Class discussion
For 5 minutes, brainstorm all the ways media consumption has changed over the last 3 generations.
GRANDPARENTS
PARENTS
TEENAGERS / YOUNG ADULTS
| Gen Z | 1997 – 2012 | 13 – 28 |
"Discuss how changing audience trends have affected the way media products are consumed and distributed. Refer to examples from media platforms you have studied."
Today we are watching 'A Youtube GENERATION'
You are going to use the theory below and Youtube as a case study in the following essays;
1. Ownership - changing models of media ownership
2. Technology - how the internet has changed modelf of media ownership
3. Audiences - how audience trends have changed and we now have a generation of 'ProSumers'
Some things to consider for your upcoming essay;
Define media success (e.g., audience reach, profitability, cultural impact).
Briefly explain YouTube as a hybrid platform — both a distribution platform and an institution that enables user-generated and corporate content.
State your argument: YouTube's unique funding model (advertising, partnerships, premium services, and creator monetization) has been a core driver of its global success.
Shirky – end of audience theory.
What is it?
Audience behaviour has changed due to the internet and the ability for audiences to create their own content at home thanks to the lower cost of technology. This new audience doesn’t just consume media, but also produces it – creating the term ‘prosumer’.
Amateur content made this way has different values to professional media producers, in that it promotes a connection between other amateur producers – they both deeply care about the products they make and can help them work together.
When they work together in this way, audiences can make more content than producers – Wikipedia is a good example of this.
What is the advanced version?
In the ‘old’ media, centralised producers addressed atomised consumers; in the ‘new’ media, every consumer is now a producer. Traditional media producers would ‘filter then publish’; as many ‘new’ media producers are not employees, they ‘publish then filter’.
These amateur producers have different motivations to those of professionals – they value autonomy, competence, membership and generosity. User-generated content creates emotional connection between people who care about something. This can generate a cognitive surplus – for example, Wikipedia can aggregate people’s free time and talent to produce value that no traditional medium could match.
‘The Audience’ as a mass of people with predictable behaviour is gone. Now, behaviour is variable across different sites, with some of the audience creating content, some synthesising content and some consuming content. The ‘old’ media created a mass audience. The ‘new’ media provide a platform for people to provide value for each other.
Hey guys,
I want you to make some notes on the following videos, looking at The Interview as our case study example.
Visit this website to check out some facts about the movie, so you have these ready for an essay, too...
You would use this case study in an essay about
- ownership
- technology (mainly how the internet has changed movies being so globally available)
- audience (how movies are now made for a global audience, even when not intended)
Hi guys!
Filmmakers will now be required to define the aspirations of their projects from the outset. This ensures that NZFC funding aligns with the film’s intended impact and goals. Projects should fit into one or more of the following categories:
Cultural: A film that represents Aotearoa’s identity and unique storytelling.
Critical: Aimed at international film festivals and critical acclaim, with a clear audience and distribution pathway.
Local Audience: Strong potential to connect with and engage New Zealand audiences.
Commercial: A film with market attachments and international sales potential.
Innovation: Projects by emerging or distinctive filmmakers that push creative or technological boundaries.
By clarifying these aspirations, filmmakers can better align their projects with NZFC’s funding priorities.
This concept of PIRACY can come into an essay on;
- Audience trends
- technology
- ownership
Look up the piracy stats for your case studies and see what you can find.
Have a watch of these 2 videos and make notes. Be careful to get stats/ quotes and case study examples that you can use in essays.
You can use the concept of a global audience impacting representation / impacting Hollywood in the following essays;
- Audiences (in relation to how audiences are not just local, consuming local media but Global and the issues that arise with this)
- ownership (in relation to how Hollywood are powerful but with money being their bottom line, they compromise on Western values to gain Chinese audience support)
- technology (in relation to how proliferation of the internet has shifted audiences from local to global and some of the issues that arise with that)
Hi guys
