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LEARNING FROM TELEVISION GRANT MCCRACKEN ! DESIGN MANAGEMENT INSTITUTE ! ROYAL INSTITUTE OF BRITISH ARCHITECTS LONDON, JUNE 12, 2014 ! 1 2 NEWTON MINOW “TV IS A VAST WASTE LAND” 3 careers made out of attacking TV 4 a growth industry 5 for a long while, it looked like they had a point 7 8 9 10 11 12 13 14 15 16 AGAINST THE ODDS 17 THIS GUY 18 BECAME THIS GUY 19 THIS GUY 20 BECAME THIS GUY 21 22 23 TV GOT BETTER 24 THEY ARE NOT BINGEING 25 THEY ARE FEASTING 26 LOTS OF SMALL FACTORS • rise of cable (smaller audience, smaller risk) • deregulation of TV (cable uncontrolled by FCC) • rise of women making TV (Ann Biderman, et al.) • rise of “difficult men” (see Brett Martin’s book) • early success of HBO (32 Emmys in 2004) 27 much more than Gladwell’s 10,000 hours 28 29 H.S. Bhabra 30 IN THE TEETH OF INTELLECTUAL SKEPTICISM AND SCORN (EVEN) 31 THIS CREATURE 32 BECAME THIS CREATURE 33 2 34 35 WHAT DOES THE TV REVOLUTION MEAN FOR DESIGN? 36 NO 1-TO-1 CORRESPONDENCE 37 OXYGENATE AND PROVOKE 38 YOU’RE THE EXPERTS 39 YOU DECIDE 40 THE QUESTION: WHAT COULD THE CHANGE IN TV MEAN FOR DESIGN AND DESIGNERS? 41 3 42 HOW TV CHANGED (IN QUICK SUCCESSION) 43 OLD CONTRACTS DIE 44 NEW FREEDOMS OPEN UP 45 1. THE DEATH OF “KEEP IT SIMPLE” 46 NEW COMPLEXITY • reveling in complexity • stuff that would have been overwhelming 10 yrs ago • X-files • Lost • Boardwalk Empire 47 2. DEATH OF THE MAINSTREAM 48 FEWER STUNNED PROTESTANTS 49 50 51 3. DEATH OF GENRE AND FORMULA 52 53 54 WHAT USED TO WORK NOW “JUMPS THE SHARK” 55 4. BAD THINGS CAN HAPPEN TO GOOD PEOPLE 56 SPOILER ALERTS FOR • Game of Thrones • Luther • Homeland • The Good Wife • House of Cards • Nashville • Scandal • Arrow • Teen Wolf 57 • Ned Stark (Sean Bean) on Game of Thrones • DS Riply (Warren Brown) on Luther • Nicholas Brody (Damian Lewis) on Homeland • Will (Josh Charles) on The Good Wife • Zoe (Kate Mara) on House of Cards • Peggy (Kimberly Williams-Paisley) & Lamar (Powers Boothe) on Nashville • James (Dan Bucatinsky) on Scandal • Moira (Susanna Thompson) on Arrow • Allison (Crystal Reed) on Teen Wolf 58 59 4 60 WITH CONSTRAINTS DESTROYED, NEW EXPLORATIONS ARE UNDER WAY 61 4.1 SMARTER VIEWERS 62 THE DESIGNER HAS MORE FREEDOM 63 YOU CAN TEST THE CONSUMER IN NEW WAYS, TO NEW DEGREES 64 AND YOUR CLIENT HAS TO LET YOU 65 secret messages scarcity pure play 68 Site specificity 69 70 embracing the historical original 71 faking the historical record 72 embracing a spirit of mischief 73 invading the world 74 quiet mayhem 75 4.2 NEW VERNACULAR OPPORTUNITIES 76 THE SEMANTIC ENVELOPE HAS EXPLODED 77 I’M NOT SAYING YOU WANT TO GO THERE 79 JUST THAT YOU COULD 80 OUR CULTURE IS EXPANDING 81 STORY TELLING IS CHANGING 82 sweeter 83 grimmer 84 funnier 85 “cringier" more irreverent 87 stranger 88 more super natural 89 4.3 NOW THAT CULTURE IS BETTER, A RICH RESOURCE 90 YOU CAN WORK WITH CULTURE IN NEW WAYS 91 CULTURAL ARBITRAGE 92 Ingrid needed a design for her music video Ingrid Michaelson (2014) Robert Palmer Simple Irresistible (1988) CULTURAL ARBITRAGE IN THE SERVICE OF FEMINISM 96 Low T TREAT POPULAR CULTURE AS A RESOURCE, A LANGUAGE ! YOUR LISTENERS ARE MOBILIZED, WELL INFORMED, KEEN TO PLAY 99 5 101 SUMMING UP 102 smarter consumers give the designer more freedom a richer, deeper popular culture gives the designer more to work with THE CONSUMER WILL RISE TO WORK THAT IS 1. more playful 2. more complex 3. more secretive 4. more counterintuitive and unexpected 5. more participatory 6. more context specific 7. more difficult and complex 105 NEW OPPORTUNITIES FOR MISCHIEF, PLAY AND ARBITRAGE 106 THANK YOU! @GRANT27 107.

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