The Impact of New / Digital Media
Lizana Oberholzer | Friday April 12, 2013
Categories: Courses, A Level, AQA A Level, AQA A2, New Media, Convergence, Digital Media, Internet, Social Networking, Community, History of the Internet, Mobile Phones, Public Vs Privacy, Making
Money, Communications, New Technologies, User Generated Content, We Media, Hot Entries
Why do you need to study this Unit?
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In your final exam you will need to respond to an essay question in Section B of the paper.
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You can either choose one on Representation using your case study which you will produce with your Media Studies teacher at some point in your course;
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Or you can choose a question on the Impact of New/Digital Media.
However, in Section A of the paper you will need the information too. In Section A of this paper you will be shown two previously unseen texts. You will be given three questions on the
unseen texts, and your third question of Section A will focus on Media issues and debates, which may well be centred around New Media Technologies.
For a Top Mark Question you need to:
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The answer shows a confident and appropriate discussion and evaluation of the question, referencing a wide range of examples, providing detailed illustration and
demonstrating a comprehensive application of knowledge and understanding of current ideas, debates and information about new media technology (related to the
question);
An engaged and sophisticated response that is clear, well written and well structured, with clear evidence of critical autonomy;
At the top of this level candidates will produce an articulate and stimulating response which demonstrates evidence of an independent and informed app roach and
reference a variety of appropriate and relevant media texts.
(AQA, Spec, 2013)
This unit will look at the following aspects:
This unit will broadly touch on a range of topics. The aim with this approach is to provide you with information regarding each aspect which will form the foundation of what you need to
know for this unit. However, the health warning here is not to assume that this is ‘all you need to know’ about the Impact of New/Digital Technology for your exam. You need to take the
initial ideas and do more research on each topic. As said, we look at a range of topics to ensure that you are well prepared for Section A and B of the exam; however, for your case
study you will need to focus on one of the topics in greater depth and develop these into more detail. This unit include the following topics:
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Political views on Digital Britain
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The history of the internet and the World Wide Web
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New Media and the Impact of self-scheduling and 24 Hour News / Audiences are producers
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Interactive Media
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User Generated Content
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Impact on New Media on Radio and Music
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Gaming
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Impact of New Media on Print (Magazines and Newspapers)
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New Media and Safety
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New Media and the Music Industry
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New Media and Piracy
When studying the unit topics it is useful to keep the exam type questions in mind for example:
2 a) Digital media have, in many ways, changed how we consume media products. Who do you think benefits most, audiences or producers? (48 marks)
2 b) Media Institutions are right to feel threatened by new/digital media. Consider this statement and show how media institutions are reacting to technological developments. (48 marks)
(AQA Spec, 2013)
It is clear from the above questions that you need to debate key points, when evaluating texts; make sure you consider who benefits most – the audience or the producer. Always
challenge what you are looking at in this way, and by doing it regularly you will find that you will continue to develop your skill to closely evaluate and analyse texts rather than describing
it. (Avoid description!)
Digital Britain
The first part of the unit aims to provide you with a contextual overview. We need to consider why it is important to develop Britain digitally, and why the country needs government
support to ensure that the correct infrastructures are in place.
In 2009 the government reported on plans for a Digital Britain. The report provides recommendations to promote and protect talent and innovation in British creative industries, to
modernise TV and radio frameworks and support local news, and introduces policies to maximise the social and economic benefits from the digital technologies. The Report is one of the
central policy commitments in the Government’s Building Digital Future plan and draft legislative programme at the time.
When looking at this initiative, you need to question – who benefits most. Firstly, by looking at this objectively, it is clear that the idea is to encourage the producer or ‘talent’ as it states in
the report to develop, and to encourage development, which in turn will benefit the consumer or audience in what they receive and are able to use. Both parties, it seems will benefit
from this, but overall, the long term impact it to stimulate economic growth, offer better opportunities, and production opportunities, with the aim to present Britain as a competitive
country, able to stand its ground globally. (Look at how the ideas are considered – work on your debating skills – it is important to consider all aspects of the argument this will
help you in producing a very polished exam response.)
A few useful clips to watch and article to look at are:
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http://news.bbc.co.uk/1/hi/technology/8103351.stm (2013)
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http://news.bbc.co.uk/1/hi/technology/8548287.stm (2013)
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http://news.bbc.co.uk/1/hi/uk_politics/8579333.stm (2013)
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http://news.bbc.co.uk/1/hi/technology/8605648.stm (2013)
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http://news.bbc.co.uk/1/hi/uk_politics/election_2010/8608478.stm (2013)
You are also able to read more about the government’s digital strategy by following this link:
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http://publications.cabinetoffice.gov.uk/digital/ (2013)
The 2009 digital strategy outlined the following:
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A three-year National Plan to improve Digital Participation
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Universal access to today’s broadband services by 2012
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A Next generation fund for investment in tomorrow’s broadband services;
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Digital radio upgrade by the end of 2015 (See action plan report for more information: https://www.gov.uk/government/publications/digital-radio-action-plan-reports2013; The following report is a useful one to consider as it debates how the audience will benefit from the shift to digital radio:
https://www.gov.uk/government/publications/government-response-to-consumer-expert-group-report-digital-radio-what-is-in-it-for-consumers, 2013)
Mobile spectrum liberalisation, enhancing 4G coverage and accelerating Next Generation mobile services (Updated in 2012 and is now moving towards 5G)
Robust legal and regulatory framework to combat Digital Piracy (which was one of the first issues addressed by the Coalition in May 2010 as well as regulation via
Ofcom see http://www.bis.gov.uk/files/file53689.pdf, 2012 )
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Support for public service content partnerships
