Consider theoretical perspectives in relation to the impact of new/ digital media in your case study. E.g. Representation of certain groups as a result of changes, Marxism & Hegemony, Liberal Pluralism, colonialism, audience theories etc.

Consider theoretical perspectives in relation to the impact of new/ digital media in your case study.  E.g. Representation of certain groups as a result of changes, Marxism & Hegemony, Liberal Pluralism, colonialism, audience theories etc.




The impact of new and digital media (Marxism and Hegemony)
Marxist theorists tend to emphasise the role of the mass media in the reproduction of the status quo.
The impact of new and digital media now means that, those in control e.g. the bourgeoise, who have 'hegemonic control' no longer have absolute control as they used to. In the past, when social networking sites were not developed, those who had power exploited those without power, at the expense of producing profit and serving the interest of the capitalist system. For example, certain groups such as ethnic minorities were represented by the elite, not only because they had a hegemonic function to do so, but because it was one way in which the bourgeoisie could maintain their status quo and maximise their power. However, today, the Marxist theory can be challenged. The impact of new and digital media now means that individuals can now represent themselves through social networking sites e.g. profile pictures, bibliographies and statuses, rather than being represented by the elite through what they think they know about you. We could argue that the impact of new and digital media is gradually challenging the hegemonic structure (possibly break it in the future.

Marxists view capitalist society as being one of class domination; the media are seen as part of an ideological arena in which various class views are fought out (Impact of new and digital means that we now, ourselves have ultimate control and domination because we are able to represent ourselves with the construction of the bourgeoisie), although within the context of the dominance of certain classes; ultimate control is increasingly concentrated in monopoly capital.

The impact of new and digital media (Liberal Pluralism)

Pluralists see society as a complex of competing groups and interests, none of them predominant all of the time. Media organisations are seen as bounded organisational systems, enjoying an important degree of autonomy from the state, political parties and institutionalised pressure groups. Control of the media is said to be in the hands of the elite who allow a considerable degree of flexibility to media professionals. A basic symmetry is seen to exist between media institutions and their audiences, since in McQuail's words the 'relationship is generally entered into voluntarily and on apparently equal terms'... and audiences are seen as capable of manipulating the media in an infinite variety of ways according to their prior needs and dispositions, and as having access to what Halloran calls 'the plural values of society' enabling them to 'conform, accommodate, challenge or reject'. 

However, in terms of the impact of new and digital media on social networking sites such as Facebook, Twitter and Google+, the Liberal Pluralist theory applies well. Social networking sites allow a flourishing of thousands of different opinions, as it permits and encourages freedom of expression and speech. For example, discussing issues, for example the death of Osama Bin Laden triggered many responses and allowed individuals to express their opinions and what they thought about it personally.

However, social networking sites also allow individuals to enjoy an important amount of happiness and freedom from the state. For example, by updating photo albums to share with their friends and family, inbox, chat messages, video phone calls and so on. This freedom allows individuals to be able to achieve the 'greatest good of the greatest happiness' and be able to express themselves.

Similarly, audiences today are seen as capable of manipulating the media in an infinite variety of ways according to their prior needs, as they have access to 'the plural values of society' which enables them to 'conform, accommodate and reject' which goes to show how audience choice has now changed in comparison to the past. This goes to show the advancement of new technologies in the 21st century.

Alternatively, control of the media is said to be in the hands of the elite who allow a considerable degree of flexibility to media professionals. In terms of social networking, we could argue that the owners of the product itself have the power to change what they believe will be beneficial, not only for their users, but for them too and what will really drive their profit. This is because, those powerful, the elite, have a central impulse which drives them in order to achieve the greatest profit, because they are motivated by the profit motive. So, although they still do consider their users, it is more about them and producing profit, rather then the users, who are the main people for their success and profits.

