Johanna Blakley

Media | Entertainment | Fashion

Archive for media impact

I’ve Been Upworthied!

upworthy

I just found out my TED.com talk on fashion and copyright was deemed Upworthy. As you probably know, Upworthy is a crafty outfit that goes to great lengths to increase viewership of video content that serves some kind of socially progressive purpose. Part of their process includes generating multiple potential headlines and photos, and testing the different combinations on different platforms to see which combos attract the most views.

Of course it’s fascinating to me to see what they decided worked best for my video:

upworthytext

I must say, it never occurred to me that my argument was something “hippies” would love, but there ya go!

I’ve been following Upworthy’s progress for the last two and half years, and I was especially excited to hear about how they are developing new metrics for assessing how people are engaging with the media they’re promoting. Uniques? Nah. Time on site? Nope! Their latest focus? Attention Minutes, which they define here:

Attention Minutes measures everything from video player signals about whether a video is currently playing to a user’s mouse movements to which browser tab is currently open — all to determine whether the user is still engaged. The result is a fine-grained and unforgiving metric that tells us whether people are really engaged with our content or have moved on to the next thing.

At the Norman Lear Center, where I’m managing director, we have been studying the “Attention Economy” for several years, and now with our Media Impact Project, we have the opportunity to develop tools that accurately measure human attention. Needless to say, there’s a great deal of debate about how this might be done and so we invited several experts in the field — including Daniel Mintz from Upworthy — to debate the topic on our new website, The Fray. Launched with a skeptical piece by Richard Tofel from ProPublica, we solicited responses from ChartBeat, LunaMetrics, the Financial Times, Parse.ly and Columbia University.

This is not a debate that’s going to be settled any time soon, but I sure hope I find out whether my little video turns out to be must-see-TV for hippies.

 

Participant Media’s Impact Index

TPI

The New York Times devoted significant ink this week to The Participant Index (TPI), an effort by Participant Media to quantify and compare the relative social impact of films, TV shows and online video. The article also mentioned the Lear Center’s $4.2 million Media Impact Project: I’m the co-principal investigator on that project and we’ve been consulting with Participant on the development of TPI.

Here’s a little back story: Participant approached the Lear Center because of its academic expertise in measuring the impact of educational messages embedded in entertainment content. Our Hollywood, Health & Society program (for which I wrote the initial grant) has partnered with the CDC for the last 14 years to look at how health story lines in popular TV shows affect viewers’ knowledge, attitudes and behavior. The survey component of TPI includes a combination of questions that have become standard in entertainment education evaluation: the “transportation scale” identifies the type of emotional involvement that the entertainment content triggered and the outcome questions indicate what real-world actions a subject has taken after exposure to the content. TPI combines these two measures to create a score for each piece of video content in the study. Read the rest of this entry »

Tracking “Culture”

culturetrack

I’ve been ODing on data about the arts and culture sector lately, participating in an event at the NEA and another at Disney Hall last week (you can watch the video here). I think that the arts are seriously undervalued in the U.S. and so I’m always looking for data that helps us better understand how and why humans are attracted to certain melodies, visuals and stories, and what they think they’re accomplishing when they settle into a cushy seat to soak up an opera, a ballet or a  concert.

At Disney Hall, a packed house heard top line results from Culture Track, a 13-year tracking survey of arts and culture audiences in the U.S. There’s a huge amount of data here: the 2014 survey (you can download a report) includes responses from over 4,000 people in all 50 states who are “culturally active” – they already attend some array of museums, theaters, music, dance or opera programs.

I’d say the big take-away for me is that arts audiences are not particularly loyal to arts institutions any more – they’re loyal to their own taste. Instead of subscribing to a museum or a theater, they prefer to pick and choose from the options available. Arthur Cohen, who presented the findings, described audience members as “culturally promiscuous:” they’ll have a good night at a theater and then never call for a second date.

I think that new media plays a big role in this sea change. People who use the Internet (and a vast majority of this group does) have become accustomed to seeking out what interests them rather than sitting back and being told what they might like. And so one thing you see in the Culture Track report is that attendance is down, people are going less frequently, but they are visiting a wider array of cultural offerings.

Read the rest of this entry »

Measuring the Impact of Art

audience

Last week I attended a high-caliber symposium co-sponsored by the National Endowment for the Arts (NEA) and the UK’s Cultural Value Project. They brought together a dizzying array of researchers (demographers, cognitive scientists, arts policy wonks, “recovering” academics, etc.) to discuss how we ought to measure participation in arts and culture on the local, regional, national and global scale.

“Participation” and “engagement” are key metrics for arts institutions and their funders. But the inquiry often ends right there. I think the vast majority of people in the arts – including artists and administrators – take it as a given that art has a beneficial effect on society. I happen to agree with them. Wholeheartedly. But many powerful people in this world – including those who hold the purse strings – are not necessarily convinced. Funding for the arts is paltry compared to expenditures on science, where, lo and behold, we have a lot of convincing evidence about the importance it holds for humanity. Read the rest of this entry »

11 Things You Didn’t Know About Documentary Film Lovers

hotdocs

I was honored to give the Industry Keynote at Hot Docs, a giant documentary film festival in Toronto. I don’t know what they put in that water (which was delicious, by the way) but Torontonians love, love LOVE documentaries. They have a 700 seat theater that, year round, shows docs only, and I was completely charmed by its tagline: ESCAPE TO REALITY.

