After months of work, I've done it, "Masse Creative - The crowdsourcing phenomenon: revolution or catch? " is ready to free download, to this address (or here dall'apposito button at the top right). The phenomenon of creative crowdsourcing is becoming the backdrop of creativity: the masses of designers of all levels of professionalism, accept the risk of not getting paid and produce content for major international brand. They talk about bloggers, talk about business, talk about magazines and newspapers. And more and more international brands (Google, Microsoft, Nestle, Unilever, Honda, IBM, to name a few) rely on their briefs to the community with skills that sometimes questionable share, vote, exchange, collaborate, comment. And (almost) everyone seems happy with how the mechanism works. On the other hand, who did the graphic design profession, investing time, resources and money in their training, certainly can not applaud the possibility of having, from its new competitors, elderly pensioners with a passion for computers and kids shaved who tinkered in Photoshop. You can not, in short, do the plumber day and the creative director in the evening (you can not even do the opposite, of course). Who is right, then? Is there a catch? And if there is, where is he hiding? The creative crowdsourcing is really a war between the poor? What will the graphic-design professionals? What future is possible for media agencies? This book contains only half of the responses to questions. The other half is contained in the way the book was composed and performed: data requirement, query all the views available and work to put them together and pull trying to get the best answers. A study in crowdsourcing, therefore, the world of user-generated creativity.
"Masse Creative" is divided into four chapters: the first you draw the boundaries of the phenomenon of attempting a definition, but here, the interviews appear to platforms and crowdsourcing Zooppa UserFarm; in the third chapter, you leave room for the voices against crowdsourcing, in particular No-Spec Work on the project, and finally, the report of data collected during a survey of users and the valuable contribution of Zooppa Ciro De Caro, the first in Italy to see its televised spot after won a contest on UserFarm.
The intention is to present items, comments and views of all stakeholders: the managers of the platforms crowdsourcing of creative on the one hand, the designer (professional or not) participating in other contests, not to mention the world of creative professionals who accuses the crowdsourcing of low skill and low ethics. The crowdsourcing is a phenomenon in progress, and that every attempt to be present analysis: "Masse Creative" is therefore a book that offers no answers to offer fully, it is a work in progress, is an appeal for new contributions on the subject.
Needless to say, expect feedback! Good reading.
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