media producers, synergy and social media

 Synergy means two companies cooperating an equally owned product or service

This is effective because they get increased exposure and chance to advertise meaning they target a larger/mass audience than if only one of them advertised. 

 

Glossary: Key terms and theory

1. Video On Demand

A system in which viewers choose their own filmed entertainment, through hi-speed internet. 

2. Stream/Streaming

The activity of listening to or watching sound or video directly from the internet without downloading it. 

3. Microblogging

The activity or action of making short and or frequent posts to a micro blog.  

Micro blog - Twitter cause smol

4. Crowdfunding

Secure funding for a small (media) business from a targeted audience of following. 

5. Wikinomics - Tapscott and Williams (2006)

Web 2.0 has impacted:

1. Traditional business model (production, distribution, spending some money interact with audiences) has evolved.

2. More collaborations due to access to online technologies, broadband speeds for businesses and prosumers.

Web 2.0 is also known as the interactive web. 

6. Globalisation: A brand being accessible/marketed all over the world due to the instant communication of the web. 

7. Fan films:

Fan Film: 

Citizen Journalism:  

(Where everyday people/citizens report and document their own journalism.)

Crowdfunding:

(Platforms include: Kickstarter, 

8. Citizen journalists:

Distribution

The  method(s) by which media products are delivered to audiences.

Social Media

Utilising Web 2.0+ technologies to allow users to share ideas, expressions, content via online communities.

Professional

A paid person working for a company to do a job.

Preamble

The model of distribution of media products has changed wildly since the advent of Web 2.0/Social Media. Understanding this is a key idea of Unit 6. 

Apply the concept of Wikinomics to real products/brands for a business and a separate example of collaboration. Use key terms GLOBALISATION, SOCIAL MEDIA CHANNELS, PROSUMER. 500 words. 

Due on the 15th September. 

About | Black Salt Games - Black Salt Games (collaboration) + Wikinomics for their product i.e., Dredge due to them advertising on social media (YouTube Twitter, Instagram, TikTok) on their website 

Boneloaf Limited (homerun.co) - (Business) Boneloaf → Our Favourite Places – Sheffield Culture Guide (ourfaveplaces.co.uk)

Global Village - The term used to describe how the Web instantly connects audiences all over the world.

Web Utopians - Those who see the web and social media technologies as having a benefit to society as a whole.

Electronic Agora - Online meeting spaces such as forums and chat rooms where people can discuss a range of topics and achieve collaboration.  

Marshall McLuhan (1964) - suggested that TV would create a global village, as a medium central to communicating ideas. He also predicted a library network accessible everywhere that would allow access to all forms of information. (Web 2.0 effectively) 

Agora - The 'Agora' is a place in Athens where in Ancient Greece people would exchange ideas. Philosophers such as Plato, Aristotle, Socrates spoke here. 

The electronic Agora, (Rheingold 1991) - is the idea that the web can be used for the exchange of ideas and socialise as avatars. This has been widely adopted by the open source and e-sports communities. 

Our Tiny Bees -  

Utopia - The idea of a perfect society

Web Utopia - Those who see the web and social media technologies as having a benefit to society as a whole. 

The concept of web utopianism fits with the crowdfunding.

The small producer has the potential for mass funding, bypassing heavy investment and control from big companies...

Kickstarter, Indiegogo etc. Allows the producers a chance to gain funding from a wider global audience in small amounts. 

Prosumer - An individual who both produces and consumes media and shares their work online (Youtube, SoundCloud, Flickr) through Web 2.0+ technologies. 

Participatory Culture - Where audiences directly engage with production and the culture of media products. 

Examples: 

Stormzy - music distribution

Lego Movie - Using a fan animation in the film 

Wikinomics Principles:

Open-ness - Opening production up to  global talent pool - allowing online collaboration.

Sharing - Sharing of code/content/ideas throughout the online community. 

