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key data target group media industry professionals location breda almere the netherlands duration regular program 1 year fulltime lecturing days monday wednesday friday executive program 1 year in 10 modules of 2,5 days each thu evening fri sat lecture period september 2010 ­ april 2011 graduation project april 2011 ­ august 2011 tuition fees executive path 9.995 full-time path eu students 1.674 full-time path non-eu students 8.422 a dutch government grant of 5.700 has been deducted from the quoted tuition fee of the executive and eu full-time paths the listed fees exclude study materials admission requirements candidates for the master in media innovation need a bachelor s degree in business administration media studies communication studies ict or in a media-related field executive applicants with equivalent industry experience will also be considered students need to be proficient in english short-listed candidates will be invited to an interview study load 60 ects european credit transfer system 1659 hours contact information academy for digital entertainment telephone +31 076 53 327 70 fax +31 076 53 327 75 e-mail mastermediainnovation@nhtv.nl an application form can be downloaded on http made.nhtv.nl/masters the professional master in media innovation is currently undergoing accreditation by the dutch and flemish accreditation organisation nvao a dutch professional master degree can be awarded after completion of this procedure spring 2010

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0000 con tents 0001 introduction media industry and research community a ground-breaking connection theory as a design tool 0011 program overview 0100 staff 0101 prac tical de tails the netherlands invest in top innovation talent in cooperation with nhtv direct market connection for promising concepts 0110 about us nhtv university of applied sciences academy for digital entertainment 0010 theore tical foundations of the program innovation in the creative industries the inducement for the master limited number of spots available dutch government grant for all eu students research and master thinking digitally master in media innovation creativity approach 3

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0001 introduction being a media professional is about designing original profi table and technologically refined media products with the potential to engage audiences in comple tely new ways we have always been drawn to the media they influence our opinions insights and choices with the arrival of digi tal media they have taken centre-stage in our lives some argue that we have become media ourselves or that our environment has become a media reali ty digi tal media give us a new unders tanding of human behavior and insights into possible ways of leading our lives digi tal media even make i t possible to design behavior contemporary media products are much more than creative ideas they are concerted efforts combining ict programming media theory communication studies marketing and business skills with the master in media innovation the nhtv introduces the vision the skills and the knowledge to integrate these disciplines through a ground-breaking creative framework deploying media theory as a design tool the unique theoretical approach of the master in media innovation bridges the gap between media theory and media industry using a cross-disciplinary approach integrating media theory technology business models and communication studies the master in media innovation focuses on the core processes behind media products to uncover a digital grammar mastering this grammar gives students an in-depth understanding of the digital platform enabling them not only to improve the capacity to express themselves through digital media but also to anticipate and initiate future media developments by exploiting the full potential of digital media the master in media innovation was developed by nhtv breda university of applied sciences a higher education institute offering programs ranked as the best in their fields in the netherlands the master was conceived in cooperation with colleagues from georgia institute of technology penn state university university of lausanne and london metropolitan university numerous top industry partners have acknowledged the value of the digital grammar by supporting and recommending the development of the master the nhtv program will be run in close collaboration with innovation industries a new media innovation centre in almere through its three pillars knowledge incubation and financing innovation industries provides the media industry with digital media innovations and insights as well as connecting networks of media professionals with researchers and theorists striving for new media innovation innovation industries facilitates the invention testing and launch of new ventures through its incubator company innovative projects will receive guidance support infrastructure and basic financing for advanced financing innovation industries is developing an independent media fund with a professional management team the fund is to be sponsored by strategic and financial investors wishing to capitalize on the knowledge generated by the master of media innovation cepts it s about experiment-ing creativity and practice it s about doing considering this the starting point in the development of the master program was the following