Pervasive Media Fellowship

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Professor Jonathan Dovey of the University of the West of England will run two projects in partnership with the Pervasive Media Studio, a new media innovation environment launched by Watershed Media Centre in Feb 2008. The Fellowship will bring academic research methods to the Studio network in order to build a long term, cumulative and sustainable knowledge base into its work. The Fellowship will ask two questions. What is Pervasive Media? As the rhetoric of new technologies promise us ever more connected worlds, an 'internet of things', the established channels of media production, dissemination and reception are being slowly reformulated. The utopian rhetoric of Ubiquitous Computing would argue that we are at a new frontier. These developments need critical attention ; the method here will be to look at a number of case studies in self defined 'Pervasive Media' applications to establish and begin to define the common core of practices, aesthetics and experiences. The research will advance the development of a new sector of creative industry by helping to create a common language for media professionals, members of the public, commissioners, brands, clients, and funding bodies to understand what Pervasive Media are. The second question addressed by the Fellowship is what is value in digital media ? Digtial media has created an age of media plenty from the era of analogue scarcity - the existing patterns of political economy are being gradually destabilised. Two major technology trends are reshaping the creative industries: Web 2.0 has created a rapid growth of User Generated Content (UGC) which is changing the way content is made and delivered; networked and context-aware channels promise to change the way content is accessed and consumed. The Fellowship will bring academic research methods in the political economy of the media to bear on cultural industry case studies to produce knowledge about how the new generation of web native creatives are creating sustainable value models. These findings will in turn be disseminated through publication, workshops and new training events in order to advance the development of Pervasive Media sector.