Corporate Intrusion into Cyberspace

When previous 'do-it-yourself' media institutions such as Youtube and MySpace were purchased by big media companies, the relaxed approach to copyright ceased and the sites became more visibly corporate. For example, much legally posted material has been removed from Youtube and MySpace is now using Gracenote software to clear copyright and intellectual property at the point of download.


SOPA is the Stopping Online Piracy Act. It is a United States bill introduced to expand the ability of United States law enforcement to fight online trafficking of copyrighted material. Court orders have beeen requested to bar advertising networks and payment facilities from conducting business with copyright infringing websites and search engines from linking to these sites. The law would incur a maximum of five years in prison for unauthorised streaming of copyright material. Proponents of the bill say that it protects material and the industry it contributes to. Opponents say that it threatens free speech and innovation and enables law enforcement to block access to entire internet domains because of infringing material on a single webpage or blog.


Corporate intrusion has also led to a huge increase in internet advertisement. For example, they can sometimes be seen at the beginning of popular Youtube videos. Advertisement has become a very large source of income, internet advertising in the UK generates around £2 billion a year- more than 50% of the money made from television advertisements. The money invested in internet adverts has increased since 2007 due to the increased amount of people with broadband connection which led to more spent time online (an opportunity to advertise to a large amount of people).


The internet accounts for 23.5% of all advertising money spent in the UK, while television advertisement spending accounts for 21.9% of marketing budgets.


According to Luhrs (2007), digital media will continue to grow in significance in the foreseeable future.

Web 2.0

Web 2.0 is a new phase of the internet in which we can create material, distribute it and perhaps move closer to the democratic spirit of the internet that it's inventor, Tim Berners-Lee, had intended. This new era is a positive development for ordinary people, they have relatively cheap instant access to film production and distribution, even a webcam combined with broadband connection can make you an overnight sensation on Youtube. An example of this is the 'Numa Numa Guy', who found his way to fame by recording himself singing and dancing to a well known song..

The man in this video had such great success with this video he went on to create a new Youtube Channel named Numa Network and now has his own website, http://www.numanetwork.com/SVkbT/.

Web 2.0 allows interaction and collaboration within a virtual community. This differs greatly from the mere creation and viewing of controlled content with the previous nature of the internet. Although, it was not a sudden and immediate process to get to Web 2.0, it has been a gradual evolution. Features that allow the seemingly infinite communication include message boards and forums. Also, websites such as Amazon now have systems allowing people to rate and review products.

The most popular Web 2.0 websites are owned by huge companies, for example, Youtube is owned by Google, so, social networking 'We Media', creates profit for these companies. These were also the people that were making money from the web previously. According to O'Hear (2006), Digital media will continue to provide it's owners with huge profits.

Despite these changes into a phase in which people have the opportunity to create material to be viewed by people online, most people still choose to just watch, read, play and listen rather than create and distribute. Only 0.16% of Youtube users actually upload videos.

 



Kat And Alfie Trailer - EastEnders - Sound

Sound that plays throughout the clip is the wind. It adds to the feeling of desolation within the location. Also, it gives emphasis to the characters (Kat and Alfie) as the location seems empty apart from them. It may suggest that without these characters, the soap has not been quite the same, with a sense of emptiness. So, when the music begins and the returning characters are shown, it has a big impact on the audience and draws them in.

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The similarity of the sound to that of a Western styled film suggests that there is going to be some sort of conflict. When Kat enters the set, the sound of her walking is louder than usual, adding emphasis to her return to the square, suggesting it is a significant event and will effect other characters living in the area.

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Also, the sound of her bag hitting the ground after she drops it is emphasised. Perhaps this means that she means to stay and it will take a lot to collect her belongings and leave again. This will interest the audience as they may want her to stay. The bag sounds very heavy, along with suggesting her plans to settle in this place, it could also suggest that she has a lot of things to deal with in this place, possibly unfinished business with other characters.

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The suggestion of conflict is again shown when Kat opens her mirror. It sounds quite alike to that of a gun, again, similar to a Western style film. The feeling of conflict is given as it reminds us of a duel, the way she is standing reinforces this idea. Again, this will interest the audience as they will look forward to the future storylines involving Kat.

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The music from the beginning despite it's occasional increases in volume, has been quite calm, yet tense. But, when we see Alfie, the music changes and the volume increases. This may be because the two characters have now returned and will together, have a large effect on the square. It also raises the question of conflict as up until now, Kat has been shown as a dominant character, but she is now seen as subordinate to Alfie. The music plays a big part in showing the position of these characters.

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The motif at the end of the clip is very effective. As we hear each bang of the drum, it switches between the two characters' eyes. The sound suggests their strong feelings towards each other. This implies the conflict is going to be big.

