Is this even possible? Co-creating the Audience of the Future

Bronwin Patrickson, Helen Davies

    Research output: Contribution to conferencePaper


    The UKRI funded Audience of the Future project aims to further develop digital storytelling practice using contemporary technologies.

    As part of the Audience of the Future Challenge (funded by the Industrial Strategy Challenge Fund), the University of South Wales is working on an industry-led project in collaboration with a consortium of commercial practitioners dubbed the Fictioneers. Using the popular Wallace and Gromit IP, the consortium will draw upon their combined skills in games production, animation, creative marketing and new technology development to create a location-based experience designed to propel new and playful identities for a traditional narrative media. Using mobile tools, these enhanced experiences aim to engage new audiences and provide innovative ways for long term fans to interact with media favourites.

    The university will provide research and development support for this collaborative effort through documentation services, audience research, analytic expertise and a space for reflection.

    Our focus in this paper is upon the ethical questions that can arise during such collaborations, such as the value of ensuring participatory audience inclusivity. Other concerns include the need to manage the potential risks of childhood dataveillance (Lupton and Williamson, 2017), whilst also tapping into the wealth of reflections, discussions, negotiations, subjectivities and relationships at play in mediatised, datafied contexts. Internally, it is equally important that all the consortium partners can build and maintain robust working relationships in order to help manage the potential interplay of project priorities.

    Original languageEnglish
    Publication statusUnpublished - 10 Jan 2020
    EventMeCCSA Annual Conference 2020: Media Interactions and Environments - University of Brighton, Brighton, United Kingdom
    Duration: 8 Jan 202010 Jan 2020


    ConferenceMeCCSA Annual Conference 2020
    Abbreviated titleMeCCSA Brighton 2020
    Country/TerritoryUnited Kingdom


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