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The shift from Producer Centred Media to Consumer Centred “We Media”
What is Media 2.0?
Is it temporal or here to stay?
Origins:
Mid 1980s (rise of the PC)?
2003/04 (rise of Web 2.0)?
Rise of cyber culture: Club Penguin,
Second Life, World of Warcraft, Myspace,
Facebook, Twitter
Difficult to regulate.
Ramifications and Consequences
Huge shifts: analogue to digital media artefact to broadcast/download
Has media changed or has the audience? Is this anything new?
“The new media determine a segmented, differentiated audience that, although massive in terms of numbers, is no longer a mass audience in terms of simultaneity and uniformity of the message it receives. The new media are no longer mass media…sending a limited number of messages to a homogeneous audience. Because of the multiplicity of messages and sources, the audience itself becomes more selective. The targeted audience tends to choose its messages, so deepening its segmentation.”
Haitham Sabbah 1985
Ramifications and Consequences
We now live in an age of trans-mediality Migration of content across media forms
Sense of fragmentation
New forms Computer games, simulations, SfX cinema
New representations Virtual worlds, interactive multimedia
New relationships between users and technology
New patterns of organisation and production
Ramifications and Consequences Is New Media transforming culture? Could we infer from the above that changes are technological,
textural, conventional, and therefore cultural
Memes: Chuck Norris Rick Roll Lol Cats Numa Numa Dance Star Wars Kid Hitler
A Meme is a unit of cultural information that is transmitted from one mind to another . The creation of images or catchphrases transmitted from person to person by web, email, social networks is known as an internet meme.
Meanings•Rise of interaction and networking
•Production = less centralised and more fluid
•Shift from production to produsage, or consumer to prosumer
•Audience shift from passive to active
Meanings Generation Y, Digital Immigrants,
Google Generation, Screenagers…
Rise of Generation C (Bruns) Content, Control, Creativity, Celebrity
Intercreativity (Tim Berners-Lee)
Pro-ams Amateurs working to professional standards
End of the artefact?
End of the artefact as a finished construct? Mash-ups, etc
Some more shifts
Old Media
Controlled by oligopolies
Content scarce
Producer controls choice
New Media
•Controlled, potentially, by the user.
•Content rich
•Consumer needs to filter choice.
• Controlled by produser
• Abundant content
• Produser controls choice
Some more shiftsOld Media• Content Creation is difficult and expensive - requires capital to fund creation - basically the “Hit” game
• Gatekeepers control limited distribution - in virtually every media market there are 5 top players that control 80% of distribution
• Bigger audiences are better and more valuable
• The 30 second spot
• One-way broadcast model - third party time delayed back channel
New Media• Content Creation is easy and cheap -anybody can do it
• Distribution is friction free and open -anyone can post an RSS feed
• Small passionate affinities/ communities are WAY more valuable
• Word of Mouth
• Two-way - lots of real-time interaction
Time Magazine Person of the Year
1938? 1940? 1982?
1987? 2001? 2006?
