You've studied your main New and Digital Media case study, the news industry, in great detail and have also covered the second exam topic: Identities and the Media.
You now need an independent New and Digital Media case study for your Section B exam essay. This should be on an aspect of the media YOU are particularly interested in. Choose an industry - it could be film, music, gaming, social media or something else. You then have to choose a case study within that industry - it could be a particular text (e.g. film, game etc.) or an institution (e.g. Rockstar Games or Twitter). Once you have selected your case study you need to get it approved by your teacher - and then embark on the tasks below.
Case study research tasks
The basics
Your chosen industry: Film
Have you received approval for this case study from your teacher? Yes
"movie production [can] be seen as the creation of entertainment software that can be viewed through several different windows and transported to several different platforms maintained by other divisions of tightly diversified media corporations."
This suggests that the film industry is not
so much an industry that produces films out one that is
concerned to ensure that films are shown and seen.
1) How has new and digital media changed the audience experience in your chosen industry?
- Audiences can access films more conveniently and are able to experience what they watch in HD. Better quality has enhanced the viewing experience for the audiences.
2) Has new and digital media changed the way the audience consume your chosen product?
-In terms of the film industry, audiences now have more ways to consume movies rather than just having to go to the cinema or buy the DVD. There are now other ways to stream movies such as Netflix, Amazon Prime etc.. This has created more choice for audiences as they have more options to choose from giving them the power do decide the way the want to consume a product.
3) Has the size of the audience changed as a result of new and digital media?
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.)
- The positive changes that the audiences benefit from are having greater choice and easier access.
5) What are the negative changes new and digital media have had on your chosen audience? (E.g. quality of product etc.)
http://www.theguardian.com/film/2014/jul/17/digital-piracy-film-online-counterfeit-dvds
'Recent research by Ipsos suggests that almost 30% of the UK population is active in some form of piracy, either through streaming content online or buying counterfeit DVDs. Such theft costs the UK audiovisual industries about £500m a year.'
6) What about audience pleasures - have these changed as a result of new and digital media?
'Recent research by Ipsos suggests that almost 30% of the UK population is active in some form of piracy, either through streaming content online or buying counterfeit DVDs. Such theft costs the UK audiovisual industries about £500m a year.'
6) What about audience pleasures - have these changed as a result of new and digital media?
-Audience pleasures have changed in the sense that they are now able to watch movies at the comfort of their own homes or even on the go - whatever is suitable to the individual itself.
-Audience Pleasures which are provided through Genres:
- Emotional Pleasures- Romantic Films/ Horror- Creates Anxiety
- Visceral Pleasures- Horror/ Thriller/ Action- e.g. SALT
- Intellectual Puzzles- unravelling a mystery or puzzle e.g. Adventure
- Counter-Culture Attraction- society’s moral and legal regulations being broken e.g. Crime Drama
- Genre Communities- Community of genre fans sharing an experience. Like Daniel Chandler said ‘pleasures can be derived through communities of a genre can share their experience of watching specific films which are targeted to them’
- Our identification with difference and repetition within a narrative- This would include superhero characteristics for example Kick Ass
7) What is the target audience for your chosen case study? Write a demographic/psychographic profile.
The target audience for my chosen case study would be teens and young adults, of any gender as they would have plenty of free time and willingness to stay indoors watching movies. Also, depending on the type of movie, the target audience may vary.
Institution
Institution
1) How has new and digital media had an impact on ownership or control in your chosen industry?
-Although ownership remains in the hands of big film producers, however, audiences have more control. The use of DV cameras among audiences has significantly affected the film industry, in that audiences themselves can feel closer to the film industry and take part in similar processes of production and therefore also have a level of ownership in the industry.
- Pluralists argue that media owners are generally responsible in the way that they manage information because media content is mainly shaped by consumer demand in the marketplace. They therefore only give the buying public what they want.
- Pluralists argue that media audiences are the real power holders because they can exercise the right to buy or not to buy. If they did not like the choices that media owners are making available to them, such audiences would respond by not buying the product.
- In the film industry, sites such as Netflix have given audiences ultimate control over consumption of movies accordingly. Before NDM audiences would have to watch movies when they were released in cinemas but now they can chose when to consume them and how as they have a wide range of platforms to choose from.
