YEAR 13 LESSON TWO [Wed 22nd Sept 10]: Homework.

The main focus of the first section of the lesson was the MEST 3 exam question: 'Media Institutions are right to feel threatened by new/digital media.' Consider this statement and show how media institutions are reacting to technological developments.

The BBC have clearly adapted to the demands of new media and the BBC Homepage was used to illustrate how the BBC now incorporates podcasts, blogs, interactive media,constantly updated news, the i-player etc to engage their audience. The audience can now select and personalise their viewing in a manner that was impossible before the digital revolution. Radio 5's Homepage was also used to illustrate how new media has merged old media into one digital medium as Radio can now be watched in real time via webcam, video clips are available that relate to programme content, blogs are available to encourage audience response, access to archives via the i-player is available etc. The BBC do not appear to be threatened by the development of new media and have utilised new technology to improve the service that they offer.

BBC Homepage link:
http://www.bbc.co.uk/

BBC Radio 5 Homepage link:
http://www.bbc.co.uk/5live/

Students were then introduced to the views of James Murdoch, the issue of Rupert Murdoch's Paywall, Napster's influence on the music industry and the industry's inability to adapt a new business model for the digital world, Spotify's attempt to find a business model for Mp3 file sharing that can attract advertising revenue etc. Clearly, some media institutions have been, and continue to be, threatened by the digital revolution. The music industry is an excellent example of how the audience has become the producer with sites such as MySpace providing a global audience for any individual interested in sharing music files.

Students were also briefly introduced to media theory [Pluralism, Marxism, Audience Theory, the Audience/Producer debate] and encouraged to consider whether the invention of the worldwide web has resulted in a 'LEVELLING' of information. Is the Web making our world more equal and democratic or is the Web as divisive and flawed as the real world?

Homework is to synthesise the information offered by my handouts and produce some independent study. I threw a mass of information and ideas at the class and I expect students to digest the content. Any ideas that puzzle student brains will be discussed at the beginning of the next session.It is MASSIVELY important that students visit the fishymedia resources relating to Rupert Murdoch in order to understand why he is using a Paywall and why James Murdoch is so critical of the BBC and OFCOM. Students should also navigate through the first episode of the BBC's VIRTUAL REVOLUTION as this deals with the idea of Levelling and relates directly to my class notes. Year 13 Media Studies demands independent study as it is essential that students are capable of critical autonomy when considering the issues and debates central to the A2 course.

There will be a short test at the beginning of the next session. The test will allow me to gauge who is digesting my notes and approaching the rigour of A2 study in an appropriate manner.

Link to first episode of The Virtual Revolution:
http://www.youtube.com/watch?v=NPD4Ep_J81k

Further reading links:

'Digital media is empowering users' article:
http://news.bbc.co.uk/1/hi/technology/4781590.stm

'Digital media is transforming news' article:
http://news.bbc.co.uk/1/hi/technology/4630890.stm

Press release from Mark Thompson relating to the BBC and its use of digital media:
http://www.bbc.co.uk/pressoffice/speeches/stories/thompson_ft.shtml

Ta.

MLR.