Bastard Culture! User Participation and the Extension of Cultural Industries by Mirko Tobias Schäfer
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Mirko Tobias Schäfer Bastard Culture! User participation and the extension of cultural industries by Mirko Tobias Schäfer This text is licensed under the Creative Commons Attribution-Non-Commercial- No Derivative Works 3.0 Unported License. You are free to share, copy, distribute, transmit the work. <http://creativecommons.org/licenses/by-nc-nd/3.0> Printed by All Print Utrecht, The Netherlands ISBN 978-90-393-4973-1 Bastard Culture! User participation and the extension of cultural industries User-Partizipation und die Ausweitung der Kulturindustrien (mit einer Zusammenfassung in deutscher Sprache) User-participatie en de uitbreiding van de culturele industrie. (met een samenvatting in het Nederlands) Proefschrift ter verkrijging van de graad van doctor aan de Universiteit Utrecht op gezag van de rector magnificus, prof. dr. J.C. Stoof, ingevolge het besluit van het college voor promoties in het openbaar te verdedigen op maandag 1 december 2008 des middags te 12.45 uur door Mirko Tobias Schäfer geboren op 15 maart 1974 te Tübingen am Neckar, Duitsland Promotor: Prof. dr. F. E. Kessler Co-promotor: Dr. J. F.F. Raessens Table of Contents Preface and Acknowledgments...............................................................7 Introduction........................................................................................13 Yet another media revolution?.........................................................13 Don't believe the hype!....................................................................21 Analyzing participatory culture.........................................................25 Structure........................................................................................38 1. Promising revolutionary change........................................................41 Cisco Systems: Empowering the Internet Generation..........................52 2. Cultural critique and media technology.............................................59 2.1 New Media, new participation?.................................................69 2.2 Domains of user participation....................................................77 2.3 Explicit and implicit participation................................................85 2.4 Tracking technology in media practice........................................89 3. Enabling/averting participation........................................................93 3.1 The Computer..........................................................................97 3.2 Software................................................................................109 Software is in-material..............................................................110 Software is modular.................................................................115 Software is tentative..................................................................118 3.3 The Internet...........................................................................125 4. Bastard Culture............................................................................135 4.1 Hacking electronic consumer goods.........................................139 The Trail of the XDK.................................................................144 A Penguin on Bill's black box: the Xbox Linux Project....................160 Hacking the AIBO and teaching Sony to back off........................167 Heterogeneous participation.....................................................178 4.2 Participation as default design.................................................183 Managing information and social interaction..............................188 Floating archives......................................................................198 Hybrid participation..................................................................209 5. The extension of the culture industry................................................215 5.1 Confrontation: Fighting participation........................................223 Modchips, gray markets and big business...................................233 Open-source software, from hobbyists to business.......................236 Music and movies, the unbearable lightness of P2P.....................242 5.2 Implementation: designing participation...................................255 Trapped on Death Star. Let the fans do the work.........................259 Hosting File Sharing, Thriving on Piracy......................................262 Participation inside: the Web 2.0...............................................264 5.3 Integration: embracing participation.........................................273 Developing software: Google Maps...........................................274 Spreading music: Last.fm..........................................................278 Creating knowledge: Wikipedia.................................................282 Conclusion: Challenges for a participatory culture.................................................289 Understanding Participation...........................................................289 Shaping Society............................................................................292 Resources........................................................................................299 Literature.........................................................................................301 Appendix A, Abbreviations.................................................................317 Appendix B, Glossary........................................................................319 Zusammenfassung............................................................................325 Samenvatting...................................................................................327 Curriculum Vitae...............................................................................331 6 Preface and Acknowledgments While being a freshman at Vienna University in 1996, where I had enrolled in theater and communication studies, I had to take up a job to pay my rent. After a while of doing construction work for a shady landlord, I was hired by a small advertising company that had just pulled in a contract from an uprising IT company. When meeting my future boss in the lobby of Vienna's World Trade Center at Vienna Airport, I had no idea that this job would profoundly change my life. Our task was nothing less than introducing Cisco Systems—the market leader in networking technologies—to the Austrian market, and explaining pretty much to every businessman and woman between Vienna and Salzburg what this thing called Internet was about. Back then we usually heard people ask, where this Internet was located, who was in charge of it, which company was running it, and how long we would estimate the Internet would be around. The folks at Cisco were professional enthusiasts, completely dedicated to bringing the Internet to each and every person on the planet. The planet? One day I saw a poster hanging in a Cisco office, displaying a stereotypical photo of a flying saucer. The caption on the poster said: If they have a router on board, we can talk to them! It was all about those routers, the network technology routing information packets from source to destination, from sender to receiver, and enabling to browse the Web, send e-mails, download music files or play games online. While moving along with the rising new economy, and literally moving from a make-shift office in an aircraft hangar to a posh outfit at the 24th floor of the new built Millennium Tower, I got sucked more and more deeply into the Internet, running up extremely high telephone bills when surfing the web from my student flat, and therefore spending more and more time at the company where I could use all the facilities for free. I had the feeling of witnessing history in the making, and I truly felt part of a revolutionary wave transforming society, communications and social relations on a global scale. However, in contrast to my employers, I thought there is more to the Internet than transforming each corner store into a web portal. And I could not swallow the hype without any second thoughts; I could never completely abandon my doubts when the IT crowd was partying hard and burning through their money. Unfortunately there were only few scholars in Austria who wanted to consider the Internet as a field of research or an object for developing cultural theories further. Luckily in 1999 I got the chance to join the recently established program for new media studies at Utrecht University, where my personal experi- ence of digital culture was confronted with analysis and further theorizing. I was also lucky to meet a bunch of geeks, nerds and fellow enthusiasts, in both countries, the Netherlands and Austria. We decided that our experience and knowledge needed a platform and together we founded [d]vision, the Vienna Festival for Digital Culture, a rogue undertaking, financed by shamelessly exploiting the resources of our new economy employers, and borrowing resources from unflinching or somehow pursued friendlies. And, of course, creative accounting, and slick Power Point presentations, as well as some influ- ential connections were helpful, too. Three years in a row we ran an almost no- budget festival on all subjects that mattered to us most in digital culture and we invited many of the interesting and inspiring people we ever wanted to talk to. We screened amazing films, hosted heated debates and unforgettable parties, while the new economy was crumbling apart in crashing stock markets. When the day jobs