Unit6: Key Terms

 Key Terms-1

The key terms

• Hypertext- Text on a website linking to other text (hyperlinks).
• Collaborations- The way that producers can use social media to work together on large scale projects that are often international.
• Prosumer- An amateur producer who uses digital and online technologies to create and distribute media products while remaining a consumer.
• Semantic web- The process of allowing automated processes / machines to understand meaning/ hyperlinks to personalize content for the audience/ user.- Algorithms

History- WEB

• Web 1.0- refers to the first stage in the World Wide Web, which was entirely made up of web pages connected by hyperlinks.
• WWW.- Developed by Tim Berners Lee to allow non programmers use of the internet. (1995)
• Most content was static with very little video or music available, most web content was information driven. 

History -2

• Web 2.0- the second stage of development of the internet, characterized by especially by the change from static web pages to dynamic or user generated content and the growth of social media.
• Web 2.0- This was named/ coined by Tim O'Reilly and Dale Dougherty (2004) after developing technologies allowed the audiences to participate and collaborating online.
• David Gauntlett- defined this as the era of the prosumer and redefinition of the media industries taking control away from large media conglomerates.   

History-3

• Web 3.0- This is not clearly defined within the technical community but sits around the use of semantic web and intelligent technologies.
• In media terms it has been defined as web content of high quality created by talented individuals harnessing Web 2.0 technology. 

Future 

• Web 3.0 and 4.0- are expected to utilise further intelligent technologies.
• This will mean social media preferences and shopping habit data could be used to create digital avatars acting as 'personal shoppers' or curators of the audience' content. 

Question

What technologies allow you to use social media.  

TV ,Phones, laptops, tablets, PC, 

What did the first IPhone have 

• YouTube
• SMS Message
• Safari Web Browser 
• IPod Music and Video Player
• 2 mega pixel camera
• Bluetooth 
• Weather App
• Landscape and Portrait display 
• Camera 

• Wikinomics, is based on four ideas: Openness, Peering, Sharing, and Acting Globally.
• The use of mass collaboration in business in recent history can be seen as an extension of the trend in business functions to other businesses/ individuals. 

Openness- which includes not only open standards and content but also financial transparency and an open attitude towards external ideas and resources.

Peering- Which replaces hierarchical models with a more collaborative forum. Tapscott and Williams cite the development of Linux as the "quintessential" example of peering."

Sharing- Which is a less proprietary approach to (among other things) products, intellectual property, bandwidth, scientific knowledge.

Acting Globally- which involves embracing globalization and ignoring "physical and geographical boundaries" at both the corporate and individual level.  

Chris Anderson- The Long Tail

• This theory argues the products in low demand or that have a low sales volume can collectively build a better market share than their rivals, or exceed the relatively few current bestsellers and blockbusters, provided the store or distribution channel is large enough. 
• Anchorman (2004) is now a widely known success, but performed poorly at the box office taking just $5m worldwide and $85m on release. 
• However, its availability through DVD sales made it a cult success reaching a wider audience.
• Long tail is only possible with the distribution channels available through development in web and social media. 

For example, the documentary "Wont back down" managed to outsell Disney's Frozen in the iTunes overall movie charts for 2 weeks. Initial DVD sales had just been small volume, but due to iTunes channel being worldwide and low cost the documentary was able to compete at a global level. 

What does Distribution mean

Distribution- How you get your product to your consumers.( The methods by which media products are delivered to audiences.)

Social Media- Utilising Web 2.0+ technologies to allow users to share ideas, expressions, content via online communities.

Professional- a paid person working for a company to do a job. 

Preamble- The model of distribution of media products has changed wildly since the advert of Web 2.0/Social media. 

Cookies

Small pieces of html data stored on your device contains information on what you have looked at. 

The effect Web 2.0 has had on me, is it has allowed me to meet new people or more of my friends mates at other football clubs and plan days to do 5 a side football. Also, being able to stream music has allowed me to venture into different genres and sub genres, now i have a combined total of over 17,000 tracks played in the last 3 years. 