Peering - Working alongside peers rather than in competition.

Acting Globally - Working across geographical boundaries.

The Agora is an Ancient Greek place where philosophers would meet to discuss ideas and theories - The electronic agora covers online meeting spaces (forums, chat rooms etc. not social media) where focused groups discuss specific topics and ways of collaboration on projects:

Key Terms:

Trolling - persistent negative commenting on posts to gain a wider reaction

Web Utopia - the idea that the Web is a tool which drives positive change and innovation

Example:

Reddit, Stack Overflow (coding forum)

Censorship - when speech, public communication (media) or other content is considered objectionable or harmful by regulators and is then cut or edited from media products.

See Also:

BBFC

ASA

OFCOM

Examples:

A Serbian Film, Human Centipede Pt2, Bully (Game)

Control or guidance of media products by government or non-government bodies. 

Key Terms: 

Regulatory Body - an organisation tasked with monitoring the content of a media product/industry.

Examples:

BBFC - British Board of Film Classification

ASA - Advertising Standards Authority

PEGI - Pan European Game Information

Libel - Written defamation of a person's character or company's reputation in the eyes of a 'normal member of the public.' 

Slander - Spoken defamation of a person's character or company's reputation in the eyes of a 'normal member of the public.' 

When a government directly intervenes in public access to media/information from other cultures/countries under the guide of maintaining the existing culture within a country.

Key Terms:

State Sanctioned Media - media channels operated and controlled by the ruling government.

Dissident - an individual speaking against the government and providing. alternative views.

Examples:

North Korean State Media

France - regulation of radio output to include a certain % of French language music.

The process of exchange and interchange of ideas/media on an international scale. Resulting in shared culture/ ideas/ politics across borders.

Examples: 

Hello Kitty - Japanese cartoon that became globally recognised

Marvel.

Facebook. 

The idea that the world has access to a huge range of information through the web allowing sharing and collaboration across geographical borders/distances though the utilisation of technology.

Key Terms:

Web Utopians - Gauntlett

Examples:

Wingnut Films/WETA - Producing 'Thunderbirds are go' in NZ while the voice actors record in the UK.

Moral Panic 

M+S Christmas Food Advert - withdrawn due to fears it was seen as 'Anti-Palestinian' from burning paper hats (hats were the colours of the Palestinian flag.)

AI is a current moral panic. 

Blumler and Katz:

• Personal Identity - Seeing yourself (relatability portrayed in media 
• Surveillance - Understanding the world around you
• Social Interaction - sharing a product with someone that will enjoy it too or instead of you
• Entertainment - finding a product entertaining

Media companies target uses through analytics and algorithms to 'meet' our needs while promoting themselves through social media. 

Define the theory/ idea,

State relevance to social media channels. 

Explain WITH a specific case study/ example.

 Protecting Children

1. Primary Priority Content:

Pornography and the promotion of suicide and eating disorders (albeit below the threshold of criminality.) If sites allows such content, children must be prevented from encountering it and the act expects age-checking measures to be used for this - measures that either target specific pieces content or cover a specific section of a platform. 

2. Priority Content:

Bullying and posts that encourage children to take part in dangerous stunts or challenges. Children in age groups judged to be at harm from such content - an area where risk assessment swill be key -must be protected from encountering this maiden of material. Ofcom will set out the steps for doing this in a code of practice that it will draw up. 

Molly Russell: A Father's Journey

Almost five years ago, 14-year-old Molly Russell from north west London took her own life. Discovering that his daughter had been viewing thousands of images promoting suicide and self-harm, her father Ian Russell began a campaign: to remove that harmful content from social media. As the inquest into Molly's death concludes, Ian reflects on his journey for justice, and the influence of Molly's story. 

Priority offences include: child sexual abuse material; terrorist content; revenge or extreme pornography; and threats to kill.

The act wants this sort of content to be proactively targeted by platforms' moderation systems and processes. 