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Finally, the non-diegetic sound after introduction of Alfie sharply lowers and we can only hear the squeaking of a sign. This may symbolise the 'calm before the storm', the square is empty apart from these two characters, they dare not venture outside and be caught in between this crossfire. 

How has the expansion of digital media been an improvement for audiences?

The shift from 'push media' to 'pull media' is an improvement for audiences as it allows them much greater control over what products are produced. This links in to the rise of prosumers, audiences now have the technology to produce and distribute their own products easily. This not only creates audiences, like that of Be Kind Rewind, which is about people remaking (or Sweding), films, but also expresses what films they are interested in and gives producers an idea of what consumers want to see. The film industry has changed from being a value chain to being a social network, consumers and producers are now mixed up.

The expansion of digital media allows niche audiences to have an intimate network within their audience and be able to discuss with each other and advise each other about their film interests. These smaller, niche audiences are what Csigo (2007) describes in his theory of audience fragmentation; bigger audiences have now fragmented and fallen together into smaller audiences with similar, specific interests. As their interests are more focused than others that may have a wide range of film preferences, social networking is key, it allows them to easily find media products that comply with their interests. Before the expansion of digital media, this social networking would have been a lot more dificult.

Due to the expansion of digital media, 360 degree branding has come into effect and is used by a large amount of filmmakers to help raise the awareness of their film. The broader range of media allows audiences to experience their film in many ways. It also allows them more choice to experience it when and where they want. For example, they can download an App for their iPod and play it when travelling; no longer constrained by the lmited digital media.

Audiences now have a lot more freedom and ability to conduct price comparisons between film distributors. With a computer they can navigate to and from various websites to decide where the best place would be to buy their product. This saves money for the audiences.

One of the biggest technological advances in the film industry is the introduction and development of 3D films. This provides a greater experience for audiences when they watch a film.

Digital cinemas now present an opportunity for audiences to view films in a far greater resolution. Digital projectors capable of 2K resolution began deploying in 2005.

Home cinema is a very big improvement for audiences. Previously, the cinema was by far a better way of viewing films, it still is but the gap has decreased. For example, we now have Blu-ray films and surround sound systems which immerse us in films far better than a mere DVD.

Soap Opera Conventions - EastEnders

All the episodes begin with an establishing shot of the area the soap is set in. Because it is in London, the shot shows a densely populated urban area, this could suggest the nature of the film, in that it is busy, possibly involves violence and includes a range of characters from various backgrounds.

The establishing shot is a typical shot within Soap Operas, for example, in Coronation Street the episodes begin with an establishing shot of the rooftops and shows the viewers the street. Also, the camera shows the audience the local pub, 'Rovers Return Inn', this is a convention of soap operas as it is amongst the vast amount of meeting places that allow gossip to circulate. The example of this in Eastenders is the 'Queen Vic' pub.

Soaps also have interweaving storylines, this helps them to flow better and keep the audience entertained with a multitude of plots to think about. For example, in this episode the emphasis is on the relationship between Ben and Christian and Phil's feelings towards it. But, as we follow this story we also see the story between Ian and Jane. The way these stories interweave also shows the precise continuity that Soap Operas exhibit; as Phil walks out of the pub we go to the other stories, but we then see/hear Phils actions with the baseball bat from their perspective.

Another convention of Soap Operas is the use of music for a motif. The music is one of the main associations we have with them and reminds us of them when we hear it. In Eastenders it is the famous drums at the end, usually sounded when there is some kind of shocking advance in a storyline.

A further convention of Soaps is the dominant use of diegetic sound. Watching and listening to the Eastenders clip above, we can hear very little sound added from outside the actual clip. But, there is an exception with Hollyoaks, they quite often have non-diegetic sound, especially at the beginning; usually there is a song playing quite far into the episode as opposed to having a theme song that finishes as the episode begins.

Finally, another feature amongst Soap Operas, and shown in this EastEnders clip is over-the-shoulder shots and two shots.

How our game show could be converged

Distribution-
To maximise the awareness and viewing of our gameshow it should be distributed through as many media as possible. Doing this would also allow a larger variety of audiences to view the show as people with different interests use different media predominantly. The original distribution of the television screening on at the evening slot restricts the viewing opportunity for the show and therefore restricts th number of people, and the type of audience that see it. There are many ways to overcome this and embrace didgital distribution. For example, the very popular BBC iPlayer presents a chance for people to view shows that were on at inconvinient times for them, and watch it multiple times within the allotted period explained on the website; it is possible to view programmes that have been broadcast witihin the last 7 days, after this time is up it is removed from the website. So that is a path our programme could take. Also, similarly to other popular gameshows such as The Cube, our gameshow could have it's own official website. This website could provide a multitude of features other than simply viewings of the show, for example, downloadable content for your computer or backstage interviews with contestants and the hosts, Jedward.


