Co-creation of what? Modes of audience community collaboration in media work

Malmelin, N; Villi, M

Co-creation of what? Modes of audience community collaboration in media work

Malmelin, N

Villi, M

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Publication Type:: Journal Article
Citation:: Convergence, 2017, 23 (2), pp. 182 - 196
Issue Date:: 2017-04-01

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Field	Value	Language
dc.contributor.author	Malmelin, N https://orcid.org/0000-0002-2596-2455	en_US
dc.contributor.author	Villi, M	en_US
dc.date.issued	2017-04-01	en_US
dc.identifier.citation	Convergence, 2017, 23 (2), pp. 182 - 196	en_US
dc.identifier.issn	1354-8565	en_US
dc.identifier.uri	http://hdl.handle.net/10453/125781
dc.description.abstract	© 2017 SAGE Publications. This article explores processes of co-creation in the media industry, particularly in the context of magazine media brands. We discuss the content and practices of creative collaboration between editorial teams and online audience communities. Based on two empirical case studies using analytical interviews and focus group discussions, we introduce a new model and framework for analysing co-creative processes. The model of co-creative collaboration is focused on three areas of media work: production, marketing and development. We conclude that co-creative processes between editorial teams and audience communities have a definite impact on the future of media work and media management. Importantly, the work of editorial teams is transformed from content production through creating platform concepts to coordinating, managing and nurturing audience communities.	en_US
dc.relation.ispartof	Convergence	en_US
dc.relation.isbasedon	10.1177/1354856515592511	en_US
dc.title	Co-creation of what? Modes of audience community collaboration in media work	en_US
dc.type	Journal Article
utslib.citation.volume	2	en_US
utslib.citation.volume	23	en_US
utslib.for	2001 Communication and Media Studies	en_US
utslib.for	1902 Film, Television and Digital Media	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1903 Journalism and Professional Writing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access
pubs.issue	2	en_US
pubs.publication-status	Published	en_US
pubs.volume	23	en_US

Abstract:

© 2017 SAGE Publications. This article explores processes of co-creation in the media industry, particularly in the context of magazine media brands. We discuss the content and practices of creative collaboration between editorial teams and online audience communities. Based on two empirical case studies using analytical interviews and focus group discussions, we introduce a new model and framework for analysing co-creative processes. The model of co-creative collaboration is focused on three areas of media work: production, marketing and development. We conclude that co-creative processes between editorial teams and audience communities have a definite impact on the future of media work and media management. Importantly, the work of editorial teams is transformed from content production through creating platform concepts to coordinating, managing and nurturing audience communities.

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http://hdl.handle.net/10453/125781