How Have Media Changed In The Online Age Essay

How Have Media Developed in the Online Age?

The online age began in 1993 when the World Wide Web was first released to the public. This was in the form of web 1.0, where ‘professionals’ created all content and consumers could not edit or create content. The way in which people used the Internet was revolutionised in 1999 by the introduction of web 2.0. A web 2.0 site may allow users to interact in a social media dialogue as creators of user generated content, in contrast to web 1.0 sites where people are limited to passive viewing. Examples of web 2.0 sites include YouTube and Facebook, where the majority of content is created by the consumer.

It is indisputable that the internet has made a huge impact on the music industry. An interesting example of how the internet has changed the way music is promoted and consumed is UKF. UKF started as two YouTube channels (UKF Drum and Bass and UKF Dubstep) with the purpose of showcasing the best bass music. It was created in 2009 by Luke Hood, who would not have been able to create the channels if it were not for YouTube’s web 2.0 element enabling ordinary or non-professional users to create content. Through clever use of convergence with social media sites such as Facebook and Twitter UKF never paid for advertising, relying on subscribers to share songs they like. This would not have been a possible method of advertising or distribution before the online age.

Another example of how the internet has changed the way in which music is consumed is Spotify. Spotify is a digital music service that allows users to stream millions of songs, either for free with ad breaks between songs, or with no adverts for a £5 monthly subscription. Spotify streams music from both major and independent record labels. This enables users to listen to and buy a vast quantity of music from small independent labels, which are not readily available in high street shops. The online age enables the sale of lots of less popular products aimed at niche markets, in this case songs, to out-gross the mass market popular products. This is referred to as ‘The Long-Tail’. Unlike UKF, Spotify does advertise but also makes use of convergence with social media sites as a form of promotion.

Another industry, which has changed massively in the online age, is video games. Skate 3 is a console game by EA for the Playstation 3 and Xbox 360. The game is playable offline; users also have the option to play online against or with other people. After purchasing the game, users can download additional content (for a fee) via the internet. This is a way for game developers to gain additional revenue that was not possible before the online age. Skate 3 also has a website (web 2.0) which enables users to create and share content they created on the game for other users to download. User generated content is commented upon and rated by other users. This is referred to as the age of the ‘Prosumer’. The age of the Prosumer is where users create, consume the content, while being able to discuss and interact with other users. In Skate 3, users can find content that is highly rated by the consumer, created by consumer, bookmark it on the website and download it on the console. This is a good example of how cross media convergence can be used in the video game industry in the online age. Before the online age video games where only updated in the form of a completely new release, and playing against other users not in the same room was not possible. There was also no way for users to share any content they created, which has been made possible by web 2.0.