El modding como práctica de co-creación: estudio del caso de Moviestorm

• Autores: Gemma San Cornelio Esquerdo, Antoni Roig Telo, Jordi Sánchez Navarro, Elisenda Ardévol Piera
• Localización: Breaking the media value chain: VII International Conference on Communication and Reality / coord. por Klaus Zilles, Joan Cuenca Fontbona, Josep A. Rom Rodríguez, 2013, ISBN 9788493695996, págs. 255-263
• Idioma: español
• Enlaces
  • Texto Completo Libro
• Resumen

  • This paper addresses the phenomenon of co-creation, which occurs “when a significant component of the design, development, production, marketing and distribution is obtained thrugh direct participation or involvement of consumers or users” (Banks and Potts, 2010, p. 254). We will present the analysis of Moviestorm, an animation software company, with a strong community of modders developing addons, skins and other accessories, consequently constituting an example of co-creation.

    Our research focuses on the controversy that took place when the company announced a change in the business model which substantially changed the rules that modders tacitly have accepted. Following the interventions of the modders’ forum and their dialogue with the company, our analysis emphazises the motivations and the expected benefits for both parts involved. Thus, this dialog is configured as part of a negotiation process around the property, the emotional and economic value of user-generated content. Our central argument is that through the analysis of practices (Schatzki, 1996, Warde, 2005), especially in processes of conflict and change, we can obtain a more nuanced understanding of the economy of affection that comes into play when consumers participate in the co-creative process with industry.