THIS WAS A MASSIVE LESSON.
The whole aim of this session was to discuss the appropriate content for the essay title:
WHY AND WITH WHAT SUCCESS ARE TRADITIONAL MEDIA INSTITUTIONS ADAPTING TO THE CHALLENGE OF NEW/DIGITAL MEDIA?
This is a big essay because students need to improve the quality of written work. The aim of the class discussion was to make students aware of how each paragraph should be structured to ensure that the written response has a clear question focus, precise and appropriate textual reference, and clear evaluation of the impact of digital media. So the basic paragraph structure should follow this model:
- Opinion.
- Specific textual reference.
- Evaluation of how the textual examples relate to the question. This final section of the paragraph should offer a very clear question focus and illustrate an understanding of the impact of digital media. How has the institution or industry that you are discussing adapted to the challenge of the digital world?
THIS IS A POTENTIAL ESSAY STRUCTURE:
- A consideration of how the BBC have adapted to the digital revolution. This paragraph should offer clear examples of how the BBC have embraced the digital world and how these digital innovations benefit the BBC's audience. We had a comprehensive class discussion about the BBC. Check your notes.
- Students need to offer a paragraph that deals with Rupert Murdoch and how he has struggled to find an effective digital business model for his newspaper empire. Reference must be made to THE DAILY. Why did this fail? What is the big problem with Murdoch's use of Paywall? Why do some Paywalls appear to be successful? What do they offer? Class discussion was excellent.Check your notes.
- The third paragraph could deal with the music industry and how Napster and the Mp3 file have revolutionised how we consume music. The traditional record industry appears to have been destroyed by digital culture. Research EMI's economic misfortune. The musician has been offered a global digital platform and the ability to record music in a very professional manner using cheap digital software....BUT HOW DO MUSICIANS MAKE MONEY FROM THEIR ART? They can access a global audience but how do they monetise their creativity? Reference could be made to Soundcloud, ReverbNation, BandCamp, KickStarter etc.
- Students could refer to Faber and Faber. Refer to my notes.
- I would like students to construct a paragraph that considers how it is not just traditional media institutions that need to adapt to the challenges of the digital world, but relatively new digital media institutions need to keep innovating or they may struggle to survive in the digital marketplace. We discussed MySpace and Wikipedia. RESEARCH required. Why did MySpace lose its lofty position alongside Facebook and why did Wikipedia have to change its gatekeeping system?
- The conclusion needs to directly confront the question. Keep it brief.
GOOD LUCK MEDIA FREAKS
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