still from camel cigarette commercial “what cigarette do you smoke, doctor?” in 1950-1960s r. j....
TRANSCRIPT
Still from Camel cigarette commercial “What Cigarette Do You Smoke, Doctor?”
In 1950-1960s R. J. Reynolds, manufacturer of Camels, ran numerous commercials in print and
on television with medical professionals endorsing the cigarettes.
FROM VAULT TO COMPUTER SCREEN: SHARING MOVING IMAGE TREASURES FROM THE LEGACY TOBACCO DOCUMENTS LIBRARY WITH THE WHOLE WORLDPolina E. Ilieva, Project Archivist, LTDL Multimedia Collection
Legacy Tobacco Documents LibraryLTDL
Tobacco Control Archives established at UCSF in 1994
Legacy Tobacco Documents Library (LTDL) launchedin 2002
11 million documents (60+ million pages) covering advertising, marketing, manufacturing, and research aspects of the tobacco industry
Everything is online, no reading room
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LTDL Multimedia Collection
Added to LTDL in 2006 7,600 video and audio recordings Contains focus groups, internal corporate
meetings, depositions of tobacco industry employees, government hearings, corporate communications, and commercials
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What LTDL Collects?
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LTDL MultimediaCollection
Minnesota Depository
Roswell Park Cancer Institute
Smokeless Tobacco Corp., N.Y.
Guildford Depository, UK
Online Video Watching
32.4 billion videos viewed on the Internet in Jan. 2010
12.8 billion videos viewed at Google sites (YouTube)
Average YouTube users watched 93 videos in Jan. 2010 (50% increase vs. year ago)
173 million U.S. Internet users watched online video in Jan. 2010
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How to Make LTDL Audio and Video Recordings Accessible to Users?
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Partnership with the Internet Archive Internet Archive provides free access to
its collections in diverse formats: text, audio, moving images, software, and archived websites
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From Flickr by misterbisson
IA Terms of Use
List of acceptable formats “You may upload movies that you own
the copyright to, or that are in the public domain.”
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by Ron Morgan
Copyright
Copyright
The LTDL doesn’t own the copyright to the tobacco industry items it is preserving, it is a permanent digital repository of materials that were opened through litigation and made public under the Master Settlement Agreement (MSA) of 1998.
“Fair Use” doctrine of the Copyright Act
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Digitization and Reformatting
Done through vendors in Minnesota (MSA), New York (USST), and London (BAT)
Originals are on VHS tapes and audio cassettes
Some items are in VOB format (converted to mpg.)
Newly digitized items in MPEG-2 format
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What Archivists Can Do on IA?
Provide an overview of the collection Add links to home site and other related
collections Select spotlight item List contributors Browse by subject/keyword View list of recently reviewed items View recently uploaded items (just in) View lists of most downloaded items of
all times, last week, and last month (titles and # of downloads)
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Home Page Features
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Home Page Features15
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What Archivists Can Do?
The IA interface allows you to easily upload a multimedia item
Add metadata Create tailored metadata fields Add link to the record of this item on
main LTDL site
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IA Metadata17
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IA Metadata18
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Item on LTDL19
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Item on IA20
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Interaction with Users
UCSF Tobacco Control Archives Forum, not very active
Visitors can post unsolicited reviews Reviews also include questions, comments,
descriptions, essays, discussions, replies Mostly anonymous – screen name (title,
review, and rating) “Heavy users” posted 45 comments out of 100 “Heavy user” posted 5 or more reviews on IA
site “90-9-1” rule by Neil Swidey
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Interaction with Users
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As of July 6, 2010
Obstacles
Sometimes uploading is very slow When a mistake is made it can take a
week to correct it Funding Copyright
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Stats
As of now more than 1,400 video items and 230 audio recordings are online
As of July 2010, our videos on the Internet Archive have been downloaded and streamed over 360,000 times and audio items 17,000 times
The most popular video: Virginia Slims Commercials was downloaded 23,717 times since August 2006
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Stats
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Stats – Referrals from IA to LTDL
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Results
Facilitates reference process, if we don’t have an item online we can upload it
Facilitates outreach and publicity “Niche collection” with limited appeal
are discovered by general public and researchers from diverse fields
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“Moving images at the center of the culture”
To a first approximation the Internet is words on a screen — Google, papers, blogs. But this first glance ignores the vastly larger
underbelly of the Internet — moving images on a screen. People (and not just young kids) no longer go to books and text first. If people have a question they (myself included) head first for YouTube…. New visual media are stampeding onto the Nets. This is
where the Internet's center of attention lies, not in text alone.
