Media in The Online Age - Outline
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The document discusses several key concepts relating to media in the online age: - It outlines the theory of "the long tail" developed by Chris Anderson, which describes how the internet has changed economics by allowing niche products and markets to flourish. - It also discusses the theory of "Wikinomics" developed by Don Tapscott and Anthony Williams, which centers around ideas like peer production, free sharing of content, and democratization of media through user-generated content online. - Examples of new forms of online media discussed include internet TV services like the BBC iPlayer, as well as the rise of user-driven websites and platforms characterized as "Web 2.0."
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Media in The Online Age - Outline
- 1. media in the online age Exam: Section B
- 2. You need to learn about
- 3. You need to learn about The historical development of on-line media
- 4. You need to learn about • The historical development of on-line media How media production has been transformed by the internet – with examples!
- 5. You need to learn about • The historical development of on-line media • Media production and the internet The impact of broadband on audience behaviour
- 6. You need to learn about • The historical development of on-line media • Media production and the internet • Broadband and audience behaviour Convergence
- 7. You need to learn about • The historical development of on-line media • Media production and the internet • Broadband and audience behaviour • The internet and convergence
- 8. You need to learn about • The historical development of on-line media • Media production and the internet • Broadband and audience behaviour • The internet and convergence The future and web 3.00
- 9. You need to learn about • The historical development of on-line media • Media production and the internet • Broadband and audience behaviour • The internet and convergence • The future and web 3.00
- 10. This module is all about… • Internet TV
- 11. This module is all about… • Internet TV • itunes and the iPod
- 12. This module is all about… • Internet TV • itunes and the iPod • On-line newspapers
- 13. This module is all about… • Internet TV • itunes and the iPod • On-line newspapers • Mp3s and peer to peer downloading
- 14. This module is all about… • Internet TV • itunes and the iPod • On-line newspapers • Mp3s and peer to peer downloading • Changing patterns of audience consumption
- 15. This module is all about… • Internet TV • itunes and the iPod • On-line newspapers • Mp3s and peer to peer downloading • Changing patterns of audience consumption • Internet retail outlets and the decline of “record shops”
- 16. This module is all about… • Internet TV • itunes and the iPod • On-line newspapers • Mp3s and peer to peer downloading • Changing patterns of audience consumption • Internet retail outlets and the decline of “record shops” • Podcasts
- 17. This module is all about… • Internet TV • itunes and the iPod • On-line newspapers • Mp3s and peer to peer downloading • Changing patterns of audience consumption • Internet retail outlets and the decline of “record shops” • Podcasts • On-line video gaming
- 18. This module is all about… • Internet TV • itunes and the iPod • On-line newspapers • Mp3s and peer to peer downloading • Changing patterns of audience consumption • Internet retail outlets and the decline of “record shops” • Podcasts • On-line video gaming • You Tube and social media sharing and more...
- 19. You already know a lot about this because of your own patterns of media consumption
- 20. The long tail Media in the on-line age
- 21. The long tail A theory developed by *Chris Anderson in 2006
- 22. The long tail A theory developed by *Chris Anderson in 2006 You need to research this on the web and fully understand it Make sure you refer to sites that you understand!! Start here: http://www.longtail.com
- 23. The long tail A theory developed by *Chris Anderson in 2006
- 24. The long tail Chris Anderson
- 25. The long tail A theory developed by *Chris Anderson in 2006 A description of the way the internet has changed economics, commerce and consumption
- 26. The long tail A theory developed by *Chris Anderson in 2006 A description of the way the internet has changed economics, commerce and consumption He uses iTunes, YouTube and social networking sites as examples of his theory
- 27. The long tail A theory developed by *Chris Anderson in 2006 A description of the way the internet has changed economics, commerce and consumption He uses iTunes, YouTube and social networking sites as examples of his theory Social networking – “viral marketing” – soon spread the word about Anderson’s ideas
- 28. The long tail This is it … Our culture and economy are moving away from a relatively small number of sales of mainstream products and markets at the head of the demand curve to a larger number of niche (or specialist) products and markets
- 29. The long tail small number mainstream larger number niche
- 30. The long tail
- 31. The long tail
- 33. The long tail Shelf Space… The internet (on-line retailing) has fewer physical constraints - narrowly targeted goods and services can be as economically attractive as mainstream fare.
- 34. The long tail Shelf Space… The internet is a virtual warehouse with few overheads compared to a traditional high street retail outlet. Shelf space is no longer a deciding factor when considering stock levels.
- 35. The long tail
- 36. The long tail
- 37. The long tail
- 38. The long tail Niche products are
- 39. The long tail Niche products are Cheap to distribute
- 40. The long tail Niche products are Cheap to distribute No longer a luxury
- 41. The long tail The internet is democratic and informative
- 42. The long tail The internet is democratic and informative Recommendations
- 43. The long tail The internet is democratic and informative Recommendations Reviews
- 44. The long tail The internet is democratic and informative Recommendations Reviews Blogs
- 45. The long tail The internet is democratic and informative Recommendations Reviews Blogs Newsgroups
- 46. The long tail The internet is democratic and informative
- 47. The long tail The internet is democratic and informative
- 48. The long tail The internet is democratic and informative
- 49. The long tail The internet is democratic and informative
- 50. The long tail The internet is democratic and informative
- 51. The long tail This is … VIRAL MARKETING FREE MARKETING
- 52. The long tail This is … VIRAL MARKETING
- 53. The long tail This is … VIRAL MARKETING FREE MARKETING
- 54. The long tail READ THE TEXTBOOK CASE STUDY PAGES 90 & 91
- 56. Wikinomics Media in the on-line age
- 57. Wikinomics A theory developed by Don Tapscott and Anthony Williams in 2006
- 58. Wikinomics A theory developed by Don Tapscott and Anthony Williams in 2006
- 59. Wikinomics A theory developed by Don Tapscott and Anthony Williams in 2006
- 60. Wikinomics This is it … As people individually and collectively program the web they are increasingly in command.
