NDMnotes feb2012 by JonMeier


									Mest 3 sec A

Qu 3

Jan 2011
 Multiplatform media can allow access to a wider range of views, including extreme
ones. Should the internet be more regulated?
 You should refer to other media products to support your answer. (12 marks)

The Impact of New/Digital Media
Question 6
0 6 New and digital media offers media institutions different ways of reaching
audiences. Consider how and why media institutions are using these techniques.
(48 marks)
Question 7
0 7 ‘To connect, to create, to share creativity or thought, to discuss, to collaborate, to
form groups or to combine with others in mutual interests or passions. If you can’t
see the point of any of those things, you will not see the point of Facebook.’
 What opportunities and/or disadvantages do new and digital media have for
(48 marks)

June 2010
The Impact of New/Digital Media
Question 6
 Developments in new/digital media mean that audiences can now have access
to a greater variety of views and values. To what extent are audiences
empowered by these developments?
(48 marks)
OR Question 7
Why and with what success are traditional media institutions adapting to the
challenge posed by new/digital media?

When tackling these questions, it’s helpful to think about one or two key examples
to support your arguments. Think about traditional broadcasting, film & print then
compare to electronic media.

Don’t be vague – give specific examples, supported by theory and explanation.
Follow the PEE(L) principle.

1) What is NDM / NMT new d……          media new media t………

2) What forms do NDM take? Is it correct to talk about screen-based
technologies? + DAB radio?

3) Think about 3 pl…… - are NDMs equally spread across all 3? Comment?

4)How many types of NDM new digital media can you think of

5) What do they have in common – can you group them in certain ways.

6) What is a digital native – what are the characteristics of digital natives – e.g.

7) What is the ‘digital divide’?

8)You can’t understand new media until you have thought about traditional
media – what were the characteristics of the media landscape 30 years ago?

9) What is meant by the phrase: virtual neighbourhood also called digital

10) a) Research YouTube – find 10 facts;

b) show how Youtube can be related to any 5 of the following media issues:
regulation & control, privacy, piracy, social networking (‘we’ media),
postmodernism, low & high culture, democratization, UGC, globalization, post-
colonialism, Gramsci: conformity and consensus, U & G, Hypodermic models, Y
&R’s 4C’s model, two step flow theory, gate-keeping, audience fragmentation,
media, pluralist vs hegemonic models, Cultivation Theory & Mean World
Syndrome, hyperreality

1) Choose 2 of the following – and prepare a presentation to TEACH others –
cover the issues and debates, theories and specific media terminology

Media Students Book

Media edu [verulam, brampton]

Media knowall

Media magazine

2) complete the sections on this handout, and be ready to discuss

3) Relate all the material to this MEST 3 sec B question:
 Developments in new/digital media mean that audiences can now have access
to a greater variety of views and values. To what extent are audiences
empowered by these developments?
Section B

   1) What is the impact on audiences and audience behaviour?

        a) Dumbing down? Is there a drive to conformity? Uniformity?

        b) Fragmentation – does it lead to a ‘ghettoization’/
           compartmentalisation of media content?

        c) Convergence of entertainment, information, commerce and

        d) What about education – information and knowledge?

        e) Commodification? Sexualisation ? Stereotyping? Is there a link?

        f) Think about Gaming – developments in video game culture – virtual
           neighbourhoods etc

        g) Mobile media – impact on audiences

        h) UGC, Citizen journalism, guerrilla journalism

   2) Changing codes and conventions? How have NDM contributed to
      changing C&Cs

   3) Hybridity convergence and postmodernism

   4)    How is Youtube an example of Postmodern media

5)The ‘i’ as an example of the way print media is responding – what are its
charactisitics, C & Cs and show the link to NDM
6)Explain Personalization

7) Explain Democratization; link to pluralist/ non-hegemonic models

8) Globalization and post-colonialism

9) Weakening power of media conglomerates

10) Do NDM lead to the growth of new media conglomerates – who owns

Give other examples
11) Relate the following theoretical areas and models to NDM

Hypodermic Model

Blumler & Katz Uses & Gratifications

Gerbner Cultivation Theory (Mean World Syndrome)

Stanley Cohen – Moral Panics


Lazersfeld – Two -Step Flow Theory


Young & Rubicam’s 4Cs model

Gramsci & consensus

Pluralist vs Hegemonic models

12) Think about NDM and RAILING. How do NDM affect key concepts? –
changed or the same?




Language, form, C & Cs

Ideology, beliefs and values


Ken Browne: Ken Browne: A2 Sociology

“ For most of us, mass media are our only source of evidence and they
colour, shape and even construct our view of the world”
If it were not for mass media, we would have no knowledge of anything outside our
own direct experience.

Baudrillard – hyperreality

virtual reality

Convergence - & Web 2.0 interactive : EECCI commerce, entertainment, info,
education, communication all in one

(Lister) Dispersal

Weakening of conglomerates & trad media institutions (decentring of power)


blurring of traditional disctinctions between genres and media forms – look at
computer game/ film/ TV playing with          reality and fiction; nw TV forms-
structured realty – TOWIE etc

social networking ‘we media’

Marshall McLuhan – The Global Village &The medium is the message



Digital Technology & news

The impact of new technology on news gathering reporting cannot be
underestimated. 24-hour rolling news is now normal. Digital technology makes this
possible – news can be constantly updated and instantly refreshed as soon as
something happens. But this brings its own problems – inherent boredom of lack of
news. Rolling news becomes like a dull football match. The danger is that audiences
will become bored with constant news so news organizations have to respond to this
in different way –such as triggering events or finding an angle which appeals to their
audience. They may turn away from news in favour of entertainment, sports, and
celebrity. When an event happens it is often sensationalized and over-hyped. The
trapped Chillian miners etc
Think about the impact of digital technology on

Advertising (viral, online)
Time –shift, On demand, plus one services
Fragmentation of media output
Audience as producer
TV - iplayer, 4OD, internet TV, 3d TV, multi-channel TV, Youtube
Print media – migration online

Impact of Smartphone technology – access media all the time, convergence, update,
refresh UGC

Pluralist vs Hegemonic models


Globalisation (cultural imperialism, or genuine cross-cultural

Commodification and industrialization of media – Frankfurt School – Adorno and
Walter Benjamin – the drive to create a dumbed down, conformist media culture

Two-Step Flow (Katz and Lazersfeld) Gate-keeping vs democratization

Active audiences –

digital neighbourhoods & virtual communities

issues of digital property, copyright, piracy



Blumler & katz – Uses and Gratifications

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