The seminar on April 22nd was arranged as a kick-off for a new academic program, MediaBizLab. In the ‘Commercializing Media as Services’ seminar, people representing our study program shed some light on the objectives and practicalities of this new program.
Professor Johanna Moisander (ASE), academic director of MediaBizLab
Johanna Moisander noted how MediaBizLab represents and manifests the true spirit of Aalto – the transdisciplinary innovativeness and creativity that Aalto was created for. In the program students can create something new in collaboration with other students. It also manifests the cutting-edge research in media studies that is carried out in Aalto University. The vision in MediaBizLab – like in Aalto in general – is that the sharpest minds come together and reach out for success.
Professor Philip Dean (TaiK), director of Media Factory
According to Philip Dean the history of the program is actually quite long, as media education has been developed over the last 15-20 years in the three different Aalto schools. However, very often the feeling has been that something is missing. Now, within Aalto, by experimenting together, launching courses like this, it is possible to ensure the gathering of a good mix of people capable of dealing with media projects that demand very different approaches and skills.
Assistant Professor Sammy Toyoki (ASE) (member of MediaBizLab planning group)
MediaBizLab is a spearhead of the spirit and visions of Media Factory and Aalto – that is – to nurture a new kind of practitioner out of the students – an innovative implementer of ideas by synergizing on cutting-edge research, new pedagogical solutions, and close collaboration with industry.
In his presentation, Sammy Toyoki introduced the course objectives of MediaBizLab. The first one is turning potentiality into actuality. This is not to imply that the minor program will turn students into professionals overnight, but that the program will aid in this process – give it a hefty kick-start. MediaBizLab is about providing potential and talented individuals the opportunity to actualize themselves and their ideas by enduring them through an intense period of hands-on project work, creative mind-jogging, and constant dialogue with industry professionals, teaching staff and the broader society and everyday life they are inherently part of.
Another important objective of the minor program is fostering of holistic thinking and practices. This can be found in the objective of teaching students how to “engage audiences, drive popularity and generate revenue”. Finally, the program offers innovative learning experiences and pedagogic solutions. This will involve – first-and-foremost – a core module structure that integrates the essential learning components of cultural understanding, creativity, prototyping and commercialization into one learning process – with each area of expertise building on one another in purposive sequence.
Mikko Villi (coordinator of educational operations at Media Factory, member of MediaBizLab planning group)
Mikko Villi brought up the strong interdisciplinary aspect in MediaBizLab: it is open to all Aalto basic degree students and involves teachers from different schools. The essence of Aalto is in enabling these interdisciplinary encounters between students from different backgrounds. At times the students also have to act in a discomfort zone, in a quite unfamiliar area of study. But, as Villi stated, the best and most profound learning experiences can often be achieved precisely in the discomfort zone.