The second lecture in the University of Brighton Digital Media module from 2013. This lecture discusses the revolution that has occurred in all the media industries. It makes the key point that old media forms are transformed rather than being replaced by these changes, draws analogies to the invention of the printing press and discusses how population demographics can influence media change. Dr Lance Dann Twitter: LanceDann

1. +
New Media, New Platforms
and New Audiences
LB 304 Digital Media: Content, Design and
Production
Dr Lance Dann

2. +
The Digital Revolution:
it changes everything
 New Media
 New Platforms
 New Audiences
 New Behaviors
 New Economy
 New Opportunities
 Same old qualities prevail

3. +
How do we measure this change?
UK You Tube Chart (without
music videos)
Charlie Bit My Finger (563million)
Thigh Massage Video
(284 million)
The Sneezing Baby Panda
(168 million)
News Anchor Fail Competition (100
million)
Rachel Riley – Countdown Black
and White Short Dress
(100 million)
UK TV Viewing Records for 2000+
(not counting events)
Only Fools and Horse - 2001
(22 million)
Coronation Street – 2003 (20
million)
Britain’s Got Talent Final – 2009
(18 million)
X-Factor Final - 2010
(17 million)
Matter of Loaf and Death – 2008
(16 million)

4. +
TV is dead isn’t it?
NOT ACCORDING TO BARB - LINK

5. +
Olympic Peaks
Think of all the different ways you
watched the Olympics in 2012.
Hugely successful pan-media
policy.
Audience driven to station from all
directions.
Worked with the way people were
using their media.
Huge numbers watch landmark
events and moments live

6. +
It’s a complex picture actually… isn’t
it?
TV audiences are holding
up.
Publishing sales
increased 2% last year.
Radio Listening rose in
2013.
In all case traditional means of
accessing media are dropping
(slowly) while digital routes are
experiencing a fast up turn.

7. +
How many different UK film and TV
viewing platforms are there?

8. +
Is TV still TV?
Is Radio still radio?
What is Film?
 Media are crossing over.
 The role of Media is
changing in our lives.
 The status of media is
changing for us as a
society.
 New media forms are
confusing the picture.

9. +
Old Media versus New Media
Scribes versus The Printing Press : Radio versus Television : Internet versus Television

10. +
Transformation not eradication!
 The effects of change are
profound
 The effects of change are
unexpected.
 The effects of change are
rarely to wipe out an old
media form.
“old media are not
displaced rather their
function and role are
shifted by the
introduction of new
technologies.”
Jenkins, 2006

11. +
Demographic Argument
 Change doesn’t occur until the
old generation die out!
Digital
Natives
Digital
Visitors

12. +
It really matters is that it is about
two-way communication
“Every time a new consumer joins this media landscape a new producer joins as
well, because the same equipment -- phones, computers -- let you consume
and produce. It's as if, when you bought a book, they threw in the printing press
for free; it's like you had a phone that could turn into a radio if you pressed the
right buttons. That is a huge change in the media landscape we're used to. And
it's not just Internet or no Internet. We've had the Internet in its public form for
almost 20 years now, and it's still changing as the media becomes more social.”
Shirky (http://dotsub.com/view/cdd11741-49ee-42aa-9b8d-
03b697b85964/viewTranscript/eng)