online film + audience produced media
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TRANSCRIPT
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Media in the Online Age
Audience Produced
mediaFilm Industry
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David Gauntlett
“Web 2.0 allows us to become producers as well
as consumers of the Internet”
“Web 2.0 allows us to collaborate and participate
with each other”
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What online media does the public produce?
Where can it be found?
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Examples of audience produced media
Mash Ups: Muppets/Pulp Fictionhttp://www.youtube.com/watch?v=mSvJwUFI_es&feature=related
Short films/Film Sequences/Film Trailershttp://www.youtube.com/watch?v=MPH5ATRot3o&list=PL_P5ZEHuHS2aXqPX1Rz1ra7H6h86VghZ7&feature=c4-overview-vl
Music Videos / own musichttp://www.youtube.com/watch?v=brAx_Ire9JY&feature=c4-overview&list=UUEvN7KlO5uXAVW2-6D_oOVw
Parodies – Youtube Channelshttp://www.youtube.com/user/TheWarpZone?feature=watch
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Class Discussion• What issues arise surrounding quality,
distribution and content?
• What are the benefits and limitations for Media Institutions?
• Are there any issues about consumer choice?
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The Long Tail“Chris Anderson, 2006”
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Pre-Broadband• Before the Broadband era companies and
distributors were interested in blockbuster hits and best-selling products.
• Now there is a realisation that selling to a variety of niche markets might add up to as much as selling ‘peak’ material.
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Now & Then
• “In an era without constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare”
• Think about the ‘old days’ – shops wouldn’t consider stocking a variety of cd’s and dvd’s. rather they’d stockpile better selling, mainstream, titles. 1. it would ensure sales 2. They be more choice of supplier – both are driven by maximising profit and minimising overheads.
• The internet is basically a huge warehouse and there are subsequently fewer overheads associated with distributing niche products. This provides infinite consumer choice.
• Think about it – we expect to go on the internet and find anything we’re looking for with 100% availability.
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Democratising Effect?
• In the brave new world of the long tail, the niche consumer is queen and she has a potentially limitless choice of places to buy from.