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Transcript of mioa
collaboration, sometimes for social capital
active interaction rather than passive consumption
customisation Must understand the theories, remember who said what and be able to discuss the strengths and weaknesses of each Wikinomics (Tapscott & Williams): the prosumer
social capital ('audience' can make gains, whether financial or not
facebook as agent for social change Digial natives, immigrants and dinosaurs - Marc Prensky argues that those born into the era of the internet are natives & that those who were not can only be immigrants
this idea should not be taken at face value! The long tail (Chris Anderson) originally an idea applied to economics & business
adapted to apply to media 'products'
idea that internet & digital online storage means that small niche products, such as obscure music & films, will in their lifetime earn as much as the big 'hit's or the short head of the long tail. Convergence Synergy CASE STUDIES BBC Iplayer for each case study you must briefly mention the HISTORICAL position; and look ahead to possible FUTURE development Historical:
tele watching tied to schedules
inability to personalise viewing
was more of a shared experience (positive)
intro of cable & satellite allowed more flexibility
intro of omnibus too - gradual loss of 'shared experience' Today:
Web 2.0 - internet allows personalisation - watch what you want and when you want it
boxee & seesaw
can download and watch later (Iplayer)
can collaborate with others & offer recommendations & suggestions of other programmes to watch (Boxee)
has allowed BBC to diversify & reach wider market Future:
convergence key to future of online television
could offer amateurs opportunity to upload own productions to be screened alongside professional material
issues around legality and copyright Social networking, facebook & Youtube Youtube
video production limited to professionals
very difficult for amateurs to get work to audience
digital tech opened new doors & web 2.0 provided 'stage'
prosumer is born!
peer production common phenomenon
will distance between amateur and professional continue to narrow with developments in technology? Facebook
what did we do before Facebook?!
communication via telephone, letter writing - socialising in person
agent for social change
facebook page a media product itself?
will it all get a bit too much?
some argue that facebook is responsible for change in the way people interract with each other & is affecting personal relationships Avatar & LoveFilm used to illustrate the long tail:
Avatar eg of short head - big hit, large marketing budget, focus on getting money back quickly;
LoveFilm - niche product - eg of long tail - vast capacity for storage of niche films viewable online Still need to think about past & future of long tail products;
historically niche products did not make much money nor find a wide fan base;
present: internet has changed this
can also use grime music as eg of long tail present future must be able to apply theory to case study must be able to use case studies to illustrate theory Henry Jenkins youtube & vimeo powerful distribution tools for amateurs
participatory culture v commercial culture
benefits and drawbacks for both Media in the Online Age David Gauntlet