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Collaboration: The way in which producers that are often international can use social media to work together on a large scale.
Prosumer: an amateur producer who uses digital and online technologies to create and distribute media products while remaining a consumer.
Semantic Web: the process following automatic processes/machines to understand meaning or hyperlinks to personalize content.
Web 2.0
In the second stage of development the internet changed from static web pages to dynamic or user- generated content and the growth of social media.
The name was changed by Tim O'Reilly and Dale Dougherty (2004) after developing technologies allowed the audience to participate and collaborate online.
David Gauntlet defined this as the era of the prosumer and the redefinition of the media industry taking control away from large media conglomerates.
Web 3.0 is not 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.
Web 3.0 and 4.0 are expected to utilize 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 audiences content.
Technologies that allow you to use social media as a content producer: A back box device, mobile broadband connection.
Wikinomics - Tapscott and Williams (2006), is based on four ideas openness, peering, sharing and acting globally. This made acting globally possible as it made the world wide web more accessible.
Peering: which replaces hierarchical models with amore collaborative forum. Tapscott and Williams cite the development of Linux as the "quintessential example of peering"
sharing: which is a less proprietary approach to products, intellectual property, bandwidth and 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 (2006) This theory argues that 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 blockbuster, provided the share or distribution channel is large.
Long tail & media - Anchorman (2004) is now a widely know success, but performed poorly at box office release taking just $5m worldwide and $85m on release.
However its availability through DVD sales etc. made it a cult success reaching a wider audience.
Long tail is only possible with the distribution channels available through developments in web and social media (Amazon, iTunes, etc.)
Sheffield Vs Disney - On its iTunes release the documentary 'wont back down - the Steve Peat story' managed to outsell Disney's Frozen in the iTunes overall movie charts for a 2 week period. Initial DVD sales had been small volume, but due to the iTunes channel being worldwide and low cost the documentary was able to compete at global level. The marketing was carried out largely via social media.
Research homework
Between 1993 and 2007 (14years) what had changed about the way we accessed the internet and web content? (300 words)
Changes to the internet and web content in the years between 1993 and 2007:
The world wide web was released to the public by CERN, having access to the internet allowed for easier access to information such as weather reports and news. The public could use the web to purchases product such as placing an order on a Pizza Hut product. New advertising opportunities were developed such as a banner advertisement and commercial spam. The first web browser Mosaic 1.0 became popular with the general public. Image display using the IMG HTML tag was proposed by Marc Andreessen. In 1995 the first version of Internet Explorer and Windows 95 was released by Microsoft.
Sites such as Amazon.com, craigslist, Yahoo, match.com and eBay open on the world wide web.
In 1996 Nokia released the first cellphone that could connect to the internet having a black box device meant that a computer was no longer only device able to access the internet. Netflix, Wikipedia, Go daddy and google.com launched.
In 2001 the average time spent actively on the internet was 83 minutes. In 2002 the internet was used at work as a tool for 55 million actively employed workers. face book, Xbox live and multiple online multiplayer gamming services launched. In 2003 Apple launched the iTunes music store. LinkedIn a professional networking site was launched as well as MySpace.com. In 2005 13 million Americans used the internet to donate money to the victims of the Gulf Coast hurricanes Katrina and Rita. Broadband usage and selling online became increasingly popular. Reddit and YouTube were founded.
In 2006 Twitter was launched, in 2007 Estonia becomes the world’s first country to use internet voting in a parliamentary election. And finally in 2007 Apple releases its first iPhone.
How have technological developments led to an increase in successful sales through the 'long tail' model, use examples to explain your argument? - email Mr. Helliwell
The long tail theory is proven due to the documentary 'wont back down - the Steve Peat story' a small indie product was able to collectively build a better market share than Disney's due to iTunes ability to share content globally. Instead on DVDs limited access.
Social media apps what makes it web 2.0
- Streaks (keeps you on the app every day)
Social media vs traditional media - research
How did artic monkeys and Stormzy use social media instead of traditional methods to achieve mainstream musical success.
myspace was used by artic monkeys to share and release their music, they gained a large following on myspace
Arctic Monkeys and Stormzy both used social media to break into the music scene without relying on traditional methods. In the mid-2000s, Arctic Monkeys gained a following on MySpace as fans shared their demos online, creating buzz before they even released their debut album. This grassroots support helped them bypass the usual need for heavy radio play or label promotion, leading to the huge success of Whatever People Say I Am, That's What I'm Not.
Stormzy followed a similar path, using YouTube and Twitter to build his name in the grime scene. By releasing freestyles and videos independently, he connected directly with fans and grew his audience without needing the backing of a major label. This approach helped him cross into the mainstream with his album Gang Signs & Prayer, proving that social media can be a powerful tool for artists to find success on their own terms.
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