Technology Essay piont

The increase in hardware and content has been significant in recent years. Discuss the effect this has had on institutions and audiences

Hardware- phone - tablets
Institutions- the effect has been good and bad

Institutions

Good

- production process-international journalism in real time- they can have a report anywhere writing and blogging on a the website live.

 -distribution allows you to reach other people world wide distribution 
-they have been more successful at targeting other countries than the UK

-they want to reach audiences in america and australia 

-the can engage with audience in a new way- they can produce different types of content 

Bad 

-steep decline in print sales 

          -since the 1980 print sales have gone down by 50%

-decline in sales because they give content for free online but charge for online advertisement

-online advertising is not that great, so money you make from online advertising is much smaller 

-Ad-blockers put money they are making for online advertising at risk 

-content, they risk losing audiences elsewhere because you dont even have to go on there website 

-lack of brand loyalty people do not just read one newspaper anymore  

 Audiences 

Good 

       -easy access, availability 24 

         -constant up dates on stories

-access to a range of content 

                   -they can engage with the institutions (have your say)

-cheaper   

-easier 

- can get access to more news

Bad 

-loss of quality  

- not as much jourlait may not be a lot of fact, might miss important stories  

-risk of dependency on ad revenue  

Terminology 

Technologically converged devices -hardware (they can be used for many things) 

Henry jenkins looks into the ways that audiences use these devices - passive, active, sectional, participatory  

Citizen journalism - click bait 

 

target auidences

How important is the targeting and satisfying of customer needs by institutions within a media industry you have studied? - mention that i have study newspaper industry 


Introduction

• that we have study newspaper we looked at the guardian and daily mail- owned by scott trust and DMGT...

• briefly mention issues 

• indicate direction (is targeting important? or not)-these newspapers target different people , what they mean- regarding age, gender, social, grading, political persuading 

Target audience overview 

• different target audience of the Dm and G

• gender- more females than male readers DM, the guardian is male

• age- DM has older, G younger 

• socio-economic- the majority are ABC1- but there are more AB for guardian 

• political spectrum- DM-Right winged, Guardian is Left winged

• psychographics- G- like new thing they describe their audience as progressive(explore) forward looking, like new technologies. 60% of their audience are progressive 

Explore guardian

• What examples can you find for target audience 

Explore daily mail

• on the website has a tab called 'femail' and 'fashion finder' yet there is still a 'sport' tab stereotypical 

• find examples from the 'sidebar of shame' stereotypical could argue that this is unfair , how can the daily mail shame women yet there target audience is women - could make women feel better about themselves - women take on trends and gossip easier 

• attempts to shame example

• targeting older people when it comes to things that are happening or things that can make them fear for their lives such as, cancer and bombing diseases

Explore others

• the new day

• i newspaper

• how the target different target audiences 

Conclude 

• what have you proved 

• who is better at targeting

• talk about how you prefer the daily mail rather than the daily mail- structure of the website 

Targetting

Targeting

methods of targeting are:

Age

• average age of daily mail reader is 58
•   the guardian reader is 44- tend to attract younger audience than the daily mail

• only 14% daily mail's audience are young
• only 28% guardian readers are young 
• targeting certain types of the younger audience 

Gender

• guardian 56% male and 44%female 
• daily mail is the only newspaper in the u.k that has higher female readership
• 53% female and 47%male 

socio-economic status: social grading- demographics - different personality types 

A: are 100k a year heads of businesses 
B :lawyers, doctors, managers but not CEOs of business 
C1: professionals teachers middle management might look after a small group of people
C2:often in the types of jobs you don't need a degree shop workers 
D : working with their hands labours
E : unemployed 

• Guardian ABC1 86%- in the top half of the category 59% are AB well off most of the time will be more richer 
• AB 59%
• Daily mail ABC1 64%  AB 33%
• might change the types of language because they are well educated 

Psychographics

• the guardian: claim they target a progressive audience - they embrace change and technology 
• Daily mail : the audience don't embrace change in the same - audience are the main streamer 
• daily mail readers are intorllant - dont put up with people
• Guardian 

The Exam

45 minutes for audience and institution maximum of 50 marks

past exam question- discuss the issues raised by the media ownership in the production and exchange of media texts in your chosen media area

How to structure

Introduction

•  explain cases studies , briefly mention issues 1/4 of page (6/7)lines.

