Presented at ICA 2013 by Aram Sinnreich and Mark Latonero. Article forthcoming in the Journal of Computer-Mediated Communication.

1. TRACKING CONFIGURABLE CULTURE
FROMTHE MARGINSTOTHE MAINSTREAM
Dr. Aram Sinnreich
Rutgers SC&I
Dr. Mark Latonero
USC Annenberg
ICA 2013 * London, UK * June 19, 2013
Tuesday, June 18, 13

2. WHAT IS
CONFIGURABLE CULTURE?
Tuesday, June 18, 13

3. WHAT IS
CONFIGURABLE CULTURE?
consumption
consumption-
adjacent
production-
adjacent
production???
Tuesday, June 18, 13

4. CONFIGURABLE CULTURE INTHE
GENERAL POPULATION
US 2006
US 2010
NON-US 2010
Tuesday, June 18, 13

5. Blogs
Music Remix
Photoshop
Vid Remix
Music Mashup
AMV
Vid Mashup
Ems/ROMs
Mods
Sftwr Mashup
Machinima
None
0 25 50 75 100
4.1
18.4
24.9
24.4
24.6
31.3
45.1
43.1
49.3
47.6
76.9
71.3
14.6
10.6
11.3
12.9
15.6
22.2
25.1
31.4
31.8
39.6
62.6
67.4
17.9
11
9.9
16.6
21.1
14.9
21.5
24.1
27.6
42.8
50.5
74.8
US 2006
US 2010
Non-US
Configurable Culture Awareness, 2006 & 2010
Tuesday, June 18, 13

6. Blogs
Music Remix
Photoshop
Music Mashup
Vid Remix
Vid Mashup
Ems/ROMs
AMVs
Mods
Machinima
Sftwr Mashup
None
0 10 20 30 40 50
18.4
10.5
6.8
11.2
17.7
12.2
12.6
22.1
22
21.9
42.5
48.5
44.4
4.2
5.2
6.9
7.1
7.7
8.7
10
11.9
14.5
18.9
39.1
US 2010
Non-US
Configurable Culture Usage, 2010
Tuesday, June 18, 13

7. 0
25
50
75
0 25 50 75
Burn CD
US 2010
Non-US2010
Marginal Emerging Mainstream
Watch MusicVideo
Custom Play List
Rip CD
Music Rec Engine
Share Play List
Share MP3
ID Song
Karaoke
Created Sample-Based Music
DJ’d
Configurable Culture Engagement: Music
Tuesday, June 18, 13

8. 0
25
50
75
0 25 50 75
US 2010
Non-US2010
Marginal Emerging Mainstream
Bonus Features
DVR
ShareVideo
Burn DVD
Comment on Blog
Tweet/Status Update
RemixVideo
Configurable Culture Engagement: Video
Tuesday, June 18, 13

9. 0
25
50
75
0 25 50 75
US 2010
Non-US2010
Marginal Emerging Mainstream
Customization
Game Cheat
Watch Game Clips
Add-ons
DLCs
Virtual Worlds
Modding
Configurable Culture Engagement: Games
Tuesday, June 18, 13

10. 0
25
50
75
0 25 50 75
US 2010
Non-US2010
Marginal Emerging Mainstream
Basic Fix
Share Pic
Tagging
Photoshop
Tweet/Status Update
Photo Products
Blogging
Configurable Culture Engagement: Images
Tuesday, June 18, 13

11. 0
25
50
75
0 25 50 75
US 2010
Non-US2010
Marginal Emerging Mainstream
Access News via Social Media
Online Petition
News Alert
Share News via Social Media
Citizen Journalism
Connect to Cause
Comment on Blog
Online Activism
Remix Footage
Configurable Culture Engagement: News/Politics
Tuesday, June 18, 13

12. 0
25
50
75
0 25 50 75
US 2010
Non-US2010
Marginal Emerging Mainstream
Custom Desktop
Change Prefs
Change Browser Homepage
Install Plugins
Share Software
Blog About Software
Easter Egg
Mod Code
Configurable Culture Engagement: Software
Tuesday, June 18, 13

13. 0
25
50
75
0 25 50 75
US 2010
Non-US2010
Marginal Emerging Mainstream
Collaborative Project
Linked Networks
Points/Rewards
Social Game
Shared Location Followed Brand/Celebrity
Shared User Content
Created Profile
Configurable Culture Engagement: Social Media
Tuesday, June 18, 13

14. CONFIGURABLE CULTURE AND
AGE COHORTS
US 2006
US 2010
NON-US 2010
Tuesday, June 18, 13

15. 50
60
70
80
90
100
US 2006 US 2010 Non-US 2010
93.6
80.8
72.8
97.3
89.8
83.7
96.2
89.6
91.6
18-25
35-44
55+
Age and Awareness, 2006 & 2010
Tuesday, June 18, 13

