Media Culture 2020 is an Erasmus Intensive Programme. The project demonstrates what 21th century converged and interactive European Media Culture could be. MC2020 breaks classroom and campus walls by creating open virtual learning environments where students from different countries and fields can explore and learn together.
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edia Culture 2020 had arrived. On Tuesday 16th the long wait was over: MC2020 workshop started that morning all international students and lecturers found their way to Ada, the learning space of TAMK Art&Media at Finlayson. The day started with a logo being decided for MC2020. Everybody participated in the selection of the winner of the MC2020 logo competition. Team 2 were the winners with overall majority of the vote. The first lecture of MC2020 was Rosa Pons workshop about Hofstede’s six cultural dimensions. The students illustrated different cultural phenomas. This gave the students a great insight to how cultures around Europe view different subjects. Areas around class, femanism and
masculinty. This gave the students a great insight in the world the live in. Day 2 student were seperated into teams in five teams mixed countries. Creating concepts representing 2020 media culture. Each team was given an approach to the two concepts they had to develop for the two week period. The approaches were: Online communities, offline impact; Hyperreal hyperfake; Nonnarrativity is the new ‘storytelling’; Connecting cultures; The power (and challenges) of shared knowledge. The concepts had to be designed for some of the following platforms/channels or a combination of them (or a future channel/platform not yet established): Mobile/ Service (most business minded and practical); Ubiquituous/Immersive (Solutions everywhere and around us. Can be artistic or practical); Moving image/ Narrative/; Game/Interactive; Media Art; Transmedia (multiplatform narrative);
Online community (next level social media). The groups were given these concepts to work on during the two period. During the two weeks creative juices were flying around and all the students were highly competive to find the most inspiring tool that there concept could create, all the time discussing issues longevity and sustainability. Then Sunday 28th April the five teams hard work had to be finalised. Their concepts had to presented in a presentation format and also a detailed business plan. The presentation and business plan had to detail the both concepts, target audience, SWOT analysis, a situation of were both concepts would thive and a conclusion. The concepts were then open up to questions from the other students and some agencies from Tampere. The result gave some inspiring thought and vision of media in 2020 and an idea of the cultural landscape of 2020.
Lights, Camera and Action...
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edia Culture 2020 headed not only long days of theory but long nights of cultural experiances. Each culture night hosted a brief insight into the countries history, food from the country repersented and a form of cultural entertainment. This enabled the students a short but exciting trip into the countries of Finland, Lativa, England, Netherlands, Catalan. All aspects of the nights were organised, created and cooked by the students. The cultural nights engaged in tradional English Pub Quiz, Dutch games of egg walking and spijkerpoepen. On the Catalan night the students were transfomed into Barcalona fans and watched Barcelona v Bayern Munchen The nights were entertaining and left the students proud of there
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countries of culture.
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As well as cultural evenings there were events and students engaged and visted showings of work from local agencies and local students.
The following are some of the highlights of these evenings.
One of the main highlights was the showcasing of the TAMK Fine Art Degree Show. The evening was headed by Head of TAMK Fine Art Juha Suonp채채. Demola is a project platform that offers university students. A great opportunity to add some real-life client based work into the conventional path towards a career. It allows students to work in a project with a multidisciplinary team to solve real-life cases together with partner companies. Chris Hales (Smart Lab Dublin/MPlab Liepaja) introduced interactive movies and also the use of mindwaves of your brain to interact with media.
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On the saturday, students and lecturers had possibility to enjoy finns traditional sauna at Kaupinoja which is situated by lake Näsijärvi. For Finnish people the sauna is a place to relax with friends and family, and a place for physical and
mental relaxation as well. Finns think of saunas not as a luxury, but as a necessity. Before the rise of public health care and nursery facilities, almost all Finnish mothers gave birth in saunas. Taking a sauna begins by washing oneself up and then going to sit for some time in the hot room,
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typically warmed to 80–110 °C (176–230 °F). Water is thrown on the hot stones topping the kiuas, a special stove used to warm up the sauna. This produces steam, which increases the moisture and heat within the sauna. When the heat began to feel uncomfortable the students jumped into a frozen lake,
The temperture of the the lake was 0 °C (32 °F) After cooling outside they went back to the hot room and began the cycle again. Afterwards the sat down in the porch of the sauna to enjoy a sausage, along with soft drinks. An experience that lasted two hours. The experience is said to release the inner drug.
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edia Culture 2020 hosted many external educational trips and visits during its two week course. Tuesday 23rd April, The first field trip to YLE TV2 studios in Tohloppi. At YLE TV the students where greated by YLE Head of Mediapolis, Minna Tiihonen who told the students about the new strategies of YLE, the Finnish national broadcasting company. Openness and cooperation are two of the keywords, and Mediapolis is a demonstration of those. Mediapolis is next year starting around the TV2 studios, TAMK School of Art and Media will move there and so will many media companies. Mediapolis will be the new media centre of Finland, where content meets technology and students the
professionals. After a short and late lunch break a visit to Himmelblau Printmaking Studio, Finland’s leading professional printmaking workroom. Our host was Janne Laine, one of the first ever graduates of Tampere School of Art and Media in 1994. Janne Laine showed the process of printmaking in the workshop, then we went to Himmelblau Gallery, displaying the exhibition by Janne Laine, “The other side”. Himmelblau home Friday, April 25th saw the students visit trip to Rovio, the Angry Bird company. During this trip Rovio gave a insightful presentation of the game scene from Rovio’s point of view and the future of where they see the app marketplace. Another bonus to this trip was the students were open to view a whole world of Angry Birds merchandise. During the two week period lectures from internal and external lectures were hosted.
Internal lectures from James Field who talked about converging media. Andris Vētra gave a presentation about VJing, Lenno Veerhoog presented the media of “Hyperreality”. External lectures Chris Hales discussed Interactive Media. Anna Trapenciere introduced her artistic practice with context of media art and the internet of things. Cyrille Bloemers gave his presentation about exploring the fringes of film, video, and animation in an interactive way. An one of the many highlights to were students could discuss there concepts was Björn Stockleben lecture. Björn Stockleben the Head of the global Ubiquitous Media Award jury analysed the development and prospects of Ubiquitous/Pervasive/ Ambient Media The lectures inspried students and gave them much topic for debate. An grew the group concepts ideas.
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ulture was constantly a running theme throughout this project and has set the movement and awarness of and its potential in 2020. When reflecting upon the trip the trip initally started with all countries heistant and connectivity was
low. However via a simple two week work, social and educational excusion the the students have learnt alot about culture in there own countries, other countries and Europian culture. Media Culture 2020 was a worthwhile experiance and for the students, lectuers and external professional
that featured. The project hosted the idea of breaking classroom and campus walls by creating open virtual learning environments where students from different countries and fields can explore and learn together. The result of the trip was that students learnt cultural boundries will always be
apparent however the technology that connects these cultures and connects people within these these cultures is constantly transforming. The project demonstrates a positive move to 21th century convergance and gave an insight into what interactive European Media Culture could be.
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