Much of these changes are aimed at and driven by new consumers with different preferences from traditional media products, such as print. In many instances, these new readers are digital natives who simply cannot fathom, understand, appreciate or “get” older forms of media as this video illustrates.
The scholarship explaining why and how disruption is occuring. Creative destruction, hypercompetition, disruptive innovation, Free
THE UNIVERSITY OF GEORGIADigital Media, DigitalNatives & Disruption UGA Pre-College ProgramDigital & Social Media Literacy Summer 2012 Geoffrey Graybeal Grady College of Journalism
Digital MediaDigital media describes all forms of communications media thatcombine text, pictures, sound and video using computer technology.-Compatible: Media that can function well with one another toexchange and integrate text, pictures, sound and video.-Redefines mass media industries-Related and connected to old media
Death to traditional media?-The Internet has transformed the structure and economics of the U.S.media business.-Traditional media industries tend to be disrupted and displaced, but notDIE.*-Older forms usually evolve and adapt.*individual companies may die.*products and platforms may die.*services may be rendered obsolete.*business models may be broken.
“Digital Natives” (born 1985 or later)- have spent their entire lives connected to new media technologies. Digital Natives They are accustomed to: -the World Wide Web (1990) -Palm Pilot™(1996) -downloadable music sites (Napster started in 1999) -blogs (1997) -Wikipedia (2001) -flickr (2002),-del.ici.ous, Skype, and the iPod (all in 2003), -podcasts (2004) -YouTube (2005) -Facebook ( open to public in 2006) -Twitter (2007)
Media sustainability in changing environment» Challenge: create products for new digital consumers That they’ll use AND pay for» Shifting environment: -emphasis on digital, social, and mobile. winners and losers» Media innovation: New business models and strategies needed to sustain new forms of media
Old vs. New Media» OLD: One-way communication Defined by system that delivered them. Focus on mass audiences.» NEW: Receive & send simultaneously Single delivery system without barriers Niche, specialized
Assignment1) Research your assigned media industry. -Make sure you use at least one source you access throughUGA Libraries (a database, journal article, book, etc.) -Make sure you use at least one credible online source.2) PresentationPrepare a 5-10 minute presentation about your assigned mediaindustry. Make sure your presentation covers: - Brief history -Role/function of media -Key players/examples -The impact of digital age -Future issues/questions for discussion3)Upload presentation to Slideshare.4)Deliver presentation to class.