The University of Pittsburgh's Asian Studies Center will host Dr. Elizabeth Rodwell and her talk "The Machine Without the Ghost: Early interactive television in Japan" on March 19, part of this year's ASIA POP lecture series.
This article is part of an ongoing ethnography of the Japanese television industry focusing on its attempts to experiment with live, interactive content that was manipulable via smart devices, laptops, and remote controls. Based on 18 months of fieldwork in the Japanese television industry in four major TV network offices and two production companies, it also incorporates interviews with more than 30 broadcast company employees. Using two case studies of early interactive television programming to discuss the strategies producers have used to create community and promote identification among audiences of these shows: ‘Arashi Feat. You’ was a live music event that courted a large audience through the involvement of a massively popular boy band and promoted the idea of ‘turning viewers into users’ by allowing them to play musical instruments along with the band. ‘The Last Award’ allowed participants to submit and evaluate each other’s videos live through a dedicated user interface. Through these examples, Rodwell argues that participation alters the nature of television spectacle and results in changes to the way producers address and inscribe audiences as cocreators of content. The rhetoric used by interactive television accordingly defaults to ‘we’ and ‘us’ and features accessible and relatable celebrities as surrogates for the audience.
Elizabeth Rodwell is a media anthropologist who is interested in interactivity, television, emergent technology (in general), and artificial intelligence (specifically). She is also a usability researcher (UX). My first book Push the Button: Interactive Television and Collaborative Journalism in Japan (forthcoming) examines the post-Fukushima tensions in the Japanese journalism and television industries, and seeks to account for the ways that media professionals are responding to increasingly skeptical and distracted audiences. She tracks the global debut of interactive television in Japan– a cutting-edge fusion of mediums that represented the most dramatic departure from existing television technology in several decades.
The talk runs from 6:00 to 7:15 pm in 149 Cathedral of Learning (map).
