This document discusses social media and its impact on traditional media gatekeepers. It notes that new media power players are abandoning traditional methods and going straight to their audiences via the web. As people program the web, they are increasingly in command. Facebook allows users to take on the role of "prosumer," encouraging them to express themselves. However, some argue this erosion of normal social behavior and the blurring of reality and virtual worlds pose dangers for online communities. The document also examines how Twitter has challenged gatekeepers' control and influenced followers, and debates whether increased online expression is positive or negative.

1. Anthromorphising

2. Social Media – L4 – L5
Tuesday 15th April 2015
Unit G325: Section B – Critical Perspectives in Media

3. “Lets get Digital” –
“The new generation of UK media power players are
ditching the traditional g_________s and going
s______t to their a_______e via the w___”
(P______t – 20__)
HISTORICAL CONTEXT
Entrance Activity
atekeeper
traigh udienc eb
lunket 0
8

4. (Plunkett – 2008)

5. “As people individually and collectively
program the web, they’re increasingly
in c___________”
(Tapscott & Williams – 2006)
INTERNET
ommand

6. (Tapscott & Williams – 2006)
WHAT ELSE can you do on facebook that suggests you are ‘increasingly in command’?
“Once the users take control, they never give it back” (Dave Winer - 1994)
• Facebook is a democratic social media product that enables you to take on the role of
prosumer.
• It also encourages users to ‘flower their voices’ (De Sola Poole – 1977)

7. • ‘flower their voices’ (De Sola Poole – 1977) -
Is this a good thing?

8. Why?
Aims & Objectives
• Re-cap prior learning of key terms/areas covered
last lesson and/or so far.
• Introduce Facebook and the idea that platforms
are beginning to exist inside this platform.
• How advertising and the power of it’s users have
created different forms of advertising – e.g
“Sponsored stories”
• How “Prosumer” driven media is shaping the
social and commercial landscape – How are big
brands reacting to this?
• Facebook and Whats App
• Review the learning.
AO1
Demonstrate knowledge
and understanding of
media concepts, contexts
and critical debates,
using terminology
appropriately and with
accurate and coherent
written expression.

9. Entrance Activity

10. YOU MUST go onto the ‘socialbankers’ website and find at least x3
statistics/facts about Facebook.
Extension - YOU COULD use the time you have been given to research other
statistics that denote this new media technologies power (Technological
Determinism) within society.

11. (April 2015)
• We are part of a ‘Global Village’ (McLuhan – 1967) of Facebook users
• However the product has been criticised for ‘eroding normal social behaviour’ (Noam
Chomsky) due to it’s hyper reality nature.
• The sense of belonging an community isn’t disappearing, “it’s changing shape” (Lull –
2006)

12. hyper reality – The distinction between the real World and Virtual World
disappearing.
WHAT are the dangers of Groups/Pages and online communities such as this?

13. Inside Facebook: Mark Zuckerberg’s $100 Billion Gamble
Presenter:
Emily Maitland
You are going to watch a short extract from the BBC documentary, which was aired shortly
after Zuckerberg’s decision to float the Facebook brand on the stock market (May 18th
2012).
YOU MUST complete the work sheet you have been given and answer the questions as you
watch the extract.
YOU COULD be asked to feedback your analysis to the rest of the class.

14. Inside Facebook: Mark Zuckerberg’s $100 Billion Gamble
Presenter:
Emily Maitland
FEEDBACK

15. Quick Fire Task!
What does Web 2.0 (DiNucci – 1999) mean?
What is a Prosumer?
You have 1 minute to write down your definition –
YOU COULD give an example to “back up” your understanding!

16. Theorist?
Noam Chomsky

17. YOU MUST research and write down the following regarding Facebook and Whats
App:
• WHEN the takeover occurred and for how much £
• WHY Facebook decided to synergise with Whats App – x1 Opinion/Verbal code
• Statistics/Key information regarding the success (or lack of) of this takeover.

