Week 5.
The focus of this week’s lecture was on technology and the impact on consumption. We discussed 21st century media- watching compared to the 20th century, and how the development of technology has impacted society and its audiences. The digital era suggests that the world has developed industrially, meaning that there are more ideas, entertainment options and ways of accessing things through different forms of media.
Everett’s set reading for this week on New Media, contains similar ideas of technology and TV expressed in the lecture as it is about the increasing interactivity of television. Through the theory of second shift aesthetics, the reading conveys that technology has changed how television is created and consumed. An idea highlighted by Everett is that ‘media users can digitally go to almost any content, via multiple channels, at any time of the day or night’ (2003). This evokes that TV has become accessible to the public at all times. The history of television implies that the few channels it had like the BBC, were broadcasted at certain times and if audiences missed the showing they would not be able to access it otherwise. Although, the development of technology in the 21st century means that there are many channels catering for a variety of audiences at all times of the day. The reading perhaps suggests that TV content is always available, if not on one channel, then another. In addition, society has become influenced and very familiar with the advancements of technology, as most people, especially young people own a variety of devices that cater for similar needs, for example we can access TV on our phones, as well as our I pad’s and laptops. The reading highlights that ‘current research shows that children and adolescents in particular are very good at multitasking – at using the web, TV, phone, videogame, and CD player all at the same time’ (Everett, 2003). This emphasises that the development and improvement of media products appeal to youthful people, because they tend to be the target of the media’s marketing.
The focus of this week’s lecture was on technology and the impact on consumption. We discussed 21st century media- watching compared to the 20th century, and how the development of technology has impacted society and its audiences. The digital era suggests that the world has developed industrially, meaning that there are more ideas, entertainment options and ways of accessing things through different forms of media.
Everett’s set reading for this week on New Media, contains similar ideas of technology and TV expressed in the lecture as it is about the increasing interactivity of television. Through the theory of second shift aesthetics, the reading conveys that technology has changed how television is created and consumed. An idea highlighted by Everett is that ‘media users can digitally go to almost any content, via multiple channels, at any time of the day or night’ (2003). This evokes that TV has become accessible to the public at all times. The history of television implies that the few channels it had like the BBC, were broadcasted at certain times and if audiences missed the showing they would not be able to access it otherwise. Although, the development of technology in the 21st century means that there are many channels catering for a variety of audiences at all times of the day. The reading perhaps suggests that TV content is always available, if not on one channel, then another. In addition, society has become influenced and very familiar with the advancements of technology, as most people, especially young people own a variety of devices that cater for similar needs, for example we can access TV on our phones, as well as our I pad’s and laptops. The reading highlights that ‘current research shows that children and adolescents in particular are very good at multitasking – at using the web, TV, phone, videogame, and CD player all at the same time’ (Everett, 2003). This emphasises that the development and improvement of media products appeal to youthful people, because they tend to be the target of the media’s marketing.
This leads me on to discuss that the impact of technology on society means that there are now more ways than ever for people to consume TV. The digital era means that TV is forced to compete with the increasing advancement of technology because of other forms becoming available to people. For me, my use of technology means that I now access TV and film through online sites such as YouTube and Netflix. I find that I don’t have much time for scheduled TV, which I feel is the case for a lot of people, so being able to access TV shows and films online is an easier and cheaper way. From this, an area of research I would like to look into is film and whether the distribution of films on sites such as Netflix, gain more publicity and success than the distribution of them in the cinema.
References
Everett, A and Caldwell, J (Eds) (2003), New Media: Theories and Practices of Digitextuality, Routledge, London and New York - pp 127-144.
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