G322 exam notes

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G322: AS MEDIA SECTION A & B

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Institutions and Audiences Institutions are companies which provide

media content: Audio Visual Print based Internet based Interactive

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Public VS Commercial Some media institutions are publically

owned whilst other are commercially owned.

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Convergence This about how things join together In media there are two types of

convergence

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Cross-media convergence This is when products are produced and

distributed across two different platforms.

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Technological Convergence When different technologies come

together on one device.

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Why audiences are important

Shops and businesses are accountable to their customers – if they don't give them what they want, they wont buy products and make any money.

Audiences are exactly the same – they control the flow of money

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Audiences have changed over time, and tracing this change helps us to understand why a modern-day audience is important.

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How has audience changed1960’s Audience 2012 AudienceLittle or no variety in some of the programmes they watch.Reality TV only 2 or 3 different programmes if that

Society has changed.What people want from a programme has changedReality TV now has hundreds of different programmes therefore there is more choice for the audience to see

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Web 2.0 Web 2.0 describes a new phase of the

internet which allows us to create material and distribute it to one another.

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Key shift in audience behaviour

Our ability to create our own media has changed the way we, as audiences, behave.

We don’t just soak up the media we’re presented with, we create it ourselves.

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We’re encouraged to make our own media products online- upload videos to YouTube, write on blogs and create our own news stories: this is all part of web 2.0

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Key example: Wikipedia Content is created and edited by user

with minimal control.

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Digital media changed everything

For both producers of media and their audiences. There are several reasons for this. Development of technology Technology coming together (convergence) User-created content Social networking

These influences have resulted in audience fragmentation.

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Audience fragmentation Audience groups are broken up due to

things like the internet, downloadable material, or video-on-demand (VOD).

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Media Convergence Example

IPhone Phone

MP3 Player

Web Browser

Camera and editingGames console

Radio

Video Camera and editing

Palm top ComputerTV

browser

SatNav

Word processor

Calendar / Diary

Alarm Clock

WeatherVideo calling

Books

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Example questions The technologies that have been introduced

in recent years at the levels of production, distribution, marketing and exchange.

The significance of proliferation in hardware and content for institutions and audiences.

The importance of technological convergence for institutions and audiences.

The ways in which the candidates own experiences of media consumption illustrate wider patterns and trends of audience behaviour.

SYNERGY

Vertical Integration Where an institution has shares or owns

each part of the production and distribution process

Horizontal Integration Where an organization develops by

buying up competitors in the same section of the market

Synergy Is the strategy of synchronizing and

actively forging connections between directly related areas of entertainment .

Cross Media Convergence The development of products across

different mediums. Can help with synergy if companies are wise enough to take advantage of the links they have forged.