The impact of new and digital media (Audience theories)

* The Hyperdermic needle theory


The Hypodermic Needle Model suggests that the information from a text passes into the mass consciouness of the audience unmediated, ie the experience, intelligence and opinion of an individual are not relevant to the reception of the text. This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and heterogenous rather than active producers. This links to how 'audiences are capable of manipulating the elite' (new and digital media)


* Uses and Gratifications - Blumer and Katz (1969)


The media offers (in terms of social networking sites)


1) Surveillance e.g. news
2) Entertainment e.g. sharing clips, images, updates and statuses.
3) Cultural transmission (cultural ideologies and values - Cultural Imperialism)
4) Social Identification e.g. sharing similar experiences as somebody else, and thus identify with them.
5) Escapism e.g. from daily routines (escape from problems, e.g. through internet, social media)


The impact of new and digital media, now means that audiences are given a variety of different options, allowing them to be able to have access to a greater variety of views and values through the developments of new technology. These new developments now mean that audience experience is enhanced as well, as their lifestyles, seeing as that over 70% of people live their lives online. Similarly, freedom of speech and freedom of expressions are another factors which have been triggered as a result of the impact of new and digital media, which means that audiences now have more choices in terms of consumption, producing and exhibiting texts e.g. UCG

Are there any cross-cultural factors and /or effects of globalisation involved in the impact of new technology on your case study?

Are there any cross-cultural factors and /or effects of globalisation involved in the impact of new technology on your case study?


Globalisation has become a growing concern when it comes to the development of new and digital media. The internet has made social networking sites such as, Facebook, Twitter and Google+ accessible across the whole world (except those countries that they are banned in e.g. China). 


Social networking sites have been said to become a 'globalising culture' through its promotion of the English language. Thus, we now live in a ubiquitous 'global village' seeing as that the promotion of the English language now means, that everybody is now quickly and effectively able to communicate online without difficulties. Similarly Facebook has an option of 97 different translations, whereas Twitter has 86, compared to Google+ which has around 30+. The impact of new and digital media means that, audiences can keep up to date with everything, the the main promotion e.g. English means that more people are willing to learn the language and adapt to the changes with are offered by the developments of new technology.


However, this also links to cultural imperialism. For example, On Twitter, there are continuos 'trends' whether it be on fashion, TV shows etc, which are started by certain individuals which then becomes accessible to everybody on Twitter. This means that, certain ideologies, values and cultural views are being communicated through the social networking site, which promotes an individual's belief and ideas, thus allowing individuals to come closer together and share views. 


Theories:
Blumer and Katz (1969) users and gratifications theory.


*Because of globalisation, individuals can escape from their daily routines and exchange views with other people across the world in which they can maybe perhaps identify with.


*The globalisation culture that we live in, now means that we can interact with one another (social interaction) e.g. social networking enables us to constantly communicate, because it is instant and immediate. For example, Whitney Housten's death brought together many people on Twitter and led to discussion, which is an example of one of Blumer and Katz users and grats theory. 


*Effects theory: On social networking, people have a habit of 'copying' others e.g. their behaviour, they way they behave on the sites etc (giving different people to get to know other people's lifestyles, their view etc.


*Hyperdemic model: certain ideologies and views are injected into our brains, in order to make us think in the same way as the elite and according to their hegemonic ideologies and beliefs.

What issues may there be regarding media effects and /or regulation/ censorship as a result of changes due to new and digital media?

Facebook:

There are several issues regarding censorship and regulation as a result of the changes due to new and digital media.

Facebook has recently implemented a new policy, which bans images which show nudity and violence. It automatically censors images which expose any form of nudity e.g. nipples when breastfeeding your child. However, explicit images such as violence are also likely to be highly censored. Many have complained and argued that, Facebook is the only place in which their freedom is not restricted and their only way to enjoy a an important amount of autonomy and express their freedom, and this policy interferes infringes upon their individual rights and liberty. However, it also limits the degree of freedom of expression and choice, which challenges the pluralist model. However, we could apply the Marxist theory here. We could argue that this censorship and regulation comes from the elite, who want to interfere with our freedom. Thus, we could argue that we can never truly enjoy a high level of independence, as the elite are always, in some form or another, trying to infringe upon our freedom and restrict how we may want to represent ourselves, perhaps because they want to represent us according to what suits our society (Hegemony)

However, Facebook is also banned in countries such as China and Thailand.

