Lecture 3 New Media & Creative Industries Dec09
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This document discusses creative industries and emerging media practices in the online age. It analyzes how the internet poses challenges to creative professionals and discusses new forms of online advertising, marketing and public relations that rely on consumer participation and social media. Examples are given of innovative online campaigns using new technologies like mobile, video and social networking platforms. The rise of blogs and user-generated content is also analyzed, blurring the line between personal expression and commercial communication.
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Lecture 3 New Media & Creative Industries Dec09
- 1. (New!) Media - and creative industries in the online age -
- 16. The Blogosphere By Matthew Hurst
Editor's Notes
- Last point: discuss copyritght, creative commons, public sphere
- Thetruth - website done for the American Legacy Foundation - anti-smoking campaign (interactive games, TV shows spoofs, downloadable ringtones;Q&A forum)
- For more info: http://www.buzzle.com/articles/modern-advertising-methods.html
- Most of the time: create word of mouth, hype and facilitate peer to peer communication and the endorsement of a brand at a very personal level
- The Webby Awards is the leading international award honoring excellence on the Internet. Established in 1996 during the Web's infancy, the Webbys are presented by The International Academy of Digital Arts and Sciences, a 550-member body of leading Web experts, business figures, luminaries, visionaries and creative celebrities. Examples are given from the 2007 Webby awards for interactive advertising - categories cover banner campaigns, banner singles, branded content, email marketing, game or application, integrated campaigns, mobile advertising, online campajgns; online commercials; online guerrilla marketing; rich media (B2B, B2C, non-profit, promotional), viral campaigns
- An intricate backyard experiment. Discuss the implications of having such a site being sponsored by Coca-Cola.
- Cocamentos.free.fr - french website, a spoof of Eepybird.com based on user generated content
- Lipinski & Neddenriep (2004) - the arrival of new media has not caused officials to forsake journalists and abandon traditional media but rather they use the web and their personal/business sites to attract media and traditional reporting
- Experiential marketing or social marketing campaigns are easier to be done in a world/environment where every body is interconnected - emphazise on the importance of big dots, also known as infuencers or as opinion leaders
- Lipinski & Neddenriep (2004) - the arrival of new media has not caused officials to forsake journalists and abandon traditional media but rather they use the web and their personal/business sites to attract media and traditional reporting