Page 118 - AC/E Digital Culture Annual Report 2016

118Not all the major events that use apps are related to music or lm. Since the previous 2015 edition, the Guadalajara International Book Fair (FIL, Mexico) has focused on designing apps to provide information and broaden the experience of visitors of all kinds. It has a speci c app that shows the whole schedule instantly, with map geolocation, and another very interesting one called FIL Realidad Aumentada (FIL Augmented Reality).Niños), which then redirected to its website. What is interesting is the storytelling possibilities Augmented Reality o ers festivals, which deserve to be explored as a tool for providing information.There are currently also DIY options on the Internet. One of them is the Spanish-based Mobincube, which allows very simple designs to be created (limited to particular needs or geared to more sophisticated ideas) for apps in both iOS (Apple mobiles and devices) and Android and WindowsPhone. It has a free option, which requires acceptance of third-party advertising, and other low-priced options without advertising.2.3. Crowdsourcing, crowdfunding and participationWe belong to an age in which the terms audience and consumer are changing, just asthe boundaries between artist and creation, or between disciplines, are shifting. The role played by technologies, if not exclusive, is at least one of catalyst, insofar as some of these changesare taking place either side of the screen, and debates have been going on for years.While the social media allow practically anyone with Internet access to talk, give opinions and reviews, or to request information directly from an organisation or artist, it is also interesting to note that at the same time the costs of creating, producing, publishing, sharing and disseminating are decreasing.This is giving rise to what some experts call prosumers: consumers no longer just consume but also produce, and in turn consume what other ‘prosumers’ create and share (content, reviews and critiques, works...). The dichotomy of consumer versus producer is being shattered and various aspects are emerging, because nowadays it is easier to be a creator, even if largely an amateur level.To o er visitors a fun experience (gami cation), during the fair materials were given out in various areas, such as postcards, printed advertisements and lea ets with codes that could be viewed with the app together with content on the children’s section of the fair (FIL2. NT BEFORE AND DURING THE FESTIVAL