2. Definition
We Media: Audiences participating in their own truths;
their own kind of news
Audiences are becoming increasingly involved with
elements of the process of producing and marketing
film etc.
With regards to interpreting media text, this links to
Uses & Gratifications theory which proposed that the
audience interprets the media in their owns ways
based upon their own experiences – more specifically;
‘social interactions’ meaning audiences are likely to
discuss a product with their peers
3. Key facts
Proliferation of hardware allows the creation of user-driven content, for example:
Unboxings
Reviews
Parody videos
Forums
Wikis
Advances in technology have enabled this, for example:
Smart phones featuring cameras and apps
Better, cheaper, smaller cameras (e.g GoPros)
Webcams on computers/laptops
Faster internet speeds
Better home computers with editing software
I sometimes watch unboxings of music
albums before purchasing them in order to
get a preview the contents so I can see if it’s
worth my investment!
4. Impact on marketing
Institutions
Online pages are rather effective in
promoting a media text, does the
‘hard work’ of promotion partly for
them
Reviews can help persuade others to
purchase the product (i.e. see the
film) – increases customers
However a negative review or
unhappy customer may give them a
bad reputation
These posts often raise awareness of
the product, giving them publicity
whether it is negative or positive
Fan sites update others with
information about media products
(e.g. Release of a new film in a
series)and so help maintain customer
loyalty as people can follow the work
Audiences
Can share and discuss their likes
online, chatting with others from
across the world (due to the
proliferation of hardware)
Can read or watch film
reviews/unboxings online of media
products which will likely influence
their decision to purchase it or not –
we can see if the product is
desirable, and can view more visual
evidence as opposed to just seeing
an image of a product online
Are able to recommend our favourite
media products to others by posting
online e.g. using Twitter to post an
opinion about a new film
5. Example relating to my case
study
Screenshot: Online web page supporting James Bond actor Daniel Craig. This fan site
was created by supporters of the star who post regular updates on his activities. This
appeals to fans who can follow the site and keep up to date with him. There are also
numerous other sites alike this, posting about the Bond franchise which has a dedicated
fan base due to its long-running film series.
6. Impact on exchange
Institutions
Proliferation in hardware/technology
has caused a converging of media,
consequently increasing the
platforms of exchange that audiences
can view a media text
However, easier transfer of films
arises issues with piracy in which
institutions lose money as their film is
shared illegally online and can be
viewed by consumers for free
Audiences
There are more ways to view to film –
can use our phones, laptops and TVs
Can use illegal sites posting films for
free – saves us a lot of money
Can support creative producers
online by donating e.g. crowd funding
Conclusion
I can see how We Media has benefitted audiences and institutions, thanks to the
proliferation of hardware we are able to get more involved with activities typically
arranged by producers such as marketing, and the use of social media providing
ways for us to share our opinions, write reviews etc. which has both positive and
negative influence on institutions; depending on the way in which ourselves as
individuals chose to interpret media texts.