Kevin Kelly, “An Intermedia With 2 Billion Screens Peering Into It”Response to the 2010 Edge Question: How Has The Internet Changed The Way You Think?
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Will they find us? YouTube!
Will they find us? YouTube!
Five things people associate with YouTube: Fun, Viral, Hip Copyright infringement Creates/Destroys reputation/brand
Why use YouTube? Archival users are there Outreach and Promotion Crowdsourcing for metadata New audiences
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What is YouTube?
Created in 2005 Now a subsidiary of Google Videos can be sent through
e-mail, embedded in blogs, websites and shared on social networks
Can be accessed through computers, TVs, or mobile devices
Uses television terminology, your “channel” contains all submitted movies
Discoverable through Google and other search engines
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LTDL Channel:http://www.youtube.com/user/ltdlmultimedia
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Metadata for Videos
Metadata associated with each item: title, description, tags, and a category for both the video and thumbnail that will be displayed on the front page.
No limitations on the amount of metadata that the owner can provide for each video
Links to videos used in this compilation on the Internet Archive and Multimedia Collection on LTDL.
Descriptive titles You may control privacy,
comments, embedding, video responses, rating, syndication (available on mobile phones and TV) options
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Issues
Inappropriate Related Videos:
If an institution finds the content of some of these videos offensive, they can report them by flagging as “inappropriate.”
Inappropriate comments:
Can be removed or flagged for spam
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New: Captions, Transcripts, Translations, Annotation You can add annotations
(same as in Flickr): speech bubble, notes, spotlight
Invite others to add annotations
Captions: Add your own captions and/or transcript
Request machine captions (Google experimental service, not on all channels), will be automatic later
Translate captions Download captions with time-
code (improve them and upload again)
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Stats: Insight
Number of views Discovery:
47%Youtube search, 28% related videos, 10% shared virally
Demographics:
87% male, 13 % female Community:
82% USA, 10% Canada, Germany, UK
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Assessment of YouTube Use
Time commitment on the part of the archivist to respond to reviews and answer questions.
May generate more requests for copies/uploads. Inappropriately related videos, current promotions for
tobacco products, for example. Offensive reviews and requests. Attracting new users for so called “niche collections.” Promotion for collection and institution.
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Assessment of YouTube Use
Our videos have been viewed 41, 796 times We have a blockbuster: Smokeless tobacco
videos had 39, 937 views in a year and a half
In about a year and a half we got 183 unique visits to the LTDL page from YouTube
Our channel had 952 views 101 comments (99 for smokeless tobacco) Research material for UCSF scientists
studying smokeless tobacco users
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Future Plans
Add more Favorites (from similar collections, institution)
How to stand out? Promote (paid service)Enhanced channels (Library of
Congress) through YouTube.edu Social metadata/Crowdsourcing Let users repurpose your videos creatively SEO (search engine optimization) tags,
Google partnership status AdSense and Promoted videos
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LTDL Workflow
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• Upload the whole collection online
• Add new video compilations to our YouTube channel to promote this collection
•Use reviews for collection development, metadata creation/description and outreach
Polina E. Ilieva, CAProject ArchivistUCSF Library and CKM
[email protected]://legacy.library.ucsf.edu/
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