1. Name ___________________
1. How has the media developed in a way that has Write down names of music videos you watch
fragmented audiences and changed us from a
passive mass audience to individual audiences (and,
arguably, to active participators/ users)?
2. How have changes in broadcasting changed the way 3. MTV used to show only music videos. Now MTV1
we consume music videos? shows more lifestyle programmes (Pimp My Ride/ My
Sweet Sixteen, etc) than music videos. How has this
changed the way audiences consume music videos?
4. How has the rise of online video/ video on demand effected the audience’s consumption of music videos?
5. What is Web2.0 and how has it changed music 6. How are established artists now making music videos
videos? in new ways?
2. Task
• Create a PowerPoint about the ways in which the music video is
changing
• Upload to your blog
• Work must be completed today
• Visit cnsmusicvideo.blogspot.com for useful links, and instructions on
uploading work a PowerPoint to your blog
Title: How are contemporary media issues changing
‘the music video’?
Consider issues such as:
• Fragmented audiences (in the multi-channel, online-video media age, we are no
longer a ‘mass audience’)
• Re-Alignment/ branding of MTV as a lifestyle channel (rather than a music TV
channel)
• Decline of traditional broadcasting
• User-generated content
• Video on demand
• Web2.0
• Audiences have become users/ producers/ prosumers/ prod-users…
• Fan-videos
• Proliferation of videos for unsigned bands
• Rise of online video
• Decline of record labels (and budgets)
• More direct relationship between audience and band