statement by michael k badawy s 1988 creativity brings something new into being innovation brings something new into use the master in media innovation is an international program with lecturers from the academic and commercial communities in the field of digital media it will be taught by phd lecturers from the academy for digital entertainment and from partner universities in england switzerland and the united states as well as key players from the international media industry the master in media innovation has a unique cross-disciplinary approach young media professionals will not only gain analytical skills learn to look beyond the surface of digital media and acquire the capacity to distinguish essential digital processes they will also be given the ability to transform analytical insights into building blocks enabling them to design tomorrow s media products theory as a design tool next to the delivery of top class post-graduates the purpose of the master in media innovation is also to give media professionals the ability to `bring something new into use in their final project students will develop prototype and pre produce media innovations to enable this nhtv has built up an international network of researchers and media pro-fessionals demonstrating the ability to put original ideas into use within their respective fields of knowledge innovation requires more the understanding of theoretical con 5 media industry and research communi ty a ground-breaking connection

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0010 theore tical foundations of the program innovat ion in the creative industries the growing influence of innovative and creative industries is widely recognized numerous initiatives are taken to stimulate the creative sector and to offer a sustainable environment for innovation the dutch innovation platform recently identified the creative industries including the media and entertainment industries as a key sector for the future development of the dutch economy as a consequence multidisciplinary innovation networks have been established across the netherlands however this growing consensus raises some concerns a multi-disciplinary and strategic approach combining industry education and research isn t necessarily the optimal strategy for innovation firstly defining the creative sector is a great challenge and due to a lack of structural cooperation it is practically impos sible to mobilize secondly creativity is difficult to conceptualize it s often associated with the qualities and modi operandi of exceptional talents and rarely seen as a phenomenon that can be approached with and industrial mindset thirdly academic research is yet to offer the interdisciplinary and theoretical foundations required for media innovation academic research and new media industry generally remain two methodologically distinct fields the master in media in innovation at the academy for digital entertainment focuses on the latter two points tive process involves a clearly defined production pipeline where technology business models communication and content are tuned to each other the list of successful examples is endless hollywood has spent a century showing us that creativity and entertainment can be highly industrialized the gaming industry is building on this experience companies like google and apple have demonstrated that innovation is not only a matter of chance or of individual talent this shows that creativity and innovation in the media and entertainment industries are not elusive but on the contrary often follow a very precise and analysable design process this explains the increasing number of research initiatives focusing on the analysis of the effects of digital media with the ever-growing number of media platforms business models technology and consumer communication require constant innovation there is a clear need for abstract modelling with the capacity to generate insights that are directly applicable to the functioning and development of the media this should be a golden opportunity for media scholars why hasn t this gap been filled there are two fundamental problems to begin with the analysis of digital media involves several academic disciplines which traditionally have little in common the insights of an economic analysis of digital media differ from a technological communication studies or media theoretical approach as a result the analysis of media effects is fragmented this is a remarkable situation especially as most contemporary media products feed on the functional accumulation of all these aspects there has been a clear demand from the academic world for scholars adopting an integral approach to digital media according to their vision digital media should be considered as a hybrid at the intersection of man language and the external world of objects this hybrid inextricably links the differing disciplines a second problem is that although academic research has a longstanding track record in the analysis of media phenomena not all disciplines are equally preoccupied with creativity and design science and technology-related disciplines have a much stronger design tradition than the humanities and social sciences this discrepancy impedes the development of an interdisciplinary design methodology incorporating academic and industry insights this is why to this day media innovations have rarely come from a comprehensive development process rooted in a thoroughly