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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.

Lesson 4 - Pete's Blog Ideas

Link To Further Information

• How have online media developed? (change from the past)
• What has been the impact of the internet on media production? (does it allow more people to produce their own media? what effect has it had on mainstream media?)
• How is consumer behaviour and audience response transformed by online media, in relation to the past? (audiences and the difference the internet has made)
• To what extent has convergence transformed the media? (technology's impact- mobile devices, tv online, etc)

1. You MUST refer to at least TWO different media
2. You MUST refer to past, present and future (with the emphasis on the present- contemporary examples from the past five years)
3. refer to critical/theoretical positions

2)Talking about the future for this topic is easy- you can speculate about how your chosen examples might develop in the future- what next after facebook? what can you see happening with mobile media? how will traditional media cope with further spread of fast wireless connections?

Web Apps Play A Bigger Role In Daily Life

One major factor driving this trend is broad mobile Web access. Being able to access important documents or perform tasks on business applications from anywhere is a huge advantage to many users. A lot of opportunities are opening up for mobile workers, who will no longer be tied to a single location, or even a single computer.

Your OS Will Be Online

While your computer will still store some files, the future of the operating system will increasingly rely on Web-based files. In other words, without an Internet connection, your computer’s functionality will be severely limited.

Micro payments

The most prevalent current micro-payment systems are within MMORPGs (massively multi-player online role-playing games). These systems use credits that are usually a fraction of a dollar to buy and sell things in the game. There are numerous cases of people actually earning a living through these systems.

"PayPal defines micropayments as transactions of less than $12. Innopay considers it “a payment of very low value, often under a euro”. Francesco Burelli, of Value Partners, defines it as “an online or mobile, real-time or deferred, financial transaction below €5, which initiates the instantaneous delivery of a digital good”.

"One trend recognisable by anyone who plays smartphone games is the shift among developers towards a micro-payment system as an alternative to traditional subscription-based payment: providing the basic game for free, but requiring some features to be paid for with a micro-currency that is ultimately fed by real-life payments. You might download a racing game for no cost, but accessing better cars and extra tracks costs in-game money, bought for multiples of 69p – purchased one-click at a time, with no credit card anywhere to be seen. Within this model, the player can scarcely resist the upgrade purchases, et voilà: the game is monetised".

Microseries on the web

A really interesting phenomenon which the web has enabled is the microseries or online little TV series either on dedicated websites or on channels within youtube or other video sites.

Many microseries are built around comedy, frequently with an appeal to a niche audience, using lots of in-jokes, both visual and verbal. Online gamers are a particularly fruitful source, as can be seen in 'The Guild' much of which takes place in front of the computer screen. A whole set of characters has been developed , taking the programme through a number of series with quickfire wit and lots of gamer gags.

Lesson 3 - XKCD's Online Communities Map

Prompt Questions

How have online media developed?

What has been the impact of the internet on media production?

How is consumer behavior and audience response transformed by online media, in relation to the past?

To what extent has convergence transformed the media?

The map displays a variety of different website which can be considered to be online communities. The size of each site shows the representation of the mount of users for each business.

Music

We can see the map displays many music sites to which users can interact such as Youtube, music blogs,  whaler sound and snob sound. Music can also be consumed online through the many social networks such as Facebook and My-space. Both professional and amateur artists promote their music through these sites. Furthermore, Youtube allows you to share a particular music video with other social websites such as Twitter, Facebook and Blogspot.

Games 

The map also represents many different gaming formats. For example, social sites such as blogs, Viewing sites, such as Youtube and Machinima, and Online multiplayer sites such as WOW, Club Penguin. This has meant more games are played online compared to the past. Users have the ability to play against and communicate online with there friends and other users around the world.