The shift from Producer Centred Media to Consumer Centred “We Media”
What is Media 2.0? Is it temporal or here to stay? Origins: Mid 1980s (rise of the PC)? 2003/04 (rise of Web 2.0)? Rise of cyber culture: Club Penguin,Second Life, World of Warcraft, Myspace,Facebook, Twitter Difficult to regulate.
Ramifications and Consequences Huge shifts: analogue to digital media artefact to broadcast/download Has media changed or has the audience? Is this anything new?“The new media determine a segmented, differentiated audience that, althoughmassive in terms of numbers, is no longer a mass audience in terms ofsimultaneity and uniformity of the message it receives. The new media are nolonger mass media…sending a limited number of messages to a homogeneousaudience. Because of the multiplicity of messages and sources, the audience itselfbecomes more selective. The targeted audience tends to choose its messages, sodeepening its segmentation.”Haitham Sabbah 1985
Ramifications and Consequences We now live in an age of trans-mediality Migration of content across media forms Sense of fragmentation New forms Computer games, simulations, SfX cinema New representations Virtual worlds, interactive multimedia New relationships between users and technology New patterns of organisation and production
Ramifications and Consequences Is New Media transforming culture? Could we infer from the above that changes are technological, textural, conventional, and therefore culturalMemes: Chuck Norris Rick Roll Lol Cats Numa Numa Dance Star Wars Kid Hitler A Meme is a unit of cultural information that is transmitted from one mind to another . The creation of images or catchphrases transmitted from person to person by web, email, social networks is known as an internet meme.
Meanings •Rise of interaction and networking •Production = less centralised and more fluid •Shift from production to produsage, or consumer to prosumer •Audience shift from passive to active
Meanings Generation Y, Digital Immigrants, Google Generation, Screenagers… Rise of Generation C (Bruns) Content, Control, Creativity, Celebrity Intercreativity (Tim Berners-Lee) Pro-ams Amateurs working to professional standards End of the artefact? End of the artefact as a finished construct? Mash-ups, etc
Some more shiftsOld Media New Media Controlled by oligopolies •Controlled, potentially, by the Content scarce user. Producer controls choice •Content rich •Consumer needs to filter choice. • Controlled by produser • Abundant content • Produser controls choice
Some more shiftsNew MediaOld Media• Content Creation is difficult and • Content Creation is easy and cheap -expensive - requires capital to fund anybody can do itcreation - basically the “Hit” game• Gatekeepers control limited distribution • Distribution is friction free and open -- in virtually every media market there anyone can post an RSS feedare 5 top players that control 80% ofdistribution• Bigger audiences are better and more • Small passionate affinities/valuable communities are WAY more valuable• The 30 second spot • Word of Mouth• One-way broadcast model - third party • Two-way - lots of real-time interactiontime delayed back channel
The shift Media 1.0 was about FIND. Media 2.0 is about FILTER
Time Magazine Person of the Year 1938? 1940? 1982? 1987? 2001? 2006?