- 61. Wikinomics This is it … As people individually and collectively program the web they are increasingly in command. This is consumer power
- 64. Wikinomics peering free creativity 5 big ideas…
- 65. Wikinomics peering free creativity democratised media 5 big ideas…
- 66. Wikinomics peering free creativity democratised media global thinking 5 big ideas…
- 67. Wikinomics peering free creativity democratised media global thinking the perfect storm 5 big ideas…
- 68. Wikinomics peering free creativity democratised media global thinking the perfect storm 5 big ideas…
- 70. Wikinomics peering sharing of material on the internet
- 71. Wikinomics peering sharing of material on the internet • Cuts distribution costs
- 72. Wikinomics peering sharing of material on the internet • Cuts distribution costs • Causes copyright issues
- 73. Wikinomics peering sharing of material on the internet • Cuts distribution costs • Causes copyright issues • Corporations must change or perish
- 74. Wikinomics free creativity natural and positive result of a free market
- 75. Wikinomics free creativity natural and positive result of a free market • difficult (impossible?) to regulate
- 76. Wikinomics free creativity natural and positive result of a free market • difficult (impossible?) to regulate • happy medium – Creative Commons
- 78. Wikinomics media is democratised As a result of peering, free creativity and we media journalism (blogs and websites)
- 79. Wikinomics media is democratised As a result of peering, free creativity and we media journalism (blogs and websites) • Production by ordinary people
- 80. Wikinomics media is democratised As a result of peering, free creativity and we media journalism (blogs and websites) • Production by ordinary people • “The Media” no longer have total control
- 81. Wikinomics global thinking Web 2.0 makes this inevitable
- 82. Wikinomics global thinking Web 2.0 makes this inevitable • the internet is the world’s biggest coffee bar
- 83. Wikinomics global thinking Web 2.0 makes this inevitable • the internet is the world’s biggest coffee bar • a new blog is created every second
- 84. Wikinomics global thinking Web 2.0 makes this inevitable • the internet is the world’s biggest coffee bar • a new blog is created every second • National and cultural boundaries are reduced
- 86. Wikinomics the perfect storm combining… • web 2.0 (technology)
- 87. Wikinomics the perfect storm A combination of…. • web 2.0 (technology) • demographics (digital natives)
- 88. Wikinomics Many people disagree and say that… • things are not changing so much • many people are alienated by Web 2.0 • digital natives are less common than we think
- 89. Wikinomics the perfect storm combining… • web 2.0 (technology) • demographics (digital natives) • economics (the global economy)
- 90. Wikinomics global economy the whole world is made available as a market through internet retailing
- 91. Wikinomics the perfect storm any media company trying to operate without web 2.0 will flounder
- 92. Do you believe this? Media in the on-line age
- 93. Wikinomics Many people disagree and say that…
- 94. Wikinomics Many people disagree and say that… • things are not changing so much
- 95. Wikinomics Many people disagree and say that… • things are not changing so much • many people are alienated by Web 2.0
- 96. Wikinomics Many people disagree and say that… • things are not changing so much • a lot of people are alienated by Web 2.0 • digital natives are less common than we think
- 97. On-line TV Media in the on-line age
- 99. On-line TV iPlayer • Launched by the BBC in 2008
- 100. On-line TV iPlayer • Launched by the BBC in 2008 • Immediately taken up by Virgin Media
- 101. On-line TV iPlayer • Launched by the BBC in 2008 • Immediately taken up by Virgin Media (convergence at work – web invisible)
- 102. On-line TV iPlayer • Launched by the BBC in 2008 • Immediately taken up by Virgin Media (convergence at work – web invisible) • made available for portable devices
- 103. On-line TV iPlayer • Launched by the BBC in 2008 • Immediately taken up by Virgin Media (convergence at work – web invisible) • made available for portable devices • public service response to commercial threat
- 104. On-line TV Advantages of on-line TV
- 105. On-line TV Advantages of on-line TV • increases audience share with downloads
- 106. On-line TV Advantages of on-line TV • increases audience share with downloads • clearer market surveillance
- 107. On-line TV Advantages of on-line TV • increases audience share with downloads • clearer market surveillance • attractive to “digital native” audience
- 108. On-line TV Advantages of on-line TV • increases audience share with downloads • clearer market surveillance • attractive to “digital native” audience READ PAGES 96 & 97
- 109. On-line TV EXAM QUESTION Consider two media areas - what difference has Web 2.0 made to their production and comsumption? Has everything really changed in both cases - as some people would suggest?
- 111. Web 2.0 Media in the on-line age
- 112. Web 2.0 A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Media in the on-line age
- 113. Web 2.0 Examples of Web 2.0 include Media in the on-line age
- 114. Web 2.0 Examples of Web 2.0 include • social networking sites Media in the on-line age
- 115. Web 2.0 Examples of Web 2.0 include • social networking sites • blogs Media in the on-line age
- 116. Web 2.0 Examples of Web 2.0 include • social networking sites • blogs • wikis Media in the on-line age
- 117. Web 2.0 Examples of Web 2.0 include • social networking sites • blogs • wikis • video sharing sites Media in the on-line age
- 119. Web 2.0 A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Media in the on-line age
- 120. Web 2.0 Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specification, but rather to cumulative changes in the ways software developers and end-users use the Web. Media in the on-line age
- 121. Web 2.0 Tim Berners-Lee, the inventor of the web has said that he always intended the web to be used in this way so has dismissed the term as “jargon”. Media in the on-line age