Outline of "Media in the Online Age" - OCR A2 Media Studies Module

1. media in the
online age
Exam: Section B

2. You need to learn about

3. You need to learn about
The historical development
of on-line media

4. You need to learn about
• The historical development of on-line media
How media production has
been transformed by the
internet – with examples!

5. You need to learn about
• The historical development of on-line media
• Media production and the internet
The impact of broadband
on audience behaviour

6. You need to learn about
• The historical development of on-line media
• Media production and the internet
• Broadband and audience behaviour
Convergence

7. 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

8. 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

9. 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

10. This module is all about…
• Internet TV

11. This module is all about…
• Internet TV
• itunes and the iPod

12. This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers

13. This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
• Mp3s and peer to peer downloading

14. 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

15. 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”

16. 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

17. 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

18. 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...

19. You already know a
lot about this
because of your own
patterns of media
consumption

20. The long
tail
Media in the on-line age

21. The long tail
A theory developed by *Chris Anderson in 2006

22. The long tail
A theory developed by *Chris Anderson in 2006
You need to research this on the web
and fully understand it
Make sure you refer to sites
that you understand!!
Start here: http://www.longtail.com

23. The long tail
A theory developed by *Chris Anderson in 2006

24. The long tail
Chris Anderson

25. The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changed
economics, commerce and consumption

26. The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changed
economics, commerce and consumption
He uses iTunes, YouTube and social networking sites
as examples of his theory

27. The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changed
economics, commerce and consumption
He uses iTunes, YouTube and social networking sites
as examples of his theory
Social networking – “viral marketing” – soon spread
the word about Anderson’s ideas

28. 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 curve
to a larger number of niche (or specialist)
products and markets

29. The long tail
small number
mainstream
larger number niche

30. The long tail

31. The long tail

33. The long tail
Shelf Space…
The internet (on-line retailing)
has fewer physical
constraints -
narrowly targeted goods and
services can be as
economically attractive
as mainstream fare.

34. The long tail
Shelf Space…
The internet is a virtual warehouse with
few overheads compared to a traditional high
street retail outlet.
Shelf space is no longer a deciding factor when
considering stock levels.

35. The long tail

36. The long tail

37. The long tail

38. The long tail
Niche products are

39. The long tail
Niche products are
Cheap to distribute

40. The long tail
Niche products are
Cheap to distribute
No longer a luxury

41. The long tail
The internet is democratic and informative

42. The long tail
The internet is democratic and informative
Recommendations

43. The long tail
The internet is democratic and informative
Recommendations
Reviews

44. The long tail
The internet is democratic and informative
Recommendations
Reviews
Blogs

45. The long tail
The internet is democratic and informative
Recommendations
Reviews
Blogs
Newsgroups

46. The long tail
The internet is democratic and informative

47. The long tail
The internet is democratic and informative

48. The long tail
The internet is democratic and informative

49. The long tail
The internet is democratic and informative

50. The long tail
The internet is democratic and informative

51. The long tail
This is …
VIRAL MARKETING
FREE MARKETING

52. The long tail
This is …
VIRAL MARKETING

53. The long tail
This is …
VIRAL MARKETING
FREE MARKETING

54. The long tail
READ THE TEXTBOOK
CASE STUDY
PAGES 90 & 91

56. Wikinomics
Media in the on-line age

57. Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006

58. Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006

59. Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006

60. Wikinomics
This is it …
As people individually and collectively program
the web they are increasingly in command.

61. Wikinomics
This is it …
As people individually and collectively program
the web they are increasingly in command.
This is consumer power

62. Wikinomics
5 big ideas…

63. Wikinomics
peering
5 big ideas…

64. Wikinomics
peering
free creativity
5 big ideas…

65. Wikinomics
peering
free creativity
democratised media
5 big ideas…

66. Wikinomics
peering
free creativity
democratised media
global thinking
5 big ideas…

67. Wikinomics
peering
free creativity
democratised media
global thinking
the perfect storm
5 big ideas…

68. Wikinomics
peering
free creativity
democratised media
global thinking
the perfect storm
5 big ideas…

69. Wikinomics
peering

70. Wikinomics
peering
sharing of material on the internet

71. Wikinomics
peering
sharing of material on the internet
• Cuts distribution costs

72. Wikinomics
peering
sharing of material on the internet
• Cuts distribution costs
• Causes copyright issues

73. Wikinomics
peering
sharing of material on the internet
• Cuts distribution costs
• Causes copyright issues
• Corporations must change or perish