The reason why it is banned in China is because, when people start to question the government, the government cracks down. Opponents are called terrorists, traitors etc. However, the state controlles the media, and if it begins to feed the masses with all sorts of stories about how the government is good and only wants to help, and that the dissidents, are a danger to the country because they question the wisdom of the government. To make this stick they have to block outside sources of information because they fear that the people will not just accept the media stories and instead decide to find out the truth for themselves.

_____________________________________________

Twitter:

http://www.bbc.co.uk/news/world-us-canada-16753729

Twitter to selectively 'censor' tweets by country

Twitter has announced that it now has the technology to selectively block tweets on a country by country basis. (Impact of new and digital media, means that social networking sites have up to date technology which enables them to be able to censor 'tweets' worldwide) - Media Effect

Thailand is the first country to publicly endorse Twitter's decision to allow messages to be censored 

According to the regulations, a tweet from Thailand could be blocked at the request of an individual, a company, or the government. However, while it will be invisible to users in Thailand, the tweet can still be seen by users in other countries.

"Twitter gives space to different opinions and views, and that is so important in a restricted society – it gives people a chance to speak up," he said. "But if this censorship is welcomed by Thailand, then other countries, with worse records for human rights and freedom of speech, will find that they have an ally."

_______________________________________________________________

Consider the effects so far, and possible effects in the future, on media institutions involved in your case study (media production).

Facebook:

By 2025 Facebook estimates to have around 3.8 Billion users. This shows that possible effects in the future, such as new developments in technology means, that Facebook will have more to offer e.g. serve customers, enhance experience and offer more options and choices. Historically, Facebook has faced criticism for its opaque and often convoluted privacy policies. It is stated that, although Facebook is currently the leading social networking site, it will face strong competition from other new developments. For example, Google+ at the moment is not as big and successful compared to Twitter and Facebook, but in the future, it is more likley that people will maybe lose interest in Facebook and Twitter, and thus turn to Google+ because of its new developments of features.

Twitter:

Twitter will fuse with other technologies such as GPS (Global position system) on mobile phones, so that people will find themselves communicating with others not just based on topics of interest, or personal links of some kind, but based on where they are sitting or standing right now.Twitter is very similar to Google in approach:  very simple home page with few options. Expect Twitter to concentrate first on rapid growth, before trying to work out how to make money from the service.  Expect Google to watch Twitter with huge interest.


Google+ Growth Prospects

In August 2011, Google+ already had more than 25 million users, as per the data collected by analytics firm comScore, making Google+ the fastest growing website in history.

Research trends show that the network, which was launched in late June 2011, is currently growing at a rate of one million users per day.

Do these buoyant initial reports indicate that Google+ is going to dominate the social networking sector very soon? That would be a premature conclusion to draw. When comparing the rapid initial growth of Google+ against the relatively gradual initial growth path of other social networks such as Facebook and Myspace, it must be remembered that now social networking has already come of age. Users are increasingly more willing to jump onto social networks, which should explain the rapid initial advances of Google+.

Another factor in favor of Google+ is its massive existing user base that gives it a major head start. It provides the plugged-in generation the opportunity to make a digital fresh start.

How have the audience responded to the changes? Is there more customer choice? Is there evidence of a more pluralistic model? What evidence do you have to support this?

Audience choice/response


Facebook:


Facebook apps for iPhone, Android, Kindle Fire, and iPads. 


These apps give audiences more choices as they are able to access social networking whenever they want and it doesn't matter where they are. These apps allow audiences to gain greater freedom and even enjoy high levels of autonomy from the state. Audiences are allowed to 'select, accomodate and reject' whatever they want, which shows that there is a wide variety of customer choice.


The impact of new and digital media on Facebook, means that audiences can now communicate to one another, not only through messaging and writing on one's wall, but also with the new Webcam which allows audiences to speak to their friends who are online. This shows that new media has allowed us to have more of a choice.




THE LIFE OF FACEBOOK - HOW WE ENGAGE AND RESPOND








Twitter:


Again, twitter apps are available through, iPhone, Android, Kindle Fire, iPads


Costumer choice: On Twitter, there is a range of ways in which audiences respond to changes. For example, the photo sharing bucket e.g. Instragram allows audiences/users to share across the world etc.