Finally, a very popular way of distributing gameshows are applications for smart phones and i-Pods. These not only act as a form of distribution but also presents itself as a marketing opportunity as people will share the game with their friends who then may get the application or be curious as to what the show is like and plan to watch it on television or the internet.


Marketing-
I think a successful way of marketing in the technological time we live in, would be to place advertisements on popular websites. Foe example, we could have them at the beginning of videos on Youtube. Also, accounts could be made on social networking sites with photos and news for people to see and gain their interest in the show.


Exhibition-
The gameshow would be shown in the prime time slot on weekdays when families are sitting down with their meal in front of the television. Although, as mentioned above, this is not the only method through which people could view the show, thanks to the convergence of various technologies, there would a wide range of opportunity to access the programme.

How has the film Avatar been converged?

Convergence is when different technologies come together to provide a wider range of uses/services. For example, a mobile phone is no longer used for the sole purpose of communication, they now serve as cameras and MP3 players, also, the vast majority are now able to access the internet. Convergence is also an aesthetic choice made by some filmmakers to create films that have visuals similar to that of video games e.g. 300 and Doom. This can also work in the other direction, with game designers attempting to incorporate features of films in games.

Media industries now produce and distribute across several media, for example, newspapers now have online versions and films now have games based around them. This is called diversification.

In this post I will be looking at features of the Avatar website. The website is converged with diverse products within it. By converging the film, it enhances the possibility of making money from people buying Avatar products but also increases peoples awareness and persuades them to just watch the film again after periods of disinterest. 

This screenshot shows the feature of the website that allows you to download and Avatar Interactive Desktop. This converges the film with computing, allowing film fans (or possibly game fans thanks to the convergence of film and gaming bringing us the Avatar Game) to enjoy this film whilst on their computer. As computers are such are big part of people's lives now, the desktop will be seen frequently, serving as a constant reminder of Avatar, this may provoke advertisement through word of mouth as it will be in people's minds after having been on their computer. This convergence is very useful to make the filmmakers further money as being reminded of the film may persuade the downloader to buy further products relating to Avatar. Also, friends of the owner of the interactive desktop may come across the film for the first time when seeing the desktop and be interested enough to go and buy Avatar products, be it cinema tickets, the game, the DVD etc.

By providing Apps for the iPhone and iPad, as shown in the screenshot, people can access Avatar features whilst on the move as opposed to only when at home on the computer or watching the film. As it is likely to be in use when out in public, it will act as an advert for those not familiar with the film and maybe entice them to buy the DVD or other Avatar related merchandise.

 By creating a game modelled on the film, many of the fans of the film with have further access to it and possibly learn more about it, increasing their interest in it at the time. This awareness and interest triggers the purchasing of other products related to the film. Also, online features available on games nowadays will entice more money expenditure. For example, weapons and maps can be bought. Furthermore, whilst interacting with people on this game, people may find out about other products that are available. Although there are many methods of advertisement used by filmmakers, most simplify down to the most effective form, word of mouth. 

 The Pandorama features allows people to 'Return to Pandora'. This feature involves using a webcam to be shown on screen. You can choose the background you have, from a selection of different Avatar locations and be immersed in the land as opposed to simply watching it. As an amusement, fans of the film, may pass on this feature to their friends if they find it interesting, thus increasing awareness and interest in the film. People made aware of this product may also be persuaded to look for and purchase other products, which can also go through the process of being passed around social circles and igniting peoples interest Avatar again.

Alike to the available Avatar Apps are the mobile games advertised on the website, as shown below. Being in a time when games are so popular, purchasing and playing this game may persuade another purchase of Avatar merchandise, 'Avatar: The Game', on PS3, Xbox and other consoles. This may then lead on to buying the products I mentioned in the section about Avatar: The Game. In addition, as it is a portable feature, if someone were to go travelling and play this game, it would spark interest across various locations as opposed to the area in which the buyer lived.  This may then stem the cycle of purchasing, raising awareness and further purchasing in the area the people travel to.

Finally, this is a screenshot of a toolbar that is visible at frequent points when navigating around the Avatar website. This provides buttons to share whatever the activity it is you are doing with your friends through social networking sites, such as Facebook. This is a very effective way of raising awareness of the film and therefore increasing the chances of the filmmakers making money from people purchasing Avatar related products. Also, it may just persuade people to watch the film if they already have it on DVD.

(Screenshots taken from www.avatar-movie.co.uk)