Jordi Sánchez Navarro and Antoni Roig, Universitat Oberta de Catalunya, Spain, 'Engagement, Hierarchy and Cohesion in Creative Communities of Collaborative Filmmaking' presented at 'Communities in the Digital Age' International Symposium, Canterbury Christ Church University, UK, 12 June 2013

1. Engagement, Hierarchy and Cohesion
in Creative Communities of
Collaborative Filmmaking
JordiSánchez-Navarro, AntoniRoig
(UniversitatOberta de Catalunya/ IN3)
Communities in the Digital Age 12thJune 2013 Canterbury Christ Church University

2. Research framework
 Our previous research on participation and collaboration practices
in complex media projects, like films and TV series, heavily relying
on the web and social media.
 Participation and collaboration as key concepts to explain the
dynamics of contemporary cultural creation

3. Framework: Crowd-based projects
 Critical approach to notions like crowdsourcingor crowdfunding.
– Crowd phenomena relies in recruitment of large collectives to obtain resources
like money or expertise on a project in exchange of rewards.
– Calls for participation on the web, social networking sites and other social media
 community rhetoric.
– Crowdsourcing emphasizes:
• problem sloving
• economical efficiency
• embedment of consumer into product
• Taks
• organization through calls or contests
• hierarchy based on content/ provider relationship.
– … And neglects:
• decision-making processes
• participant recognition as creative agent
• creation of a community.

4. Framework: filmmaking communities
• Analysis of creative practices in communities of
collaborative filmmaking.
• Strategies of engagement and community cohesion.
– Role of motivations and expected rewards expressed by both
collaborators and promoters.
– Economy of affections in co-creative processes.
– Power relations, normativity and hierarchy

5. Research objectives
•Relationship among co-creative agents in community-based
endeavours.
•Motivations and rewards for contributing to the community.
•How community identity, normativity and hierarchy are produced
through practices.

6. Community-based filmmaking:
Moviestorm
• Community based ‘virtual moviemaking tool’
• Independent company, users own all rights over content
• Fostering modding through specific additional tool: Modder’s
Workshop
• 2009 sees a change of business model → from freemium to
subscription model → all users must subscribe to make or use
mods.

7. Community-based filmmaking:
Moviestorm
• Labour issues →‘playbour’ (Kücklich, 2005)
• Theory of practices as a useful theoretical and methodological tool
(Schatzki, 1996, Warde, 2005):
• Motivations and rewards as constitutive elements of practices
• Conflict and negotiation about the meaning of the practice
• Normativity (implicit rules, hierarchy)
• Performative practices of identity
• Affective engagement

8. Method
• Controversy around the change in MS business model
between company and dedicated users (particularly modders)
→ Forum thread analysis
• Our focus is not business model but negotiated meanings of
co-creation and engagement, related to performative identity
and motivations of the community, specially their dedicated
users.

9. Categorizing users: performative practices of identity
• “Only the true dedicated modders will stay to create their content. In the
end, it‟s all about raising the bar professionally, and that‟s the part I like a
lot.” (Kuroken)
• “Advanced modders are in a sense working for Moviestorm for free.”
(ChatNoir)
• “As an ardent MS supporter, I strongly opposed the restriction of
modding and 3rd party content.” (Sean Heimbuch)
• “Moviestormcustomers can be generically clumped into three categories:
New Users, Old Timers… and The Freeloader.” (AngryBuddhist,
Pioneer)

10. Categorizing users: performative practices of identity
• “Only thetrue dedicated modderswill stay to create their content. In the
end, it‟s all about raising the bar professionally, and that‟s the part I like a
lot.” (Kuroken)
• “Advanced moddersare in a sense working for Moviestorm for free.”
(ChatNoir)
• “As an ardent MS supporter, I strongly opposed the restriction of
modding and 3rd party content.” (Sean Heimbuch)
• “Moviestormcustomerscan be generically clumped into three categories:
New Users, Old Timers… and The Freeloader.” (AngryBuddhist,
Pioneer)

11. The conflict: community perspective
• “You are forcing us to pay for content that you don‟t offer. In other words,
you are going to profit from something you didn’t create and are not
going to compensate the creator for that.” (Harb40)
• “If that's the case, I feel that Moviestorm (the company) is taking value
away from Moviestorm (the software), and to a certain extent, stealing
my ability to use the fruits of my own labor.” (Sfdex)
• “It essentially limits the market to only modders, and its going to create a
subculture of hackers (just like every other machinima-used game in
existence that doesn't have a legitimatemodding tool included).”
(StormScape)
• “Compromise. Even a blind person can see the feedback you've gotten
about this screams for it. We represent your market...hell, in part we ARE
your market. Pay attention to what we are saying.” (Armanus, Pioneer)

