Media Unit 2 AOS 3

Old and New Media Technologies?

📰 Old Media Technologies (Traditional Media)

• Examples: Newspapers, books, radio, television, DVDs

• Format: Physical and broadcast

• Communication: One-way (audience receives but doesn’t interact)

• Access: Limited by time, location, and resources

• Distribution: Physical formats with slower, restricted reach

🌐 New Media Technologies (Digital Media)

• Examples: Internet, social media, websites, streaming services, podcasts

• Format: Digital and interactive

• Communication: Two-way (audiences can respond and create content)

• Access: Instant, global, and affordable for anyone with a device

• Distribution: Online, fast, and accessible anytime, anywhere

New media empowers users to be both consumers and creators, breaking down barriers and transforming how we share, interact with, and consume content.

Types of Audiences:

👥 Passive Audience

• Simply absorbs media without questioning it

• One-way communication, typical of traditional media

• Focuses on surface-level content like visuals

💬 Active Audience

• Engages with and interprets media

• Gives feedback and challenges ideas

• Common in today’s interactive digital platforms

🎯 Intended Audience

• The group media producers aim to reach

• Creators tailor content based on their expectations

• But audiences may interpret it differently due to changing social contexts

🌐 Contemporary Audience

• Mix of passive and active traits

• Often acts as both consumer and creator (prosumer/produser)

• Uses platforms like YouTube, blogs, and Etsy to share and engage

Modern audiences are more involved, shaping and responding to media in dynamic ways.

Audience Interactions with Media

(n, o, a, r)

🛠 Prosumer/Producer Role

• Users are both consumers and creators

• Examples: bloggers, YouTubers, Etsy sellers

⚡ Changes in Consumption

• No time or location limits

• On-demand access via streaming and social platforms

• Audiences influence media decisions (e.g., saving cancelled shows)

• Risks include doomscrolling and exposure to harmful online behavior

Development in:

• Production (m,p,d)

• Distribution (m,s,m)

• Consumption (a,p,a)

• AI (a, i,t)

🎬 Production

• Media creation is now accessible to anyone with a computer.

• Physical tools like CDs and floppy disks are no longer needed.

• Digital platforms and software have made content creation easier and cheaper.

🌍 Distribution

• Media is shared instantly online, removing time and location limits.

• Streaming services, social media, and gaming platforms now handle most distribution.

• It's more affordable for both big companies and independent creators.

📱 Consumption

• Audiences can access media anytime, anywhere.

• People now actively engage with content, giving feedback and sharing.

• Algorithms personalize feeds but can lead to overconsumption and mental health issues like doomscrolling and exposure to hate comments.

🤖 Artificial Intelligence (AI)

• AI and CGI have transformed visual content creation.

• Industries like entertainment and gaming use AI for realistic effects and immersive experiences.

• Tools like Photoshop’s AI Generative Fill allow easy, lifelike image editing.

Digital media has reshaped how we create, share, and interact with content—making it faster, more personal, and more powerful than ever.

The impact on the audience because of these developments

🔄 Shift in Audience Role

• Audiences have moved from passive viewers to active participants and content creators.

• Many now act as prosumers—both consuming and producing media (e.g., YouTubers, bloggers).

📣 Audience Influence

• Viewers shape media by giving feedback and rallying online to save or revive shows.

• Social media campaigns show how powerful audience voices can be.

📱 Media Access and Consumption

• Content is now available instantly, anytime, anywhere.

• Streaming services offer on-demand viewing, removing time and location limits.

• The internet allows fast sharing and wider access to media.

🧠 Social and Mental Health Effects

• Constant access can lead to stress, doomscrolling, and exposure to harmful comments.

• Social media affects real-life bonding and weakens face-to-face communication.

• People often focus more on screens than those around them.

🔐 Privacy and Control Concerns

• Algorithms personalize feeds but can trap users in echo chambers.

• Platforms collect detailed user data for targeted ads, raising privacy and manipulation concerns.

• Data breaches highlight risks to personal information.

Digital media has empowered audiences but also introduced new challenges in mental health, privacy, and social connection.

Link to Social Media, Streaming and Web 2.0

🔗 Shared Features

• All three use digital tools to share and consume content.

• They promote interactive communication, letting users respond and engage.

📱 Social Media & Streaming

• Social Media (e.g., Facebook, Instagram) enables instant sharing and connection.

• Streaming Services (e.g., Netflix, YouTube) offer on-demand access to movies, music, and shows.

• Both rely on digital distribution across multiple devices.

🤝 Web 2.0 Principles

• Encourages user-generated content and collaboration.

• Users become prosumers—both consuming and creating media (e.g., bloggers, YouTubers).

• Platforms use algorithms to personalize content and keep users engaged.

📣 Audience Impact

• Audiences are now active participants, giving feedback and shaping media.

• Content is accessible anytime, anywhere, enhancing engagement and personalization.

Together, these technologies have transformed how we communicate, create, and consume media in the digital age.

Prosumer/Producer?

Linking Case Studies to Audience:

🧠 Mental Health & Industry Pressure

Celebrities often face stress when their private lives are exposed by the media and public.

• Britney Spears lost control over her life during her conservatorship, while fans unknowingly supported the system.

• Kanye West’s bipolar disorder shows why mental health support is important in high-pressure jobs.

• Amanda Bynes’ early fame shows how young stars can be affected emotionally by fame and public attention.

⚖ Defamation & Legal Issues

Celebrities care a lot about their public image and may take legal action to protect it.

• The Blake Lively vs. Justin Baldoni case shows how far stars might go to control how the public sees them.

📱 Cyberbullying & Online Ethics

Social media can be harmful when people use it to bully or harass others.

• Dolly Everett’s story shows how online bullying can deeply hurt young people.

• The #doitfordolly campaign encourages kindness online and reminds people to speak up before it’s too late.