•  indicate direction big issues big/ important or not newspaper industry G&DM - 

• guardian scott trust - daily mail general trust 

• they are different types of companies with different values, target audience , biased content(based on value judgement) different political ideologies
  - why's it an advantage if they are cross media coverage they can create synergy to make more money and power

 What issues 

• Political ideologies 

• business objectives - DMGT- profit is their primary motive STL- want to keep the guardian running, to be independent to give the right kind of news out

• does it matter who owns media- political biased - will they be truthful if it hurts their business 

• explain cross media convergence- who owns what - this can now help companies create synergies (to work together) 

• 1/2 page (5 minutes of writing)

 Explore the guardian 

• what 5 examples  (20 MARKS)  do you have of ideology effectively content 

• how do the scott trust limited use cross convergence to create synergies 

• left wing political party- equal rights , high taxes , big government ,education system

• they might use their newspaper to promote there dating website 

• they write a lot of stories about relationships it gets people to think about dating 

• the will promote the observer because the scott trust owns both  

•  the guardian tends to support equal rights for homosexuality this supports there left winged ideology 

 Explore the daily mail

• examples do you have of ideology effecting content?

Explore others

• lebedevs - own london live tv  evening standard- newspaper

• news uk

• 1/2  page 

Conclude 

• what have you proved? are the issues big? should anything be done about it?

• 5 minutes

• ways companies explore ownerships on stories and the way the spend there money - cross media convergences 

• i have now proved this... opinions - do you believe the government should step in each organisation should be only allowed one newspaper 

• mention the fact the independent newspaper has shut down- no hope passing phase 

• or the new day had just launched - about a sentence long- that there is still hope for the newspaper industry 

digital natives vs. digital immigrants

Marc Prensky influential article

digital immigrants- the idea that people born pre 1980 were immigrants into the world of the internet- the internet did not exist when they were growing up

digital natives -it thought that natives do not have the same emotional attachment to traditional media and may have a tendency to turn to digital media as a reflect 

techno-sceptics

• the death of professional media will lead to loss of quality 
• online social interaction is a poor substitute or real interaction
• social inequalities are amplified rather than reduced 

techno-utopian - ideal world

• prosumer(producer-writing comments + consumer using media products) audiences(e.g. citizen journalist make better content)
• the internet allows us to connect and share on a global scale 
• now anyone can make it without access to expensive resources 

technological convergences

Technological Convergences

Technological Convergences 

technological convergences- to do with technologies- how devices are converged so you can consume multiple media on one devices 

• audiences 
• technology 
• refers to how devices we might have a converged to something on one devices

cross convergence- to do with ownership (conglomerates owning different types of media companies) 

Does this make any differences when reading the news 

•  the thought of it being personal or not 
• when it's on print there is less distraction 

digital storytelling- a new way of telling news stories- both newspapers website use varying amounts of images and videos to illustrate the news

•  a strong example of this is a article in 2013 called firestorm

henry jenkins- the cultural logic if media convergence 

cross media convergence and synergy

cross media convergence and synergy

Synergy is the process of working together. if you're part of a cross-media converged conglomerate this process can be seen to work in a number of ways.
Cross convergence the process of large media organisations own across different media- not just a a website, newspaper, tv shows, other websites

Scott trust own the guardian- the observer - online- www.theguardian.com
DMGT own the- the daily mail- the mail online-the metro- online- www.dailymail.co.uk-metro.co.uk

media converged conglomerate can be seen i a number of ways

• film studio 
• tv channel 
• newspaper
• music label 

this can be used to promote your media conglomerate- might have exclusive interviews, coverage

the guardian and the daily mail use the method of sharing content across publication and the website.both earn revenue for the company.

they also earn revenue through synergy?

• Dailymail shop 
• Guardianshop + dating website

they are owned by the same company BVG airflow
Branding- of newspaper so readers will be obliged to buy things from the newspaper they enjoy