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Media in Transition 7 presentation

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Melanie Kohnen

on 2 September 2011

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Transcript of Media in Transition 7 presentation

Consuming Queer Stories: Transmedia Authorship and Branding in the It Gets Better Project Reason for success The original It Gets Better Video:
Dan & Terry Google Chrome ad (posted: May 2, 2011) Easy to consume: Accessible Commercialized Different or the same? Pretty Little Liars {Professional} {Amateur} Do these differences in authorship still matter if they are ultimately subsumed under the commercial platform of YouTube and the overarching “it gets better” narrative? Lingering Question: Melanie E.S. Kohnen
@_mesk Origins of It Gets Better: (ABC Family, 2010-present) | Video posted 01/14/2011 "Hi, I'm Marlene King. I'm the creator of ABC Family's Pretty Little Liars, which kind of makes me the mom of the show. I'm also the mom of two little boys, they're six and eight years old. I've been with my partner for 17 years. We're a typical family just like any other family." Joel Burns Forth Worth Councilman | Video posted 10/13/2010 Public Council Meeting
on Public Cable Access 2.5 million views on YouTube

Appearances on The Today Show, NPR, MSNB, CNN Direct link to ABC Family {vs.} via commercial platforms Narratives of LGBT lives and communities a type of queer visibility that seamlessly fits into corporate branding An overview of It Gets Better through the lens of Google Chrome's brand Context: Civic Responsibility: “There is a conversation for the adults in this room, and those watching, to have, and we will have it: that this bullying and harrassment in our schools must stop” “When my character Emily came out on Pretty Little Liars, she was lucky to have friends who accepted and loved her unconditionally. Not everyone has a supportive community around them. But, like Emily, you might have more than you think.” Context: Pretty Little Liars' Diegesis + ABC Family Brand Familiar “'My heart breaks for the pain and torment you went through, Billy Lucas,' a reader wrote after I posted about Billy Lucas to my blog. 'I wish I could have told you that things get better.'

I had the same reaction: I wish I could have talked to this kid for five minutes. I wish I could have told Billy that it gets better. -Dan Savage,
Savage Love, 09/23/10 It Gets Better Channel 10,ooo videos by ordinary
people from around the world,
celebrities and companies (e.g. Apple,
EA, Facebook, Google, LinkedIn, Microsoft, NBCU, Sony Pictures). Billy Lucas committed suicide
on 09/09/2010 in response to
intense anti-gay bullying at

Other suicides followed; Tyler
Clementi's suicide was extensively
covered by the media (see
Full transcript