NDM Offers Media Institutions Different Ways Of Reaching Audiences, Consider How And Why Media Institutions Are Using These Techniques?

NDM Offers Media Institutions Different Ways Of Reaching Audiences, Consider How And Why Media Institutions Are Using These Techniques? (48)

New and digital media have allowed for Media institutions to reach their audiences much more differently than ever before. There has been a massive change in how institutions can engage with their audiences and also how the audience can interact with the institution. Industries like the newspaper industry and institutions like Netflix show how they have adapted to the times and used NDM techniques to keep up with their audiences.

With the rise of NDM and much more smarter technology being introduced into our every day lives, institutions must adapt with these new technologies in order to keep their audiences active and to also survive as a business. A prime example of how an institution has done this is the newspaper industry. NDM has somewhat "Forced" traditional news industries to go online, thus creating a massive decline in traditional print newspapers. As more and more people now have access to internet on the go and whenever it enabled news to be accessed on the go and whenever, this means that news industries are able to reach out to their audiences with breaking news live as it happens. Although as the news industry has now become a dominant industry online, its traditional values are now dead and its key point of making revenue is gone. The only way for news industries to make revenue now is by online advertising, and by industries doing this it can degrade the quality of their websites and lay out of news. Also, news industries are using techniques like "clickbait" (false news titles) in order to gain audiences attention in order to gain more page views and overall more revenue from their adverts.

Although, something that has been introduced in the news industry are "paywalls". A Paywall is when audiences must pay a subscription fee in order to gain full access to news online, like netflix. Paywalls is something that should've been introduced when news switched to an online platform but industries believed that moving online for free will cause an increase in print sales, they were wrong. A Paywall is when audiences must pay a subscription fee in order to gain full access to news online, like netflix. David Simon an american TV writer believes that "Paywall is needed as quality of news is dropping."  Paywall is how news industries can make revenue like they used to and audiences then benefit from greater quality news overall. Institutions will then gain greater perception from audiences. David Simon an american TV writer believes that "Paywall is needed as quality of news is dropping."

Furthermore, NDM has also caused a decline in DVD's, we could also be at a time where broadcast TV may start having a decline. The reason for this is because of the uprising of Netflix. Netflix is an american business which started with a subscription based DVD rental company. In 2005, 35,000 DVD's were available and a total of 1 million DVD's were shipped to audiences. This was the main method of reaching audiences at the time, but after shipping 1 billion units in 2007, Netflix believed that it was time to change its techniques. After releasing its on demand service, DVD sales rapidly dropped and eventually took big businesses like block buster out of business. They're annual revenue went to $7b. Its also predicted that by 2020 netflix will be 145 of total viewing.

Section A (Educating Yorkshire and Waterloo Road)

Q1:

Both texts use many different examples of narrative techniques in order to draw the attention of the audience. In educating yorkshire the cinematography us made up to show a very natural, authentic feel. The low budget, static cctv documentary look gives the audience pleasure of surviellance into the teachers and students daily lives. The close up shots engages the audience into making them feel like they are there. Furthermore the narrative of this documentary uses todorovs theory in which the hero (propps chracter theory) overcomes the fear of talking to an audience. The fear of not being able to speak would be the disequilibrium and him overcoming this creates a new equilibrium. Moving on, in waterloo road the feeling of drama and suspense is shown. Editing such as sound bridges and music getting louder as a new villain is revealed builds the hype of this mysterious new student. The shots of her make up, mirrors, expensive car and final tilt / pan towards her face build up the suspense.

Netflix

Independent Case Study

NOTES AND QUOTES;

• They explain that “Netflix costs $0.09 per hour of viewing, while a typical pay-TV costs $0.30 an hour.” Netflix thus leads significantly in terms of “price per hour of entertainment.”
• Company has left Amazon and Sky trailing in online entertainment sector – notching up 5m UK subscribers – and plans to spend $5bn on original content.
• In a note last week, the analysts outlined the case that an “over-the-top” (OTT) powerhouse like Netflix might have to actually acquire an established studio at some point in the future, simply to continue in the arms race for content.
• Right now, when Netflix puts out an “original,” it doesn’t usually produce the show. Lionsgate Television, for instance, makes "Orange Is the New Black." Netflix then pays for a global license.
• The typical British TV viewer watched about 77 minutes a week of shows on subscription video-on-demand services, primarily Netflix and Amazon Prime, in 2015.