People who use social media posts to encourage self-harm criminal prosecution under a new offence introduced by the bill that covers England and Wales. The act will also criminalise the sharing of pornographic "deepfakes" -images or videos manipulated to resemble a person.

Protecting adults from harmful content:

Companies will have to give adult users the ability to avoid certain kinds of content if they wish to do so.

This includes material related to suicide, self-harm and abuse targeted at protected characteristics under the Equality Act (such as age, race and sex).

Platforms need to assess how much od that content is on their platform and put in a place a way of shielding users from that content.

There is an expectation that companies protect journalistic and "content of democratic importance."

Soothes is not a case  of clicking a button on these platforms and all the bad stuff goes away. Platforms will need to offer features 

Pornographic Content:

Sites that includes ANY pornographic content will now require age verification, which will include taking a selfie, and providing formal identification which matches up with the face identifying technology. 

Ofcom will provide guidance on what are the most effective forms of age verification or age estimation. 

Cyber-flashing and the taking and sharing of explicit images:

sending an unsolicited explicit (nude) image is now an illegal act. It is also illegal to share an explicit image that you have been sent, or you have taken.

Revenge porn will now be an illegal act, as is 'down-blousing', 'up-skirting', and the sharing and creation of pornographic 'deep fakes'.

Explicit images taken without someones consent, through hidden cameras or surreptitious photography, will be criminalised. 

Those who share pornographic "deepfakes" - explicit images or videos that have been manipulated to look someone without their consent - could be jailed under the proposed changes.

The most controversial bit...

In order to combat child sexual abuse material (CSAM), Ofcom have been empowered to order a messaging service to use "accredited technology" to look for and take down such content. 

Privacy campaigners and tech firms have warned that the clause poses a fundamental threat to end-to-end encrypted messaging - where only the sender and recipient can red the message - because it could require the scanning of the private messages.

Tech Executives - Criminal Liability 

Tech executives face the threat of a two-year jail sentence if they persistently ignore Ofcom enforcement notices telling them they have breached their duty of care to children. Senior employees could also be jailed if they hinder an Ofcom investigation or a request for information.

In terms of punishments for companies, Ofcom can fine impose fines £18m or 10% of a company's global turnover for breaches of the act. In extreme cases, it can also block websites or apps.

EXAM QUESTIONS:

1) Identify three social media channels that could be used to promote a new music album

• YouTube
• Snapchat
• X (Twitter)

1b) Explain why one of the social media channels identified in 1(a) would be suitable to promote a new music album.

Instagram - Would be a usable social media channel to promote a new album because the label could post audio visual content to the account. This allows the artist to create a personalise connection with their audience. 

2) Identify and explain two potential concerns associated with using online technologies, such as social media channels.

1. Exposure to extreme view points. 

2. Clickbait - exposes audiences to unwanted + sometimes harmful content.

3. Grooming - grooming of children and vulnerable adults

3) celebrities can receive negative publicity on social media.

Identify and explain two examples of celebrities receiving negative publicity on social media platforms.

1. Rachel Ziegler - Twitter - Snow White Movie

2. Nigel Farage - Twitter/Instagram - 'paddy over not winning I'm a Celebrity.' 

4a) Ethical issues should be considered when using social media to promote products on a global scale.

Identify two ethical issues that should be considered before social media is used to promote a product globally. 

1. Stereotyping - avoid where possible

2. Body image - promoting healthy attitudes

3. Cultural Considerations - 

4. Censorships - 

4b) Explain how one of the ethical issues in 4(a) could be addressed.

Use examples to support your answer.

Prior research - research laws see what cultural values are in place

5a) identify two ways online tools can be used to generate funding for an online project.

1. Sharing the crowdfunding campaign via social media 

2. Email a digital mailing list. 

• Email 
• Project Management 
• Social Media

Crowdfunding is money

Crowdsourcing is personnel or skills

5b) Explain one advantage of using social media to source personnel for a new project

You can use social media to find people 

6) Identify two social media channels that have been used to successfully promote the release of a film you have studied. 

