[Commlist] Call for Proposals: Media Production in Non-Media Domains – Researching cross-sector media production

Call for Proposals

*Media Production in Non-Media Domains – Researching cross-sector media 
production*

Edited by Willemien Sanders and Anna Zoellner

*Deadline for proposals: 15 November 2022*

Media occupy an increasingly central position in our everyday lives, 
facilitated by the development of increasingly smaller and smarter 
screens and sophisticated digital, interactive infrastructures. The 
mediatisation of society entails that the production of media is no 
longer limited to the field of audio-visual culture, communication and 
entertainment (such as film, television, radio, advertising, PR, and 
gaming) but pervades a range of other areas, including, but not limited 
to, governance, education, health care, tourism, the military, religion, 
and sports. In these areas, media content in the form of audio, video, 
apps, virtual and augmented reality, and social media is increasingly 
part of everyday practices.

Expanding the field and focus of existing media production research, 
this book explores this trend of media production in non-media domains. 
With non-media domains we mean domains other than legacy media (print, 
radio, television, film, and social media). Our focus lies on the 
production of media content that is not intended for communication to a 
wider public, such as popular and news media, and that is instrumental 
rather than intrinsic in its purpose: these media serve as a means to 
achieve some other goal. They facilitate professional and everyday 
practices (and will, arguably, often replace previous practices that did 
not include audio-visual media). In that sense, they are oriented to a 
specific professional/practice field. This includes media such as 
nutrition apps, serious games for military training, and augmented 
reality in tourism. In all these cases, the media texts are a means 
within a mediatised practice in a non-media domain. Propaganda material 
or public health communication, for example, would not fall in this 
category.

This kind of media production for non-media sectors is by nature 
interdisciplinary. It requires a mix of skills, techniques and 
technologies and therefore the collaboration of people from different 
sectors and work roles. We provisionally label this ‘cross-sector’ media 
production, to refer to the collaboration between the media sector and 
other sectors. This book explores how cross-sector media production 
functions, how different professionals collaborate – having different 
occupational identities, bringing in different perspectives and relying 
on a wide variety of work cultures, epistemologies, and ethics.

Topics may include but are not limited to the following technologies:

  * virtual reality
  * augmented reality
  * web 2.0, web 3.0
  * apps
  * holograms
  * serious games
  * websites
  * other sound and screen applications

Topics may concern but are not limited to the following sectors:

·education

·health care

·manufacturing

·sports

·travelling

·commerce

·home appliances

·design

  * fine arts

The book will be structured in three corresponding sections:(1) 
theoretical debates on its origin and related developments, to discuss 
how we can understand cross-sector media production better;(2) 
methodological debates about such research, to explore methodological 
implications, challenges, and approaches;and (3) empirical research of 
cross-sector media practices, to investigate these particular production 
contexts including their conditions, processes and practices.

Section 1

For this section we invite contributions that address the origins and 
conceptualisation of cross-sector media production. Contributions will 
discuss theoretical approaches and histories of digitalisation, 
mediatisation, platformisation, innovation and other relevant theories 
in different domains, with a focus on what these mean for cross-sector 
production specifically. The section will address various developments 
(technical, social, cultural, legal) that facilitate and co-shape 
cross-sector media production by setting and extending boundaries.

Section 2

The second section of the book discusses the investigation of 
cross-sector media production as research process. For this section we 
invite contributions that explore theoretical, epistemological, 
methodological and other challenges as well as solutions in the study of 
cross-sector media production practices. This section problematizes 
taken for granted research methods and approaches and invites discussion 
of alternatives and new directions, including those that go beyond 
conventional ethnography, as well as those instigated by the COVID-19 
pandemic.

Section 3

Drawing on empirical research of cross-sector media production 
practices, the chapters in this section will explore the assumptions, 
interests, and challenges when producing media in such cross-sector 
production contexts. This includes how media makers navigate the ideas 
and demands within a non-media domain in relation to their own expertise 
and preferences. The section explores what kind of values, expectations 
and cultures underlie cross-sector media production. It also looks at 
the epistemologies, competencies and best practices for the different 
occupations involved.

*Submission details*

Please send proposals for chapters before the deadline of Tuesday 15 
November 2022. Proposals should be between 500-800 words, excluding 
notes and referenced sources. In addition, short bios for each author 
(150 words) should be included. Please indicate for which section you 
are proposing your chapter.

Proposals and any inquiries may be sent to the editors: (w.sanders /at/ uu.nl) 
<mailto:(w.sanders /at/ uu.nl)> and (a.zoellner /at/ leeds.ac.uk) 
<mailto:(a.zoellner /at/ leeds.ac.uk)>

Decisions will be communicated in January 2023. Chapter manuscripts are 
expected to be submitted in June 2023.

Media Production in Non-Media Domains – Researching cross-sector media 
production will be published in the Springer Media Industries series, 
edited by Bjørn von Rimscha and Ulrike Rohn.

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