MEDIA MAGAZINE MM34:

• Most of us haven’t even noticed, never mind reflected  on, the rapid ‘obsolescence’ of our mobile phones.
• ages. From programmes such as Coronation Street, launched in 1960, through to EastEnders, first screened in 1985, the family would be brought together to watch the characters live out their lives on screen.
• Due to technological and media development this began to change. Not only did the number of channels increase, offering chances for repeat scheduling, but the number of televisions in the home also increased. Family members could now watch soaps at different times and in different rooms; the audience had become fragmented. Entertainment no longer brought the family together.
• The internet offered a new platform for television to reach its audience; with the launch of media services such as the BBC iPlayer in 2007, audiences could now choose to watch episodes of EastEnders anytime up to seven days after its first play on BBC. Audiences no longer needed to be at home to consume their favourite show
• By 2009, the iPlayer had become extremely successful with over 5 million unique streams per week. 86% of these stream requests came from desktop users. Clearly, much of the television audience was no longer in front of a television.
• With products such as the iPhone offering multiple devices in one, the audience has come to expect ease and accessibility.
• Now we not only choose when but also where we consume our entertainment; this has been made possible through portability, arguably the most important advance in technology over recent years, as consumers can have a phone, camera, television, and internet connection all in their pocket.
• A comment made by Eric Huggers, the Director of Future Media and Technology at the BBC: "Whether it is watching EastEnders in your lunch break, listening to Desert Island Discs on the bus or watching Mock the Week in bed, viewing patterns change depending on the time and location of the audience."
• Over-accessibility may change why the audience chooses to consume in the first place; where once there was a desire to see something that was a novelty and share it with friends and family members, the audience now constantly demands something new, and often watches it in isolation.
• Our views are no longer shared there and then, but exchanged over social networking sites, or via feedback left on the website forums.
• "So are we now watching simply because we can, rather than because we want to?"

The basics

Your chosen industry: Film / TV

Your chosen case study (i.e. text/institution etc.): Netflix

Audience

1) How has new and digital media changed the audience experience in your chosen industry?
New and digital media has meant that audiences are now able to access a huge range of movies and tv shows through the access of the internet. It has meant that users can now stream movies with the click of a button in the comfort of their own home. Netflix was one of the first Movie Streaming institutions to enter the market. Although it doesn't publish brand new blockbusters, it has created an alternative from traditional DVD and Blu Ray as more dated movies will most likely be available to stream and watch from Netflix. Also, users can now watch a range of TV box sets through the application, also drifting customers away from purchasing DVD box sets. Netflix now produces its own TV shows and movies which can only exclusively be viewed by its subscribers, therefore it may now be a threat for traditional tv channels and institutions like ITV, BBC & Sky.

2) Has new and digital media changed the way the audience consume your chosen product?
Yes, as Netflix can be consumed in a range of methods such as through your own smartphone, smart tv, tablet, games console or laptop/pc. Netflix also has caused a threat for TV viewers as more and more people are starting to use their laptops as "Tv Screens". Which may be putting small screen TV's and bedroom TV's at a risk in the market. use. Most of us haven’t even noticed, never mind reflected  on, the rapid ‘obsolescence’ of our mobile phones.

3) Has the size of the audience changed as a result of new and digital media?
No, i believe that the size of the film audience is still the same, its only changed the way the audience consumes film and where they get their movies from.

4) What are the positive changes new and digital media have brought to the audience of your case study? (E.g. greater choice, easier access etc.)
New and digital media has caused for much more of a greater easier access for audiences, they can now keep up to date with their TV Shows and Movies on the fly and instantly. New technology such as smartphones and 4G cellular internet has meant that users can now get the speed of home wifi on their mobile devices wherever they are, therefore streaming high definition TV and Film has never been easier and quicker.

5) What are the negative changes new and digital media have had on your chosen audience? (E.g. quality of product etc.)
The negative changes is that 

6) What about audience pleasures - have these changed as a result of new and digital media? 

7) What is the target audience for your chosen case study? Write a demographic/psychographic profile.

Institution

1) How has new and digital media had an impact on ownership or control in your chosen industry?
New and digital media has meant that industries like Netflix & Amazon Prime now have ownership to their own Tv Shows and Movies as well as licensing other products for users to stream.

2) What impact has new and digital media had on ownership in your chosen case study?
More and more people are now streaming their TV & Movies as oppose  3) How has new and digital media changed the way institutions produce texts?
New and digital media has meant that Netflix now create their own texts although most of the texts they produce are rather similar such as documentaries like making a murderer and Narcos. 

4) How has new and digital media changed the way institutions distribute their product?
Institutions now use mobile marketing and advertising and also industries like Netflix allow for free trails of their services. They save your payment method for the first month with no cost, if you wish to not cancel they will automatically take payment, this has meant to a lot of controversy and also people violating the use of the free trail.

