purposes and uses

impact of social media on:

individuals
consuming the various form of media

media industries
advertising and marketing
providing information 
using social media for research purposes
promoting products

creating/ producing: distribution of content for audiences

creative professionals
collaboration 
keeping up to date with projects

Group Task

Q: How have online technologies changed the way in which radio is made (developed), distributed and consumed. 

Developed: Radio stations have new equipment such as microphones and headsets which have more noise cancelling technologies and therefore make the production process easier and better quality overall.

Distribution: Radio used to be distributed through DAB radios using a variety of frequencies to access different radio channels for instance; Pop, Rock, or Rap music stations. Interestingly, you are now able to access radio on black box devices such as smartphones through apps and websites, for instance, Capital FM plays 24/7 online.

Consumed: audiences consumed radio typically through car radios and specialist stereo systems, however since the progression of technologies audiences are able to now consume radio through apps, websites, and social media. For example, social media accounts might post clips to promote the show to online viewers.

Q: Compare how 2 online technologies can be used to support media producers planning their projects. (8 marks). 

A: One online technology which can help producers in the planning process for their overall production might be monday.com as this technology allows users to collaborate and stay on task- the website allows others to see if a task is being completed and who it's being completed by. Interestingly, this tool is helpful for producers as they can keep their projects on track and ensure everyone is doing their part to make the project successful. 
However, the Microsoft Teams website/ app is another useful technology that can help producers. Unlike monday.com, this website allows employees on the project to communicate in a more effective way as they are able to explain themselves and their tasks if the PM doesn't understand. Overall this new technology will help producers communicate more effectively with their staff.

What are the differences between how social media is used by individuals, and how it's used by media industries and creative professionals? (question for overall lesson)

Case study

Avengers Endgame (Anthony and Joe Russo, 2019)
Part of a wider Marvel franchise, bringing together a number of characters from previous films, such as Iron Man and Captain America. 
Box office: $2.7 billion dollars gross profit worldwide (highest-grossing film in 2019)

Marketing: Multi-channel approach 
$200 million marketing budget
32.5 million followers- Instagram

 

Extensive use of social media platforms via a multi-channel approach ensures that the global fan community contribute to the excitement, feedback and wider interest in the characters and story.
Fans voice on social media platforms contributes to the marketing campaign.

Trailer

Story and character development
Builds anticipation
The purpose is to encourage audiences to speak about the film and be more interested in going to watch it without knowing what will happen but being intrigued. 

Prosumers sometimes create media explaining or guessing what the trailer for a film means, they could also sometimes create alternative endings for the film.

Research task

Investigate functions of:
How do they distribute content:

Pinterest

Pinterest allows users to find inspiration by saving and sharing photos within the app, this can be used to promote Avengers by content related to the film and actors. Interestingly, there could be images of the costumes or the actors themselves which will promote the film overall for audiences.

Flickr

This can be used in the pre-production stage for concept art and storyboards- the app has a mood board essence to it. Interestingly, Avengers can use this for ideas for the film or consumers could use this for fantasies and alternative options.

Tumblr

This site features blogs so the Avengers are able to see the audiences thoughts on the film as well as consumers being able to conspire about how the film might pan out, before the actual release.

Personal vs professional uses
Overlap between personal and professional 
E.g. Youtubers- how they make money.

Personal vs Professional

Personal uses might include individuals documenting different aspects of their lives.

There is a small crossover between personal and professional in which individuals may use their personal accounts to promote their businesses and others.

Celebrity vlogger: James Charles 

Professional use of social media- Kim Kardashian: 330M followers on Instagram, one of the most influential people on social media.

She makes millions on each post by having a huge audience of 330million people.

 

Black mirror:

Dystopian narratives/ realities in the the TV show developed by Charlie Brooker.
Article based on specific episode from Netflix's black mirror
Ratings on social media- to give you the best interactions in life

Your social standing is determined by technology which might impact your score
Zhima credit is a personal credit rating, the main form of mobile payment in China- so links made between the fictional account of being 'rated' according to social media interaction and real events in China.
Ratings are determined by: products bought, qualifications, interacting with others who have good/ bad scores (the better their score- the better yours)
In China a blacklist operates linked to a government blacklist.

Linked- in (2002)

Networking site which gives the ability to communicate for employment opportunities

A business oriented service that allows users to share online CV profiles in order to communicate with other business professionals and gain employment. 

Sometimes used for crowdsourcing personnel for projects- helping to find personnel with appropriate skills and expertise. 

Social TV

Many media institutions- especially TV- encourage audiences to use social media. Watching TV is increasingly becoming integrated with social networking via smart TV and black box devices.

EXAMPLE: The X-Factor is fully integrated with live Twitter feeds throughout the show. This encourages participation, and can also be used by media producers to measure the impact of participation.

Maslow