Google+

Apps for:

BlackBerry

iPhone

HTC

iPad

Android

Social networking sites are examples of the 'PP' argument, which states that the media allows a flourishing of hundreds of opinions. This shows that, audiences have access to a greater variety of views and values, because the media allows us to enjoy an important degree of autonomy and freedom from the state. Thus, our freedom is not interfered with. These new developments in new technologies is simply responding to audience demands, and so that they are constantly engaged.

For example, Twitter has recently changed its layout, which suggests that they are responding to audience demands, and also so that their social networking site does not lose its audience. Similarly, Facebook has just recently introduced a 'Timeline' which allows audiences to put down their important dates and go back to the journey of when they first joined and look at the posts that they sent etc. Google+ however, allows us to record ourselves, send out videos, chat all day long, connect and search. This enables us to be able to maximise our own freedom and be able to discover new things. The way in which audiences have responded to these changes has encouraged owners to develop their social networking sites even further, and thus have more options, in order to keep up with the changing world and technology.

It's open for a wide range of political views and values. Allows new opinions to be heard. This is all part of the culture of 'instant opinion' that we live in.

Who are the primary target audience now and has this changed? Who was it before and how do you know?

Text: 
Facebook


Current target audience:
13-34 year olds


Original target audience:
18-24 year olds
________________________


Text:
Twitter


Current target audience:
18-34 year olds


Original target audience:
25-44 year olds
_______________________


Text:
Google+


Current target audience:
13+


Original target audience:
18+

Is the size of the audience any different now than before the impact of new and digital media (or has the pattern of usage changed)?

Audience (before and after the impact of new and digital media)

The audience that used social networking in the past is pretty much the same audience that use it today. It has been popular amongst 18-29 year olds since its beginning. From 2005-2006, the use of social networking sites among young adult internet users aged 19-29 jumped from 9% to 49%. Since then, users aged fewer than 30 have continued to use social networking sites compared to every other adult age group. As of May 2011, over eight in ten internet users’ ages 18-29 use social networking sites (83%) compared with seven in ten 30-34 year olds (70%), half of 50-64 year olds (51%), and a third of those aged 65 and older (33%).

However, Facebook is the only social networking sites with no generational limits. It attacts users of all ages, from Grandparents to teenagers. A recent study by Forrester found that the number of U.S. adults who use social networking sites, 96% of them are on Facebook. Which goes to show that the audience who use social networking sites has changed dramatically over the years. 98% of both the members of the Golden generation (aged 67 and up) and Gen Z’ers (aged 18-22 who use social networking sites are on Facebook. And no age group dipped below the 95% mark. Facebook beats the other social networking sites by a long-shot, too. ‘LinkedIn’ the next most popular site, claims only 28% of the U.S. adult online population. Its membership follows more of a bell curve, with the working-age population more likely to be on the site — not surprisingly, since it’s designed for networking and employment.


However, there are quite a few concerns about social networking sites. Some argue that social networking hinders real life social experiences. Though, statistics show that only 3% of users' Facebook friends have never met in person. While 89% of all Facebook friends have met in person more than once. Thus, you could argue that social networking does not really hinder life experiences.

Twitter
Twitter, the third most used social network, is most popular among younger users, and membership drops off incrementally for older audiences. 38% of Gen Z’ers, the youngest category, use Twitter — while less than half of that uses LinkedIn.


However, Pew found that Twitter usage has doubled for most age groups. Among those 25 to 34, Twitter use grew to 19% in May from 9% last November. Tweeters in the 25-44 age group increased to 14% from 8% over the same period. And looking at a wider age bracket, the number of people 30-49 who joined Twitter jumped to 14% in May from 7% in November.  When Twitter first launched, only teenagers were on it aged 17-19. However, today statistics show that twitter usage grew from 4% in 2010 to 6% in 2011 in the age category of 65 and over. 


Google+
When Google+ was first launched, the age restrictions was 18 and over only. However, this has dropped to the age of 13, as owners have realised that young adults contribute greatly to social networking sites and without them there won't be enough money being produced for their company. That is how audience pattern for Google+ has changed so far. However, with the impact of new and digital media, we are now able to access greater views and values, consisting of a variety of different choices, that allow us to prosper and develop.