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A revised digital remit for Channel 4
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Consultation on funding options for national, regional and local news. (www.culture.gov.uk, 2009 – this website is now replaced by
http://publications.cabinetoffice.gov.uk/digital/)
The 2011 e-accessibility plan is a useful document to look at for this unit as it outlines plans to enable access to information via digital technology. You can read the full document by
following the link: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/77724/11-p110a-e-accessibility-action-plan-update-january-2011.pdf (2013)
The drive to develop Digital Britain is an important one. Lane Fox (Telegraph, April 2013) points out that Digital Britain is worth the effort. She makes the point that all the thoughts
leaders and ‘movers and shakers of Digital growth in the UK were founded in America and that there is a real need for UK based growth and development. It is therefore imperative for
the government to support Digital Britain to enable the UK to be competitive internationally, which will also enable the UK to continue to lead on various aspects in terms of its economy
and also on the Media front.
When studying this unit you always need to reflect on how New Digital Technology has managed to democratised e-platforms. It allows audiences to fully engage in what is on offer in
the sense that products can be created, and contributed by audiences. They are able to engage more actively and directly with the platform, posting comments, and adding to
productions that were once inaccessible to them, and they were simply able to passively consume the information. Digital and E-Media changed the landscape of what is on offer and
how audiences are able to use the technology they own.
New Technology exceeds audiences’ expectations and there has been a dramatic change visible in the past 20 years. We are a long way away from the first home computers via
Amstrad which saw the light thanks to Lord Alan Sugar’s visionary developments in 1988. It is always useful to have a brief overview of how New Digital technology has developed over
time, but the main thing to consider for this unit is why did it develop at such a rapid pace (and of course when you explore the why, and consider all your audience theories in greater
depth too, remember focus on close analysis and avoid simply describing) and what the impact of this development is.
So how did it all happen?
It is interesting to realise that the first signs of new digital technology were first seen in 1939 (Robinson, 2003).The first electronic digital computer was created in Iowa State University in
the USA. In 1957 the US Department of Defence formed the Advance Research Projects Agency (ARPA) in response to the launch of the USSR’s Sputniks I and II. In 1958 the ARPAs;
ARPANET provides the foundations for Internet. Telstar relays a television signal, and 200 million people are able to watch the first international television show.
It is very clear from the above that the initial need for more effective digital communication was driven by military needs, but these developments all soon became part of everyday life,
and what was once thought to be high tech military equipment is now perceived to be technology that forms part of what we do on a daily basis. To take matters further regarding email
and internet development in 1965 – Thomas Merrill and Lawrence Roberts set up the first phone link between two computers, one in California, one in Massachusetts, another step
closer to what we now have as everyday internet connections nationally and internationally. In 1969, Apollo II landed on the moon, and many could hear the broadcast or see the
broadcast and listen to how the astronauts were able to land safely. Electronic means of communication seems to become more embedded in everyday life.
In 1972 the first email program was created, and in 1974 the term ‘Internet’ was first used by Cerf from Stanford and Kahn from DARPA (formerly ARPA). 1975 marks the arrival of the
Altair, a personal computer in kit form which went on sale and spawns the home-computing culture in the US. It is interesting to note that in 1988 the UK population, as mentioned in the
above, saw home computers arrive in their homes, much later than their US counterparts. Bill Gates (19) and Paul Allen wrote Altair BASIC language which will then form Microsoft.
College dropout Steve Wozniak and Altair employee Steve Jobs in their spare time, built the Apple I in 1975, little did they know that this small step forward will, in the C21st,
revolutionise home computing on so many levels.
In 1981 IBM enters the home computing market and sells 136 001 home computers in the first 18 months. These computers had operating systems which were bought from Gates. The
Internet Activities Board is created in 1983; from this point of onwards the WWW experienced unimaginable growth as outlined in the next few bullet points. The number of internet hosts
(i.e. the computer systems linked to the internet or running specific items on the internet) passed 500, and Microsoft Word is launched.
1984: 1000 Internet hosts;
1987 – 100 000 Internet hosts;
1990 - ARPANET is disbanded. Hypertext systems emerges on the Internet, and the British academic, Tim Berners-Lee of CERN (European Organisation for Nuclear Research in
Geneva) creates the first World Wide Web software based on the concept of hypertext, allowing academics to research each other’s documents internationally on the Net. Microchips
that can store 520 000 characters on a sliver of silicon 15 mm are invented in Japan.
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1992: Internet hosts exceed 1 million
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1993: Internet hosts exceed 2 million
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1994: the Annual Web Growth rate is 241 634 per cent
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1996: Internet hosts exceed 9 million, rising to 13 million by July
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1997: Internet hosts exceed 16 million, rising to 20 million by July. The term ‘e-commerce’ enters into popular usage.
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1998: American Online announces it will acquire Netscape Communications Corporation in a stock transaction valued at 4.2 billion dollars. UK banks begin to offer
online banking services.
1999: The Global number of Internet Users exceeds 200 million.
The so called Internet explosion coincided with the advent of increasingly powerful yet reasonably priced personal computers with easy-to-use GUI’s (Graphical User Interfaces). The
result was an attraction of recent computer converts to the Internet, and new multimedia capabilities, the size, scope and design of which allows users to:
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connect easily through ordinary personal computers
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exchange electronic mail with friends and colleagues
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post and update frequently, information for others to access
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access multimedia information that includes sound, photographic images and video
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access diverse attitudes and perspectives from around the world
(digitalvisitor.com, 2009)
The Benefits of UGC are:
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It increases the rich media content and provides regularly updated information. This might include videos and photography which improves the layout and
presentation of information in general.
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Increasing the regularity at which information is updated. The optimisation of the website thus increasing the page ranking of the website in search engines.
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It can provide a trustworthy and personal source of information about an experience or venue.
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User generated content greatly increases the interactivity of a website that in turn can increase the online retention of website visitors.
