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To identify, conceptualize, and analyze a newly emerging form of consumer-initiated, brand-altering activity that we term “brand remixing.”

A content analysis of 92 remixes of the Nokia Lumia 820 smartphone case.

We find that nearly 40% of the remixed versions of Nokia’s case retained at least one element of its standard template. The remixed cases contained considerable congruency with the design elements in the standard template, a high degree of personalization, and no negative brand imagery.

Our research is the one of the first examinations of the role of 3D printing upon marketing activities. It has important implications for marketing scholarship by showing that 3D printing empowers consumers to physically alter the brands they consume. Our research also suggests that practitioners interested in using this technology to develop and enhance their brands should accept the notion that firms are no longer fully in control of their brand assets. Hence, we believe that brand managers should develop co-creation platforms that allow customers to easily modify, remix, and share various aspects of their brands with their peers.

We identify and label an important emerging branding practice (i.e., brand remixing). This practice has the potential to dramatically alter the branding landscape.

A collaborative autoethnography (CAE) conducted by six Belizean educators in a US-based PhD program in Language, Literacy, and Culture Education and one of their faculty members is presented in a creative, dialogic format in this chapter. The group of educators embarked on this reflective self-study to explore how their programmatic language and literacy education knowledge was taken up, remixed, rejected, indigenized, or transformed into local Belizean pedagogies and curricula. Using CAE methods of narrative data generation and dialogic analysis and reflection, the educator-researchers examined the degree to which their program met the expectations of Tierney's (2018) global meaning making endeavor. They found that being vulnerable learners and building their own disciplinary confidence and competence enabled them to take up the new ideas they were encountering, and that new learning led to transformative shifts in their pedagogical philosophies that included culturally relevant and proactive pedagogies. They also innovated and remixed pedagogies in their teaching contexts while wobbling with how to create sustainable changes. This work indicates that Western, US-based universities and programs can, with intentional macro- and micro-curriculum design and ongoing critical reflection, facilitate cross-cultural, international language and literacy programs that enact decolonizing and emancipatory curricula and practices.

To describe the use of a Composer’s Cut video as a tool for reflecting on and celebrating one’s experience creating multimodal compositions for personal and social audiences.

Two adolescents designed and produced digital video stories about their prior experience composing a webpage and a multimodal literary analysis hypertext in response to the Vietnam war novel, The Things They Carried.

Each student remixed Camtasia screen capture video, class video, and images, enhanced with text overlays and music, to showcase their unique vision as a multimodal designer and to highlight their composing processes. They viewed the Composer’s Cut video as a powerful vehicle for reflection and appreciated that their videos would have a public audience.

Reflection often tends to be oral or written. Digital video supports students in showing, as well as telling their experience through multiple modes. The Composer’s Cut video is one example of how video might be used for reflection that is both personal and social.

Much scholarship has looked at how radical politics and its symbolism are framed and distorted by the mass media, while less attention has been devoted to how the symbolic imagery of violence and death is used in activists’ self-representations. This chapter provides one such alternative angle by probing how “visual protest materials” are creatively used in activists’ own videos to pass on stories of communion and contestation.It interrogates how activist video practices mirror the continuum between physical places and mediated spaces in political activism by analyzing a thread of videos circulating on YouTube that commemorate people who have died in connection with three protest events across Europe, putting on display the “spectacles of death” punctuating each of these events. The analysis draws on social semiotics, in particular the work of Barthes (1981) and Zelizer (2010), to examine how death is used as a visual trope to signify the ultimate prize of taking to the streets. This chapter suggests how agency and meaning travel back and forth between offline and online spaces of activism. Engaging with some implications of this interplay, the chapter argues that, in the quest to document truth and induce realism and immediacy, tensions between fact and fiction emerge in the creative appropriation and remixing of images. Finally, it demonstrates how the cityscape is recruited to document and dramatize the spectacle of death as part of a larger struggle for semiotic resources within the protest space and over media representations of social movements more generally.

Purpose – To examine whether or not exposing novice teachers in a graduate literacy education diversity course to particular texts and activities focused on economic diversity and lifestyle differences among students makes them more likely to positively respond to these lesser understood forms of diversity in their own teaching and if so, in what ways.

Design – The research design was qualitative and included written reflections from the teacher-participants at the beginning, middle and end of the semester, and videotaping and transcribing activities and post-activity discussions. Ethnographic observations and notes were made by the primary investigator (PI). The theoretical frameworks that were foundational to the study were critical literacy and teaching for social justice.