18. “Twitter” and Anonymous
social Media
Thursday 16th April 2015
Unit G325: Critical Perspectives
in Media – Section B

19. Why?
Aims & Objectives
• What is Twitter?
•Is this a “FAD” or something more significant?
TWITTER
•How this form of “micro-blogging” has the
power to ‘inject’ (Hyperdermic Syringe theory)
it’s followers with the views of it’s consumers
and challenge the Gatekeepers who have
controlled and dominated the media for so
long.
• What is the appeal of Blogging and why has it
become an “essential part of the contemporary
working World” (Jackie Cosh – 2008)
AO1
Demonstrate knowledge
and understanding of
media concepts, contexts
and critical debates,
using terminology
appropriately and with
accurate and coherent
written expression.

20. “Twitter in Plain English”
YOU MUST complete the worksheet as you watch the video.
• A product valued at $14.2 billion (November 2013)
• Is an example of Web 2.0 (1999 – Darcy DiNucci)
• Launched in 2006

21. YOU MUST go onto the ‘socialbankers’ website and find at least x3
statistics/facts about Facebook.
Extension - YOU COULD use the time you have been given to research other
statistics that denote this new media technologies power (Technological
Determinism) within society.

22. FEEDBACK

23. • Accessing this media product through a mobile device
denotes how technology is becoming miniaturized.
• Louis Althusser “Interpellation” connotes how our, as
prosumer’s in a WE-MEDIA culture, identity is “produced”.
Debate:
Does this product “erode normal social behaviour”
(Noam Chomsky)

24. ‘Technologies of Freedom’ –
De Sola Poole (1977) stated that
the media would encourage the
“flowering of a hundred voices”
Is this a good OR bad thing?

25. “The prejudices of
physical life are
reflected – and
sometimes
reinforced – in the
virtual life”
Key term: Hyper reality

26. Trolling

28. Key term: Hyper reality
Research Task
YOU MUST go onto the Internet and find an article
from the Popular Press/TV News Website that
highlights the “dangers” of social media, preferably
in relation to:
Make sure you record down the following:
• Date/Editor/Media Product
• Verbal Codes/Statistics from the Article or story
itself.
Extension – YOU COULD research more than x1
example.

29. Key term: “WE Media” and Citizen-Journalism
Broadcast Media Perspective
“Right now, Twitter cannot seem to stay out of the headlines - and not in a good
way. Whether it's the arrest of a teenager who abused the diver Tom Daley, the
suspension of the account of a journalist who attacked NBC's Olympics
coverage, or the attempt to unmask the person behind a spoof account mocking
a newspaper executive, Twitter does seem to be on the back foot”.

30. Martin Barker (2001)
Explores the notion that online
digital media and its effects is the
‘new moral panic’
WHO is panicking?

31. Martin Barker (2001)
‘new moral panic’
Jenkins (2006) there is now a
“migratory behaviour” amongst audiences.

32. Source: http://www.journalism.co.uk/news/telegraph-most-read-uk-newspaper-website-in-
september/s2/a555230/

33. GLOBALISATION
Bauman (1998) predicted that not
everyone is included in the New Media
‘Global Village’ (McLuhan – 1967) as
there are:
• “Winners & Losers”
Those losers are “left behind”.
WHO are the “losers” at the moment?
WHO has been left behind?

34. https://ncrafts.wordpress.com/unit-g325-section-b-global-media-and-media-in-the-online-
age/section-b-case-studies/yik-yak-anonymous-social-media/
YOU MUST go onto the ‘Yik Yak’ Case Study page and answer the set questions on
there.
Extension - YOU COULD research statistics surrounding the product, what other
media products have to say and establish whether any other theory applies.
Task - 15 minutes

35. What have you learnt today?
YOU MUST write down x3 things
you’ve learnt about social media and in
particular Facebook.
YOU COULD also write down some key
theory/terms that you have learnt
today in relation to what we are
covering at the moment.

36. Social Media –
“Comparison Alley”
Due: Monday 20th April