media in the online age - outline
TRANSCRIPT
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media in theonline ageExam: Section B
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You need to learn about
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You need to learn about
The historical development of on-line media
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You need to learn about• The historical development of on-line media
How media production has been transformed by the internet – with examples!
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You need to learn about• The historical development of on-line media• Media production and the internet
The impact of broadband on audience behaviour
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You need to learn about• The historical development of on-line media• Media production and the internet• Broadband and audience behaviour
Convergence
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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
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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
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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
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This module is all about…• Internet TV
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This module is all about…• Internet TV• itunes and the iPod
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This module is all about…• Internet TV• itunes and the iPod• On-line newspapers
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This module is all about…• Internet TV• itunes and the iPod• On-line newspapers• Mp3s and peer to peer downloading
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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
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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”
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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
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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
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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...
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You already know a lot about this because of your own patterns of media consumption
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The long tailMedia in the on-line age
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The long tail
A theory developed by *Chris Anderson in 2006
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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
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The long tail
A theory developed by *Chris Anderson in 2006
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The long tail
Chris Anderson
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The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changedeconomics, commerce and consumption
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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
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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
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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
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The long tail
small number mainstream
larger number niche
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The long tail
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The long tail
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The long tail
Shelf Space…
The internet (on-line retailing) has fewer physicalconstraints - narrowly targeted goods andservices can be aseconomically attractiveas mainstream fare.
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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.
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The long tail
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The long tail
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The long tail
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The long tail
Niche products are
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The long tail
Niche products are
Cheap to distribute
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The long tail
Niche products are
Cheap to distribute No longer a luxury
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
Recommendations
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The long tail
The internet is democratic and informative
RecommendationsReviews
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The long tail
The internet is democratic and informative
RecommendationsReviewsBlogs
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The long tail
The internet is democratic and informative
RecommendationsReviewsBlogsNewsgroups
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
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The long tail
The internet is democratic and informative
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The long tail
This is …
VIRAL MARKETING
FREE MARKETING
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The long tail
This is …
VIRAL MARKETING
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The long tail
This is …
VIRAL MARKETING
FREE MARKETING
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The long tail
READ THE TEXTBOOK CASE STUDY PAGES 90 & 91
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WikinomicsMedia in the on-line age
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Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
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Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
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Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
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Wikinomics
This is it …
As people individually and collectively programthe web they are increasingly in command.
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Wikinomics
This is it …
As people individually and collectively programthe web they are increasingly in command.
This is consumer power
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Wikinomics
5 big ideas…
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Wikinomics
peering 5 big ideas…
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Wikinomics
peeringfree creativity
5 big ideas…
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Wikinomics
peeringfree creativitydemocratised media
5 big ideas…
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Wikinomics
peeringfree creativitydemocratised mediaglobal thinking
5 big ideas…
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Wikinomics
peeringfree creativitydemocratised mediaglobal thinkingthe perfect storm
5 big ideas…
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Wikinomics
peeringfree creativitydemocratised mediaglobal thinkingthe perfect storm
5 big ideas…
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Wikinomics
peering
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Wikinomics
peeringsharing of material on the internet
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Wikinomics
peeringsharing of material on the internet
• Cuts distribution costs
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Wikinomics
peeringsharing of material on the internet
• Cuts distribution costs• Causes copyright issues
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Wikinomics
peeringsharing of material on the internet
• Cuts distribution costs• Causes copyright issues• Corporations must change or perish
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Wikinomics
free creativitynatural and positive result of a free market
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Wikinomics
free creativitynatural and positive result of a free market
• difficult (impossible?) to regulate
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Wikinomics
free creativitynatural and positive result of a free market
• difficult (impossible?) to regulate• happy medium – Creative Commons
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Wikinomics
media is democratised
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Wikinomics
media is democratisedAs a result of peering, free creativity andwe media journalism (blogs and websites)
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Wikinomics
media is democratisedAs a result of peering, free creativity andwe media journalism (blogs and websites)
• Production by ordinary people
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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
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Wikinomics
global thinkingWeb 2.0 makes this inevitable
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Wikinomics
global thinkingWeb 2.0 makes this inevitable
• the internet is the world’s biggest coffee bar
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Wikinomics
global thinkingWeb 2.0 makes this inevitable
• the internet is the world’s biggest coffee bar
• a new blog is created every second
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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
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Wikinomics
the perfect stormcombining…
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Wikinomics
the perfect stormcombining…
• web 2.0 (technology)
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Wikinomics
the perfect stormA combination of….
• web 2.0 (technology)• demographics (digital natives)
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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
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Wikinomics
the perfect stormcombining…
• web 2.0 (technology)• demographics (digital natives)• economics (the global economy)
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Wikinomics
global economy
the whole world is madeavailable as a marketthrough internet retailing
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Wikinomics
the perfect storm
any mediacompany trying to operate without web 2.0 will flounder
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Do you believe this?Media in the on-line age
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Wikinomics
Many people disagreeand say that…
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Wikinomics
Many people disagreeand say that…
• things are not changing so much
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Wikinomics
Many people disagreeand say that…
• things are not changing so much• many people are alienated by Web 2.0
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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
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On-lineTVMedia in the on-line age
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On-line TV
iPlayer
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On-line TV
iPlayer• Launched by the BBC in 2008
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On-line TV
iPlayer• Launched by the BBC in 2008• Immediately taken up by Virgin Media
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On-line TV
iPlayer• Launched by the BBC in 2008• Immediately taken up by Virgin Media
(convergence at work – web invisible)
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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
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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
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On-line TV
Advantages of on-line TV
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On-line TV
Advantages of on-line TV• increases audience share with downloads
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On-line TV
Advantages of on-line TV• increases audience share with downloads• clearer market surveillance
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On-line TV
Advantages of on-line TV• increases audience share with downloads• clearer market surveillance• attractive to “digital native” audience
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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
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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?
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Web 2.0Media in the on-line age
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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
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Web 2.0Examples of Web 2.0 include
Media in the on-line age
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Web 2.0Examples of Web 2.0 include
• social networking sites
Media in the on-line age
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Web 2.0Examples of Web 2.0 include
• social networking sites• blogs
Media in the on-line age
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Web 2.0Examples of Web 2.0 include
• social networking sites• blogs• wikis
Media in the on-line age
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Web 2.0Examples of Web 2.0 include
• social networking sites• blogs• wikis• video sharing sites
Media in the on-line age
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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
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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
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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