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UGC can contribute to increased browsing time on a website and in turn, a higher level of bookings and enquiries.
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By offering online visitors a higher level of attractive content and interactivity on websites, this can increase online visitor loyalty, thus resulting in a higher number
of repeat visits. The UGC can potentially transform websites into social communities sharing information and ideas.
It provides a wonderful opportunity for producers to collect valuable data regarding the audience and the audience’s needs.
(digitalvisitor.com, 2009)
You can use a Blackberry, iPhone or Smartphone to access emails, connect to the internet, hold hundreds of songs, and give out GPS position, all while you are travelling to the
cinema to see the extraordinary computer generated images - CGI - in the latest Harry Potter or Hobbit Film.
The first BlackBerry device, an email pager, was released in 1999; the most recent BlackBerry devices, the Z10 and Q10, were announced on January 30, 2013.
The first generation iPhone was released on June 29, 2007; the most recent iPhone, the sixth-generation iPhone 5, on September 21, 2012. The user interface is built around the
device’s multi-touch screen, including a virtual keyboard. The iPhone has Wi-Fi and cellular connectivity (2G, 3G, 4G, and LTE). Many other smartphone devices followed and there is
now a vast amount of choice for any user to select from.
In 2013, we are celebrating the 40th birthday of the mobile phone. You can read more about the history of the mobile phone and its 40th birthday by following the link:
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http://www.huffingtonpost.com/2013/04/03/cell-phone-birthday_n_3007003.html?1365008091&ncid=edlinkusaolp00000009#slide=2294462 (2013)
The rise of the smartphone also brought with it the rise of the Tablet in many shapes and forms for example: the iPad, Galaxy tablet and various other touch screen devices which
provide audiences with instant access to various websites via apps, transforming the world we live in, into a truly virtual mecca, which almost becomes more real than real. (Baudrillard,
1980)
Useful programmes to follow on the development of New Digital Technology are:
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BBC News: Click - http://www.bbc.co.uk/programmes/n13xtmd5 (2013)
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Channel 5: The Gadget Show - http://www.channel5.com/shows/the-gadget-show (2013)
Useful Newspaper articles to follow regarding the development of New Digital Technology:
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The Guardian: technology - http://www.guardian.co.uk/technology (2013)
It is clear from the above that Digital and New technology develop at a rapid pace, and at times it is even difficult for those in the industry to keep up with the changes. What we can be
certain of is that this revolution will continue to develop, change and grow and that it will continue to flex to the need of the ever more demanding audience. Remember the need for New
Digital technology to grow is high, and it therefore continues to move forward. (As an A2 student you must remember to explore the why? Do these products tap into the audience’s social
needs (Maslow, 1943) and drives? Is that why the need is so high? Or does the need for these devices purely exist within the ever growing economic need to progress and move faster?
Why is there such a global appeal for this type of technology to move faster? Does it truly make us more effective in what we do (some research on neuroscience suggests that it does
not make us more productive see Greenfield, 2010), and allow us to get in touch with others more often? Try to debate these issues clearly and consider it carefully. Who is benefitting
most – the audience or the producer?)
The Impact of the WWW and New Digital Technology on Television
With the rise of Television especially in the 1960s and 70s, print media was faced with an unimaginable crisis. The question was: how will this platform overcome the attraction Television
had, and how will Print Media deal with the audience’s changing needs, and habits in terms of how they watch and experience the news for example? The fear was that newspapers will
disappear from the horizon, but the industry had to respond to this challenge, and the answer was to converge, to work with the new platform to ensure success.
The rise of ‘the celebrity’ was witnessed. Print media started to report more often on the stars appearing on the news, and TV shows. Radio and TV Schedules were published, and
audiences bought the print media to survey and find out more about television, get to know the characters they love and those who portray them. The boundaries of what is real and what
is not real became increasingly more blurred, but it became a very successful union between the two platforms. This is a clear example of how producers and institutions had to react and
respond to the challenges a new platform presented.
However, the rise of the WWW presented new challenges and new dilemmas too. The speed at which the ‘new kid on the block’ developed, and grew in popularity forced all platforms to
react and respond at an unimaginable pace. Audiences are now able to stream programmes / news / films etc. to their laptops; Google, email, hyperlink from one website to the next, and
often never tune back into the TV show they used to love, as they are too busy ‘surfing’ the web.
Again the magic of convergence was used to join the 3 platforms, but for some, with more success that for others.
How we enjoy our films…
With the rise of the WWW views are now able to stream information to their laptops, as said in the above. ‘Normal’ ways of watch films, and renting videos and DVDs (which was a huge
challenge to overcome for local cinemas in the 1980s) is now being challenges by the arrival of Netflix and Love Film. Companies like Blockbuster are challenged to consider how they
are going to address this issue. Audiences can now login to websites and stream the film of their choice directly from there for a small monthly contribution which varies depending on the
needs of the customer. This new way of enjoying films presented new challenges to producers and institutions generally. Who benefits most in this situation? The audience obviously
enjoys a wider variety of films in the comfort of their own homes. They have a wider choice, but there is the danger of media saturation, and the overexposure to media products. On the
other hand, for the institution this presents a rare opportunity to cut the middle man out; create their own websites to stream information and directly work with the customer; make sure
their needs are met; and the ability to publish and deliver a vast amount of information to the audience at a relatively small cost.
New Digital Technology and TV
click on image to enlarge
Looking at how we enjoy and watch television is the next step. Firstly, with new technology televisions are able to present images in high definition. You are able to buy media packages
for Sky or Virgin Media for example, in High Definition. In addition, audiences now have the option to enjoy their viewing in 3D.
The Queen’s 2012 Christmas message was broadcasted for the first time in 3D. You can read more about it by following this link: http://www.bbc.co.uk/news/uk-20832562 (2013)
To add to the variety and choice the audience now enjoys regarding television experiences, audiences are also able to purchase Smart Televisions. These offer a range of possibilities
for example:
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Televisions are now directly connected to the WWW;
You are now able to follow comments on Twitter whilst watching your favourite televisions programme, or check your emails during the commercial breaks (if you
don’t have your mobile phone at hand);
Now that your TV is connected to the internet you are able to stream your films directly to your screen via Love Film or Netflix, you can also access your iTunes
account, from your television and either enjoy your film collection or listen to your music from one device;
