SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Role of Industry Associations in the Vancouver New Media Cluster May 6, 2005 Paper written by by Michelle Petrusevich, MA, School of Communication, SFU Senior Supervisor: Dr. Richard Smith Supervisors: Prof. Adam Holbrook and Dr. Andrew Feenberg

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Agenda 1.Introduction and Definitions 2.Methodology and Industry Description 3.Findings 4.Conclusions

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Definitions Industry Associations - are assumed to be non-profit organizations whose activities are designed to support and promote their industry. Cluster - Geographic concentrations of interconnected companies and institutions in a particular field.

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Definitions New Media - the use of new and emerging interactive digital media for the purposes of entertaining, educating and informing. Social Capital – the value of the relationships that individual or an entity derives from a network or a combination of values, networks and norms that enable a group of people to work together

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Research Question What role industry associations play in the formation and maintenance of a cluster?

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Site of Research – the Vancouver New Media Industry Located in the Lower Mainland Latest studies (according to VPL and New Media BC) that there are over 550 companies in the Greater Vancouver Area and over 700 in the province of BC, provides employment to over 14,000 people. Four sub-clusters – e-learning, games, web- services and animation. Young cluster – average company is about 6 years old and has 6 people.

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Methodology ISRN data - over 70 ISRN interviews Summer 2003 NMBC survey Member surveys– over 50 new media companies Follow up interviews (modified Delphi technique) with experts – 15 people

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Findings The research revealed a number of ways that shows how industry associations support the new media industry which makes them a key ingredient for cluster presence. Activities organized by associations provide industry members with opportunities to build trust and relationships with each other and promote collaboration. Associations help to hold new media industry and its community together. Ten Characteristics were revealed through field research - niche and focus; voice of the industry; mentoring; volunteering; learning ground; collaboration or co- opetition ; gender differences; champions; ambassadors and enlightened self-interest.

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Findings - Ten Characteristics Niche and Focus (see figure on next slide) – sub- groups: umbrella organizations for the whole industry vs. associations that cater to a specific audience of a particular sub-sector. They cut across the industry and bring together companies and individuals from all sub-clusters. Voice of the Industry - due to nature of associations, they provide a neutral place for people to discuss common issues and communicate it to government who likes to hear one voice Role of Mentoring – associations’ staff members are mentored by prominent members of the new media community and associations, in turn, provide mentoring services to their members

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Niche and Focus Association/ Sub-sector eLearningGamingWeb Services Animation New Media BC √√√√ SIGGRAPH √ √ IGDA √ BCTIA √√√√ Wired Women S-ty √√√√ HTCE √√√√ TELUS New Ventures √√√√ AceTech √√√√ VEF √√√√ TechVibes Media √√√√ BC Film √√ eLearning BC √ T-Net British Columbia[1] √√√√ Pacific Technology Network (PTN) √√√√ DigitalEve Vancouver Chapter √√√√

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Findings - Ten Characteristics Role of Champions – they inspire and support the industry Role of Ambassadors – they build networks outside of new media community Enlightened Self-interest – from the employer’s point of view (looking for talent) and vice versa Role of Volunteers – volunteers and associations have mutually beneficial relationships. There are two types – apprentices and experienced seniors who lend their brain

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Findings - Ten Characteristics Collaboration or Co-opetitions – while there is a high degree of collaboration among associations, sometimes they compete for resources and members which creates politics among organizations Learning Ground – when associations’ staff leave, they further knowledge transfer within the industry. Gender Difference – with some exceptions, most associations’ staff are women – are they better social capital builders than men or are there other factors at play?

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Interviews Highlights “We are the safety net for the industry to make sure their [members’] needs are driven forward and they are met in some way. It can something as simple as someone coming to the event and saying – I am looking for XYZ, and I say I know exactly who you should talk to, to that person over there…” Comment from an Interviewee, November 2004

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Challenges and Tensions There are challenges that cause tensions and may harm social capital in new media industry, like Politics – internal and external Politics – internal and external Lack of human and financial resources Lack of human and financial resources Different needs of members – smaller vs. bigger companies Different needs of members – smaller vs. bigger companies

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Conclusions While associations encounter hurdles their overall influence on formation and maintenance of a cluster is positive because: While associations encounter hurdles their overall influence on formation and maintenance of a cluster is positive because: 10 characteristics make positive contributions to generation of social capital in the new media industry, Industry associations provide a “safety net” for the industry

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology Conclusions The presence of associations defines the presence of the industrial cluster, They facilitate internal and external communication for the cluster – “Every company is like an island and associations are putting the bridge between them and provide communication.”

SIMON FRASER UNIVERSITY Centre for Policy Research on Science and Technology The End Thank you!