1. –
Media in the Online Age:
History, development and where it’s
heading.– L10
Unit G325: Section B – Critical Perspectives in Media
Thursday 27th March 2014

2. Why?
Aims & Objectives
AO1
Demonstrate knowledge
and understanding of
media concepts, contexts
and critical debates, using
terminology appropriately
and with accurate and
coherent written
expression.
• Re-cap prior learning.
• Introduce some new theoretical concepts
surrounding the popularity and accessibility of the
internet.
• Research the History of the Internet and think
about how it’s developed into what it is today –
What is it today?
• Look at an exam question and establish HOW case
study examples we have looked at conform to
some key terms/ideologies for the exam.
• Research your own case study.
• Review the learning.

3. Is Facebook the New ‘Global Trailblazer’ (Blau – 2005) in the Media landscape?
$19bn $1bn $2bn

4. WHAT DO YOU ALREADY KNOW?
Dan Gilmor (2004) said we are…..
“CITIZEN JOURNALISTS”

5. TASK 1) – 10 minutes
YOU MUST Research the History of the Internet:
Find x2 examples of case studies that establish the internet’s dramatic transformation
since it’s inception.
THEN:
1) Write down when the Internet became a viable point of access for people around
the World – Date.
2) What does WWW stand for? How does this link in with Marshall McLuhan’s (1967)
“Global Village” ideology.
YOU TEACH MR CRAFTS!

6. FEEDBACK

7. Charles Leadbetter (2006) and
‘We-Think’
• Leadbetter (2006) argues that the way we think and make
sense of ‘knowledge’ is ‘fundamentally shifting in the online
age’.
• Open-access knowledge building communities on the web
allow ideas to be shared and tested more quickly and
effectively.
• This leads to more creativity and innovation, a creativity and
innovation separate from institutional constraints.
YOU MUST use a theory like this to provide context to your answer.

8. • Leadbetter (2006) argues that the way we think and make
sense of ‘knowledge’ is ‘fundamentally shifting in the online
age’.
7th March 2014
• Are the Gatekeepers
(Right) “going to
straight to their
audience via the web”?
(P _ _ _ _ _ _ t – 20 _ _ )
• What do these products
offer the audience?

9. CASE STUDY EXAMPLES
YOU MUST refer to at least 2 types of media in your answer for this
question.
YOU WILL spend x1 hour in the exam answering a Section B question.
Here are some of the Case Study example I have taught you so far
that YOU SHOULD refer to:
1) SOCIAL MEDIA and MICRO BLOGGING
2) Television’s/Film’s adaptation to these changes – Connected Television; VOD
3) Print Journalism “going straight to their audience via. The web” and ‘Citizen
Journalism’ (Gillmor – 2004)
4) Gaming Online

10. In the last few years, what have been the most significant developments in
how individuals use the internet?
EXAM QUESTION
Theory/Key terms YOU SHOULD use:- SOCIAL MEDIA
• Tapscott & Williams (2006) –
“As people individually and collectively program the web, they’re increasingly in
command” – They also stated that we live in a “collaborative culture”.
• The rise in We Media – For example social media products such as Facebook and
Twitter continue to determine the nature of society (Technological determinism)
• A new wave of Prosumers have embraced the internet’s many platforms and media
products – YOU SHOULD refer to the growth of Facebook and how other
traditional Gatekeepers have “jumped on the band wagon” – Examples?
• The internet now embraces Jurgen Habermas’s (1991) ideology of the media
focussing on “celebrity” – Examples?
• Social Media has “eroded normal social behaviour” (Noah Chomsky) –
Has it eroded anything else as well?
• Henry Jenkins (2006) – “Everyone is a producer of Media” and “we can now
communicate across geographical barriers” – Web 2.0.

11. In the last few years, what have been the most significant developments in
how individuals use the internet?
EXAM QUESTION
RESEARCH/RE-CAP Task:
• Go on to the internet and find the following:
1) X1 article/review/source that conforms to Tapscott & Williams (2006) ideology
2) X1 example of the popular press that conforms Chomsky’s ideology.
3) X1 Other example from the web in relation to any media industry that conforms to
Henry Jenkins (2006) ideology.

12. FEEDBACK

13. In the last few years, what have been the most significant developments in
how individuals use the internet?
EXAM QUESTION
Theory/Key terms YOU SHOULD use:- Video Sharing, VOD and Television/Film
• Plunkett (2008) – Traditional UK Gatekeepers are “ditching” their traditional, old
methods and are going “straight to their audience via the web”.
• Tapscott & Williams (2006) –
“As people individually and collectively program the web, they’re increasingly in
command”
• Cross Media Convergence in terms of marketing by the Film Industry – Examples?
• Synergy with other institutions – Examples?
• Media Democracy emerging and Media Imperialism and Oligopoly’s changing as a
result – Examples?
• Bauman (1998) – “winners and losers” – Examples? How would this apply to
Social media as well?

14. In the last few years, what have been the most significant developments in
how individuals use the internet?
EXAM QUESTION
Theory/Key terms YOU SHOULD use:- Video Sharing, VOD and Television/Film
• Jenkins (2006) - Convergence - brings the “..kinds of entertainment experiences
they want”
YOU MUST find a statistic for EACH media product above that conforms to Jenkins
(2006) ideology.
YOU SHOULD visit each of their websites and look for language that encourages
something alternative in terms of entertainment experiences.
Finally, YOU SHOULD watch the 4-OD Vending machine advert and an example of BBC
iPlayer advert – What verbal codes stand out?

15. FEEDBACK

16. In the last few years, what have been the most significant developments in
how individuals use the internet?
EXAM QUESTION
Theory/Key terms YOU SHOULD use:- Video Sharing, VOD and Television/Film
• Jenkins (2006) - Convergence - brings the “..kinds of entertainment experiences
they want”
Ricky Gervais – Interview promoting the televising of his new show ‘Derek’ (2013)
30th January 2013
“The Future of television” as Gervais pointed out that usually “a triumph for a TV show
is usually a few million; about 100 million will see our new show this year. That’s
phenomenal!”

17. In the last few years, what have been the most significant developments in
how individuals use the internet?
EXAM QUESTION
Theory/Key terms YOU SHOULD use:- Video Sharing, VOD and Television/Film
• Jenkins (2006) - Convergence - brings the “..kinds of entertainment experiences
they want”
Research – Is anyone else embracing this new form of VOD?
Is it seen as a FAD or something to embrace?

18. Click on the Hyperlink BELOW
the BFI document (Above)
£55 million (2011) to £122 million (2012)

19. FEEDBACK

20. Remainder of the lesson:
• Go on to Your WordPress BLOG and establish how your own independent
case study conforms to any of the ideologies we have covered/re-covered
today.
• Research other ideologies/key terms that COULD be used in answering the
question:
In the last few years, what have been the most significant developments in
how individuals use the internet?
EXAM QUESTION

21. WHAT HAVE YOU LEARNT TODAY?

22. Homework:
1) Type up an answer to the question based on what we have learnt today/so far
and post it onto your Section B BLOG.
In your answer YOU MUST conclude by saying where YOU think the internet is going
to develop from here onwards.
Due: Monday 23rd April – First Lesson Back!
In the last few years, what have been the most significant developments in
how individuals use the internet?
EXAM QUESTION