Corporations and amateurs in the moving image industry are quickly realising the distributing and marketing power when ever developing technologies are combined with modern paradigms like Wikinomics. The Wikinomics website even states:
"Wikinomics explains how to prosper in a world where new communications technologies are democratizing the creation of value. Anyone who wants to understand the major forces revolutionizing business today should consider Wikinomics their survival kit."
Tapscott and Williams (authors of Wikinomics) state; The new art of Wikinomics is based on four powerful new ideas: openness, peering, sharing and acting globally.
When these four key elements of Wikinomics are applied to the digital world and moving image industry we can see corporations and amateurs using increasingly more accessible software and moving image material, spread throughout the digital world.
As various moving image corporations unite with the paradigms of Wikinomics, their target audience (the prosumer whom supplies the corporations with material and profit) will develop a new understanding of a “cinematic experience” as it continues to percolate from the big screen into the digital media devices of our everyday lives (DVD’s, Computer consoles and so forth). Traditional ‘big screen’ cinematic experiences are no longer entirely dominant in the moving image industry. There are now methods of accessing high quality material from our computers, interactive TV Channels, DVD collections, home theatre systems, online distribution networks and so forth. Most distributed material (For example a Blockbuster movie or moving image software) can usually be found free if enough “surfing the web” is done, however the majority of material shared is a capitalist product, therefore encouraging corporations to get involved and distribute their brand name and material.
This mass distributed material could however lead to a decline of cinema ticket sales as corporations attach themselves to new digital technologies and find new ways of making profit through these mediums, promoting and distributing new, exciting and immersive cinematic experiences. The everyday digital online user will also become more addicted to technologies as computers and processing speed drastically improve concurrently with Moore’s law (theory that processing speeds of computers will double every two years), bringing the average user more moving image material, software and power to their desktop. Easier accessibility, cheaper affordability and more freedom to share intellectual property and moving image material between corporations and amateurs alike will be the most likely outcome as Wikinomic ideals become embedded within this industry.
Of course Wikinomics and the marketing and sharing power behind digital technology seen today would not even have been considered in the traditional moving image world. In my essay I compare the developing digital world with the traditional (Zoetrope etc.) and prove how the "cinema" was in fact not invented, rather a concept realised centuries ago. Digital media has simply aided the cause and made it more simple for anyone involved with moving image industry to produce and share intellectual property.
I personally feel that the moving image industry (no matter how suspiciously capitalist it is) will continue to be supported from growing digital phenomenons. People can even become directors via playing a computer console game (Machinima etc.) and people can share their creative works and express themselves freely online. Design brings debate, and debate bring us together, exactly what the developing digital world has done to the moving image industry.
I found that when I was writing my dissertation it was hard to not criticise capitalism too much, profit making is a capitalist perspective and I wanted to express my true feelings; that the moving image amateur and the passion and love they put into their work should be the most important thing, not making money.
Many areas of my dissertation I could discuss in this blog post but essentially what I am demonstrating is that the moving image world and persons involved can be brought closer through the digital. Production and distribution is now stronger, harder and faster than ever before...
The Zoetrope (only one person at a time can view the moving image illusion), a massive comparison to today, digital technologies allow masses of people to view and share moving image material, it is spreading viciously like a virus throughout the digital world.
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