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Geographies of Free Labor: Conceptualizing and Analyzing the 'Transmediascape'

Sun, May 28, 8:00 to 9:15, Hilton San Diego Bayfront, Floor: 3, Aqua 309


This paper suggests the notion of transmediascape as an analytical framework for discerning the fuzzy geographies of present-day transmedia productions as well as ongoing changes in mediated forms of cultural production and consumption. Briefly put, the concept is meant to refer to the materialization of transmediality into a landscape of media platforms and augmented places, and routes between these. We apply the notion of transmediascape to an actual case of cultural production within the music domain, a marketing campaign by boyband One Direction, with the specific intent to make manifest the ways in which consumers are invited into these landscapes as co-producers, or, as is our outlook here, as free labor. In doing so, we are ultimately able to enter into a critical discussion about the power dynamics that play out between different agents involved in the making of transmediascapes.