74. Wikinomics
free creativity
natural and positive result of a free market

75. Wikinomics
free creativity
natural and positive result of a free market
• difficult (impossible?) to regulate

76. Wikinomics
free creativity
natural and positive result of a free market
• difficult (impossible?) to regulate
• happy medium – Creative Commons

77. Wikinomics
media is democratised

78. Wikinomics
media is democratised
As a result of peering, free creativity and
we media journalism (blogs and websites)

79. Wikinomics
media is democratised
As a result of peering, free creativity and
we media journalism (blogs and websites)
• Production by ordinary people

80. Wikinomics
media is democratised
As a result of peering, free creativity and
we media journalism (blogs and websites)
• Production by ordinary people
• “The Media” no longer have total control

81. Wikinomics
global thinking
Web 2.0 makes this inevitable

82. Wikinomics
global thinking
Web 2.0 makes this inevitable
• the internet is the world’s biggest
coffee bar

83. Wikinomics
global thinking
Web 2.0 makes this inevitable
• the internet is the world’s biggest
coffee bar
• a new blog is created every second

84. Wikinomics
global thinking
Web 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

85. Wikinomics
the perfect storm
combining…

86. Wikinomics
the perfect storm
combining…
• web 2.0 (technology)

87. Wikinomics
the perfect storm
A combination of….
• web 2.0 (technology)
• demographics (digital natives)

88. Wikinomics
Many people disagree
and say that…
• things are not changing so much
• many people are alienated by Web 2.0
• digital natives are less common than
we think

89. Wikinomics
the perfect storm
combining…
• web 2.0 (technology)
• demographics (digital natives)
• economics (the global economy)

90. Wikinomics
global economy
the whole world is made
available as a market
through internet retailing

91. Wikinomics
the perfect storm
any media
company trying
to operate without
web 2.0 will flounder

92. Do you
believe this?
Media in the on-line age

93. Wikinomics
Many people disagree
and say that…

94. Wikinomics
Many people disagree
and say that…
• things are not changing so much

95. Wikinomics
Many people disagree
and say that…
• things are not changing so much
• many people are alienated by Web 2.0

96. Wikinomics
Many people disagree
and 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

97. On-line
TV
Media in the on-line age

98. On-line TV
iPlayer

99. On-line TV
iPlayer
• Launched by the BBC in 2008

100. On-line TV
iPlayer
• Launched by the BBC in 2008
• Immediately taken up by Virgin Media

101. On-line TV
iPlayer
• Launched by the BBC in 2008
• Immediately taken up by Virgin Media
(convergence at work – web invisible)

102. 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

103. 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

104. On-line TV
Advantages of on-line TV

105. On-line TV
Advantages of on-line TV
• increases audience share with downloads

106. On-line TV
Advantages of on-line TV
• increases audience share with downloads
• clearer market surveillance

107. On-line TV
Advantages of on-line TV
• increases audience share with downloads
• clearer market surveillance
• attractive to “digital native” audience

108. 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

109. On-line TV
EXAM QUESTION
Consider 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?

111. Web 2.0
Media in the on-line age

112. Web 2.0
A 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

113. Web 2.0
Examples of Web 2.0 include
Media in the on-line age

114. Web 2.0
Examples of Web 2.0 include
• social networking sites
Media in the on-line age

115. Web 2.0
Examples of Web 2.0 include
• social networking sites
• blogs
Media in the on-line age

116. Web 2.0
Examples of Web 2.0 include
• social networking sites
• blogs
• wikis
Media in the on-line age

117. Web 2.0
Examples of Web 2.0 include
• social networking sites
• blogs
• wikis
• video sharing sites
Media in the on-line age

119. Web 2.0
A 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

120. Web 2.0
Although 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

121. Web 2.0
Tim Berners-Lee, the inventor of
the web has said that he always
intended the web to be used in
this way so has dismissed the term
as “jargon”.
Media in the on-line age