Explain how each channel contributed to the film's release.

Use example to support your answer. 

v 

Introduction into Unit 6: Personal use of social media

• Social media means to be connected and interact with people, whether they are people you know or are complete strangers, it also allows you to join fanbases and find people that have similar interests and hobbies to you, it shares both personal and commercial opportunities. 

• Social media is used for entertainment of you and your friends (communicating to others) , learning about things you know or have yet to learn, finding other people like you who share and explore your interests, information and news, sharing content. 

• User-generated content means The content that prosumers create. 

Marvel using a Lego animation by a 15 year old in Into The Spider-verse 

Grass roots media - 

Introduction to Unit 6 - Development of online technologies

Web 1.0 - The Read/Write Web

Sir Tim Berners-Lee (1991) (Computer scientist) invented WWW. 

Information space for educators and scientists

Designed to allow them to share data, thesis theories etc. with different educators and scientists across the world. 

1995 - the Web is commercialised to private business sectors

In the 2000s broadband was invented and allowed for the distribution of videos and images, that meant that everyday people can use on a daily basis and contribute and add to it. 

Web 2.0 - The Interactive Web

Tim O'Reilly and Dale Dougherty (2004) Websites offering opportunities for:

1. Audience participation - The audience can take part and add to a website.

Watching, Commenting, Liking, Sharing, Dueting, Retweeting (Twitter), Subscribe

2. Collaboration - People can now work together online. 

David Gauntlett (2004) This is the age of the prosumer

Prosumer -  Someone who both produces and consumes content. E.g., YouTube, Twitch, TikTok, SoundCloud.

Traditional model of media conglomerates or 'media gods' delivering content to the audience has been broken down.

What are the differences between Web 1.0 and Web 2.0? 

Web 2.0 has become more user friendly and interactive, it has also become mainstream opposed to being a niche for scientists and businesses. 

Web 3.0

John Markoff (2006) The Web is becoming more intelligent.

It learns audiences habits and preferences, otherwise known as the Semantic Web 

Uses web searches and lists to personalise material

TASK

Has this happened to you?

Out of the three versions of the Web - which phase are we in? Vote in the chat. 

Unit 6 - Overview

What is your most used social media?

WhatsApp or Twitter - Phone

YouTube - Laptop

Mandatory unit for the Diploma (2 A Levels) 

Out of 60 Marks

Section A (theoretical): Ask you to demonstrate your knowledge of social media and globalisation - they ask you to name hardware, software or websites or the ways they can be used.

Case Studies - Music, Film, TV, Games, Advertising, Newspaper, Radio. 

Section A is taught by Mr Helliwell

Section B is taught by Mrs Payne.

Section B (practical): asks you to apply your knowledge and understanding and use your creativity to plan a social media marketing campaign. 

Exam command words: Identify, explain, Give reasons, refer to a case study

Criteria:

Understand the different ways how online technologies and social media products have made a globalised, connected society and how such tools are used by media producers. 

Evaluate the positive and negative impacts of social media on businesses, individual users and producers. 

Positives:

Instant access

Interconnection

Negatives:

Misinformation

Bullying/Trolling

Understand and evaluate issues surrounding censorship and regulation of social media, and the impact this has on media production and distribution. 

It's no longer media gods who are in control of producing media.

Media Gods - Conglomerates and Indies professionals in the media industry.

'Rise of The Prosumers.'

 

Investigate how media producers use contemporary social media to generate ideas, fund and plan projects with other professionals. 

Investigate how social media is used commercially to create awareness and advertise products to global audiences. 

@wbpictures

3d ago 'One week'

1d ago 'Five days' 

@barbiethemovie

Partnership with Xbox and Forza Horizon '5 Barbie retweeted' cross-promotion.