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Media Study, How Media institutions are using different platforms to…
Media Study
Theories:
Two Step Flow (Katz and Lazerfeld)
End of Audiences Theory (Shirky)
Textual Poaching and Participatory Culture (Jenkins)
Uses and Gratifications (Blumler and Katz)
Terminology
Web 1.0, web 2.0, web 3.0
Cross media convergence
Media platform
Technological convergence
Active audience
Passive audience
Textual Poaching
Participatory culture
Prosumer
User generated content
Case Study
How Media institutions are using different platforms to engage with their audience [25]
Traditional vs Modern marketing
Technological Convergence - merging of technologies - blurring lines between production, distribution and consumption
Everything Everywhere All At Once: As we are in Web 3.0 generation audiences can interact and participate in the discussion section about the movie easily. As also due to the convergence of technology, people can access the movie easier, as they can use any technology devices to consume the product, bringing more effective results for the movie. They have many producers that gave out fan art and different editions of the movie posters.
Cross Media Convergence - use of different platforms for distribution, exhibition, consumption - Interactive marketing, multiple platforms - fans engagement with marketing.
Passive and Active audiences - apply theories - film case studies applying your theories.
Super Mario: With the active audiences, they produce many fan arts, memes and fan version trailers of the movie. They are also called the prosumer. The prosumer will use the content that already exists to create a content about the product. However, some consumers may be passive, they consume the content by just reading from the news or recommended by their friends.
Textual Poaching and Participatory Culture
Henry Jerkins
Fandom: The most dedicated consumer of a product, franchise, artist = community (web 2.0 = interaction)
Textual Poaching: take the content to produce something new
Example: fan art, fan fiction, memes, fan edits
Participatory Culture: Join online communities
Example: Reddit, wiki, fan pages
Case Study
Super Mario Bros animation 2023S. It was produced by illumination and global video games conglomerate Nintendo, an example of synergy. 100 million dollars as its budget and 1.36 billion dollars for box office. With the active audiences, they produce many fan arts, memes and fan version trailers of the movie. They are also called the prosumer. The prosumer will use the content that already exists to create a content about the product. Beside that they also use the theory of two step flow which is from Lazarsfeld and Katz.
Everything Everywhere All At Once (EEAAO). A24 is an independent film, TV studio founded in 2012. They produced diverse content such as EEAAO (Daniels, 2012). 14.3 million dollars for budget and 143 million dollars for box office. As we are in Web 3.0 generation audiences can interact and participate in the discussion section about the movie easily