Web 2.0 Features of Instagram

• Advertisements from other companies on your recommended. 
• Send messages to people from around the world.
• Add music to your stories and biographies for other people to see.(This then builds on music recommendations for your profile)
• You get recommended to follow mutuals that either your family or friends follow. 
• Or follow recommended accounts based on who you follow. 

Web 2.0 Features for TikTok 

• Upload videos for TikTok that has been designed or produced by AI to add more detail and creativity to your content.
• The more of the same genre of videos you watch the more related content you get given.
• Live streams that get recommended to you follow the same interest as your videos you watch or produce. 

Web Utopia- Those who see online and social media technologies as having a benefit to society in general. Utopia is a hypothetical community or society possessing highly desirable or near perfect qualities. It is said that social media and Web 2.0 technologies allow societies to come together to promote social good or utopian deal.

Open Source- Material that can be used or altered by individuals and companies as they wish.

eSports- Virtual sports that are run on an electronic system; these include MMORPG'S. eSports communities have formed to such an extent that tournaments now take place particularly in America, where users come together in stadium venues.

Electronic Agora-

Task 

Censorship and Control

No organization regulates social media. However, social media does fall into/ under various regulations/law in the Uk

-Online Safety Act-Jan 2024

-Data Protection Act (1995)

-Libel

-Race Regulations Act

-Criminal Justice and immigration Act

Cultural Preservation- The act of ensuring that a culture is not removed or taken from prominence by a government or national body. 

When social media managers promote products to foreign markets. The things they should consider is first the foreign markets religious beliefs and must not offend them. For example, adding things such as the gay community to a Chinese product would instantly be declined. Secondly, associating that foreign marketing company with other countries they do not like such as China and Taiwan as the two countries do not like each other. It is also best not to start bringing products to countries in war, as opposing countries or even your own might see you as working with the country that does not politically agree with your countries views.   

Criminal Justice and Public Order Act

The way social media could breech the Criminal Justice and Public Order Act is by planning to host a rave or public party that you do not have a permit for to host. This means that the police could fine or arrest the person who is responsible for hosting the event. However, with social media photos or videos that get posted online, can still be reported as their is still evidence of the party, meaning the person who hosted it can still be found. 

IPSO- Can monitor content generated by magazines publishers or News agencies.

ASA- Can monitor adverts and advertising content.

Ofcom- Can monitor all social media and hold some companies to account since Jan 2024.

BBFC- Can monitor and classify film content online. 

Social media at Work

• Individuals with social media accounts often have to agree to T&C's of employment regarding social media.
• The main point is that employees should exercise Self-Regulation to avoid causing any damage to their employer's image on social media. 

Self regulation 

• The idea here is that individuals(and lesser extent companies/organisations) make choices about what to publish as a prosumer on social media.
• In terms of organisations its about how social media reflects the ethical and moral guidelines or identity.

The risks of having Twitter as a platform for allowing extremist viewpoints to be posted, means that it could badly influence those who are on the platform to follow those extremist views. However, this can now make the app a place where people post their opinions that could negatively affect content creators and their audience, along with children now being exposed to these speeches and posts that could influence them to post extremist views too.  

What is QQ?

Is an Instant messaging platform that was created in 1998 by having a penguin as their logo that makes them stand out to other companies. They are also the first platform that was used for messaging and contacting other people in their country. QQ offers social games, shopping and group video calls. 

What is Weibo

Micro Blog

Business accounts 

VIP Weibo

Instagram- DM's, Image Posting, video posting, paid ads, verification

Twitter- Microblog, direct messaging, private messaging, paid ads, video posting, paid verification. 

Facebook- Profile driven service, Image posting, video posting, text posting, DM's, Business groups, community groups, Groups, Paid content.