academic methodology in the best of cases they are based on theoretical insights or initiated by academically trained industry professionals research findings are often only indirectly relevant to the media industry these observations have triggered calls for methodologies a higher degree of industry relevance media theorists and french/american techno scientists have long wanted to close the gap between new media studies and new media practice researchers at the academy for digital entertainment identified these theoretical gaps as an opportunity to develop a comprehensive research program in cooperation with an international network of universities leading up to the development of the master in media innovation a study was completed that largely focused on how media theory could be applied the first aspect to be considered was how media developed to become the digital platform as we know it today the emphasis of this research was on finding the essence of digital media this included the capacity of the digital platform to integrate different media making them exchangeable and interactive as well as the potential to transform abstract theoretical insights into digital processes this was followed by analyses of the interconnection between different the inducement for the master the emphasis of the master in media innovation is on the media and entertainment industries a sector where applied creativity has a central function not only are media products mostly targeted at large audiences they are also expected to generate profit media products are usually the result of collaborative creativity and not necessarily the work of a talented individual usually the crea-

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course process develop m o f me di e nt a theoretical disciplines in the digital media platform finally a theoretical-conceptual model was developed that can be applied to both the analysis and the design of digital media digital media s ability to simulate the behavior of objects and to imitate processes inspired the researchers at the academy for digital entertainment to develop a new analysis and design model the canvas of codes the canvas of codes refers to a network of highly interrelated digital processes or mechanisms that determine the behavior of new media products codes are usually known from their functions in the technological architecture of media products sets of algorithms source codes etc but codes also refer to processes of adding value business models to producerconsumer communication encoding decoding or to the design of media messages content in the latter instance codes refer to a major analytical tradition in media theory semiotics the canvas of codes is a modular network of theoretical building blocks and processes that can be used for both analysis and design of digital media it can perhaps best be described as a digital grammar the main difference with the linguistic grammar is that a digital grammar isn t confined to a single media form cf language but also covers business technology and communication as stated earlier all these facets are influential when determining the behavior of media products this means that the digital grammar can t be controlled by one person or from the perspective of one discipline if we assume that we are dealing with a cross-disciplinary media platform the innovative digital media language can only be `spoken if there is an optimal alignment between of all relevant aspects this is precisely what the canvas of codes does the canvas connects various academic disciplines and brings them together under one umbrella without letting them lose their own dynamics th es is me dia theory a simple but effective example is the behaviour of a racing game car to simulate its behaviour as realistically as possible physical data such as gravitational force g-forces and the friction of tires on asphalt constitute the starting point of the algorithms developed by programmers this introduces a completely new functionality for abstract and physical insights which can be applied to a wide range of academic disciplines the capacity to simulate the behaviour of objects means that digital media are much more than simple audiovisual imita-tions therefore to simulate is to model a source system through a different system which maintains to somebody some of the behaviours of the original system the key term here is behaviour simulation does not simply retain the ­ generally audiovisual ­ characteristics of the object but it also includes a model of its behaviours this model reacts to certain stimuli input data pushing buttons joystick movements according to a set of conditions frasca 2003 this makes it possible to develop the desired interdisciplinary approach additionally the canvas offers the possibility to analyse the digital media hybrid in full scale the interaction between technology business communications and content finally the canvas delivers the theoretical building blocks that can serve for the initial design of new media products this approach has already yielded its first rewards the doctoral thesis of a researcher at the academy for digital entertainment was awarded the highest distinction summa cum laude by the university of bayreuth germany the dissertation was characterized as perhaps the first successful attempt to use abstract media theory as a design tool for media products and thus closing the gap between media theory and media practice furthermore one of the leading institutes in the field of digital media georgia 7 e m tu c re busi ne model ss s as indicated above we can t understand the impact and potential of new media without knowledge of their essence the process of digitization goes far beyond the resulting interactivity beyond the exchange of media characteristics or the development of new media genres e.g machinima digital media can also abstract scientific knowledge and bring it to life cation uni s mmstudie o research and master thinking digi tally ar s y ch s t it e c