12. The conflict: community perspective
• “You are forcing us to pay for content that you don‟t offer. In other words,
you are going to profit from something you didn’t createand are not
going to compensate the creator for that.” (Harb40)
• “If that's the case, I feel that Moviestorm (the company) is taking value
away from Moviestorm (the software), and to a certain extent, stealing
my ability to use the fruits of my own labor.” (Sfdex)
• “It essentially limits the market to only modders, and its going to create
asubculture of hackers (just like every othermachinima-used game in
existence that doesn't have a legitimatemodding tool included).”
(StormScape)
• “Compromise. Even a blind person can see the feedback you've gotten
about this screams for it. We represent your market...hell, in part we ARE
your market. Pay attention to what we are saying.” (Armanus, Pioneer)

13. The conflict: company awnsers
- “If you want to do more than just the basics, then we‟re asking you to pay.
We are, after all, a business. […] There seems to be a strong feeling
that we‟re ripping off modders by taking all the money for their hard work.
That‟s the last thing on our minds […] What some of you seem to be
asking for is for us to provide a free tool which you can sell mods
for. That‟s, quite simply, not in our interest.” (MattKelland)
- “[…] we ask you contribute to the running costs.” (Chris Ollis)
- “As always, I can't help feeling upset if we've done anything to upset our
customer-base. But I think […] everyone will benefit.” (Jeffz)
- “OK, OK, we hear you!!! […] Keep talking to us!” (MattKelland)

14. The conflict: company answers
- “If you want to do more than just the basics, then we‟re asking you to pay.
We are, after all, abusiness. […] There seems to be a strong feeling that
we‟re ripping off modders by taking all the money for their hard work.
That‟s the last thing on our minds […] What some of youseem to be
asking for is for us to provide a free tool which you can sell mods
for. That‟s, quite simply, not in our interest.” (MattKelland)
- “[…] we ask you contribute to the running costs.” (Chris Ollis)
- “As always, I can't help feeling upset if we've done anything to upset our
customer-base. But I think […] everyone will benefit.” (Jeffz)
- “OK, OK, we hear you!!! […] Keep talking to us!” (MattKelland)

15. Controversy key issues:
diversity of motivations
- “3rd-party content is ultimately going to be a driving force on sales for MS,
since each piece of content produced that fills gaps in what MS is
providing gives the overall product added value […] They need […] to
have a truly robust modding community to support and add value to their
product.” (Sean Heimbuch)
- “I suspect that in many NGOs in other developing countries [subscription]
wouldn‟t be an option. The free version would have limited interest once
the kids had found they couldn’t reproduce their own environments.”
(Primaveranz, Pioneer)
- “For me this has nothing to do with how much it costs. It is to do with the
fact that I could suddenly lose control of something that I thought I
owned.” (Iceaxe, Pioneer)
- “I myself have put considerable time into adding to this documentation
[…] My goal has always been to help expand the size of the modding
community but now it seems as if it's potential has just been snipped.”
(AngryBuddhist, Pioneer)

16. Controversy key issues:
diversity of motivations
- “3rd-party content is ultimately going to be a driving force on sales for MS,
since each piece of content produced thatfills gaps in what MS is
providing gives the overall product added value […] They need […] to
have a truly robust modding community to support and add valueto their
product.” (Sean Heimbuch)
- “I suspect that in many NGOsin other developing countries [subscription]
wouldn‟t be an option. The free version would have limited interest once
the kids had found theycouldn’t reproduce their own environments.”
(Primaveranz, Pioneer)
- “For me this has nothing to do with how much it costs. It is to do with the
fact that I could suddenly lose control of something that I thought I
owned.” (Iceaxe, Pioneer)
- “I myself have put considerable time into adding to this documentation
[…] My goal has always been to help expand the size of the modding
communitybut now it seems as if it's potential has just been snipped.”
(AngryBuddhist, Pioneer)

17. Controversy key issues:
misunderstanding motivations and rewards
Company
• “If you want to make
and sell mods, then
please, by all means,
do, and we’ll
support you […]Let
me emphasise,
there‟s nothing to
stop you setting your
own shop up, and
you can take 100%.”
(Matt Kelland)
Users
• “My concern with content is mainly within the
„but I want control of my own content‟ area.
If someone spends a lot of time creating their
own content, they are not likely to feel
comfortable with it being restricted.” (Sean
Heimbuch)
• “If I make something cool […] I want
everyone who wants it to have it. If people
have to pay Ms to allow them to use
something I’ve made for free use, am I
going to continue to develop for Moviestorm,
or am I going to start looking at other platforms
where I can share my work without it being
monetized.” (Kuroken)
• "Selling mods kills the very ideals of a
community for me.” (MefuneAkira, Pioneer).

