New Media 3M

New Media 

- Old media = Media that targets a very large audience that are assumed to be homogenous (all posessing simiar characteristics and interests).

- Key patterns in the development of new media:

* Interactivity 

Jenkins = interactivity has been brought about by convergence, it creates a 'participatory culture'. E.g people comment on social media. This creates a collective intelligence as many individuals have "pooled their knowledge" e.g. wikipedia.

Boyle 2005 = demand-led TV is an example, as the audience decides when and where they will watch the programme, rather than producers of TV organising a schedule of when items will be broadcast.

* Convergence 

Technological = Different ways of presenting a variety of types of information e.g. watch TV on a smartphone.

Economic = boundries between media sectors and business become blurred e.g. Google also owns Youtube. 

Social = the way we consume the media, acessing several media at once. 

Compression 

Digital technology allows compression of signals, more radio and TV channels can be sent through the same cable or via satelite. 

This led to narrowcasting = niche or individualised types of media content, the media content has become more personalised.

Evolution of existing media

New media is actually old media that has been developed technologically e.g. TV has changed from analogue to digital.

* Emergence of new delivery technologies

Laptops, smartphones, tablets, wifi and 4G.

- Diversity and differences:

* A generational divide 

Boyle 2007 suggests there is a difference in how people use the new media. 

Boyle notes that there has been a divide since the emergence of youth cultures. e.g. 1950s authoritites were unhappy with pop music when it first appeared.

Boyle, young people use the media as it is a 'now' media beause of it's immediacy and accesibility. Young people seek out entertainment and news differ from previous generations.

Boyle notes that the internet is the central part of the media experience of young people e.g. they use the internet to access various sites like facebook.

Boyle states we must be careful not to exaggerate these generational differences as many adults do use social media and the average online gamer is 33 years old.

* A class divide 

The internet is accessed everyday or nearly everyday by 78% of adults in Great Britain in 2015 compared to 35% in 2006.

5.9 million adults in UK have never used the internet.

4.1 million adults living in social housing are offline (no internet).

Affordability of equipment or usage - this excludes some groups in society.

Pricing structures aswell as price itself has an effect on uptake. E.g. rapid uptake of mobile phones even by low income groups is probably a result of more flexible and non-excludng pricing structures (such as pay-as-you-go).

The poor may be excluded because they can't afford digital technology and monthly payments. 

A digital divide has opened between those who have access to this new technology and those who are financially and culturally cut adrift.

* A gender divide

Li and Kirkup…