Media in The Online Age - Outline
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media in the online age Exam: Section B
Transcript of Media in The Online Age - Outline
media in theonline ageExam: Section B
You need to learn about
You need to learn about
The historical development of on-line media
You need to learn about• The historical development of on-line media
How media production has been transformed by the internet – with examples!
You need to learn about• The historical development of on-line media• Media production and the internet
The impact of broadband on audience behaviour
You need to learn about• The historical development of on-line media• Media production and the internet• Broadband and audience behaviour
Convergence
You need to learn about• The historical development of on-line media• Media production and the internet• Broadband and audience behaviour• The internet and convergence
You need to learn about• The historical development of on-line media• Media production and the internet• Broadband and audience behaviour• The internet and convergence
The future and web 3.00
You need to learn about• The historical development of on-line media• Media production and the internet• Broadband and audience behaviour• The internet and convergence• The future and web 3.00
This module is all about…• Internet TV
This module is all about…• Internet TV• itunes and the iPod
This module is all about…• Internet TV• itunes and the iPod• On-line newspapers
This module is all about…• Internet TV• itunes and the iPod• On-line newspapers• Mp3s and peer to peer downloading
This module is all about…• Internet TV• itunes and the iPod• On-line newspapers• Mp3s and peer to peer downloading• Changing patterns of audience consumption
This module is all about…• Internet TV• itunes and the iPod• On-line newspapers• Mp3s and peer to peer downloading• Changing patterns of audience consumption• Internet retail outlets and the decline of “record shops”
This module is all about…• Internet TV• itunes and the iPod• On-line newspapers• Mp3s and peer to peer downloading• Changing patterns of audience consumption• Internet retail outlets and the decline of “record shops”• Podcasts
This module is all about…• Internet TV• itunes and the iPod• On-line newspapers• Mp3s and peer to peer downloading• Changing patterns of audience consumption• Internet retail outlets and the decline of “record shops”• Podcasts• On-line video gaming
This module is all about…• Internet TV• itunes and the iPod• On-line newspapers• Mp3s and peer to peer downloading• Changing patterns of audience consumption• Internet retail outlets and the decline of “record shops”• Podcasts• On-line video gaming• You Tube and social media sharing
and more...
You already know a lot about this because of your own patterns of media consumption
The long tailMedia in the on-line age
The long tail
A theory developed by *Chris Anderson in 2006
The long tail
A theory developed by *Chris Anderson in 2006
You need to research this on the weband fully understand it
Make sure you refer to sites that you understand!!
Start here: http://www.longtail.com
The long tail
A theory developed by *Chris Anderson in 2006
The long tail
Chris Anderson
The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changedeconomics, commerce and consumption
The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changedeconomics, commerce and consumption
He uses iTunes, YouTube and social networking sitesas examples of his theory
The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changedeconomics, commerce and consumption
He uses iTunes, YouTube and social networking sitesas examples of his theory
Social networking – “viral marketing” – soon spreadthe word about Anderson’s ideas
The long tail
This is it …
Our culture and economy are moving away from a relatively small number of sales of mainstream products and markets at the head of the demand curveto a larger number of niche (or specialist)products and markets
The long tail
small number mainstream
larger number niche
The long tail
The long tail
The long tail
Shelf Space…
The internet (on-line retailing) has fewer physicalconstraints - narrowly targeted goods andservices can be aseconomically attractiveas mainstream fare.
The long tail
Shelf Space…
The internet is a virtual warehouse with few overheads compared to a traditional highstreet retail outlet.
Shelf space is no longer a deciding factor whenconsidering stock levels.
The long tail
The long tail
The long tail
The long tail
Niche products are
The long tail
Niche products are
Cheap to distribute
The long tail
Niche products are
Cheap to distribute No longer a luxury
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
Recommendations
The long tail
The internet is democratic and informative
RecommendationsReviews
The long tail
The internet is democratic and informative
RecommendationsReviewsBlogs
The long tail
The internet is democratic and informative
RecommendationsReviewsBlogsNewsgroups
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
The long tail
This is …
VIRAL MARKETING
FREE MARKETING
The long tail
This is …
VIRAL MARKETING
The long tail
This is …
VIRAL MARKETING
FREE MARKETING
The long tail
READ THE TEXTBOOK CASE STUDY PAGES 90 & 91
WikinomicsMedia in the on-line age
Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
Wikinomics
This is it …
As people individually and collectively programthe web they are increasingly in command.
Wikinomics
This is it …
As people individually and collectively programthe web they are increasingly in command.
