I've previously posted the call for expressions of interest in PhD scholarships in the new Smart Services CRC, working on topics related to social media and audience and market foresight. In addition to these PhD positions, I'm now also looking for a part-time Research Assistant for my own project within the CRC, which deals quite directly with the further exploration of user-led content creation (or what I've called produsage) and its possible application in commercial contexts by the CRC's industry partners. Below is the blurb for my project, to give you an idea of what I'll be embarking on:

Report on Social Drivers behind Growing Consumer Participation in User-Led Content Generation

Exploration of social drivers behind the growing consumer participation in user-generated content, encompassing the structural, operational, and social configurations of leading social media environments. In particular, it will examine the individual and social motivations for user participation, and identify the content and service needs of participants in these environments. The report will highlight opportunities for generating and cultivating social networks of active users around commercial sites and products, and outline appropriate practices in managing and moderating such networks; for enhancing commercial content and advertising effectiveness by harnessing user participation and contribution; and for enhancing user experience through the provision of targeted commercial content and services to the user community. It will present structural and social guidelines for successfully and sustainably interweaving commercial and user-produced content and services.

(Cross-posted from Produsage.org.)

I'm happy to report that the Smart Services Cooperative Research Centre has finally been launched. It's taken far too long to get to this point (initial Australian federal government approval for the CRC application was received shortly before Christmas, 2006), but after a lengthy process of negotiations between the twenty or so universities, government bodies, and industry partners involved in the CRC, the Centre has finally been launched by the federal minister responsible, Senator Kim Carr, on 3 July 2008.

Make no mistake - with funding totalling some $120 million over its seven-year timeframe, this is a very significant development for the Australian digital services industry, as the range of partners involved in the Centre also documents. The Centre will conduct research and development across a range of domains, from financial services through education to mobile media, building on the work of its predecessor, the Smart Internet CRC.

Somewhat overshadowed by the extensive if occasionally perfunctory coverage of the 2020 Summit in Canberra has been ABC Managing Director Mark Scott's own ideas paper, "The ABC in the Digital Age - Towards 2020" which was released last Thursday.

Scott also posted a kind of executive summary of the paper to the ABC's 2020 Unleashed site: here, he resorts to time-honoured platitudes about how in future "we will be saturated with choices about what to watch, listen to and experience; it will be like trying to hold back the ocean with a broom." (Huh?) His solution: more channels - "a suite of six ABC TV channels", plus "at least 15 radio services."

Scott's language reveals a curious myopia about future media developments, however: while in addition to the paper's title itself, even in the 28 short paragraphs of the Unleashed article the word 'digital' pops up a whopping eight times, references to 'deliver(y)' of content to audiences are just as common - by contrast, active participation of users is equated only with a greater choice of ABC-programmed channels, not with active user-led content creation.

The full paper doesn't do much better. Throughout its eleven pages, one dot point on page four notes that "a growing proportion of the public is interested in active engagement with media content creation, ranging from voting and forum discussion, through to collaboration in content creation", but whether and how the ABC intends to address such interest remains unclear. Even the "Creative Risk" section, where innovative forms of user engagement might seem most likely to appear, ultimately disappoints: