Creating and Distributing via Social Media

Creating and Distributing via Social Media ♡

Wikinomics & mass collaboration

- Tapscott and Williams 2006

- mass collaboration using electronic communications and how relationships between businesses and markets have changed as a result

- book best selling 2007, translated into 20 languages

- irl meetings have been replaced by collaboration on an astronomical scale

- new technology/online presents allow people to come together and make stuff collaborative

- smart firms can use collective capability and genius to spur innovation, growth and success

- based on $9million research project, wikinomics shows how the masses of people can participate in the economy like never before - creating news stories, sequencing dna, remixing music, designing software

- wikinomics is the road map for doing business in the twenty first century

The Long Tail theory

- Anderson, first published in 2004, then as a book in 2009

- mass vs niche products and audiences 

- traditional mass products (cinema) being replaced by niche digital products (netflix) 

- as a result, a greater variety of niche products generate more profit and income for companies

- in the past, men liked action, women liked romance - now many more niche products are available and audiences are no longer satisfied by products that appeal to all

- when consumers offered infinite choice, the true shape of demand is revealed and it turns out to be less about the popular products and more about niche products as they satisfy narrow interests better

 

- products at head of tail more accessible to audiences, but as technology advanced, more niche products become more accessible to us as audiences

- popular products at head of tail shift in demand from audiences, replaced by long tail of audiences over time

- orange curve, hits which dominated market for most of century

- grey is non-hits/niches which is where the new growth is coming from now and future

case study: Casey Pugh

- star wars uncut

- fan made film, split star wars into 15 second clips, got star wars fans to recreate a clip

- no one commissioned to do so

- created a website, split film into 15 second segments, put it on social media to gather footage, fans sent in their own clip, footage shared on website  

- crowdsourcing: when media producers use online technologies to ask for staff or volunteers with specific skillset to work on a project 

compare how two online technologies can be used to support media producers to plan their project (8)

One online technology that can be used to support media producers to plan their projects is Microsoft teams. This is an online application that can be downloaded onto devices, such as a computer or phone, and can also be used through their website if you log into your account. This lets producers send documents on a large group chat or through personal direct messages. They can also edit the documents sent, allowing the pre-production to be a collaborative project. For example, an animator can send a digital storyboard to the producer, thus, the producer can give feedback and make comments on what they like or dislike.

Another online technology that can be used to support media producers to plan their project is Picmonkey. This is an online website in which users can edit photographs in ways such as colour correction, adding text or cropping the image. It offers a subscription payment if users wish to unlock more content that is not available for free however anyone can edit on the website (with limited features) for no charge if the wish. For example, a graphic designer can use this website to layout a magazine template before creating the final product. This is especially useful to them as they can access their work on multiple devices if they log into the same account.

Whilst both Microsoft teams and Picmonkey provide different options and features, they are both extremely useful to media producers when planning their projects as they can be accessed online through multiple devices and allow users to share their work to others, reinforcing the importance of collaboration. 

peer assessed by Ben

WWW - great explanation of both online technologies , includes alot of detail of what they are/do

WWW - Explains how it supports media producers

- 8/8 well done

other example:

- canva: to make notes online and send to other people

- monday.com: to plan projects, provides a gantt chart

- google slides: to create pitches, can be edited and shared by others