Students received the marked drafts of their case studies and the first session looked at issues that relate to the impact of digital media. Students were encouraged to consider how different institutions have adapted to the digital world. Students were encouraged to consider:
- News institutions and the challenging of mainstream representations.
- The publishing industry and the effect of the Kindle. Students were encouraged to consider why Borders and Waterstones have struggled to adapt to the digital marketplace. Students were encouraged to research the Faber and Faber and Harper Collins websites. How are Faber and Faber using digital media? If the book is dying, how are Faber and Faber attempting to survive in the digital world? Significance of the e-book?
- Social media and why Facebook has thrived when Bebo/MySpace have struggled. Students were encouraged to discover how Facebook makes money.
- Murdoch and why print media is struggling to find a business model. Students were encouraged to research Murdoch's PAYWALLS and how he is attempting to use the I-Pad to create a successful digital business model.
- Music and the impact of the MP3 file. Why is EMI struggling? How is Spotify attempting to offer a digital business model? How has digital media revolutionised how we consume music? The significance of the I-Pod? Why are Coldplay so s**t?
- The success of the BBC and Channel Four. How have these institutions adapted to confront the demands of the digital world? What are they offering their audience?
The session encouraged students to develop awareness of how digital media is able to challenge mainstream representations and consider issues relating to regulation and censorship. Students need to develop an understanding of the significance of SOPA, ACTA and the UK's Digital Economy Act. Students MUST be aware of the digital media issues and debates that link to regulation and censorship. Students were also asked to consider the question: How do the audience benefit from New Digital Media?
ISSUES RELATING TO INSTITUTION AND AUDIENCE ARE CENTRAL TO SECTION B OF THE EXAM. THIS SHOULD BE THE FOCUS OF STUDENT REVISION.
I made reference to The Guardian webpage that will be useful when constructing the final versions of the case studies. Click on link below to access this OUTSTANDING RESOURCE:
The Guardian newspaper recently offered a full week of articles that considered all the key issues and debates that link to digital media. Students really should be reading this material. A criticism of the case studies is that some students are still struggling to offer convincing evidence of independent research. This site should help ALL STUDENTS with their research.
Students were asked to consider the MEST 3 Section B exam title from January 2011:
'New and digital media offers media institutions different ways of reaching audiences.'
Consider how and why media institutions are using these techniques.
The following essay structure was offered as a potential response to this title:
- The first paragraph could explore how the BBC have attempted to provide the audience with choice. Reference could be made to the I-Player, Podcasts, programme specific e-media etc. The audience can now respond to views and material being offered by the BBC and these views can be shared with other viewers. Channel Four also uses e-media to offer educative value to their audience. This relates to their remit. Reference should be made to a specific Channel Four text.
- The second paragraph could explore how Murdoch/Newscorp is attempting to use the I-Pad and a series of apps in an attempt to reach a digital audience. Reference could be made to his use of PAYWALL at The Times to explore an institution struggling to adapt to the digital world. Reference could be made to Behavioural Targeting and how traditional print media is struggling to attract advertisers when online advertising can be so audience specific.
- The third paragraph should begin: 'In my case study...' This paragraph should relate your independent research to the requirements of the question.
- The fourth paragraph could explore how the publishing industry is attempting to reach their audience using digital media. Reference should be made to the Kindle, e-books, download culture, author specific websites, etc. If the traditional book is dying, how are institutions such as Faber and Faber using digital media?
- If there was enough time, a paragraph could be offered that illustrates the idea that the use of digital media depends on your position in the world. Some countries [China, Iran, North Korea etc] restrict digital access and digital media is used to control an audience rather than empower an audience. Governments can control digital information in an attempt to shape the view of the audience. In a democratic and pluralist digital world an audience may benefit from digital media but digital media can be used to 'manufacture consent'. Marxist theory views the media as a propaganda tool used by the political elite to control thought.
The final section of the session considered the Section A questions from the January 2011 exam:
Resources for Section A MEST 3.
The Guardian:
BBC Report:
HOMEWORK: COMPLETE CASE STUDY. Refer to January 2011 exam paper as there may be some 'timed writing' in the next session in response to this paper.
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