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institute of technology atlanta usa has not only shown great interest in the approach but has also recognized it as groundbreaking and innovative parts of the master program have been written with researchers from georgia institute of technology master in media innovation creativity approach creativity is usually about breaking or playing with conventions in both cases creativity greatly benefits from a thorough understanding of conventions if you don t know them you can t break them a poet or creative advertising specialist can t express himself in a language he doesn t know and this goes beyond vocabulary knowledge of grammar and other linguistic rules will be essential for his creative success similar principles apply in the field of digital media drawing on the analysis of some of the key processes of digital media students are trained to think procedurally the grammar of digital media they are introduced to five basic digital media concept development processes enabling repeat applications and variations technology is aligned with semiotics communication studies and economics in a unique way this gives graduates of the master in media innovation the ability to innovate on a higher strategic plane the aim of the master in media innovation is to provide students with an in-depth understanding of digital media processes building on this knowledge students are taught to design a canvas of codes a crucial set of specific mechanisms defining each media product by combining this canvas with a thorough grasp of the developments of digital media students will master the tools to keep developing new and innovative media concepts 9

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lecturers 1 sales ph ase cc ou 0011 program overview the master in media innovation lasts 12 months and starts in september every year it contains five main blocks 45 etcs threequarters of the program 1 the development of media remediation innovation knowledge of media is essential when it comes to achieving higher strategic levels of thinking and gaining insights into abstract development processes being one of the pioneers of new media theory professor dr j bolter from the georgia institute of technology is at the forefront of the integration of theory and practice which is why we are thrilled to have him on the team of the master in media innovation at nhtv ph e as nt 6 a c o n ne ct briefin g 2 re di se pha ion ct idea big ept and n c tatio ncoe sen pr nce ena in tationandamalu rn in gs e v lea se pha nt re pr op 3 d e me oy pl de fin iti on o 2 media theory media the media theory module applies the approach developed by dr h bouwknegt associate professor digital media concepts at nhtv in his phd awarded summa cum laude beyond the simulacrum a conceptual semiotic approach for the analysis and design of digital media the methodology developed in this research has been characterized as perhaps the first successful attempt to use abstract media theory as a design tool mmi 02 media theory mmi 03 system architecture 5 communication theory communication studies has a long-standing tradition of research on processing and perception of mediated communication insights derived from theoretical and practical research as the prime lab of university of missouri conducted by prof paul bolls and the center for advanced media research of the vrije universiteit amsterdam are used to model perception and processing of mediated communication within the master program these insights and models are used as guidelines for optimizing the process of media innovation 3 system architecture the chronology of technological development is made transparent think of concepts like open apis mysql to provide students insights into the basic principles of technological architecture of new media applications mmi 04 business models mmi 05 communication studies mmi 06 graduation thesis project 4 business models the theory of business models will be based on the approach developed by dr a osterwalder in his phd thesiss the business model ontology a proposition for a design science approach which has similarities with dr h bouwknegt s model but in the field of business model design 6 graduation project the five main blocks will be followed by a final project 15 etcs one fourth of the programme in which the aim is the development and prototyping of an innovative media concept the production pipeline developed by innovation industries will be used as a guideline for this project 4 production phas e mmi 01 the development of media se branded entertainment case study 5 sa l prod uct ion ph a

