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Audiences& Institutions:Exam: Section B
You need to develop
a case study about a
particular record label
The record label must
produce and/or
distribute in the UK
You need to learn about how your
label (institution) relates to:
Production
You need to learn about how your
label (institution) relates to:
Production
(recording music)
You need to learn about how your
label (institution) relates to:
• Production
Distribution
You need to learn about how your
label (institution) relates to:
• Production
Distribution
(Promotion and selling)
You need to learn about how your
label (institution) relates to:
• Production
• Distribution
Consumption
You need to learn about how your
label (institution) relates to:
• Production
• Distribution
Consumption
(audience & customers)
You need to learn about how your
label (institution) relates to:
• Production
• Distribution
• Consumption
Production Distribution
Audience
Distribution Audience
Distribution Audience
• high street retail
Distribution Audience
• high street retail
• download sales
Distribution Audience
• high street retail
• download sales (legal)
Distribution Audience
• high street retail
• download sales (legal)
• peer to peer
Distribution Audience
• high street retail
• download sales (legal)
• peer to peer (illegal)
Distribution Audience
• high street retail
• download sales (legal)
• peer to peer (illegal)
• concerts
Distribution Audience
• high street retail
• download sales (legal)
• peer to peer (illegal)
• concerts
• merchandise
You need to learn about• The historical development of on-line media
How media production has
been transformed by the
internet – with examples!
You need to learn about• The historical development of on-line media
• Media production and the internet
The impact of broadband on audience behaviour
You need to learn about• The historical development of on-line media
• Media production and the internet
• Broadband and audience behaviour
Convergence
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
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
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
This module is all about…
• Internet TV
This module is all about…
• Internet TV
• itunes and the iPod
This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
This module is all about…
• Internet TV
• itunes and the iPod
• On-line newspapers
• Mp3s and peer to peer downloading
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
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”
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
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
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...
You already know a
lot about this
because of your own
patterns of media
consumption
The long tail
Media in the on-line age
The long tail
A theory developed by *Chris Anderson in 2006
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
The long tail
A theory developed by *Chris Anderson in 2006
The long tail
Chris Anderson
The long tail
A theory developed by *Chris Anderson in 2006
A description of the way the internet has changed
economics, commerce and consumption
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
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
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
The long tail
small number
mainstream
larger number niche
The long tail
The long tail
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.
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.
The long tail
The long tail
The long tail
The long tail
Niche products are
The long tail
Niche products are
Cheap to distribute
The long tail
Niche products are
Cheap to distribute
No longer a luxury
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
Recommendations
The long tail
The internet is democratic and informative
Recommendations
Reviews
The long tail
The internet is democratic and informative
Recommendations
Reviews
Blogs
The long tail
The internet is democratic and informative
Recommendations
Reviews
Blogs
Newsgroups
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
The long tail
The internet is democratic and informative
The long tail
This is …
VIRAL MARKETING
FREE MARKETING
The long tail
This is …
VIRAL MARKETING
The long tail
This is …
VIRAL MARKETING
FREE MARKETING
The long tail
READ THE TEXTBOOK
CASE STUDY
PAGES 90 & 91
WikinomicsMedia in the on-line age
Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
Wikinomics
A theory developed by
Don Tapscott and Anthony Williams in 2006
Wikinomics
This is it …
As people individually and collectively program
the web they are increasingly in command.
Wikinomics
This is it …
As people individually and collectively program
the web they are increasingly in command.
This is consumer power
Wikinomics
5 big ideas…
Wikinomics
peering
5 big ideas…
Wikinomics
peering
free creativity
5 big ideas…
Wikinomics
peering
free creativity
democratised media
5 big ideas…
Wikinomics
peering
free creativity
democratised media
global thinking
5 big ideas…
Wikinomics
peering
free creativity
democratised media
global thinking
the prefect storm
5 big ideas…
Wikinomics
peering
free creativity
democratised media
global thinking
the prefect storm
5 big ideas…
Wikinomics
peering
Wikinomics
peering
sharing of material on the internet
Wikinomics
peering
sharing of material on the internet
• Cuts distribution costs
Wikinomics
peering
sharing of material on the internet
• Cuts distribution costs
• Causes copyright issues
Wikinomics
peering
sharing of material on the internet
• Cuts distribution costs
• Causes copyright issues
• Corporations must change or perish
Wikinomics
free creativity
natural and positive result of a free market
Wikinomics
free creativity
natural and positive result of a free market
• difficult (impossible?) to regulate
Wikinomics
free creativity
natural and positive result of a free market
• difficult (impossible?) to regulate
• happy medium – Creative Commons
Wikinomics
media is democratised
Wikinomics
media is democratised
As a result of peering, free creativity and
we media journalism (blogs and websites)
Wikinomics
media is democratised
As a result of peering, free creativity and
we media journalism (blogs and websites)
• Production by ordinary people
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
Wikinomics
global thinking
Web 2.0 makes this inevitable
Wikinomics
global thinking
Web 2.0 makes this inevitable
• the internet is the world’s biggest
coffee bar
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
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
Wikinomics
the perfect storm
combining…
Wikinomics
the perfect storm
combining…
• web 2.0 (technology)
Wikinomics
the perfect storm
combining…
• web 2.0 (technology)
• demographics (digital natives)
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
Wikinomics
the perfect storm
combining…
• web 2.0 (technology)
• demographics (digital natives)
• economics (the global economy)
Wikinomics
global economy
the whole world is made
available as a market
through internet retailing
Wikinomics
the perfect storm
any media
company trying
to operate without
web 2.0 will flounder
Do you believe this?
Media in the on-line age
Wikinomics
Many people disagree
Wikinomics
Many people disagree
and say that…
Wikinomics
Many people disagree
and say that…
• things are not changing so much
Wikinomics
Many people disagree
and say that…
• things are not changing so much
• many people are alienated by Web 2.0
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
On-lineTV
Media in the on-line age
On-line TV
iPlayer
On-line TV
iPlayer
• Launched by the BBC in 2008
On-line TV
iPlayer
• Launched by the BBC in 2008
• Immediately taken up by Virgin Media
On-line TV
iPlayer
• Launched by the BBC in 2008
• Immediately taken up by Virgin Media
(convergence at work – web invisible)
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
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
On-line TV
Advantages of on-line TV
On-line TV
Advantages of on-line TV
• increases audience share with downloads
On-line TV
Advantages of on-line TV
• increases audience share with downloads
• clearer market surveillance
On-line TV
Advantages of on-line TV
• increases audience share with downloads
• clearer market surveillance
• attractive to “digital native” audience
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
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?
Web 2.0
Media in the on-line age
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
Web 2.0
Examples of Web 2.0 include
Media in the on-line age
Web 2.0
Examples of Web 2.0 include
• social networking sites
Media in the on-line age
Web 2.0
Examples of Web 2.0 include
• social networking sites
• blogs
Media in the on-line age
Web 2.0
Examples of Web 2.0 include
• social networking sites
• blogs
• wikis
Media in the on-line age
Web 2.0
Examples of Web 2.0 include
• social networking sites
• blogs
• wikis
• video sharing sites
Media in the on-line age
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
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
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