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In addition, you can enjoy YouTube on a larger screen and stream those images directly to your television;
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You can access and research film reviews before you select the film you want to watch, or you can research information whilst watching your favourite quiz show;
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The Smart TV allows you to also show off your family photos on a larger screen and you are now able to show a photo slideshow for the whole family to enjoy;
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You can also use your Smart TV as a computer to centralise all your work stations into one place.
This again is another classic example of how the different platforms are converging and how audiences are able to engage effectively by using one device.
As explained in the above overview, print based media strategically survived by reporting on TV and publishing stories on those in TV, the programmes and even the schedules for daily
viewing. However, with the arrival of the WWW, Television channels are now able to create their own websites, and are able to stream their own stories from there. This in turns allow
audiences to have greater flexibility. Audiences are now able to self-schedule and watch programmes when it suits them rather than make the time to watch the programme at the time
when it is scheduled for.
This shift in itself brings huge challenges for those in print as they now again need to rethink their strategies regarding publishing and advertising. On the other hand, the shift offers a
wonderful opportunity for those in TV to converge with web-platforms to offer audiences a greater variety of programmes, and to ensure that they are able to attract larger audiences.
It is fairly cheap to stream programmes from the WWW, and it is therefore an ideal opportunity to offer extended programmes with added extras, and more unseen footage for audience
to enjoy. However, the danger is of course, as always, that audiences might become saturated and stop watching altogether due to the fact that they lose interest in what is on offer. It is
therefore a continuous challenge to present audiences with new and exciting ideas to gratify their continuous needs.
It is interesting to note that when options like the BBC iPlayer and ITV player were introduced the male audience had a tendency to opt into self-scheduling more than female audiences.
At first, the impact of these self-scheduling devises was that it increased the male audience attendance significantly; however, as audiences are becoming more schooled in using this
option, it seems like the younger generation, and in particular digital natives tend to plan their television viewing to suit their own lifestyles more often. A more male dominated user of
iPlayer seems to have phased out as audiences became more accustomed to using the option.
What is the impact of self-scheduling?
As already mentioned, self-scheduling, has obviously impacted on print based platforms trusted formula to rely on audiences to buy print media to inform them of schedules. Schedules
are now easily and freely available via each channel’s website. In addition, looking at TV itself – some programmes still attract large audiences and programme ratings are still evaluated
against how many audience members tune into a show. However, with self-scheduling audiences tend to watch the programme when they can and where they can. The question is:
‘Does this mean that TV will only be able to attract audiences when events are broadcasted ‘live’?’
To be frank not even ‘live’ events are always a selling point. Many watched the 2012 Olympic opening ceremony on Youtube (internationally) or on the BBC. The fact that many live
events are recorded and streamed on Youtube provides a global option producers never had, and audiences across the globe are able to engage when and where they want to.
So, who benefits most here? As we can see, print –based producers certainly have their work cut out for them and will need to come up with new and exciting ways to attract their
audiences, and this is also a section we shall look at in more detail later on. Television producers are able to extend their audiences, and they are able to engage a wider variety of
audiences by allowing more flexibility. In addition, more information can be streamed at the reduced cost and longer programmes can be broadcasted to attract audiences.
For audiences the benefits are great, more flexibility in when programmes can be watched. You are able to enjoy the programme when you want and where you want. You no longer
need to miss your favourite show due to the fact that you are travelling, have to work late or have a family commitment. You can now work around what suits your lifestyle. However,
there is the danger of media saturation and spending too much time enjoying television can do just that. However, the self -scheduler tends to be a more measured audience member
who watches what they need to, when they need to.
TV and Smartphones and Tablets
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The late 1990s and the C21st have seen the rise of the smartphone and tablet. You can find them in all shapes and sizes and they are being developed to do all sorts of wonderful
things. Broadcasting platforms had to react to this phenomena rather swiftly too. Users are now able to watch their favourite new clips via Youtube, and there was soon a need to watch
live television or self-schedule via the smartphone or tablets. Apps such as Catch-Up-TV are now available from which audiences are able to watch their favourite television programme
as it unfolds on the scheduled time.
Self-scheduling apps were developed for most channels and users are now able to ‘catch up’ on their missed viewing via their mobile phones or tablets wherever they are, whenever they
want too. Since smartphones are able to use the Wi-Fi and broadband facilities in most public places and at home, these functions allow users to truly watch television on the go.
Institutions like Sky for example allows Sky access via hotspots and users are able to stream films for example to their phones.
These are all very exciting ventures in the life of a truly virtual person enjoying the freedom such technology allows. However, the danger is that we simply get bombarded with
information and the true digital natives will go far and wide to look for the next thrill which will gratify their unquenchable thirst and need for entertainment and information.
However, with the need for constant information, there are other implications to consider. The producer needs to continue to find new ways to engage the audience. In addition, new
information needs to be produced and presented in a way that audiences will receive positively. Some of the products that resulted from the demand for constant information are: 24
Hour News.
24 Hour News
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One of the very first news Channels that offered a 24 hour news facility was CNN; others followed suit and audiences now have a range of choices varying from CNN to Sky News and
BBC News. However, the issue with 24 hour news is that there needs to be something to report on constantly and regularly. Unfortunately, this is not what happens and breaking news
does not happen around the clock even when the news channel has a global appeal and reports on global affairs.
It is therefore inevitable for the news to become more repetitive and at times create news for the sake of news. These issues are often commented on by critics, and an interesting
programme to look at is: Charlie Brooker’s - How to Report the News - Newswipe - BBC Four, and you can watch the clip by following this link:
http://www.youtube.com/watch?v=aHun58mz3vI (2013).
This clip provides a fascinating insight into how the news is constructed and with 24 Hour News the lack of substance is often an issue. When reflecting on the issue of who benefits
most, in this case it is clear, that the audience is overloaded with repetitive information, carefully constructed, but it often does lack substance. Media Saturation is a clear issue, and it