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code mmi 01 mmi 02 mmi 02-1 mmi 02-2 mmi 02-3 mmi 02-4 mmi 02-5 mmi 03 mmi 03-1 mmi 03-2 mmi 03-3 mmi 03-4 mmi 04 mmi 04-1 mmi 04-2 mmi 04-3 mmi 04-4 de tailed program overview ti tle the development of media remediation media theory introduction semiotics narratology transmedia storytelling branded entertainment system architecture visualizing technologies data schemas system behaviour system mobility business models introduction to media economics industry analysis business models as conceptual tools business model design communication studies an analytical perspective on media motives for media use and selection media perception and processing case study 1 marketing project case study 2 innovative media concept branded entertainment case ects integrated in other courses e ct s 8 2 2 2 2 2 3 2 2 2 3 2 2 2 mmi 05 mmi 05-1 mmi 05-2 mmi 05-3 mmi 05-4 mmi 05-5 3 2 2 1 1 mmi 06 graduation project total 15 60 11

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0100 staff prof dr jay bolter prof dr jay bolter has been a professor in media studies at georgia institute of technology atlanta usa since 1991 he currently holds the wesley chair of new media publications include the standard work remediation understanding new media published by mit boston usa lindsay shapero lindsay shapero is head of development arts for bbc scotland where she develops and executive produces arts documentaries she is an award-winning screenwriter her most recent writing projects include the biopic `enid for bbc4 and `when boris met dave for channel4 she was named in broadcast magazine s hot 100 listing british media professionals to watch in 2010 frank peters mark ramakers dr osterwalder is an author and consultant on business model innovation his practical approach to the design innovative business models developed together with dr yves pigneur is practiced in numerous companies across the world including 3m ericsson capgemini deloitte and many others mark ramakers currently cfo of talpa media holding nv has extensive experience from the entertainment optical fiber and airport development industries mark s experience goes beyond the traditional cfo role and focuses on strategy development and company growth previous positions include cfo of eurofiber bv director at abn amro capital cfo of helkon media ag manager participations acquisitions and business development at endemol entertainment nv and senior consultant for schiphol international mark will play an active role in the development of innovation industries bv frank peters is founder and dean of the academy for digital entertainment he holds a master of science in business administration of the university of tilburg the netherlands he is coauthor of the book imagineering creating experiences that make a lasting impression dr hans bouwknegt dr hans bouwknegt is associate professor digital media concepts at nhtv he completed a phd on the development of media concepts from a semiotic point of view university of bayreuth germany assa ashuach product designer assa ashuach redefines everyday objects with his surreal aesthetic and use of artificial intelligence for prototyping his work is exhibited worldwide and he has won numerous international awards he is the course leader of the ma design suite at london metropolitan university and was named in the guardian s top 50 designers in the world dr alexander osterwalder patrick essers patrick essers has earned his stripes over the past decade within ericsson after a study at the technical university in eindhoven and studying business administration in phoenix and at the erasmus university in rotterdam he started his career as a manager of the product and solution managers after several years as a business development manager patrick is now the man behind seedlings an open ecosystem for innovation in the multimedia industry dr mary beth oliver penn state university media reception studies mary beth oliver is the co-director of the media effects research lab at the college of communication of penn state university and teaches courses on media effects communication research quantitative research methods and interpersonal communication she specializes in media and psychology focusing on both the psychological effects of media and on viewers attraction to or enjoyment of media content her research includes studies pertaining to media violence reality-based television programs gender differences in enjoyment of media entertainment viewers responses to melodramas and sad films and media portrayals of racial groups and the effect of such portrayals on viewers racial attitudes corinna lijkwan corinna lijkwan holds a master in legislation and has been teaching at nhtv since 2003 she has been doing workshops on ip in master programs since 2006 oliver davies oliver davies holds a master in creative digital media from the university of teesside uk and is currently completing a phd on the links between video game players and game playing preferences he has a long career as a designer in the gaming industry joris kruse joris kruse executive creative director and partner at media republic in this position he is responsible for the creative strategy and process at media republic media republic is one of the leading crossmedia companies specialized in creating formats content and campaigns for international brands the company is based in the heart of amsterdam joris started his career as product developer in the retail industry and worked for clients like bat and mackintosh in 2000 he started lost boys formats at lbi lostboys.in his position as development director he was responsible for multimedia innovation within the lost boys group.

