Emergent innovation through the coevolution of informal and formal media economies

Well-established distinctions between amateur and professional are blurring as the impact of social media, changes in cultural consumption, and crises in copyright industries’ business models are felt across society and economy. I call this the increasingly rapid co-evolution of the formal market and informal household sectors and analyze it through the concept of “social network markets”—individual choices are made on the basis of others’ choices and such networked preferencing is enhanced by the growing ubiquity of social media platforms. This may allow us to better understand sources of disruption and innovation in audiovisual production and distribution in wealthy Western markets that are as significant as those posed by informal practices outside the West. I examine what is happening around the monetization and professionalization of online video (YouTube, for example) and the socialization of professional production strategies (transmedia, for example) as innovation from the margins.