2) How has new and digital media changed the way institutions distribute their product?
- Institutions are now able to distribute their products on many different platforms rather than just through the initial way through cinemas. They are now able to use other platforms such as distribution through netflix..
- Institutions are now able to distribute their products on many different platforms rather than just through the initial way through cinemas. They are now able to use other platforms such as distribution through netflix..
3) How might new and digital media threaten your chosen industry?
New and digital media threaten my chosen industry as more audiences would stop going cinema as they would've paid for Netflix and therefore prefer to watch movies from there rather then spending more money to go to the cinema. It would cause the film industry to go down in the money they make. Indeed, regarding the impact of the illegal downloading on the movie industry over the last decade, the consumers’ willingness-to-pay has declined, consequently movies are less and less economically sustainable. The direct result is a reduction of the diversity of the movies produced. The perception of a higher involvement from the public could be a solution for a more sustainable industry. Indeed, the incentive to produce movies can be boosted by the audience’s awareness and interest for a project they have been participated in since its inception. Producers still originate the initiative and, then rely on the creativeness of the targeted audience. The success can be anticipated.
4) How has new and digital media changed the way your chosen industry is regulated?
4) How has new and digital media changed the way your chosen industry is regulated?
UGC
1) What examples of user-generated content can you find in your case study?
Posting films on YouTube
Free download links on Torrents
Movies on Put-locker
2) How has UGC changed things for audiences or institutions in your chosen case study?
- The use of DV cameras among audiences has significantly affected the film industry, in that audiences themselves can feel closer to the film industry and take part in similar processes of production. The decreasing price of DV cameras, as well as the introduction of new technologies over the last decade has increased the use of them, making them available to more people, and increasing the quality of the product.
http://mediafilmindustry.blogspot.co.uk/2010/03/what-impact-has-digital-technology-had.html
Marxism, Pluralism and Hegemony
Marxism, Pluralism and Hegemony
1) What would be a Marxist perspective of the impact of new and digital media on your chosen case study?
-A Marxist would state that new and digital media has given audiences more variety and access, however the film industry still continue to make their money from customers as audiences still go to watch movies in the cinema.
2) How would a pluralist view the impact of new and digital media in your chosen industry?
-A Pluralist would state that the new and digital media has given audiences access and more of a variety of options to watch movies from other institutions and organisations. The idea that new and digital media has given audiences the power to post movies online and receive many views - (user generated content).
3) Are there any examples of hegemony in your chosen industry or case study?
-The examples of hegemony is the people who own the cinema as they still continue to make enough money from audiences who enjoy watching films at the cinema.
Globalisation
Globalisation
1) How has globalisation impacted on your chosen industry or case study?
-The steady globalisation of Hollywood as an expression of both market forces and US government action on international trade issues has, of course, engendered numerous clashes and disputes.
2) In your opinion, has globalisation had a positive or negative impact on your chosen industry and case study? Why?
-American media conglomerates are no longer the unchallenged champions of cultural globalization that they once were. With the rise of large multinational media corporations based in Europe and Japan, the global cultural landscape is becoming considerably more complex, and competitive pressures are mounting steadily
3) Can you find examples of cultural imperialism in your case study or industry? (The 'Americanisation' of the world)
-Among these debates, an important discourse called 'cultural imperialism', which is resulted from the worry of the inequality of global media ownership, control consumption and content, should be highlighted. A number of scholars, because of the superiority of Western media products on the consumption marketing, claim that media globalization equals 'cultural imperialism', and convey deep concerns with globally cultural homogenization and standardization.
Social media
Social media
1) How has your industry or case study used social media to promote its products?
-Social media has been used to promote organisations such as Netflix as they post pictures of 'memes' or individuals post pictures of Netflix which therefore raise awareness.
2) Provide examples of how your case study has used social media and explain the impact this would have on audiences.
- Pictures on Twitter, Instagram
- Movies on Youtube
- Netflix and Chill'
Audiences know more about trends as they would spread and more audiences would be accustomed to using these products.
3) Is social media an opportunity or a threat to your industry and case study?