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bruce hancock bruce hancock is a lecturer in content creation at nhtv international university and a consultant in branded entertainment he has a bachelor of science degree from the australian national university and a master of fine arts from columbia university in new york he has written and produced globally distributed tv drama feature films online multi-path narratives television commercials and is a published novelist most recently he has also been conceiving crossmedia branded entertainment campaigns for clients such as disney nokia sonybmg coca cola and mcdonalds dr ken newman ken newman is doctor of philosophy griffith university queensland 2007 australia master of digital design griffith university queensland 2000 australia and master of prof ed and t deakin university geelong 2000 australia at nhtv he is the program director of the arts and technology stream at the game architecture and design program and teaches media technologies jacco bikker jacco bikker is a lecturer on the international game architecture and design course of the nhtv he is a games developer with 10 years of experience on pc and mobile devices he specializes in rendering software rasterization shaders ray tracing visibility algorithms and optimization he is currently completing a phd on real time ray tracing he is also a consultant for intel usa among others allerd peeters allerd peeters is a psychologist ma radboud university nijmegen 1977 and sociologist ma radboud university nijmegen 1978 he works as a lecturer and researcher at the nhtv since 2006 and at the erasmus university rotterdam since 2004 he is completing a dissertation on the quality of television programs peter stepman dr licia calvi licia calvi phd is a senior lecturer at the nhtv she has taught hci hypertext and hypermedia in several european universities including tc dublin tu/eindhoven and the university of parma her research interests include usability and evaluation of e-learning systems in particular as well as rhetoric and argumentation in digital media she is on the editorial board of the international journal of e-learning of social and humanistic computing and of technology enhanced learning hans de nie hans de nie holds an msc in business economics with a major in marketing from erasmus university rotterdam he is currently completing a phd on branding and business models at nijenrode business university in a previous career he worked in marketing for the fmcg sector peter stepman holds a masters degree in communication sciences from ucla he is currently completing a phd dissertation on virtual communities stefano gualeni stefano gualeni holds a bachelor degree in architecture from the university of milan a master of arts from the school of the arts in utrecht and is currently doing doctoral research on the metaphysics of game design he is designer of various game titles and teaches game design at nhtv robin potanin dr koos nuijten koos nuijten has an ma in pedagogy and a phd in communication studies he is senior lecturer and head of research at the vr laboratory at the academy for digital entertainment his expertise covers media processing theories and research linking media form and content to media effects e.g learning persuasion his research interests include media and learning effects of in-game product placement subliminal advertising and behavioral research in virtual settings he has taught communication studies general research methodology content analysis and media ethics at several dutch universities and he is member of the advisory board for a psb sponsored project on media literacy robin potanin is a phd candidate videogame writing at de university of adelaide australia and has a master of arts creative writing of that same university commercial productions in which she was involved are charlotte s web film paramount 2006 cat children s e-book and games site dukes of hazzard return of the general lee action adventure ps2 and xbox videogame ubisoft 2004 and world of outlaws sprint cars racing ps2 videogame and pc carlos santos dr olivier nilsson-julien dr olivier nilsson-julien is an award-winning screenwriter he has taught screenwriting media production and theory at universities in europe and north-america most recently as senior lecturer in film history and critical theory at the arts university college at bournemouth where he led the integration of theory and practice his work focuses on the narrative dimension of identity and culture living in london olivier is currently completing a literary thriller as well as adapting sarah moss novel cold earth member of the writers guild of great britain carlos santos spent over 6 years working on critical software development for government agencies like the air force the navy and the european space agency as well as projects like galileo ­ the european gps his main focus is on interface design and augmented reality applications this was also the specialization of his master of science he has published several articles in this field nhtv is currently working on the extension of the guest speaker list check www.nhtv.nl/made for the latest line-up 13

