ABSTRACT
The aim of this research project is focused on exploring the phenomena of colocation
and clustering in the creative industries, particularly with a focus on the atmospheric
quality referred to as buzz or noise in a modern mediated media context. This is done
through a case study focused on a particular micro-cluster in a greater Copenhagen
gaming cluster and the members’ use of Twitter.
Through the first interactions with the case organization, a problematic lack of
interaction in-between physical floors in the building became apparent, all the while
many members were very active on Twitter. This problem led to the following research
question:
What determines the conditions in which local buzz suffers from the overpowering of
global pipelines and how does it affect micro-cluster member’s managerial
opportunities for facilitating a beneficial collaborative environment?
Theoretically, the study is based on a complexity leadership approach, drawing on the
concept of complex adaptive systems in the study of leadership. Several other
theoretical concepts supplement this view, including relational coordination by Gittell,
knowledge spillovers, and the roles of the manager according to Mintzberg. All these
perspectives are then adapted to a theoretical framework consisting of three major
themes: The importance of information and knowledge, the importance of relationships,
and managerial opportunities for support. According to our research, this is the first
time a perspective of complexity leadership theory is applied to a creative industry
context, and also the first time these concepts are combined.
Methodologically, the study utilizes a mixed-methods approach including both
quantitative and qualitative empirical data. Quantitatively, this is done through data
collection from Twitter. The data from Twitter is then in turn analyzed via social
network analysis to map the network of actors in the complex system; and content
analysis to quantify the content of their twitter interactions. This is then supplemented
and triangulated by qualitative semi-structured interviews.
Through the case study, the theoretical framework is applied to the empirical data by an
analysis of the network, the interaction on Twitter, and the statements from the
interviewees. The analysis, based on comparing the case to the framework, lays the
foundation for recommendations on managerial opportunities for supporting
collaboration in the micro-cluster.
By conducting the case study, we find that the use of global social media pipelines does
not seem to overpower local buzz, but supplements it. Rather the issue seems to be
stemming from an environment, which is ineffective in fostering relationships inbetween
persons of different companies in the network. Which in turn, does little for
enabling local buzz and knowledge spillovers in the local network.