Institutions and Audiences – Case Studies
Key Terminology - definitions
Convergence – This is the term to describe the process of multiple technologies being brought together to form a new product. Games consoles, music and films are excellent examples of how different products such as computers, mobile phones, ipods have more then one use.
Democratisation – The ability to communicate your opinions and ideas, or share your creative output has never been easier thanks to new media technologies. Blogging, the creation of your own TV schedule, on-demand and personalised content are all examples of how some power is now in the hands of ordinary people. The digital divide shouldn’t be forgotten, however; not everyone has internet access never mind a blog.
Personalisation – A characteristic of many new media technology is their ability to offer users a personalised experience. For example Sky+ allows users to personalise their viewing schedule including the ability to pause live TV and automatically record their favourite programmes. ipods and the iTunes store allow music to be more personalised than ever, with users enjoying the ability to buy just the tracks they want from an album and then listen to them anywhere.
Synergy – the establishment of the relationship between different areas of the media for mutual benefit. This may or may not be within the same organisation, although conglomerates such as AOL/Time Warner and News Corporation are in enviable positions to make the most of such opportunities. An example might be when the launching of a new film is accompanied by the promotion of a wide range of merchandise, or just a CD of the music. Synergy between films and music is quite common. A more rare example occurred in 2000 between a novel and music. The success of the best selling novel by Vikram Seth, set in the world of classical music. An Equal Music led to the production of a CD featuring all the music referred to in detail within the novel.
Interactivity – Interactivity is a two-way communication and in the context of new media technology’s means content that is reactive to the audience’s choice. Traditional TV is very un-interactive, whereas interactive TV encourages the audience to be less passive. The truth is even interactive TV isn’t very interactive in that the choices are limited and the influence of the audience on content minimal. As a concept, though, it’s important: look out for examples of how audiences are encouraged to engage with media rather than simply consuming.
Horizontal integration - In microeconomics and strategic management, the term horizontal integration describes a type of ownership and control. It is a strategy used by a business or corporation that seeks to sell a type ofproduct in numerous markets. Horizontal integration in marketing is much more common than vertical integration is in production. Horizontal integration occurs when a firm is being taken over by, or merged with, another firm which is in the same industry and in the same stage of production as the merged firm, e.g. a car manufacturer merging with another car manufacturer. In this case both the companies are in the same stage of production and also in the same industry. This process is also known as a "buy out" or "take-over". The goal of Horizontal integration is to consolidate like companies and monopolize an industry.
