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  1. Media Ecology Component 4 – Section B

  2. Media Ecology is … • In mediaecology we are studying the (changing) relationships between • Media producers, distributors and audiences • Citizens, governments and corporations • And how the nature of these relationships is shaped by their environments, but instead of physical environments, we are thinking of technological, economic, cultural and political environments • Ecology is concerned with interconnectedness, so as well thinking about how the environments shape the media, we will also consider how media shapes the environment

  3. The Internet

  4. Convergent Technology • What does this mean?

  5. Domestication of Technology Many technologies including hardware (eg cameras) and software (eg editing programmes) have become more ‘domesticised’ over the years. This means they have become more easily available at a lower cost, to every day people in their homes, rather than just being available for richer producers in professional companies. This has happened as technology has gotten smaller in size, and cheaper to manufacture.

  6. The Prosumer

  7. Tapscott and Williams • In their book Wikinomics: How Mass Collaboration Changes Everything, Don Tapscott and Anthony D. Williams coined the related term of prosumption (production/consumption) to refer to the creation of products and services by the same people who will ultimately use them. The book states criteria that increase the value of prosumers' participation such as openness, sharing, peering and globalizing.

  8. The Power of the Prosumer https://www.youtube.com/watch?v=rK4If-FFjW8

  9. Growth of the Prosumer The growing low cost availability of convergent technologies eg mobile phones, has meant that many every day people are now able to make / produce their own media content and distribute it online. So ANYONE can become famous for ANYTHING

  10. You Tube • You Tube is full of prosumers who have filmed and uploaded videos that have been seen by people around the world.

  11. ASMR videos

  12. Good or bad? https://www.youtube.com/watch?v=yPS4xC52L5I

  13. Impact of textual poachers / prosumers on professional companies Positives Increased promotion of their products Widens their audience reach Potential increase in profits as a result of the above two points Negatives Their products could become a joke / mocked Prosumers using their copyrighted content without paying for the rights so artists not being paid Their company loses some of their power

  14. Hillywood

  15. In pairs You are going to try and find a creative / unusual / weird prosumer (or team of prosumers) who have uploaded at least one video to You Tube. The more unusual the better. You are going to create a presentation on them to do on Thursday. Only needs to be a few minutes long. Maker sure you cover the points on the sheet.

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