facts

1. Theorists

2. Chris Anderson – Long Tail
Theory
 Chris Anderson is the editor-in-chief of Wired Magazine.
 The theory of the Long Tail is that our culture and economy is
increasingly shifting away from a focus on a relatively small
number of "hits" (mainstream products and markets) at the head
of the demand curve and toward a huge number of niches in the
tail. As the costs of production and distribution fall, especially
online, there is now less need to lump products and consumers
into one-size-fits-all containers. In an era without the constraints of
physical shelf space and other bottlenecks of distribution,
narrowly-targeted goods and services can be as economically
attractive as mainstream fare.
 One example of this is the theory's prediction that demand for
products not available in traditional bricks and mortar stores is
potentially as big as for those that are

3. Chris Anderson – long Tail
Theory
 This theory relates to the music industry as due to web 2.0
applications such as ITunes have now become in demand that the
need for physical hard copies of albums is not as necessary and
therefore they are not as much in demand as what the electronic
versions are.
 This theory can also be applied to the gaming sector as
consumers are now able to purchase electronic versions of a
game and therefore the need to have a physical copy has
decreased.
 I believe that this theory is relevant to the modern society as it
shows that we as consumers don’t have a need for physical copies
of items anymore, and also shows that we much rather products
which are easier to get and cost us the least hassle.

4. Charles Leadbeatter – We
Think
 Charles Leadbeater is a leading authority on innovation
and creativity. He has advised companies, cities and
governments around the world on innovation strategy
and drew on that experience in writing his latest book
We-think: the power of mass creativity, which charts the
rise of mass, participative approaches to innovation
from science and open source software, to computer
games and political campaigning.
 We Think explains how digital technologies are
enabling new forms of collaborative creativity and
innovation.

5. Charles Leadbeater – We
Think
 This theory can be applied to the music sector. The use of digital
technology has enabled consumers to have music on their
iPhones, androids etc. and also have it on their laptops. This has
also affected It as it shows how audiences can now have a say in
the type of music that they like, the use of streaming sites such as
Spotify have had an effect as the use of streaming affecting the
charts shows how the media think and what they like and dislike.
 This theory can also be applied to the gaming sector as it shows
how the use of digital technology has influenced the gaming world.
Consumers are now able to actively engage with other gamers in
real-time and chat with them, play online etc. This has only been
possible with the coming of web 2.0.
 I think this theory is relevant as it cites the fact that we can now
engage with many other users around the world in real time which
allows consumers to voice their opinion on a topic helping the
developer make a product more appealing.

6. Tapscott & Williams -
Wikinomics
 Don Tapscott is an internationally renowned authority, writer, consultant and speaker regarding the
strategic impact of information technology on innovation, marketing and talent.
 Anthony D. Williams is an author, sought-after speaker and avid researcher with over a decade of
experience examining the impact of new technologies on social and economic life.
 According to Tapscott, Wikinomics is based on four ideas: Openness, Peering, Sharing, and Acting
Globally.
 Openness, which includes not only open standards and content but also financial transparency and
an open attitude towards external ideas and resources
 Peering, which replaces hierarchical models with a more collaborative forum. Tapscott and Williams
cite the development of Linux as the "quintessential example of peering."
 Sharing, which is a less proprietary approach to (among other things) products, intellectual property,
bandwidth, scientific knowledge
 Acting globally, which involves embracing globalization and ignoring "physical and geographical
boundaries" at both the corporate and individual level.

7. Tapscott & Williams -
Wikinomics
 This theory can be applied to the streaming industry.
Streaming has become more popular over the past
years and sites such as Netflix now have millions of
subscribers who pay to use the service. Such a
programme which allows people from around the world
to access media that is shown in other countries to that
of their own.
 This theory is relevant as it distinguishes that streaming
websites have become a lot more popular as it allows
users to act globally.

8. Dan Gilmore – We Media
 He works at the Walter Cronkite School of Journalism and
Mass communication at Arizona state University, where he
works mostly on digital literacy and entrepreneurship.
 A few big media corporations cannot control the news we
get anymore, now that news is being published in real time,
available to everyone who uses the internet.
 We the Media details how media and its consumption has
changed with the introduction of online platforms. Big
corporations are no longer able to control what is being
published about themselves, while the “former audience,” as
Gillmor calls it, is no longer passive. The former audience
has a larger role in the consumption and production of
media.

9. Dan Gilmore – We Media
 This theory could be applied to the music industry as
musicians often face issues when one of their songs is
leaked this could result in them having less profit from
that song, when later released.
 Another example would be the film industry as they
face a similar issue as their film may be leaked online
which could result in a decrease in profit.
 This theory is very relevant as it can be used to explain
some of the potential issues that media industries such
as the film and music face.

10. Clay Shirky – Newspapers,
Paywalls and Core Users
 Online distribution has changed the newspaper industry
from a mass market product aimed at a mass audience to a
niche product aimed at a niche audience.
 Due to the fact that newspapers are going out of fashion and
are no longer as useful to the audience there has been a
major decline in the amount of people buying newspapers.
Newspapers face a massive issue against the internet as
newspapers do not show the most recent news compared to
that of the internet as by the time a newspaper is released
covering the issue that news is already old news.

11. Clay Shirky – Newspapers,
Paywells and Core Users
 This theory shows how the impact of the internet has
affected news companies. Most news companies
nowadays have an online service which is more
popular then that of the physical newspaper.
 This theory is relevant in looking at how the newspaper
industry has had a massive decline in the sales.

12. Michael Wesch – The
machine is changing us
 Web 2.0 allows us to connect with more peple and to
be part of a global community.
 The way we communicate online is different to how we
communicate using other mediums, this can explain
our physical distance from those we communicate with.
 Web 2.0 has made big changes to society and
established ways of doing things
 These changes have implications for privacy,
commerce and ourselves as a whole

13. Michael Wesch – The
machine is changing us
 This theory can be applied to the news industry as it
explains how sometimes it is know that facts and
stories about celebrities which they would not wan to
be known are revealed.
 This theory could be related to the gaming industry as
gamers are able to chat with one another and also if
they are watching a stream they are able to talk in real
time with other people.
 This theory is relevant as it explains how the internet
has changed the way we communicate with one
another.