5) How might new and digital media threaten your chosen industry?
New and Digital media can threaten the film industry as a whole as it may mean that more and more people would prefer to stay in and "netflix and chill" as to going out to the local cinema for a movie. Also, there are some movies that have premiered exclusively to netflix or showcase first before being released in the cinema. "Netflix already changed the television landscape, and some would say for the better. Not only do they produce high quality television shows featuring A-list actors (House of Cards), they have also rejuvenated once-cancelled shows like Arrested Development. On top of that, Breaking Bad creator Vince Gilligan is convinced Netflix is the reason their show remained on the air – because people had access to former seasons and were able to binge-watch, keeping the show relevant."
Hollywood studios feel the need to produce big budget thrillers to reach theatre audiences, but a sophisticated and challenging movie that doesn’t necessarily have an enormous audience could still reach a large amount of people on a streaming platform, said Posner, who also is a writer for the FX original series “Married.”


UGC

1) What examples of user-generated content can you find in your case study?
As netflix doesn't just publish high big budget films to stream, they also publish more low budget successful amateur movies, benefiting the film industry as it is giving new and fresh film makers a chance for its movies to hit a mass audience.


Marxism, Pluralism and Hegemony

1) What would be a Marxist perspective of the impact of new and digital media on your chosen case study?

2) How would a pluralist view the impact of new and digital media in your chosen industry?

3) Are there any examples of hegemony in your chosen industry or case study?


Globalisation

1) How has globalisation impacted on your chosen industry or case study?
Netflix surprised Wall Street this week with an aggressive new target: It plans to grow its global footprint to a whopping 200 countries within the next two years. And, the company, claimed, it can do so while maintaining profitability.
Blockbuster was the dominant firm in the industry and employed nearly 60,000 employees at more than 9,000 stores at its peak in 2004. But in the last decade, employment in the video/disk rental industry has collapsed from 153,000 jobs in 2005 to fewer than 11,000 in May of this year – that’s a 93% decrease in a decade! That could arguably be the largest percentage employment decline in any US industry over the last decade — even employment in the newspaper industry hasn’t cratered nearly that fast over the last ten years!

2) In your opinion, has globalisation had a positive or negative impact on your chosen industry and case study? Why?

3) Can you find examples of cultural imperialism in your case study or industry? (The 'Americanisation' of the world)


Social media

1) How has your industry or case study used social media to promote its products?

2) Provide examples of how your case study has used social media and explain the impact this would have on audiences.

3) Is social media an opportunity or a threat to your industry and case study?


Statistics

1) What statistics can you find to illustrate the impact new and digital media has had on your industry or case study? For example, in news, the UK newspaper industry sold more than 12m copies a day in 2001 but in 2014 it was below 7m.

"Netflix is an amazing digital success story. Starting out almost 15 years ago as a predominantly DVD subscription service, Netflix was able to pivot along the way and take advantage of rapidly evolving mobile technology and ever-improving internet speeds to become one of the largest video distribution networks on the planet."

Netflix’s annual revenue: $6.78b
Netflix’s net income: $122.64m
Number of U.S. subscribers to streaming services: 33.42m
Number of subscribers in UK and Ireland: 1m

U.S. customer satisfaction with Netflix index score: 76

Netflix is having a huge impact on Australia's internet infrastructure, with some claiming it is leading to slower, congested internet speeds during peak evening use periods.During Friday night, traffic peaked at about 13 gigabits per second. On Sunday it peaked again at about 11Gbps at the same time.For context, search engine Yahoo peaks at about 0.8Gbps on IX Australia's network and Microsoft about 2Gbps (although this goes up when software updates are released).Overall, the increase has seen the traffic IX Australia passes through its network jump 50 per cent - from 30Gbps to 45Gbps in recent days (and it's still growing).Peering traffic — traffic exchanged between networks like Netflix and an ISP or an ISP and another ISP — for AARNET and M2 has jumped more than 100 per cent since Netflix launched.Prior to Netflix's launch, AARNET was typically seeing 1Gbps of peering traffic traverse its network during peak periods. That's now jumped to 2.5Gbps thanks to Netflix.

• 61% of Netflix users binge-watch shows at least every few weeks
• Average amount of data that is consumed by Netflix subscribers monthly: 45gb
• Percentage of Netflix users that have engaged with Netflix original content: 90%
• Estimated amount of commercials that Netflix subscribers aren't watching because they aren't watching broadcast TV: 130 hours of commercials per year

2) Looking at these statistics, what impact has new/digital media had on institutions in your chosen industry? 

