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October 20, 2006

How to Embrace Web 2.0

In a story on Article19 "Dance 2.0," Michelle Lefevre reviews a handful of the most popular Internet multimedia and collaborative applications.

My first reaction after reading this collection of reviews is why is Lefevre so dismissive of the growth and popularity of Web 2.0 applications, especially as they relate to dance?

Such [Web 2.0] sites differ from the boring old ways of Web 1.0...because they are user driven, interactive and, in a lot of cases, utterly pointless and offer things only those with a degree in Geek could possibly want.

Here we offer some analysis of four of the most popular of these sites [YouTube, Digg, Flickr and MySpace] to try and determine how many of them, if any, could possibly be of any use to dance in its eternal search for relevance in the modern world.

I think that there is absolutely no question that many Web 2.0 applications can serve both the creative and marketing objectives of dancers and dance companies.

My starting point is: 1) what does Web 2.0 mean and 2) how should dancers think about Web 2.0 in terms of how they present their dance works online and communicate with large, distributed audiences.

To me, Web 2.0 stands for a highly collaborative and participatory Internet that is marked by a non-hierarchical mind-set and complete transparency. It's hard to know what specifically motivated Google to purchase YouTube for 1.6 billion dollars, but what is certain is that YouTube is one of the most popular websites and its success is based upon millions of users uploading and sharing their own videos.

The growth in consumer generated media (CGM) - millions of people uploading their own videos, pictures, audio programs and the growth of mashups that are based upon the mixing of media files - marks an important shift away from the mass-marketing mentality of the 20th Century. Companies are no longer starting with the premise that "We know what you want and we'll deliver it how we wish." (Read my October 11th post, "Will Participatory Marketing Transform the Arts?") But, instead, companies are turning to YouTube users, for example, for user-generated commercials. I offer example of Pringles snacks in my post.

This trend is also picking-up steam in the arts and entertainment world. Last week I wrote about HBO's use of CGM for a promotion for the new season of "The Wire."

And when I write about transparency, I mean that companies, nonprofits, arts organizations and others have to be careful about making outlandish claims because it's easy to find blog entries and message board posts that point out that such claims are bunk. And, in a broader sense, I mean that those things that have traditionally been hidden, should, in many instances, be exposed for public consumption.

Based upon this above explanation of Web 2.0, the next question is how should dancers take advantage of this collaborative, non-hierarchical emerging world?

For starters, business as usual is not the answer. It's not that helpful to consider the pros and cons of Web 2.0 applications in the abstract. The starting point ought to be based upon the emerging ethos of the participatory Internet and a consideration of how dance can evolve and change to accommodate this new environment.

So I start with the recommendation that dancers should consider approaching the web with the intention of seeking meaningful feedback, collaboration and contributions of the online public. In addition, dancers will benefit by opening-up the creative process to the public so that online audiences can watch how ideas are transformed into dances (this is what I mean by being more transparent in the case of dance.)

Watching dance videos online can occasionally be enjoyable. But the truth is that posting promotional or full-length dance videos to the web isn't really that important by itself.

What will make a difference is when dancers begin to post videos and other content (pictures, audio, for example) with the express purpose of gathering specific feedback about works in progress. Or by posting videos online and seeking Internet users to contribute their own dance videos that address similar themes or types of movement. The implementation of these types of collaborative projects is what is going to enable dancers to embrace the Web 2.0.

Posted by Doug Fox on October 20, 2006 11:36 AM

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5 Comments


DK said:

Interesting indeed.

I'd chime in with how about Web 2.0 uses of profiling like in myspace to find people of similar points of view?
I think dance and dancers will congregate in local communities face-to-face having 'met' each other online. My guess is the 'super star' idea will die and the 'local hero' idea will emerge.

Added: October 20, 2006 12:14 PM | Permalink

Michelle said:

I think you may be missing the thrust of the piece, which comes at the end.

Sites like Digg and the dozens of other Web2.0 applications may be of use but the arts in general, the profession and the audience or potential audience, don't use these new mediums in anything like the numbers needed to make an impression.

A recurring theme in the piece is one of 'signal noise' there is simply to much nonsense on a lot of Web2 applications for the good stuff to really get noticed.

Until both artists and audience alike can start using Web2 apps in large numbers they will remain mostly irrelevant to the arts.

Let's face it, dance hasn't grasped Web1.0 yet and at the current speed it will take 5-10 years to really get them on board with this type of thing.

Another piece on this subject will follow soon.

cheers.

;o)

Added: October 20, 2006 1:34 PM | Permalink

Doug Fox said:

Hi Michelle,

Thanks for comment.

Yes, lots of noice and nonesense as you point out in your article in the Web 2.0 landscape. But this should not prohibit dancers from taking the initial steps forward in embracing these applications.

For starters, dance companies that already have a good size email list, already have an audience with whom they can work in a more collaborative way. By offering their existing audiences new ways to interact with choreographers, dancers and works-in-progress, they can enhance the role and contributions of their fans.

Added: October 20, 2006 1:46 PM | Permalink

Doug Fox said:

DK, thanks for your comment as well.

Web 2.0 definitely offers more of a grass-roots approach than a star-powered system.

What I'd like to see is a blending of blogging and other tools with showcases of dance works-in-progress, for example. This way audiences could have a much more in-depth understanding of what choreographers and dancers are working on as the pieces develop.

Added: October 20, 2006 1:50 PM | Permalink

DK said:

Then how to solve it?

Maybe we need to understand the tool kit before we try to build the structure.

You mentioned blogging and I agree that's a great tool. What might some of the others be? Forums? Chat Areas? User Participation is key - so maybe companies might invite reviews on their site. Video Clips for works in progess feed back (I think you mentioned that).

Maybe some type of 'keyword' thing where if you liked this, then maybe you'd like this...

Michelle makes a good point -- until these apps prove to be a decided advantage to a company or group, most will not jump on the bandwagon. I almost said, won't jump on the bandwidth -- but that is unworthy of me.

I think part of the psychology of User Participation is that they begin to feel a sort of ownership with the material or site or whatever task it's linked to.

Hmmm, now I'm thinking!

Added: October 20, 2006 10:56 PM | Permalink

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