[Commlist] CFP: The value of blockchains for the media industries

DEADLINE EXTENSION

*Symposium: The value of blockchains for the media industries*
https://publicvalueofdata.tlu.ee/symposium/ 
<https://publicvalueofdata.tlu.ee/symposium/>

Tallinn University organises a symposium to investigate both the 
existing visions for and the real-world endeavours and practices of 
using blockchains in the media and cultural industries. The symposium, 
which will take place on 23–24 May (in Tallinn), invites empirical as 
well as theoretical contributions that focus on the value of blockchains 
as specific technologies for data governance in the media industries. 
What value is being pursued/sought, who is creating value, who is 
extracting it and who is governing the exchange of that created value?

The symposium’s keynote talk will be provided by Professor Ellie Rennie 
(RMIT University) and select industry leaders.

The *new deadline for submitting abstracts is February 29th*. Decisions 
will be communicated back to authors by March 5th.

Abstract submission: https://publicvalueofdata.tlu.ee/submission/ 
<https://publicvalueofdata.tlu.ee/submission/>

All presenters will be invited to submit their papers to the special 
issue of the Baltic Screen Media Review that will be published at the 
end of 2024. Select papers with a policy focus will be invited to join 
an *edited book currently discussed with the MIT Press*.

Participation fee: 75 euros (covering all meals, including a conference 
dinner)


*Agenda*
*The perceived and experienced value of blockchains for the media 
industries*

While the expectations for blockchains are sometimes downplayed, these 
technologies are often also highly promoted. In the upcoming symposium, 
we will therefore be interested in the evidence of real contexts of 
technology development – where are the normative discourses coming from, 
why are experiments being carried out, what are their actual results, 
what are the gains and what are the emerging problems? While we are 
interested in critical takes, we are also genuinely interested in the 
opportunities that these technologies have provided. That is, we are 
interested in exploring their claimed transformative potential in the 
media industries, including in relation to enhancing transparency, 
efficiency and security across various operations. Amid the centralising 
tendencies of Web 2.0 platforms, the potential of blockchains to 
democratise and decentralise market dynamics on the Internet towards 
“Web3” needs careful attention.

When it comes to practical uses, then, first, blockchain technology is 
claimed to hold significant potential for content authentication and 
copyright management. It employs digital fingerprinting to establish 
ownership records, aiming to reduce piracy and unauthorized content use. 
This is seen as crucial in an environment where intellectual property 
rights are frequently contested. Smart contracts in blockchain promise 
more equitable, efficient and transparent royalty distribution, 
automating payments and reducing dependence on intermediaries.

Second, blockchains can open avenues for direct content monetisation and 
audience engagement. Creators can use blockchains for direct sales and 
micro-transactions, bypassing conventional distribution channels and 
thereby fostering closer audience connections. This approach could 
democratise media access and create a more diverse media landscape. 
Another often-seen benefit is blockchain’s ability to combat fake news 
through immutable records, thereby enhancing media source credibility 
and reliability.

In essence, blockchain’s decentralised nature has been celebrated for 
not only fortifying security against data breaches but also promoting a 
more democratic and equitable media industry. It is argued to empower 
creators, reward audience participation and ensure integrity in content 
dissemination and monetisation. This technology is often seen not just 
as a tool for operational improvement but as a catalyst for a more 
transparent, more efficient and more user-centric media ecosystem.

*The risks of blockchains for the media industries*

Yet, incorporating blockchain technology into the media industries, 
while promising, comes with its own set of risks and challenges. On the 
technical side, one of the often addressed practical concerns is the 
complexity and scalability of blockchain systems. Implementing such 
technology requires significant investment, in terms of both financial 
resources and expertise. This complexity extends to the regulatory 
environment, which remains in a state of flux. Media firms venturing 
into blockchain must navigate a landscape filled with legal 
uncertainties, especially concerning copyright laws, data protection and 
financial regulations related to cryptocurrencies.

Significantly, the decentralised approach of blockchain might also pose 
challenges for traditional media business models, which rely on 
centralised control for content management and monetisation. 
Furthermore, if media companies incorporate cryptocurrencies into their 
business models, they expose themselves and their partners to the 
notorious volatility of these digital assets, which can significantly 
impact financial stability and revenue projections. With 
cryptocurrencies also comes the risk that early investors could gain a 
significant hold over relevant currencies and other assets, thus undoing 
the promise of greater decentralisation and fairer wealth distribution.

*Paper topics*

All these factors collectively highlight the need for a cautious and 
well-informed approach to integrating blockchain technologies in the 
media sector. Hence, we are inviting papers that critically examine the 
above-mentioned phenomena, addressing both the risks and the 
opportunities. As the implementation of blockchains in the media 
industries assumes knowledge from multiple domains, we are inviting and 
encouraging submissions from those in the fields of media and 
communications studies, computer science, law, economics, management, 
public administration and related fields. The papers could focus on any 
of the following (non-exhaustive) set of topics:

• transparency and accountability: papers investigating how blockchains 
can enhance transparency in media production and distribution, and their 
impact on accountability within the media industries;

• content authentication and copyright protection: papers exploring the 
role of blockchains in the governance of intellectual property rights;

• monetisation and micro-transactions: papers analysing blockchain-based 
monetisation schemes in the media industries, including 
micro-transactions and direct artist-to-audience revenue models;

• data privacy and consumer protection: papers examining the 
implications of blockchains on data privacy and their potential role in 
safeguarding consumer information;

• ethical implications of blockchain technology in media industries: 
papers discussing the ethical uses of blockchains in content creation 
and distribution;

• decentralisation of media platforms: papers assessing the cultural and 
economic impact of blockchain-based distributed social networks and 
content platforms;

• impact on advertising models: papers investigating how blockchains can 
transform advertising models in media, particularly in terms of 
transparency, efficiency and fraud;

• tokenisation of media assets: papers exploring the implications of 
tokenising media assets (like films, music, books) on the industry, 
including issues related to ownership and trade;

• blockchains in journalism: papers delving into the use of blockchains 
in journalism, addressing issues like source verification, combating 
fake news and ensuring ethical reporting;

• regulatory and legal challenges: papers analysing the legal and 
regulatory hurdles and pathways towards implementing blockchains in the 
media industries;

• global accessibility and inclusivity: papers considering how 
blockchains are implemented in different cultural and economic contexts 
and/or what their effects are on global inclusiveness and accessibility 
of content;

• innovation in content delivery models: papers exploring innovative 
content delivery models enabled by blockchains, such as decentralised 
streaming;

• blockchains and audience engagement: papers assessing how blockchain 
technology can be used to enhance audience engagement and participation 
in media production and curation;

• future of the Internet: papers theorising the role of blockchains in 
the future iterations of the Internet (metaverse, Web3) and what these 
bring about for contemporary media industries;

• blockchains and wealth distribution: papers assessing critically the 
effects of blockchains on wealth distribution in media and cultural 
industries.

More information about the symposium can be found here: 
https://publicvalueofdata.tlu.ee/symposium/ 
<https://publicvalueofdata.tlu.ee/symposium/>


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