excerpt from Local History Reference Collection for Public Libraries, by Kathy Marquis and Leslie Waggener (ALA Editions, 2015).
• I found this article interesting as we have a decent size local history collection, but are always looking to expand it. The article lists different types of material that you might want to add to a collection and material types that might not work well in a library collection (but would work if you want to make an archive collection). It also talked about creating a policy for what materials will be collected and which won’t and how. I think the book would be very interesting to read.

Millennials are Library Patrons

Wilson, Shibrie

Peet, L. (2014, September 16). Pew Report Finds Millennials are Readers, Library Users. Retrieved from http://lj.libraryjournal.com/2014/09/youth-services/pew-report-finds-millennials-are-readers-library-users/#_

Research has found that Millennials are reading just as much as adults. Millennials are defined as any person born between 1985-1998. Millennials and their involvement in library vary in numerous ways in comparison to older adults. According to the study, "Millennials read about as much as older adults, with 43 percent saying that they read a book in some format (print, audiobook, or ebook) every day. The difference is that Millennials are more likely to utilize the public library website in comparison to older patrons. This due to fact that majority of Millennials find the internet easier to use in regards to physically searching for materials. The difference with Millennials is that they do not receive full experience of library services because they are more likely to use internet. 

Opinion:

Being that I am considered a Millennial I find it disturbing that individuals feel that if the library were to close it would not impact community. This generation wants everything with a click of the button in which has its pros and cons. It is great that they are using resources in which library has provided for research, but it is important to know more that one perspective of library. 

Why Social Media is A Fail For Some Libraries

Wilson, Shibrie

Malczweski, B. (2013, May 1). Why Social Media Isn’t Working For Your Library. Retrieved from http://publiclibrariesonline.org/2013/05/why-social-media-isnt-working-for-your-library/

Ben Malczweski provides a great description of social media, "social media is casual, spontaneous, and whimsical, the method behind the message is anything but." In order be successful with social media account there must be an organization set in place to oversee account and not just opening one and posting. There is a process and goal behind the world of social media and library utilization. Reason some libraries social media accounts are failing is driven by lack of commitment. Social Media accounts require one to faithfully update information and interact network, without such one will ultimately fail. A group of people managing and scheduling account all based on community. Malczweski also discusses creating a brand and vernacular when using social media. Social media is fun interactive and casual so using formal language will not appeal to all patrons. Failure is occurring because many libraries are opening and account without organization, and contributing old methods of marketing in which are not reasonable for social networks.

Opinion:
Out with the old, in with the new is my take on this article. Social Media accounts are easy to create but there is organization. You cannot open a Social Media account and fail to use it regularly that defeats purpose of creating account. Libraries have to be willing to create groups of people in which are responsible for these social media accounts. Being diligent and persistent are key factors to avoid failure with social media. 

Where is the future or Library?

Wilson, Shibrie

Stripling, B. K. (2013, November 11). The Future of Libraries. Retrieved from http://americanlibrariesmagazine.org/2013/11/11/the-future-of-libraries/

Libraries and the existence in future is constantly in question due to technology. Due to increase in technology many libraries are changing the way in which the operate in order to keep up with emerging technology. The ALA offered a series of webinar in which guide librarians as to how to emerge with the constant changing library. Libraries are adopting virtual learning, gaming activities, and community forums in attempt to attract more users. In order to remain relevant with evolving technology collections are beginning to change and not just print materials are provided. Patrons are now able to choose from ebooks and print materials and different types of formats and software to enhance their library experience. Librarians are educators and must be a step ahead of what is taking place in society in order to provide educational opportunities through different tech devices. Librarians must constantly think of what a patron wants, how to transform library, and knowing your community. 

Opinion:
In a time in which technology continues to take over the world as we know it, as information specialist it is important we are one step ahead. Learning about the community and their needs specifically regarding to technology is vital. Librarians must continue to education themselves with technology in order to educate patrons. 

Creating Digital Heritage Collections in an Urban Academic Library Setting

Nicole J. Hoback

Reference:

Johnson, J. (2015). Creating Digital Heritage Collections in an Urban Academic

            Library Setting. Urban Library Journal, 21(1), 16-27.

Summary:

The article, written by Johnson (2015), discusses the development of digital cultural heritage collections, which has been stated as a project that has not been typically operated by libraries. Indian University Perdue University Indianapolis (IUPUI) is an urban academic library, which focused on the case study as it follows the relationships built with two separate organizations to establish a cultural heritage collection. The intension for these projects is not only to bring more information to the public’s eye through digitization, but also to bring collaboration between libraries, archives, and museums. The two projects focused on the Indianapolis Recorder Newspaper and the Indianapolis Motor Speedway. Throughout both projects, microfilming presented an issue for digitization, as the library had never worked with this material in digitization. Content and format, were the unforeseen issues that continued to rise up during this process, but overall IUPUI hopes that other libraries will reach out to their community to create a collaboration of learning and experience for students and librarians.

Evaluation:

Overall I really enjoyed this article and the insightful information, which they provided as a collaborative effort needed between libraries, archives, and museums. All three of these institutions are focused on education and preserving, but it is interesting that they are not often combined on projects. Community outreach such as these, allow for academic libraries to become involved in the community that they are set in, creating an open environment. One thing the article stated that I found most interesting was, “building a successful digital collection is less about the technology and more about developing a relationship with that organization.” Often times in our technology run world we forget the importance of real time communication and collaboration, but this project shows that you can have technology and collaboration, creating a project for communities and university students to enjoy.