This is consumer power
Wikinomics
5 big ideas…
Wikinomics
peering 5 big ideas…
Wikinomics
peeringfree creativity
5 big ideas…
Wikinomics
peeringfree creativitydemocratised media
5 big ideas…
Wikinomics
peeringfree creativitydemocratised mediaglobal thinking
5 big ideas…
Wikinomics
peeringfree creativitydemocratised mediaglobal thinkingthe perfect storm
5 big ideas…
Wikinomics
peeringfree creativitydemocratised mediaglobal thinkingthe perfect storm
5 big ideas…
Wikinomics
peering
Wikinomics
peeringsharing of material on the internet
Wikinomics
peeringsharing of material on the internet
• Cuts distribution costs
Wikinomics
peeringsharing of material on the internet
• Cuts distribution costs• Causes copyright issues
Wikinomics
peeringsharing of material on the internet
• Cuts distribution costs• Causes copyright issues• Corporations must change or perish
Wikinomics
free creativitynatural and positive result of a free market
Wikinomics
free creativitynatural and positive result of a free market
• difficult (impossible?) to regulate
Wikinomics
free creativitynatural and positive result of a free market
• difficult (impossible?) to regulate• happy medium – Creative Commons
Wikinomics
media is democratised
Wikinomics
media is democratisedAs a result of peering, free creativity andwe media journalism (blogs and websites)
Wikinomics
media is democratisedAs a result of peering, free creativity andwe media journalism (blogs and websites)
• Production by ordinary people
Wikinomics
media is democratisedAs a result of peering, free creativity andwe media journalism (blogs and websites)
• Production by ordinary people• “The Media” no longer have total control
Wikinomics
global thinkingWeb 2.0 makes this inevitable
Wikinomics
global thinkingWeb 2.0 makes this inevitable
• the internet is the world’s biggest coffee bar
Wikinomics
global thinkingWeb 2.0 makes this inevitable
• the internet is the world’s biggest coffee bar
• a new blog is created every second
Wikinomics
global thinkingWeb 2.0 makes this inevitable
• the internet is the world’s biggest coffee bar
• a new blog is created every second• National and cultural boundaries are
reduced
Wikinomics
the perfect stormcombining…
Wikinomics
the perfect stormcombining…
• web 2.0 (technology)
Wikinomics
the perfect stormA combination of….
• web 2.0 (technology)• demographics (digital natives)
Wikinomics
Many people disagreeand say that…
• things are not changing so much• many people are alienated by Web 2.0• digital natives are less common than
we think
Wikinomics
the perfect stormcombining…
• web 2.0 (technology)• demographics (digital natives)• economics (the global economy)
Wikinomics
global economy
the whole world is madeavailable as a marketthrough internet retailing
Wikinomics
the perfect storm
any mediacompany trying to operate without web 2.0 will flounder
Do you believe this?Media in the on-line age
Wikinomics
Many people disagreeand say that…
Wikinomics
Many people disagreeand say that…
• things are not changing so much
Wikinomics
Many people disagreeand say that…
• things are not changing so much• many people are alienated by Web 2.0
Wikinomics
Many people disagreeand say that…
• things are not changing so much• a lot of people are alienated by Web 2.0• digital natives are less common than
we think
On-lineTVMedia in the on-line age
On-line TV
iPlayer
On-line TV
iPlayer• Launched by the BBC in 2008
On-line TV
iPlayer• Launched by the BBC in 2008• Immediately taken up by Virgin Media
On-line TV
iPlayer• Launched by the BBC in 2008• Immediately taken up by Virgin Media
(convergence at work – web invisible)
On-line TV
iPlayer• Launched by the BBC in 2008• Immediately taken up by Virgin Media
(convergence at work – web invisible)• made available for portable devices
On-line TV
iPlayer• Launched by the BBC in 2008• Immediately taken up by Virgin Media
(convergence at work – web invisible)• made available for portable devices• public service response to commercial
threat
On-line TV
Advantages of on-line TV
On-line TV
Advantages of on-line TV• increases audience share with downloads
On-line TV
Advantages of on-line TV• increases audience share with downloads• clearer market surveillance
On-line TV
Advantages of on-line TV• increases audience share with downloads• clearer market surveillance• attractive to “digital native” audience
On-line TV
Advantages of on-line TV• increases audience share with downloads• clearer market surveillance• attractive to “digital native” audience
READ PAGES 96 & 97
On-line TV
EXAM QUESTIONConsider two media areas - what difference has Web 2.0 made to their production and comsumption?Has everything really changed in both cases - as some people would suggest?
Web 2.0Media in the on-line age
Web 2.0A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them.
Media in the on-line age
Web 2.0Examples of Web 2.0 include
Media in the on-line age
Web 2.0Examples of Web 2.0 include
• social networking sites
Media in the on-line age
Web 2.0Examples of Web 2.0 include
• social networking sites• blogs
Media in the on-line age
Web 2.0Examples of Web 2.0 include
• social networking sites• blogs• wikis
Media in the on-line age
Web 2.0Examples of Web 2.0 include
• social networking sites• blogs• wikis• video sharing sites
Media in the on-line age
Web 2.0A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them.
Media in the on-line age
Web 2.0Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specification, but rather to cumulative changes in the ways software developers and end-users use the Web.
Media in the on-line age
Web 2.0Tim Berners-Lee, the inventor ofthe web has said that he alwaysintended the web to be used in this way so has dismissed the termas “jargon”.
Media in the on-line age