New and Digital media such as streaming applications like netflix has allowed for a slight decline in broadcast TV. This is because a lot of consumers prefer to watch their TV shows and movies through their own devices where ever they go and they can choose what to watch when they want, it has allowed for more easier access. Also, we live in a age where more and more people may not have "time" to sit in front of the Tv, therefore they turn to netflix when they do have the time. Also, Netflix has caused the instinction of the DVD business as it put a former large institution Blockbuster out of business, Blockbuster once had the chance to buy Netflix for $50 Million, it is now worth billions.

3) What has the impact been for audiences? These may be positive and negative.


Theories

1) What media theories can you apply to your chosen industry and case study? Select THREE media theories and explain how they are relevant to your case study. Note: these can be ANY of the theories we have learned over the whole of Year 12 and 13.

The success of Netflix is an excellent example of “creative destruction,” a term originated in the 1940s by economist Joseph Schumpeter, who described it as the “process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new structure. This process of creative destruction is the essential fact about capitalism.” In fact, Netflix has been so disruptive to existing industries, that its impact is now being referred to by some as the “Netflix effect.” Here are a few examples of the “Netflix effect” and the industries that have been “Netflixed.”


Issues/debates

1) What media issues and debates can you apply to your chosen industry and case study? Select THREE media issues/debates and explain how they are relevant to your case study.


Wider examples and secondary texts

1) What other texts or institutions are also relevant to your case study? What would be good secondary texts or examples to use to support the findings of your independent case study?

Collective identity

1) Read the article and summarise each section in one sentence, starting with the section 'Who are you?'

Who are you- This section is about how we constructing our identity through social media such as things like fashion, cultural values etc, it talks about how we want to be seen.

I think therefore I am- there was a time we our identity was pre determined due to social culture, class, age, gender and religion. Now we are in a time period where more and more identities are socially acceptable and we have more freedom.

The rise of the individual- identities became more of an individual factor rather than collective where people were able to form their own identities and uniqueness.

From citizen to consumer- This talks about how media and advertising has allowed for people to buy more of what they want and not what they need.

Branding and lifestyle- This links to the idea that branding and the brands you use and associate with play a role in forming your personality/identity.

Who will be?- A persons identity can be determined through their social media profile, this shows how they portray themselves publicly.

2) List five brands you are happy to be associated with and explain how they reflect your sense of identity?

Apple

North Face

Nike

Sony

Canon

These brands may suggest that I am into technology and into sports clothing, it may suggest that I am young and/or middle class.
3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?

In a way I do believe this because when someone represents themselves onto social media there is a level of how much choice and consideration goes in to someone's mind when publishing display pictures or images of themselves onto social media, also within what they tend to write or express on their page. Although if you do follow them and start "to get to know them" they're may be a different side to what they appear to be.

4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.

'External superficial value exceeds all that is substantial under the veneer of glitter and pretty garlands of flowers.'

5) Is your presence on social media an accurate reflection of who you are? Have you ever added or removed a picture from a social media site purely because of what it says about the type of person you are?

I believe that there is a high level of deception that is going on with how people represent themselves on social media, many people think of it as social media is a different world to what they live in everyday but it inst, therefore they tend to have much different personalities online as oppose to real life. In terms of myself, I once removed all of my images from instagram as they were old and were much different to how i am now, they showed a much more different representation of me.

6) What is your opinion on 'data mining'? Are you happy for companies to sell you products based on your social media presence and online search terms? Is this an invasion of privacy?

I feel that is okay as its a good form of advertising, its advertising that may not waste our time and may actual be useful for us as it keeps us interested in new products that we may genuinely care about.

Why are YouTube stars so popular?

"British vlogger Zoella has just reached the milestone of 10m subscribers to her main YouTube channel, but she has a long way to go to catch its most popular creator PewDiePie, who is about to pass 42m."

"They’re just two of the most prominent YouTube stars. In October 2015, online-video tracking firm Tubular Labs reported that there were more than 17,000 YouTube channels with more than 100,000 subscribers, and nearly 1,500 with more than 1m."

MEST3 NDM/Identity:

1) Reading the riots

2) Post-colonialism: Destiny Ekaragwa film analysis

3) Post-colonialism: theory and clip task

4) Feminism: post-feminism article and No More Page 3 research
5) Feminism: Feminist theory and Beyonce video analysis

6) Feminism: waves and feminism and online activism
7) Identity and Film - Media Factsheet task

8) Collective identity and the media