Snapchat- DM's, stories, Premium version, Talk to Ai, Groups 

Crowdfunding 

This is the process of using an online service to generate funds for the production of a media product. Investors are rewarded with perks from credits through set visits, premiere seats, props and more.

Crowdsourcing 

This is the process of using online services such as LinkedIn to find personnel (staff, specialist practitioners) to fill roles in your production team for the creation of a media product. 

How can i use ESports in Unit6 

1. E-Sports players use electronic agora to share information on matches and competitions.
2. E-Sports services allow a wider audience globally to view matches.
3. E-Sports events can be used by media professionals to promote new products to a targeted audience through E-Sports channels.
4. Dedicated social media channels-Twitch-exists for E-Sports.
5. E-Sports competitions allow media professionals to engage in advertising and dialogue with a ready made target audience.
6. E-Sports followers can live chat and react to matches om real time through the streaming channels (Twitch, YouTube gaming).

Questions that can be asked about cultural censorship 

How can on going wars effect what gets posted on social media?

How would a social media platform censor posts or comments that can be deemed hurtful to other peoples faith? 

What is cultural censorship? 

Explain two ways that cultural censorship can impact on the distribution of digital media products. 

"Identify three cultural constraints that social media managers should be aware of when promoting products to foreign markets". 

When promoting products to foreign markets, there are three constraints that you must be aware of. The first one being who is sponsoring your product. When trying to distribute a product, most companies have to be careful of who are sponsoring their product, as some sponsors could have opposite faiths and beliefs. 

1. Wikinomics- 
2. Global Village- How the web connects people around the world. 
3. Social Media aggregation- 
4. Sales Funnel- The different stages of a social media campaign.
5. Grassroot Production- A media product produced by a non professional 
6. Prosumer- A person who buys electronic goods that are a standard between those aimed at a consumer and professionals. 
7. Crowd Funding- Using an online service to generate funds for the production of a media product. 
8. Crowd Sourcing- Process of using online services such as LinkedIn to find Personnel. 
9. Globalisation- When a business or product begins to be mainstream globally. 
10. Online Project management tool- 
11. Synergy- When two companies join together to make a product (Uses the same thing).
12. Blended Marketing- Blending together traditional marketing to online marketing. 
13. Folksonomy- A user generated system of classifying and organizing an online content. 
14. Electronic Agora- Worldwide computer network that redefines our notions of gathering place. 

Globalisation

• Uses web technology allows for small media producers to work across the globe to find a production and distribution. (Crowd Sourcing, finding talent). 
• It's easier to establish a global media brand and spread the message of the brand.  
• LinkedIn- Professional social media platform.
• Can ground source on any social media (might not be as direct)
• Global job market

Fake news and misinformation 

Verifying news sources is much harder due to the use of AI. 

Examples of fake news, Covid not being real.

Vaccines link to autism 

Vaccines triggered by 5G to spread covid by China.

Moral panic- An online information which causes public upset and disruption. 

Electronic Agora- Any community online sharing ideas. 

Wikinomics- Globally share ideas, content and products to improve them. (Open Office)

Web Utopia- The world will improve by online collaboration. 

Internet trolls- People purposefully spreading negative, fake or unpopular content to create online dispute. 

Make sure the questions are media related, link social media, make the use clear, and make sure it's verifiable. 

Top Tips for brief 

• Figure out when you need to start the campaign by finding the launch date- 6 months before.
• Identify the product you are being asked to create a campaign for (this will influence what content ideas you have for the campaign).

Question

1. We are being asked to create a product for "My life Tv".

2. The campaign will start in June 

3. The target audience for the product are men and women from the ages of 16-19

4. The first social media platform I would use is Instagram, because its primary audience are those of ages from around 16-19 who are mostly likely going to interact with their posts, such as polls on stories that they can vote on which musician they prefer the most. Next I would use Facebook as the parents of that target audience can interact and comment on the posts that are made, and share them to their children to recommend watching it.