16. 0
25
50
75
100
US 2006 US 2010 Non-US 2010
80.2
56.4
16.1
90.3
67.4
38.7
92.5
87.5
62.7
18-25
35-44
55+
Age and Engagement: Music, 2006 & 2010
Tuesday, June 18, 13

17. 0
25
50
75
100
US 2006 US 2010 Non-US 2010
26.7
19.2
2.9
60.9
36.9
21.3
79.5
56.2
37.3
18-25
35-44
55+
Age and Engagement: Games, 2006 & 2010
Tuesday, June 18, 13

18. 0
25
50
75
100
18-25 35-44 55+
44.632.322.2
44.7
49.1
59.9
10.7
18.517.9
Original
Sometimes
Never
Age and Opinion, 2006
Tuesday, June 18, 13

19. 0
25
50
75
100
18-25 35-44 55+
26.718.710.4
25.2
18.7
20.8
38.7
48.7
60.4
9.4
13.9
8.3
Original
Sometimes
Never
No Answer
Age and Opinion, 2010
Tuesday, June 18, 13

20. 0
25
50
75
100
Heard of Mashups Heard of AMVs Heard of Machinima Never Heard of Any
35.95.810.27.9
28.9
26.2
22.5
20.7
21.8
53.454.5
58.4
13.414.612.713.1
Original
Sometimes
Never
No Answer
Exposure and Opinion, 2010
Tuesday, June 18, 13

21. CONFIGURABLE CULTURE AND
GENDER
US & NON-US 2010
Tuesday, June 18, 13

22. Awareness
Music Eng
Social Eng
Image Eng
Software Eng
Video Eng
News Eng
Game Eng
0 25 50 75 100
43.6
63.7
61.9
66.9
75.4
81.7
76.3
92
61.6
74
76.5
78.8
81.2
83.5
85.5
93
Men
Women
Gender, Awareness & Engagement, 2010
Tuesday, June 18, 13

23. CONFIGURABLE CULTURE AND
INCOME
US 2010
Tuesday, June 18, 13

24. 0%
10%
20%
30%
<$25,000 $25,000-39,999 $40,000-59,999 $60,000-79,999 >$80,000
Music Remix Video Remix VG Mods Photoshop
Configurable Culture Usage by Income, 2010
Tuesday, June 18, 13

25. 25%
35%
45%
55%
65%
75%
<$25,000 $25,000-39,999 $40,000-59,999 $60,000-79,999 >$80,000
Political Image Games Film/TV Music
Configurable Culture Engagement by Income, 2010
Tuesday, June 18, 13

26. CONFIGURABLE CULTURE AND
SOCIAL POWER
US 2010
Tuesday, June 18, 13

27. 0
10
20
30
40
US Non-US
31.7
13.1
17.3
5.3
Made
Accessed
Use of Open Licenses, 2010
Tuesday, June 18, 13

28. Age
Male
Education
Income
0 50 100 150 200
Age
Male
Education
Income
0 50 100 150 200
Granted
Creative
Commons
License
Searched
Creative
Commons
License
80.8
161.2
110.4
119
87.7
135.4
109.3
109.6
Use of Open Licenses, 2010
Tuesday, June 18, 13

29. Philippines
S. Africa
Singapore
Indonesia
Malaysia
India
Australia
USA
Israel
Canada
Sweden
UK
Turkey
1 2 3 4 5
3.3
3.3
3.6
3.7
3.7
3.8
4
4.1
4.2
4.3
4.3
4.5
4.6
Privacy Concern by Nation, 2010
Tuesday, June 18, 13

30. 18-25
26-34
35-44
45-54
55-64
65+
0 25 50 75 100
50.4
36.5
34
28.8
23.8
19.4
8.5
8.6
9
9.3
8.7
11
41.1
55
57
61.9
67.5
69.9
Yes Don’t Know No
3.83
Privacy
Concern
3.9
3.9
3.99
3.94
3.95
Privacy Modification
Privacy Concern by Age, 2010
Tuesday, June 18, 13

31. Privacy
ConcernPrivacy Modification
Privacy Concern by Education, 2010
Doctorate
Masters
College
Some College
Tech School
High School
No Degree
0 25 50 75 100
36
37.2
34.9
28.3
27.1
25.1
20.3
20
14.4
8.1
12
6.7
7.2
5.1
44
48.4
57
59.8
66.2
67.7
74.6
Yes Don’t Know No
4.31
3.98
3.96
3.88
3.81
3.84
3.71
Tuesday, June 18, 13

32. THANK YOU.
Dr. Aram Sinnreich
sinn@rutgers.edu
Dr. Mark Latonero
latonero@usc.edu
ICA 2013 * London, UK * June 19, 2013
Some rights reserved.This entire presentation is available under a Creative
Commons Attribution-NonCommercial-ShareAlike 3.0 United States License.
Tuesday, June 18, 13