L4 Convergence and Miniturisation

Re-cap prior learning – Discuss and identify HOW the internet has achieved this!

YOU MUST write a PEA Paragraph explaining HOW the “behaviour” of audiences has changed.YOU SHOULD refer to at least 1 Product that defines this “transformation” and tie in theoryExtension – YOU COULD use both sides of the white board and write more than 1 PEA Paragraph

P

E

A

The internet, in particular social media, has transformed the behaviour of audiences as they are ‘flowering their voices’ (De Sola Poole – 1977).

For example, we are ‘increasingly in command’ (Tapscott & Williams – 2006) through the internet and have the power to select and report news events through social media and micro blogging products such as Twitter, for example……

https://twitter.com/OscarTrial

This empowerment to take on the role of prosumer and ‘citizen journalist’ (Gillmor – 2004) has meant a a new ‘moral panic’ (Barker – 2001) has and is taking place amongst traditional media such as…..

Convergence & Miniaturisation – L4

Unit G325: Section B – Critical Perspectives in Media

Thursday 13th March 2014

Why?

Aims & Objectives

• Re-cap Prior learning and TEST knowledge of key terms/theory covered so far.

• Introduce the idea that human like qualities now exist in media products.

• How technology is now expected to converge with other platforms and technologies

• How technology has evolved and become miniaturized

• Has the distinction between the real world and virtual world disappeared?

• Review the learning.

AO1 Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately and (AO1) Apply knowledge and understanding to show how meanings are created when analyzing media products.

Anthropomorphising

Definition: “Giving a technology human like qualities, for example:

– UCC media product that all of a sudden conveys a picture of the member, their interests etc, even down to the “Like” status (Thumb)”

YOU MUST (in pairs/3’s) write down 3 ways in which human like qualities now exist in the media, in particular new media products. YOU COULD explain the impact the institution have in providing this “human like quality” within their product on the audience.

WHAT DO YOU ALREADY KNOW?

FEEDBACK

What is CONVERGENCE?

Here are some examples:

1) Social network sites2) The 140-word instant Twitter 3) The avatars that can help shape our identities in the virtual worlds of computer 4) Broadcast TV via devices such as the BBC’s i-Player

These are all GREAT examples of CONVERGENCE that YOU SHOULD use in the exam, especially fi you get a question like:

To what extent has Convergence transformed the media?

This product, like many converging media products (Broadcast and E-Media Platforms) are “providing audiences with the kinds of entertainment experiences they want” (Jenkins – 2006). This also ‘signifies’ (De Saussure) HOW Seinfeld (any many other figures within the industry) are going to continue to “courted across multiple media platforms” (Jenkins – 2006)

DO YOU HAVE ANY EXAMPLES OF WHERE YOU HAVE BEEN “COURTED ACROSS MULTIPLE MEDIA PLATFORMS”?

You are going to watch a short video about the role of Convergence within the contemporary media landscape.

YOU MUST produce a “Mind-Map” of some of the key verbal codes/statistics presented in the video clip and write down some of the examples that are written on the board.

FEEDBACK

“Multiple Platform-Day-and-Date Release”

‘A Field in England (2013 – Film Four)

CONVERGENCE

“One of the cultural effects of we media and convergence is the bringing together of young people in virtual neighbourhoods via Social Networking Sites(SNS), especially when accessible via mobile phone”.

CASE STUDY EXAMPLE:

I-Phone 5

How many products and services can you identify in this I-PHONE 5 screen?

Hyper Reality –

Has the “distinction between the real world and virtual world disappeared” (Hyper reality) OR has it “changed shape” (Lull – 2006)

MINIATURISATION

Technology is getting smaller and smaller, which enables media consumers – as well as “Prosumers” – with the portability to access current affairs and other media products that are usually consumed through traditional media platfforms.

Convergence Culture:

Where Old and New Media Collide

Dr. Henry Jenkins – (2006)

Jenkins describes the (never expected amongst traditional media institutions) “co-operation between multiple media industries” in providing media consumers with the “kinds of entertainment experiences they want”.

Co-Operation from the Popular Press….

Get this institutional information down!

Headline

1) What does the verbal code of the Headline ‘inject’ (Hyperdermic syringe theory) into our minds about this print media institution?

2) Identify x2 other verbal codes that denote their negative feelings towards the brand.

Convergence Culture:

Where Old and New Media Collide

Dr. Henry Jenkins – (2006)

YOU MUST write down as many examples of features, and apps (applications) that conform to this ideology.

YOU COULD state how these features and/or apps apply to other key terms/theory form your handout.

What have you learnt today?

• Are there human like qualities in media products?

• Are products converging with other platforms and media products?

• Has the distinction between the real world and virtual world disappeared?

Or…..

Build on prior learning – HOW else has it been transformed??

Revise for a Test scenario for next lesson on the areas we have covered so far from lessons L1 – L4

(Mind Maps, Flash Cards etc.) Due: Next lesson - L5

Homework!