18. Controversy key issues:
misunderstanding motivations and rewards
Company
• “If you want to make
and sell mods, then
please, by all means,
do, and we’ll
support you […]Let
me emphasise,
there‟s nothing to
stop you setting your
own shop up, and
you can take 100%.”
(Matt Kelland)
Users
• “My concern with content is mainly within the
„but I want control of my own content‟ area.
If someone spends a lot of time creating their
own content, they are not likely to feel
comfortable with it being restricted.” (Sean
Heimbuch)
• “If I make something cool […] I want
everyone who wants it to have it. If people
have to pay Ms to allow them to use
something I’ve made for free use, am I
going to continue to develop for Moviestorm,
or am I going to start looking at other platforms
whereI can share my work without it being
monetized.” (Kuroken)
• "Selling mods kills the very ideals of a
community for me.” (MefuneAkira, Pioneer).

19. Community-based filmmaking: conclusions
• Conflict and negotiation about the meaning of the practice:
commitment
• Key identity and motivation issues arise in changing constitutive
rules.
• Multiplicity of motivations, not envisaged by the company.
• Dualism between ‘intrinsic’ (pleasure through creation) and
‘extrinsic’ (profit) is challenged: not everything is for ‘fun’ or ‘profit’
• Emotional involvement: dedicated users don’t want MS to
become as ‘other’ tools
• Self-conscience of the contribution of modding practices to MS.
Modders as authority.
• Demand of control over content creation and production
processes: effective participation.

20. Thank you!!
JordiSánchez Navarro (UOC/ IN3):
jsancheznav@uoc.edu
AntoniRoigTelo (UOC/ IN3):
aroigt@uoc.edu
Gemma San Cornelio (UOC/ IN3):
gsan_cornelio@uoc.edu
ElisendaArdèvol (UOC/ IN3):
eardevol@uoc.edu

21. Crowdsourcing is a type of participative online activity in which
an individual, an institution, a non-profit organization, or
company proposes to a group of individuals of varying
knowledge, heterogeneity, and number, via a flexible open
call, the voluntary undertaking of a task. The undertaking of
the task, of variable complexity and modularity, and in which the
crowd should participate bringing their work, money,
knowledge and/or experience, always entails mutual
benefit.The user will receive the satisfaction of a given type
of need, be it economic, social recognition, self-esteem, or
the development of individual skills, while the crowdsourcer
will obtain and utilize to their advantage what the user has
brought to the venture, whose form will depend on the type of
activity undertaken (Estellés& Gonzalez 2012)

22. Crowdsourcing is a type of participativeonline activity in which
an individual, an institution, a non-profit organization, or
company proposes to a group of individuals of varying
knowledge, heterogeneity, and number, via aflexible open call,
the voluntary undertaking of a task. The undertaking of the
task, of variable complexity and modularity, and in which
thecrowd should participate bringing their work, money,
knowledge and/or experience, always entails mutual
benefit.The user will receivethe satisfactionof a given type of
need, be it economic, social recognition, self-esteem, or the
development of individual skills,while the crowdsourcer will
obtain and utilize to their advantage what the user has
brought to the venture, whose form will depend on the type of
activity undertaken (Estellés& Gonzalez 2012)

23. Crowd-based projects
Identification and critical evaluation of broad and established
conceptualization of crowdsourcing.
Identification of key dimensions for case analysis based on
participatory practices in media production.
Comparative analysis of significative cases.

24. Empire Uncut (US) Collaborative filmmaking, remix
Iron Sky (Fin-Ger) Task-based filmmaking and community
engagement
The Cosmonaut (Sp) Crowdfunding and community engagement
A Swarm Of Angels
(UK)
Open source filmmaking and crowdsourcing
El dietista (Sp) crowdfunding
Lost Zombies (US) Co-creation based on social networking
The entertainment
experience (Nl)
Celebrity-mediated co-creation
Life in a day (UK-US) crowdsourcing
Gesamt (Dk) Celebrity-mediated collaborative filmmaking, remix
Arròs Movie (Sp) Crowdfunding and collaborative filmmaking
Cases

25. Comparative analysis
Re-appropriation Money Community Co-creation Work
(tasks)
Diffusion
Life in a day x x
Gesamt x x x
Arròs Movie x x x x
El dietista x
Lost Zombies x x x x
Entertainment
experience
x x
Empire Uncut x x x x
The Cosmonaut x x x x
Iron Sky x x x x
A Swarm of
Angels
x x x x x