seems like the producers of the news has a dilemma in the sense that they need to find news wherever they go.
The question is how can this issue be addressed? With User Generated Content (UGC) audiences are able to contribute to the news more often in a more interactive way. With digital
cameras able to upload information onto social media pages such as Twitter and Facebook, and video cameras with the same facility, citizen journalism has never been easier. In
addition, most smartphones have video cameras, and cameras that take high quality footage which can be posted within seconds onto any social media site.
Citizen journalism is becoming more common in the news and audiences are able to share their stories. A very good example of citizen journalism is the Hudson River plane crash.
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This famous image of US Airways flight 1549, that crashed in the Hudson River in May 2009, in New York was sent by a bystander via mobile phone to Twitter, picked up by Reuters and
available worldwide within 5 minutes. You can read more about citizen journalism, and the power of social media, and in particular Twitter by following the link:
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http://jalcommunication.com/hudson-river-plane-crash-demonstrates-power-of-twitter/ (2013)
You might want to look at other examples where audiences have contributed significantly to the news. Some of the images and footage from the 9/11 incident was amateur footage. The
London Graff Diamonds robbery in August 2009 was another example where audience footage was used in the news broadcast. You will find a wealth of information if you do further
research. This is a very interesting topic for a possible New Digital Technology case study.
click on image to enlarge
Above: CCTV Image of the London Jewellery Heist (2009)
The involvement of audiences to create news’ for the people by the people’ has an interesting appeal to it, and this level of reporting has been promoted in various ways for example, by
encouraging audiences to Tweet into news programmes, during the broadcast, or to comment on the website or email in. During the London 2012 Olympic broadcast anchors would
often report on reflections via Twitter on key events and achievements of Team GB. There would be a running commentary of the day’s events on the Facebook homepage, and these
were referred to often in the live broadcast too.
In addition, you will often hear radio stations asking audiences to text in information (safely of course!) regarding traffic updates to enable them to broadcast the most up-to-date situation.
These are all examples of how 24 hour news is continuing to respond to the ever changing landscape presented by new technology.
Other issues to consider:
Why do audiences often prefer to track news stories on Youtube?
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Some audience members are keen to gain a more international perspective on the news and with Youtube it allows audiences to watch news broadcasts from across the globe. For
example, if you are a keen follower of Fox News you are able to follow stories at a time that suits you. New stories are often longer and more detailed too, and audiences are able to see
the full story rather than an edited version of it.
Why do audiences often follow news stories on Twitter?
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The 2011 London Riots was a classic example of where audiences were able to follow the action as it was unfolding via Twitter. The Riots were orchestrated by using Blackberry
Messenger, which meant that, due to the fact that it was a ‘private messaging system’, it was near impossible for the police to track or follow the movements of the various individuals
who took part in the riots. Some communities and individuals communicated via Twitter, and it was easier for audiences to follow the action simply due to the fact that news crews were
unable to either get onto the scenes on time, or it was too dangerous to get there. This new development in news tracking also makes it possible for audiences to be instantly in the
‘know’ via the original source of the breaking news.
Why do journalists often report using Twitter?
The abovementioned event obviously presented journalists and news crews with new challenges as they were unable to get to areas in time as the action unfolded too rapidly.
Journalists or reporters therefore went on foot, and with their smartphones at hand, reported a running commentary on their Twitter pages, which their colleagues and members of the
public could follow.
It allowed for instant access and up-to-date reporting. It was far more effective and again enabled journalists to get the information to audiences in a highly effective and informed way.
It is therefore clear that with UGC audiences are able to become producers, and contribute widely to the news and various other aspects in the Media.
Audiences as Producers
Films are becoming interactive and collaborative too. People with particular skills can come together via the internet to create a film. The viewer becomes a user. The new web or Web
2.0 is accessed through smartphones, or with appliances which have IP addresses and controlled from a different location.
A really interesting website to look at is 25 things you can remote control with your iPhone, follow the link for more information: http://gizmodo.com/5494571/25-things-you-can-remotecontrol-with-your-iphone (2013)
The world of education is evolving and changing rapidly too. Lectures can be delivered via holograms, Blackboard apps are used to post information which users can use on their
smartphones and study on the go.
Study groups like are used as platform where students are able to share ideas and help with study. The user also becomes the creator and teacher.
The Impact of New Media on Radio and Music
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As pointed out in the summary of Digital Britain (http://www.culture.gov.uk, 2009) the vision was for there to be a digital ratio update by the end of 2015. Radio is still a medium that
enjoys a vast amount of success and the rise of the www has supported its development further. Most radio stations are now accessible via mobile phones and smartphone apps.
Stations like Classic FM enjoyed unimaginable success via the www. The digital developments have helped this institution to reach a far wider audience on a range of different platforms
and audiences are able to enjoy news updates, competitions and share good music on the airwaves.
Perhaps one of the reasons for radio’s success is that each station appeals to a specific audience demographic, and this demographic enjoys the warmth, and a real sense of community
which entices them to tune back in. Many radio listeners are loyal fans and followers of specific programmes or DJs, and with a wider range of platforms and with digital audio
broadcasting allowing them to access the music in a range of different ways, the loyal radio companion becomes even more valued and treasured.
Music
Music is a very interesting topic to study and possibly a very good case study to consider for this Unit.
Top Tip for the Exam
When students are keen to look into this topic they must make sure that they have a clear media focus. Avoid pursuing your own personal interest in music, as you will end up writing
about how much you know about your favourite band for example, rather than how the music industry has responded to the development of new technology; and why changes had to be
made in a certain way. Remember that A2 focuses on ‘why’ more specifically.
As we know, the Music industry has seen a vast amount of change in the past few years due to developments in Digital technology. We have gone from a time where we all owned our
music on vinyl records and these were all displayed in our living rooms, to CDs being displayed on endless CD racks in all sorts of shapes and sizes to what we now have – iPods, iPod
Nanos, MP3 players etc. It is interesting however, to note that Steve Jobs felt that the sound quality of vinyl records were far more superior that digital music, and there is still a lively
debate regarding this issue. If you are keen to find out more read the following article:

http://www.howstuffworks.com/question487.htm (2013)
There is a clear shift in how we store music, and how we listen to our music. Music is no longer displayed in the living room, but it is now part of our daily kit that we take with us to
school, work or on a day out. We can literally carry thousands of songs with us on our handheld devices. We are now clearly ‘wired for sound’.
With the development of Windows Media Player and CD in the 1990s audiences were now able to buy their own music and store their music on MP3 files on their music libraries on a
home PC or laptop. As a result audiences were also able to create their own playlists, and burn their own home made CDs. This development opened up the floodgates for file sharing,
and piracy became an immediate threat to the music industry. New ways had to be considered regarding legal file sharing.
Apple came up with, iTunes, which revolutionised the way audiences buy and engage with music online. ITunes also attempted to prevent file sharing at first by not allowing audiences to
transfer information, and also to use Apple software which was only compatible with Apple products. However, these restrictions have now been relaxed in the sense that songs can be
text or emailed to other users as a gift, which can be bought in the Apple store online. However, it is still near impossible to use iTunes music on other handheld devices.
Other alternatives, which allow audiences to file share legally, are also available like Spotify for example, but broadcasts can be interrupted by advertising for example. However, there
are still many websites specialising in sharing files which include music and film. Follow the link to an interesting article regarding piracy on the BBC New website:
http://www.bbc.co.uk/news/technology-20026271 (2013)
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An interesting case study could also be to look at file sharing. Napster is an interesting company to look at too. Napster is a name given to two music-focused online services.
(napster.co.uk, 2013) It was originally founded as a pioneering peer-to-peer file sharing Internet service that emphasised sharing audio files, typically music, encoded in MP3 format. The
original company ran into legal difficulties over copyright infringement, ceased operations and was eventually acquired by Roxio. In its second incarnation Napster became an online
music store until it was acquired by Rhapsody from Best Buy on 1 December 2011. (napster.co.uk, 2013)
Later companies and projects successfully followed its P2P file sharing example such as Gnutella, Freenet and many others. Some services, like Grokster, Madster and the original
eDonkey network, were brought down or changed due to similar circumstances.
So who benefits most from the development of new digital technology in the Music industry? Larger institutions will survive despite the threat of piracy; however, the question is: how
does piracy affect smaller institutions and individuals? There is an interesting debate regarding this issue, as with anything all types of publicity helps. Many artists feel that to some
extent piracy helps to create awareness for their products, and gets their name exposed to a wider audience.
However, smaller music industries struggle due to the loss of revenue and this debate is something to consider when asked in the exam: who benefits most? How does the audience
benefit? Perhaps in the short term by instantly gratifying a need for a product, but long term, when small music makers are lost forever it might be more difficult to fill this gap. The
question is also will an audience, so used to getting everything for free online, be willing to pay for products in the long run?
Revenue is clearly an issue to consider. However, it might be that the New Digital Technology might also open new possibilities to the smaller producer. Musicians are now able to
launch their own songs and music via iTunes, and they are able to produce their own websites, and distribute their own music via their own homepages and Youtube. You might want to
take your reading further by looking at this article: http://mashable.com/2011/01/23/found-fame-youtube/ (2013)
Looking at how new technology benefits smaller producers in Music might be a very interesting case study to undertake for your A2 exam. Just remember to have a very strong Media
focus.
File Sharing and Intellectual Property | Protests Against Regulations
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In the US two laws in the United States Congress – the Stop Online Piracy Act (SOPA) and the PROTECT IP Act (PIPA) were being proposed on January, 18th, 2012. This protest was a
much larger outcry against these proposed laws after smaller protests were launched in 2011. These protests were based on concerns that the legislation intended to provide more
rigorous and robust responses to copyright infringement (or piracy) arising outside the United States. The concern was also that these interventions will cause harm to online freedom of
speech, websites, and internet communities. Protesters also argued that there was insufficient safeguarding in place to protect sites based upon user-generated content. (Telegraph,
2012)
Websites such as Reddit, and the English Wikipedia, considered temporarily closing their content, and redirecting users to a message opposing the proposed legislation. Others, such as
Google, Mozilla, and Flickr, featured protests too. Some websites shot completely and others kept some of their content accessible. 115,000 websites took part in the protest.
(Telegraph, 2012)
New Digital Technology and Social Media
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Throughout this unit of study we have already referred to various examples of social media for example Twitter, and Facebook. Each genre or form of media are acutely aware of the
power of social networking and how extremely effective it is when it is used correctly. When looking at advertising the most effective way of advertising for a product is via word of mouth.
In a sense social media enables this type of advertisement to take place in a ‘virtual’ fashion.
For instance, most musicians will have a Facebook page which will have links to their official homepage, as well as their Twitter page, which will allow audiences to interconnect
immediately with the goings on in the artist’s professional life. Shows are advertised in this way as well as news. Audiences are in turn able to share the information with their friends and
develop a personal relationship with the artist to whom they might relate to. (Katz et al, 1974) It is reported that Facebook has 955 million monthly active users, over 552 million daily
active users in June 2012, and more than 543 million monthly active users on mobile. The average teenager has roughly a 150 f riends on Facebook and the marketing potential of each
teen sharing a page with their friends is unimaginable. It is therefore imperative for every producer in the media to consider how social media is to be used effectively to maximise
audiences and to engage audiences effectively.
Twitter produces shorter messages which users can follow and comment on with similar effectiveness.
There are other very successful social media platforms to consider too for example:

