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Friends, Partners & Co: A Sustainable Model for the Media?

Gabriela Pedranti


The emergence of active prosumers redefined what we used to understand in terms of media proposals. Through Eliseo Verón’s concept of reading contract, Pierre Levy’s idea of collective intelligence and different ideas around fan cultures (proposed by Henry Jenkins and Carlos Scolari), this paper would like to present the analysis of a case study that challenges the old concepts regarding publishing and media: Orsai, nadie en el medio. Originally a blog, Orsai became a high quality paper magazine with no advertising in 2011 and later, a publishing house. They launched new magazine in February 2014, Bonsai. The hypothesis proposes that they have understood how to establish a meaningful bond with these new audiences; it is such a strong bond that inspires loyalty beyond reason. The readers want to become part of the project, and they are willing to invest in it (both economically and emotionally). This is related to the other economies that Jenkins talks about in his recent book Spreadable Media. This research is going to reflect on an (alternative) model for media in the 21st century, based upon Orsai’s experience, and also mention some other examples of flexible models, similar to this one.


media; prosumers; models; economies; press; indy; crowdfunding

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DOI: https://doi.org/10.7358/ijtl-2015-001-pedr

International Journal of Transmedia Literacy (IJTL)
Registered by Tribunale di Milano (22/10/2014 n. 328)
Online ISSN 2465-2261 - Print ISSN 2465-227X

Editor in Chief: Matteo Ciastellardi
Managing Editor: Giovanna Di Rosario
Managing Committee: Matteo Andreozzi, Stefano Calzati, Ugo Eccli, Cristina Miranda de Almeida.

Board Committee: Alan Albarran (University of North Texas, United States), Rogério Barbosa Da Silva (Universidade Federal de Minas Gerais, Brazil), Giovanni Baule (Politecnico di Milano, Italy), Laura Borràs Castanyer (Universitat de Barcelona, Spain), Derrick de Kerckhove (Politecnico di Milano, Italy), Henry Jenkins (University of Southern California, United States), Marsha Kinder (University of Southern California, United States), Raine Koskimaa (University of Jyväskylä, Finland), George Landow (Brown University, United States), Paul Levinson (Fordham University, United States), Asún López-Varela (Universidad Complutense, Spain), Lev Manovich (City University of New York, United States), Nick Montfort (Massachusetts Institute of Technology, United States), Marcos Novak (UCLA - University of California, Los Angeles, United States), Massimo Parodi (Università degli Studi di Milano, Italy), Bruce W. Powe (York University, Canada), Kate Pullinger (Bath Spa University, United Kingdom), Marie-Laure Ryan (Indipendent Scholar), Alexandra Saemmer (Université Paris 8, France), Carlos Scolari (Universitat Pompeu Fabra, Spain), Susana Tosca (IT University of Copenhagen, Denmark), Alessandro Zinna (Université Toulouse II, France)

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