Open access
INNOVATION OF NEW MEDIA CULTURAL PRODUCT – THE CASE OF KONTAKT24.PL
Katarzyna KOPECKA-PIECH1
New Media in Action
Publication language: English
Journal article
Transformations No. 3-4 (94-95) 2017, Publication date: 30 November 2017
Keywords: innovation, cultural product, media product, media innovation, new media
Abstract Nowadays, new media generate new models of cultural production. In order to determine their potential and effectiveness, the issues of its innovation need to be taken into account. The aim of this article has been to look at the culture management through the prism of a cultural product, namely to capture the essence of innovation management of a new media product. It is assumed that the cultural development results partly from the development of specific products. Culture exhibits commercial aspects, hence it is reasonable to consider the problems of its innovation. The problematic nature of the indicated permanent creativity of the cultural sector (especially the media sector), and implicitly its innovation, shall be suspended on the assumption that innovation takes place when invention is being commercialised. In the first place, based on the critical analysis of the existing findings, the specific nature of a cultural product and its specific example - media product - will be determined. Then, product innovation, which stresses the so far overlooked product's performative aspect, will be defined. Thanks to the analysis that assumes a gradual transition from the most general to the more and more detailed issues, the emphasis will be put on the complexity of the phenomenon and the numerous contexts that should be included in the research, in order to capture the innovative cultural mechanism. The above-mentioned findings will allow the elements of the media product innovation model to be determined, which has been our methodological goal. As a result of metatheoretical analyses1 of the current interdisciplinary research achievements, located at the crossroads of various disciplines and areas of cultural practice, media product innovation matrix will be created. New media will constitute the subject of our detailed research and simultaneously will serve as a test for the developed tool. For the pilot analysis, Kontakt24.pl and innovations introduced to the website during its redesign in 2014 were selected. The analysis was carried out in the context of the hybrid, technological and content nature of media product.
Institute of Journalism and Social Communication, University of Wroclaw, Poland
E-mail: katarzyna.kopecka.piech@gmail.com