Path

LinkedIn

Pinterest

Group Spaces

Google Plus
You might want to consider how producers of media respond to social media in your media case study.
Social Networking and Gaming
Gaming has certainly evolved from visiting your local arcade to play on one of the gaming machines to what we now have as Wii, or PlayStation etc. home entertainment.
Since Guitar Hero’s launch in 2009, a range of games were introduced where the user is far more interactive, and there is a clear shift in reality and gaming worlds becoming more and
more blurred.
From 2009 onwards the trend has been for games to become more physically interactive. This small section in the Unit only touches on gaming, but in truth this section could lead to a
very interesting case study which can truly do the topic justice.
Like so many other media products and platforms, gaming is also linked to social media like for example, Farmville on Facebook, or Steam - the social network for gamers. The world of
gaming is fascinating and interactive; you are now able to game with gamers across the globe on STEAM or various other console options. You are also able to assume an avatar, which
conceal your true identity and allow you to be nameless and gender roles ban be truly blurred. However, with gaming’s new found social element it also highlights a range of dangers
that it might present its users with. E-safety is the next topic this unit will focus on, but it is worth looking at gaming as a possible case study for your A2 exam.
e-Safety
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With such a fast developing landscape it is often difficult to predict how exposed young people are to the dangers it presents until horror stories are reported. With the development of
New Technology the risks also need to be considered and prevented. However, it is very difficult to predict what the dangers might be with something so new and unpredictable.
CEOP the Child Exploitation and Online Protection Centre is one of the bodies supporting children in their daily interactions with the internet. It is important to look at CEOPs brief, and
how it aims to inform society of the dangers of New Digital Media and also how it offers support. You can read more widely about the work CEOP does by following the link:

http://ceop.police.uk/ (2013)
Prof Tanya Byron in Sept 2009 initiated a campaign called the 21st Century Schools Project to increase awareness of the hidden dangers for children on the internet. She says: ‘there
are millions of tech-savvy kids, brilliantly equipped for the future, but lost in the maze of the internet without a moral map’. (The Times,14/9/2009) She stresses the importance of
creating awareness and educate young people and parents on the dangers of the www, but also to educate all stakeholders on how to use the www safely. You can read the official
review in more detail by following the link:

http://www.desf.gov.uk/byronreview (2009)
The report points out that:


This generation processes information differently. This generation wants to actively engage with this technology. It is not that they are better at multi-tasking but have
better ‘switching abilities’.
Modern children are authorities on something, and want freedom and choice; they want to build communities on Facebook and YouTube which create platforms in
which you can create your own content.
These views are also echoed by Professor Susan Greenfield in her speech which you can view via YouTube by following the following link:

http://www.youtube.com/watch?v=ri4_CW9P41s (2013)
The speech is a fascinating take on learning, and how all the New Digital Technology stimulates children and what impact it has on their learning. Some of these ideas are interesting to
consider when thinking about the debate on who benefits most; and whether all the new stimuli really has a positive impact on audiences, who are now over stimulated by dopamine
overdrives keen to seek the next fix to get instant gratification in their media consumption which in itself is another danger to consider. How are we changing because of our engagement
with these mediums?
It is important when we consider dangers of New Digital Technology, of examples where the impact is not so positive, we know that the advances might have many positive impacts
ranging from medical improvements in lifestyle, and fast and effective communication. However, studies also reveal that we are very good at handling data but perhaps not so good at
really synthesising information and making intricate links. So, what other dangers should we be aware of?
According to a New York Times article January (2013), the average child, ages 8-18, spends over 7 ½ hours a day using technology gadgets equalling 2 ½ hours of music, almost 5
hours of TV and movies, three hours of internet and video games, and just 38 minutes of old fashioned reading according to the Kaiser Family Foundation, which adds up to 75 hours a
week! These statistics are not just mere numbers; they are a reflection of the way our society is heading. There is a direct correlation of amount of hours spent with gadgets and obesity,
poor grades, impatience, violence, and a loss of family interest.
In addition, social media is often blamed for bullying and for leading to safeguarding dangers. If you are interesting in finding out more you can read the following articles:

http://www.thesun.co.uk/sol/homepage/woman/4758139/Dangers-social-networking-sites.html (2013)