Findings – The findings of this qualitative study indicate that exposing teachers to texts, discussions, and activities that educate them on economic diversity and lifestyle differences among students makes them more likely to positively respond to these forms of diversity in their own teaching. Specific examples of how participants did this are provided.

Practical Implications – This study contributes to the literature on diversity in literacy instruction by providing concrete, research-based suggestions for how both teacher educators and K-12 teachers can expand their definitions of student diversity to include economic disparities and lifestyle differences among students. It includes recommended texts and activities for both teacher educators and K-12 teachers to address less typical forms of diversity, with a focus on economic diversity and lifestyle differences.

Purpose – This chapter analyses social networks and discourses in relation to YouTube videos and user comments relating to the traumatic event of a school shooting.

Methodology/approach – First, general patterns in the YouTube responses are mapped. What was the overall structure of the flow of videos posted in response to a shooting? Second, social network aspects are discussed. Which systems of interrelated (re)actions emerge through the videos? Finally, a set of three videos representing key texts in the analysed discursive formation are further analysed as regards the written discourse of their comment threads.

Findings – Participants were organised in the form of relatively autonomous and isolated islands of meaning making, but one could still identify a core public engaging in the creation, maintenance and negotiation of the branching and relatively open-ended narratives that recount and try to make sense of what happened and why.

Implications – The main result is that, also in relation to largely dramatic and tragic events such as a school shooting, there are patterns to support the idea of an emerging new media landscape where audiences play an increasingly active role as co-producers of content and interpretations.

Originality of paper – The paper deals with comments as well as video content, and on analysing them from the joint perspectives of social network analysis and discursive network analysis. This means that results give knowledge about two things; how the YouTube audience(s) to videos about the Virginia Tech shooting is/are organised, and what topics are discussed in relation to the videos.

This chapter provides an overview of the space reimagining that has occurred in a mid-size library that serves both the life and social sciences at a large research university. Projects are introduced that have transformed physical and virtual spaces from preprogrammed areas and services designed to serve librarian-defined needs to an open and flexible architecture that better incorporates and facilitates the projects, ideas, and interest-driven learning initiated by users. As we move from “library as place” to “library as platform” (Bennett, 2003; Weinberger, 2012), the library becomes a central location for users to connect with and learn from one another, create and remix, display and discuss their work, and capture and preserve community knowledge.

The authors examine various initiatives in the library to demonstrate the role of library space. Each initiative is framed as a case study to illustrate how librarians have responded to user needs and the impact that these changes have had on management in libraries.

The change in focus to “library as platform” requires flexible and flat library management, additional staff roles, and changing paradigms of library space and skills.

This chapter adds to the body of case studies examining what the library of the future could look like in practice as well as theory.

This chapter discusses children’s imaginative play and literacy practices as mediated by mobile digital technologies and media. In this chapter, drawing on sociocultural theory and the notion of dynamic literacies, we consider how digital technologies including mobile technologies interact and potentially expand children’s imaginative play, leading to dynamic literacy practices and learning opportunities. Based on this understanding, we will propose some pedagogical principles that can be applied to play-based early childhood education in support of young children’s creative thinking, storytelling and dynamic literacy practices, both indoors and outdoors.

Purpose – This study examines perpetrators and their fans media participation for the purpose of investigating whether new media produce school shootings anew.

Method – We first analyze the narrative structure of eight school shooters’ 75 self-produced videos (1999–2011), then conduct thematic and content analysis of this material. Then, based upon a three-year ethnographic investigation of a subculture on YouTube (2007–2010), from which a sample of 81 users, 142 videos, and screenshots of natural conversation was taken, we analyze the style and ritual practices, fan attachment, and online regulation of the subculture.

Findings – The mirroring of the school shooters’ videos and their fans’ media practices highlights a trait of contemporary society: a need for distinction and intrinsic individuality directly linked to a modern era in which autonomy and self-production have become well-praised norms, and media a support for individuation.

Social implications – We observe some of the pitfalls of contemporary social injunctions and how the media interplay into this dynamic. This research also emphasizes the role of regulation in an online subculture: opposition encountered tends to contribute to the individualization of positions rather than the reproduction of violence.

Value of paper – This study provides a starting-point for future research in visual communication and online fan-based subcultures related to contemporary forms of violence.