Of all conventional TV and film genres, you could easily argue that documentary is the one that is most self-conscious about its artful manipulation of reality. Since much of my research focuses on the impact of entertainment and media on individuals, communities and society at large, documentaries have proven an especially exciting object of study. (I have a TEDx talk about some of this research.)

In order to prep myself for the fest – which included a whopping 197 documentaries – I thought I’d revisit some survey research that we conducted at the Lear Center on the relationship between political beliefs and entertainment preferences. We discovered in those studies that predictable patterns emerged suggesting that even our escapes from reality – to ballets, tractor pulls, and blockbuster films – were tethered quite tightly to our deeply held beliefs about the world and how it ought to be.

For a nerd like me, this is absolutely fascinating stuff.

Our archive of data – from two large American representative sample surveys, and from a smaller version we conducted in Tunisia after the Arab Spring – includes detailed demographic, ideological and taste information about documentary film fans. Hot Docs gave me an excellent excuse to mine that data. Read the rest of this entry »

Black Twitter, Scandal & Must-Tweet TV

scandal

A few years ago I noticed a bunch of hashtags appearing in the “Trending Topics” section of Twitter that I just couldn’t make heads or tails of. Each one I clicked on revealed a sea of black faces and I thought, Oh! This is some kind of in-joke in the African American community. When I could figure out what the tweets were about (and often I couldn’t), they were often really funny, sometimes poking fun at black celebrities or taking white people to task for their ignorance of black culture and the black experience. There were also a lot of provocative topics such as #thingsblackpeopledo, which often played with sensitive racial stereotypes (think watermelon, unemployment, etc.) sometimes inverting them or re-invoking them in clever and surprising ways.

This development was really exciting to me because I believe that one of the huge social and political benefits of social media networks is that diasporic communities – dispersed groups that have shared interests – can cheaply and easily find one another, exchange ideas, build community and work together to accomplish shared goals.

Fast forward to 2013: we had just launched the new Media Impact Project at the Norman Lear Center and I was looking for a way to collaborate with the Annenberg Innovation Lab, a group at USC that had been publishing some very interesting research on Twitter. I was thrilled when Kevin Driscoll, a PhD student in the Lab, told me that he was hoping to drum up some interest in researching Black Twitter. We had both noticed that academic researchers hadn’t really grappled with the topic yet, even though the phrase was becoming more common in news media after Black Twitter was given credit for focusing media attention on the Trayvon Martin and Jordan Davis cases.

We were also a bit surprised that academics didn’t seem to be responding to studies demonstrating that African Americans were seriously embracing Twitter.  A research team at Northwestern found that black college students were over-represented on Twitter and Pew found that an astounding 28% of African Americans use Twitter with 13% using it on a daily basis. Just to give you some context, only 12% of whites are on Twitter and only 2% of all online adults use Twitter in a typical day.

Whoa. Read the rest of this entry »

The Social Impact of Social Media in India

apogee

One of the more amazing side-effects of having videos on TED.com is that you receive invitations to speak all around the world. For the last two years, the intrepid organizers of the APOGEE conference at the Birla Institute of Tecnology and Science (BITS), one of the premier technical universities in India, had invited me to visit their obscure corner of Rajasthan and speak at their signature annual event. I had been warned that I would probably have a lot of difficulty traveling alone as a white woman in Rajasthan, and so I had to decline their requests until I could line up a male chaperone.  Luckily for me, he materialized last Fall at a conference at MIT – BITS Pilani’s sister university, as it were – and we planned our great Indian adventure together.

When I alerted the BITS Pilani crew to my traveling companion’s bio (John Beck had been the Director of Photography for all of NASA’s Mars missions for the last 18 years), they invited him to speak at the conference as well.

I have long been an admirer of Indian textiles, the incredible classical music and dance, and like most city dwellers, I fight with my friends about who has the best Indian take-out. But I had heard many grisly tales about the filth, the misogyny, the appalling poverty, and the deeply ingrained institutional corruption.

But the overriding reason that I decided to make the journey was because I could not turn down the chance to witness the incredible change that is afoot in India. I was thrilled when the organizers asked me to speak about the social impact of social media in India, a topic that I’ve been following closely for some time.

Even though the Internet penetration rate is extremely low in India, the 17% of Indians online already account for the third largest Internet population in the world. They will move up to number two next year, powered in part by a 91% increase in smart phone ownership by 2016.

And just in case you didn’t know, Indians are really, really social. Facebook, Google+, Twitter and LinkedIn are flourishing in India, where 25% of all time online is spent on social networks.

Last year, LinkedIn celebrated luring 20 million Indians to their service, making Indians the second largest member base. Google+ has attracted a much higher share of online Indians than it has in the States (78% vs. 44%). I was greeted with loud applause when I displayed data from GlobalWebIndex demonstrating that online Indians are far more likely than online Americans to own and use social media accounts on all the major social media platforms.

Who knows what new platforms will be arriving over the next couple of years, but whatever they are, they will see an increasing share of Indians using them. And traditional media – film, TV, publishing – both in India and all around the world, will never be the same. Read the rest of this entry »

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