http://www.walesonline.co.uk/news/wales-news/2012/12/04/mum-warns-of-facebook-dangers-after-teen-daughter-approached-by-stranger-91466-32355231/ (2013)

http://www.bbc.co.uk/news/technology-16518856 (2013)
It is useful to provide examples in the exams of a range of stories, and it is therefore important to keep up with your reading regarding the topic. You will notice that we are often
encouraging you to find out more rather than the unit outlining the case for you. Remember you need to demonstrate critical autonomy for a top grade and it is therefore important to do
the reading yourself.
For more information on e-safety and child protection you can also look at the following websites:

http://www.timesonline.co.uk/alphamummy

http://www.childnet-int.org
New Technology and Print
In various sections of this unit we have touched on how new technology impacts on print and how it might challenge the producers in particular when looking at TV. However, on a larger
scale it is clear that New Technology challenge Print based platforms in many ways. Circulation figures are obviously taking a tremendous hit with all that is newsworthy being published
online, and all print based platforms had to consider how to converge more effectively with e-platforms and moving image.
You will find that if you are selecting this platform for a case study, that most of the print based producers now have web – presence, with options to link to moving image and other
interactive web-spaces. Some are even considering the use of moving image in print, for example: http://news.bbc.co.uk/1/hi/technology/8255729.stm (2009) Apps are available for most
print based platforms and most phones can access those for a subscription fee or a minimal cost.
There are a range of newspapers offering digital newspapers on a range of digital paper devices. Some simply downloadable via an apps on a tablet or iPad. Whereas some are to be
read on a special digital newspaper device. Some newspapers charge a subscription fee like for example the Financial Times and the Wall Street journal. The question is: will audiences
want to pay for their news if they can get most of it for free via papers like the London Metro and its free app?
It is difficult to say whether print media, as we know it, will continue to survive in its traditional form, but it is clear that it is the platform that is the most significantly challenged by the
developments of New Digital Media.
Conclusions
What you need to remember to consider throughout this unit is: who is benefiting most and why? Make sure you debate the issues clearly and make sure that you have a clear argument.
This unit aimed to provide you with a broad overview of what to consider. However, it is important for you to continue to research more widely on how new/digital technology impacts the
media, the producers of media and its audience.
It is clear that new/digital technology presents huge challenges for institutions. Producers clearly need to find new ways of presenting information to an ever demanding audience, in a
shifting and changing landscape. The flexibility that producers need to make sudden shifts and changes can at times mean that they need to take massive risks and it can be extremely
costly. There are wider implications of pricy too, which means that producers are more vulnerable to loosing products and revenue in this way.
On the other hand, producers have more direct contact with their audiences; can address their needs more immediately. In addition, once producers are able to establish a prominent
web-presence it is clear that audiences can be reached more effectively and more information can be presented in a more cost effective way.
Audiences benefit too, as they too can be in touch with producers more directly, find information almost instantly and engage with the product in as much as they want and need to.
Communication methods are much faster, and media products are within reach at the touch of a button. The new media landscape also offers a vast amount of opportunities for citizen
journalism, and contributions. Audiences can now be actively involved in creating media.
However, there are also hidden dangers in this enticing landscape. Piracy presents a threat for producers, but for audiences there are the dangers of online bullying, and the safety of
children is a concern in terms of what they are and can be exposed to. The debate on how to regulate new digital media is an interesting one to follow, but the main message is to
engage with new technology as an informed and educated user to ensure that you can maximise the experience in a safe and measured way.
Bibliography
Books

Robinson, K. (2003) Out of Our Minds, Capstone Publishers, UK
Websites

http://web.aqa.org.uk/qual/gce/media-studies-updates.php (2013)

http://www.bbc.co.uk/blogs/knowledgeexchange/cardiffone.pdf (2013)

http://www.bbc.co.uk/news/technology-20026271 (2013)

http://news.bbc.co.uk/1/hi/technology/8548287.stm (2013)

http://news.bbc.co.uk/1/hi/uk_politics/8579333.stm (2013)

http://news.bbc.co.uk/1/hi/technology/8605648.stm (2013)

http://news.bbc.co.uk/1/hi/uk_politics/election_2010/8608478.stm (2013)

http://www.bbc.co.uk/news/uk-20832562 (2013)

http://www.culture.gov.uk/what_we_do/broadcasting/5631.aspx/ (2009)

http://www.digitalvisitor.com (2009)

http://gizmodo.com/5494571/25-things-you-can-remote-control-with-your-iphone (2013)

https://www.gov.uk/ (2013)

http://www.howstuffworks.com/question487.htm (2013)

http://www.huffingtonpost.com/2013/04/03/cell-phone-birthday_n_3007003.html?1365008091&ncid=edlinkusaolp00000009#slide=2294462 (2013)

http://jalcommunication.com/hudson-river-plane-crash-demonstrates-power-of-twitter/ (2013)

http://mashable.com/2011/01/23/found-fame-youtube/ (2013)

http://www.napster.co.uk/start (2013)

http://news.bbc.co.uk/1/hi/technology/8103351.stm (2013)

http://www.bbc.co.uk/news/technology-16518856 (2013)

http://news.bbc.co.uk/1/hi/technology/8255729.stm (2009)

http://www.thesun.co.uk/sol/homepage/woman/4758139/Dangers-social-networking-sites.html (2013)

http://www.telegraph.co.uk/technology/internet/9954379/Digital-Britain-a-risk-worth-taking.html (2013)

http://138.232.99.40/RSim061108_Sim_Sim.pdf (2013)
Related Resources

The Impact of New / Digital Media 24 Hour News Case Study

AQA A2 MEST3 Critical Perspectives Section A: Static Image Sample Paper & Responses