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WE MEDIA
Danielle Duffy
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
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!
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
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.
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.

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BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
 

We Media

  • 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.