-Social media is therefore a threat to films as more individuals would be aware of film streaming such as Netflix and Put-locker; this would put down the idea of going to the cinema and audiences would consume things that are for free and easier to access than going to the cinema on a regular basis. Its cheaper to be a member of Netflix than being a member at the cinema. Netflix also gives opportunity to watch TV programmes.
-Social media is therefore a threat to films as more individuals would be aware of film streaming such as Netflix and Put-locker; this would put down the idea of going to the cinema and audiences would consume things that are for free and easier to access than going to the cinema on a regular basis. Its cheaper to be a member of Netflix than being a member at the cinema. Netflix also gives opportunity to watch TV programmes.
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.
-'Movie attendance dropped by a surprisingly sharp 5.1% in 2014 according to new data. This is unlikely to be just a normal part of industry ebb and flow since admittances plunged to lowest level since 1995, even though the U.S. population has grown robustly in the past two decades.'
2) Looking at these statistics, what impact has new/digital media had on institutions in your chosen industry?
2) Looking at these statistics, what impact has new/digital media had on institutions in your chosen industry?
-The statistics therefore show how many individuals have stopped visiting the cinema due to Netflix and other movie streaming websites. The impact of new and digital media shows that a certain group of individuals buy more into institutions such as Netflix than going to the cinema.
3) What has the impact been for audiences? These may be positive and negative.
3) What has the impact been for audiences? These may be positive and negative.
-The impact on audiences has therefore been positive as audiences have gained more variety and choice and how and where they may want to watch movies. They have gained more control as they are able to post their own links on the internet to watch movies or they are able to watch movies on YouTube or post their own movies on YouTube for other individuals to watch,.
Theories
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.
- Gillian Dyer: Lines of appeal - Attract auduences.
- Happy family
- Rich lifestyles (aspirational)
- Successful romance and love
- Comedy Humour
- Glamorous places
- Beautiful women (Female gaze-Rosalind Gill) & (Male Gaze-Mulvey)
- Childhood - nostalgia (reminiscing) or nurturing insticts
- Self-Importance or pride
- Successful careers
- Dreams and fantasies
- Art, culture and history
- Elite people or experts
- Nature or natural world
- Katz & Blumler: Uses and Gratifications - watching film for a variety of purposes;
- Diversion (escapism & entertainment)
- Surveillance (information - Documentary films)
- Personal identity (self-understanding and value judgement - use of brands)
- Personal relationship (using the media for emotional and other interaction)
http://visual-memory.co.uk/daniel/Documents/short/usegrat.html
http://www.uky.edu/~drlane/capstone/mass/uses.html
http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=audience
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.
Select at least five and say how each relates to your study, using the Media A-Z to help you think about this:
- Representation and stereotyping
- Media effects
- Reality TV
- News Values
- Moral Panics
- Post 9/11 and the media
- Ownership and control
- Regulation and censorship
- Media technology and the digital revolution – changing technologies in the 21st century
- The effect of globalisation on the media
- Representation & Stereotyping
http://mediamacguffin13.blogspot.co.uk/2015/09/critical-investigation-proposal.html
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?
-Other texts or institutions that are relevant to my case study is music streaming. The idea that music is streamed easily online, on YouTube, on applications such as Spotify or Playtube. This has been the biggest change and has had the most negative changes due to new and digital media, as audiences no longer need to buy cd's when they can easily listen to an album online or on their apps on their phones. This therefore causes the artist to loose out on making money through cd's, which leaves them with live shows on making money. This has been the biggest negative impact on the music industry however, it has given audiences the biggest freedom in terms of choice and control and views and values. It has given audiences easier access to music.
Ignite presentation
Ignite presentation
When you have completed your independent case study research, prepare a 20-slide, 5 minute Ignite presentation on your chosen industry and case study. You will present this in class to widen our overall knowledge of the impact of new and digital media on a variety of industries, examples and texts. Remember the Ignite rules:
- 20 slides
- 15-second auto-advance
- No more than 20 words on each slide
You will not be able to include ALL of the above sections so be selective and choose the aspects you feel will be most interesting and relevant to your audience - the rest of the class.
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