1. The Impact of New MediaThe Impact of New Media
A Level Media StudiesA Level Media Studies

2. Key QuestionsKey Questions
 Has new media democratised the production of media textsHas new media democratised the production of media texts
by shifting the control of media content away from largeby shifting the control of media content away from large
media institutions?media institutions?
 Has new media changed the way media texts areHas new media changed the way media texts are
consumed and what are the social implications for this?consumed and what are the social implications for this?
 Has new media technology provided new cross-cultural,Has new media technology provided new cross-cultural,
global media texts that communicate across national andglobal media texts that communicate across national and
social boundaries?social boundaries?
 How active or interactive are consumers of new media andHow active or interactive are consumers of new media and
how significant is this in terms of power?how significant is this in terms of power?
 How has new/digital media impacted on traditional mediaHow has new/digital media impacted on traditional media
productions and consumption?productions and consumption?
 To what extent does new media escape some of theTo what extent does new media escape some of the
constraints of censorship that traditional media encounters?constraints of censorship that traditional media encounters?
 How is new media interacting with, using and changingHow is new media interacting with, using and changing
traditional media platforms?traditional media platforms?

3. The Digital
Revolution
Video and
DVD
Portable
camcorders
Home
computer
& games
consoles
Cable,
satellite &
digital TV
Mobile phones &
their convergence
with other media
photography &
video
The world
wide web
Email
MP3
podcasts webcams
blogs
Social networking

4. New/Digital MediaNew/Digital Media
UTOPIANUTOPIAN
 Del Sola Polle (1977)Del Sola Polle (1977)
 Suggests new media willSuggests new media will
facilitate a positive mediafacilitate a positive media
worldworld
 A wider range of mediaA wider range of media
texts can be produced thattexts can be produced that
meet the needs of manymeet the needs of many
more groups in society.more groups in society.
 Provides individual citizensProvides individual citizens
with the capacity towith the capacity to
produce/publicise textsproduce/publicise texts
themselves.themselves.
 This facilitates the growthThis facilitates the growth
of different mediaof different media
representations.representations.
DYSTOPIANDYSTOPIAN
 Habermas (1991)Habermas (1991)
 Argues that media textsArgues that media texts
should provide a space forshould provide a space for
citizens to debate andcitizens to debate and
criticise governmentcriticise government
actions & form publicactions & form public
opinion.opinion.
 Suggests new mediaSuggests new media
outlets produce similaroutlets produce similar
sorts of representationssorts of representations
that focus primarily onthat focus primarily on
celebrity and trivia.celebrity and trivia.

5.  Has new mediaHas new media
democratised thedemocratised the
production of mediaproduction of media
texts by shifting thetexts by shifting the
control of media contentcontrol of media content
away from large mediaaway from large media
institutions?institutions?

6. Alternative Media FormsAlternative Media Forms
 New media technologies facilitate small-scaleNew media technologies facilitate small-scale
media productions.media productions.
 This provides for alternative views that challengeThis provides for alternative views that challenge
dominant ideologies/values of society.dominant ideologies/values of society.
The Royal Commission on the Press (1977) definedThe Royal Commission on the Press (1977) defined
alternative media as:alternative media as:
 Dealing with the opinion of small minoritiesDealing with the opinion of small minorities
 Expressing attitudes hostile to widely held beliefsExpressing attitudes hostile to widely held beliefs
 Espousing views or dealing with subjects notEspousing views or dealing with subjects not
given regular coverage by publications generallygiven regular coverage by publications generally
available at newsagents.available at newsagents.

7. Look at the homepages of the three
websites below. In what ways do they
provide an alternative media space for
those wanting to challenge dominant
ideologies in contemporary society?

8. Alternative media formsAlternative media forms
 Some critical perspectives suggest that alternative mediaSome critical perspectives suggest that alternative media
are run in a more egalitarian & democratic way.are run in a more egalitarian & democratic way.
 They reduce the cost of media production.They reduce the cost of media production.
 New media texts can challenge the consumerist norms of aNew media texts can challenge the consumerist norms of a
capitalist society.capitalist society.
 They may create ideological disruption & disturbance inThey may create ideological disruption & disturbance in
relation to values and ideas about areas such asrelation to values and ideas about areas such as
gender/sexuality, religion etc.gender/sexuality, religion etc.
 Alternative websites provide ‘citizen journalism’ – allowingAlternative websites provide ‘citizen journalism’ – allowing
ordinary people to give their own alternative versions ofordinary people to give their own alternative versions of
dominant news stories.dominant news stories.
 In doing so, they politicise the repression of events &In doing so, they politicise the repression of events &
information produced in mainstream news, drawinginformation produced in mainstream news, drawing
attention to its selectivity.attention to its selectivity.
 However, ‘citizen journalists’ are not necessarily restrainedHowever, ‘citizen journalists’ are not necessarily restrained
by professional or institutional codes of conduct.by professional or institutional codes of conduct.

9. http://www.guardian.co.uk/media/2010/aug/http://www.guardian.co.uk/media/2010/aug/
27/bbc-mark-thompson-murdoch-27/bbc-mark-thompson-murdoch-
mactaggartmactaggart
 Rupert Murdoch and BSkyBRupert Murdoch and BSkyB
 ““BSkyB is too powerful and threatens to "dwarf" the BBC and itsBSkyB is too powerful and threatens to "dwarf" the BBC and its
competitors.”competitors.”
 ““News Corp, in effect controlled by the Murdoch family, nowNews Corp, in effect controlled by the Murdoch family, now
enjoys unprecedented industry power in the UK. News Corp ownsenjoys unprecedented industry power in the UK. News Corp owns
39% of Sky and is in the process of buying the part of the39% of Sky and is in the process of buying the part of the
broadcaster it does not already own.”broadcaster it does not already own.”
 "a concentration of cross-media ownership that would not be"a concentration of cross-media ownership that would not be
allowed in the United States or Australia".allowed in the United States or Australia".
 http://www.guardian.co.uk/media/2010/aug/13/rupert-murdoch-http://www.guardian.co.uk/media/2010/aug/13/rupert-murdoch-
us-digital-newspaperus-digital-newspaper
 Murdoch sees the iPad as a potential lifesaver in terms ofMurdoch sees the iPad as a potential lifesaver in terms of
its reach among the young and its ability to attractits reach among the young and its ability to attract
subscriptions.subscriptions.

10. HomeworkHomework
 Has new media changed
the way media texts are
consumed?
 What are the social
implications for this?

11. Web 2.0Web 2.0
 A second generation of web basedA second generation of web based
material which facilitates mobilematerial which facilitates mobile
broadband and wireless connections.broadband and wireless connections.
 Web based communities such as socialWeb based communities such as social
networking sites and wikis.networking sites and wikis.
 These facilitate collaboration andThese facilitate collaboration and
sharing of user generated content.sharing of user generated content.
 Posting comments on websites,Posting comments on websites,
uploading videos, photos and musicuploading videos, photos and music
and commenting on others’and commenting on others’
contributions.contributions.

12. Web 2.0Web 2.0
 Web 2.0’s emphasis was on...Web 2.0’s emphasis was on...
 InteractivityInteractivity
 User participationUser participation
 Dynamic contentDynamic content – content that is not fixed but– content that is not fixed but
shifting, changing and constantly reconstructed.shifting, changing and constantly reconstructed.
 FreedomFreedom – for audiences and individuals to– for audiences and individuals to
produce, consume & engage with a wide range ofproduce, consume & engage with a wide range of
new texts.new texts.
 To allow audiences toTo allow audiences to produceproduce their owntheir own
content.content.
 MySpace, Friends Reunited, Facebook, YouTubeMySpace, Friends Reunited, Facebook, YouTube

13.  ConvergenceConvergence
 Interconnectivity of media platformsInterconnectivity of media platforms
 Greater levels of interactivityGreater levels of interactivity
 Opening boundaries betweenOpening boundaries between
producers and consumersproducers and consumers
 Social networkingSocial networking
 3D TV3D TV

14. HomeworkHomework
 Has new media technology
provided new cross-
cultural, global media texts
that communicate across
national and social
boundaries?

15. GlobalisationGlobalisation
An important factor in the age of communicationAn important factor in the age of communication
when the global sales of film, TV and mediawhen the global sales of film, TV and media
products, along with the internet, bring people inproducts, along with the internet, bring people in
developing countries into direct contact withdeveloping countries into direct contact with
Western media products.Western media products.
Distribution is facilitated by satellite and theDistribution is facilitated by satellite and the
internet, enabling communications to travel frominternet, enabling communications to travel from
one side of the globe to the other instantaneously.one side of the globe to the other instantaneously.
It enables events that are taking place in distantIt enables events that are taking place in distant
countries to be presented to us on our TVs and thecountries to be presented to us on our TVs and the
internet live (9/11 coverage)internet live (9/11 coverage)

16. GlobalisationGlobalisation
 According to Giddens (2003) we liveAccording to Giddens (2003) we live
in a ‘runaway world’ where cultures,in a ‘runaway world’ where cultures,
economies and politics appear toeconomies and politics appear to
merge across national boundaries.merge across national boundaries.
 Significantly, TV consumptionSignificantly, TV consumption
merges, so that TV programmesmerges, so that TV programmes
such as Friends, Sex and the City,such as Friends, Sex and the City,
Grey’s Anatomy etc and channelsGrey’s Anatomy etc and channels
such as MTV and CNN are watchedsuch as MTV and CNN are watched
all over the world.all over the world.

17. Cultural Imperialism
 The USA dominates world media with 85% of the global
film market and 68% of the television market.
 A cultural-imperialism perspective argues therefore that
American values and ideologies are imposed upon the rest
of the world through media texts.
 Putnam (1997) suggests that the US government
prioritised media for support as an important export
industry that promotes both US values and US goods.
 In 2007, Apple computers were not just advertised in
trailers preceding films but also through product placement
in films such as ‘The Bourne Ultimatum’, ‘Night at the
Museum’ and ‘Transformers’.

19. Challenge to cultural imperialism…
The success of the Indian film & TV
industries that have taken advantage
of the Asian Diaspora
India’s biggest
media
conglomerate –
Zee TV (now
available on 4
continents)

20. HomeworkHomework
 How active or interactive areHow active or interactive are
consumers of new media andconsumers of new media and
how significant is this in termshow significant is this in terms
of power?of power?
 How has new/digital mediaHow has new/digital media
impacted on traditional mediaimpacted on traditional media
productions and consumption?productions and consumption?

21.  How active or interactive areHow active or interactive are
consumers of new media andconsumers of new media and
how significant is this inhow significant is this in
terms of power?terms of power?

22. Social Networking - Facebook
 Launched 2004
 Has taken social networking to another level.
 Turned it into an interactive platform
 Allows its page creators to interact with other
online users..
 But also, play games, raise funds, organise
events, post videos etc etc.
 In America – myhomeworkNOW.com accounts are
being linked with facebook accounts.
 Students will be able to see school
announcements, alerts, and classroom
assignments directly through their facebook
account.

23. Homework!
 Make a list of all the facebook tools
and applications available to you.
 How interactive is your facebook
experience?

24.  How has new/digital mediaHow has new/digital media
impacted on traditional mediaimpacted on traditional media
productions andproductions and
consumption?consumption?

25. Technological Determinist
argument
 Technology influences and dictates the nature of society.
 The impact of new/digital media is so profound that is has
changed the historical, social, economical and political
context of the society in which it was produced.
 Castells (1999) emphasises that the contemporary internet
society is focused around networks and flows of information
that disregard the constraints of time and space.
 Eg. Social network sites provide a network over which
information flows between groups of friends.
 The information flows without friends actually meeting.
 The social networking website provides an imagined
community of participants who are not restrained by time
and space.
 Similarly, players in an online internet game are not
restricted to players who live near them, but can play with
people in other countries, unregulated by time restraints.

26. On the other hand…
 Technological determinist arguments are often
challenged.
 MacKay (2001) stresses the importance of the
way in which technology is utilised & incorporated
into society.
 Eg. The way in which the personal computer and
internet have been incorporated into home and
family life.
 Although internet and social networking
phenomenon offer global interaction, they often
have a strong local focus.
 MySpace still has regional networks
 However…

27. Facebook
 Mark Zuckerberg, 2009
 “the site is growing beyond regional networks and networks will no
longer be part of the privacy settings.”
 “As Facebook has grown, some of these regional networks now
have millions of members and we've concluded that this is no
longer the best way for you to control your privacy.”
 “The plan we've come up with is to remove regional networks
completely and create a simpler model for privacy control where
you can set content to be available to only your friends, friends of
your friends, or everyone.”
 “We're adding something that many of you have asked for — the
ability to control who sees each individual piece of content you
create or upload. In addition, we'll also be fulfilling a request made
by many of you to make the privacy settings page simpler by
combining some settings.”

28. The BBC iplayer
 An internet radio television service
 Went live December 2007, updated 2008 and again in 2010
 The next generation iplayer (Sept 2010) brings integrationThe next generation iplayer (Sept 2010) brings integration
with various social networking sites to the TV on-demandwith various social networking sites to the TV on-demand
service.service.
 Deals with Facebook, Twitter, and Bebo are already in place,Deals with Facebook, Twitter, and Bebo are already in place,
with more likely to follow.with more likely to follow.
 iPlayer users will be asked to integrate their accounts withiPlayer users will be asked to integrate their accounts with
the BBC Online site.the BBC Online site.
 Then every time they sign in and use the iPlayer, they willThen every time they sign in and use the iPlayer, they will
also be connected to the social networks they use.also be connected to the social networks they use.
 This will enable the BBC to see what they and their friendsThis will enable the BBC to see what they and their friends
are watching or listening to.are watching or listening to.

29. 3View
Virgin media
Fetch
TV
BT Vision
Freesat
Freeview
Wii
Playstation 3
X-box 360
Mobile phones

30. Iplayer controversyIplayer controversy
 The BBC iplayer and its website are funded byThe BBC iplayer and its website are funded by
money obtained from TV owner’s licence feesmoney obtained from TV owner’s licence fees
 Some argue that this gives them an unfairSome argue that this gives them an unfair
advantage over commercial producers of onlineadvantage over commercial producers of online
material who have to seek advertising to fundmaterial who have to seek advertising to fund
themselves.themselves.
 The BBC – “web content must be free fromThe BBC – “web content must be free from
advertising in order to be consistent with ouradvertising in order to be consistent with our
public service remit.”public service remit.”
 Others argue it is unfair that television users areOthers argue it is unfair that television users are
paying for content that web-users can access forpaying for content that web-users can access for
free.free.

31. HomeworkHomework
 To what extent does newTo what extent does new
media escape some of themedia escape some of the
constraints of censorship thatconstraints of censorship that
traditional media encounters?traditional media encounters?
 How is new media interactingHow is new media interacting
with, using and changingwith, using and changing
traditional media platforms?traditional media platforms?

32.  To what extent does newTo what extent does new
media escape some of themedia escape some of the
constraints of censorship thatconstraints of censorship that
traditional media encounters?traditional media encounters?

33. Censorship
 GossipReport on the internet
 Changing media landscape – what
was once private is now in the public
sphere of the internet
 Facebook
 MySpace
 Privacy & censorship
 The above three sites operate
different levels of control

34.  How is new media interactingHow is new media interacting
with, using and changingwith, using and changing
traditional media platforms?traditional media platforms?

35. Mobile Phones