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0101 prac tical de tails 1 dutch government invests in top innovation talen t in cooperat ion with nhtv it has often been argued that one of the routes out of the current economic crisis is to identify and foster innovation in his strategic plan for higher education the minister of education has therefore earmarked budgets for the funding of professional master programs in various fields identified by the national innovation platform nhtv was earmarked by the minister in the field of media following this nhtv developed the professional master in media innovation program in cooperation with companies from the media industry and academics from universities in the netherlands and abroad the program will be taught by phd lecturers from the academy for digital entertainment at nhtv lecturers from partner universities in england switzerland and the united states as well as key players from the international media industry it is the first and only master in media innovation in the netherlands comparable courses at foreign universities usually cost around 50,000 euros 4 dutch government grant for all eu students education mas ter media innovations thanks to the dutch government grant nhtv can offer the master programme at a very competitive price the regular tuition fee is 1.674 2010 for students from the netherlands and the eu the executive path is 9.995 both these fees are after deduction of a dutch government grant of 5.700 per student the price for non-eu students full-time path is 8.422 incubator innovation indus tries fund i ta media innovation fund ven ture ap the professional master in media innovation is the first and only master in media management in the netherlands universities abroad charge up to 50,000 for comparable courses c l 5 time table date 6 sep 2010 9 10 30 sep and 1 2 oct 2010 28 29 30 oct and 18 19 20 nov 2010 16 17 18 dec 2010 and 13 14 15 jan 2011 31 jan and 1 2 24 25 26 feb 2011 17 18 19 mar and 14 15 16 apr 2011 21 apr 2011 18 apr 19 aug 2011 22 26 aug 2011 26 aug 2011 the innovation industries management team will contribute directly to the master in media innovation program and use its extensive industry connections to attract guest lecturers the practice what you preach approach of the professional master in media innovation puts graduates right at the heart of the media innovation industry subject introduction development of media media theory system architecture business models communication theory social event graduation project presentation oral exams degree presentation event 2 di rect market connection for promising concepts in order to support students in the marketing of their innovative media products nhtv has parallel to the development of the master program created an incubator called innovation industries innovation industries offers accommodation advice network development and is currently setting up an investment fund of course innovations can also be taken back to your own company 3 limi ted number of spots avai lable considering that the netherlands is to attract top talent the master program is also open to foreign students the master in media innovation has 60 places 30 for full-time students and 30 for executives an admissions committee consisting of academics and media industry professionals will select candidates on the basis of motivation letters resumes portfolios and interviews the selection procedure means that you will be part of a select group of top students benefiting from each other s talent.

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6 li terature afuah allan cristopher l tucci 2000 internet business models and strategies boston mc graw hill amit raphael christoph zott 2001 value creation in e-business in strategic management journal 22 p 493-520 baran stanley j dennis k davis 2008 mass communication theory foundations ferment and future belmont ca wadsworth benjamin walter 1963 das kunstwerk im zeitalter seiner technischen reproduzierbarkeit frankfurt am main suhrkamp boehm barry richard turner 2003 balancing agility and discipline a guide for the perplexed boston ma addison wesley bolter jay david richard grusin 1999 remediation understanding new media cambridge ma the mit press bolter jay david diana gromala 2003 windows and mirrors interaction design digital art and the myth of transparency cambridge ma the mit press bordwell david kristin thompson 2001 film art an introduction new york ny mcgraw-hill schell jesse 2008 the art of game design a book of lenses burlington ma morgan kaufmann bouwknegt hans 2009 beyond the simulacrum a conceptual semiotic approach for the analysis and design of digital media bayreuth dissertation brighton henry howard selina 2008 introducing artificial intelligence thriplow ca totem books bryant jennings mary beth oliver 2009 media effects advances in theory and research new york routledge chesbrough henry r.s rosenbaum 2002 the role of the business model in capturing value from innovation evidence from xerox corporation s technology spinoff companies in industrial and corporate change 11 3 529­555 csikszentmihaly mihalyi 1991 flow the psychology of optimal experience new york harper collins davenport thomas h j.c beck 2001 the attention economy understanding the new currency in business cambridge harvard business school press 2001 dijk jan van 2005 the network society social aspects of new media 2nd ed thousand oaks ca sage downing j.d.h mcquail d schlesinger p wartella e 2004 the sage handbook of media studies thousand oaks ca sage eisenmann thomas geoffrey parker marshall van alstyne 2006 strategies for two-sided markets cambridge harvard business review 2006 p 92,101 evans elizabeth j 2008 character audience agency and transmedia storytelling in media culture society vol 30 no 2 197-213 jenkins henry 2007 transmedia storytelling 101 march 22 2007 www.henryjenkins.org/2007/03/trasmedia_storytelling_101.html goodwin kim alan cooper 2009 designing for the digital age how to create human-centered products and services australia wiley sons 15

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