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AQA Media Studies MEST3 The Impact of New/Digital Media Sec B Exemplar

Rob Miller | Thursday March 05, 2015

Categories: A Level, AQA A Level, AQA AS, Hot Entries, New Media, Digital Media, Admin, Staffroom, Exemplar Materials

β€œNew and digital media offers media producers different ways of reaching audiences?. Consider how and why media producers are using these techniques.

Exemplar A-B Grade Essay 37/48 (needs more in-depth reference to examples)

David Gauntlett first referred to the concept of the prosumer in reference to media consumers who are both producers, and consumers of media. This is relevant to the question as it allows us to understand the relationship between audiences and producers, crucial to this topic – I will be focusing on the impact of YouTube with reference to a range of media forms and why it is now considered, as a site of distribution as globally fundamental in just over 10 years since its origination in 2005 and acquisition by Google in 2006.

New and digital media like YouTube have not replaced traditional media, but ensured alternative distribution outlets for independent media producers seeking a niche target audience. However, institutions also use YouTube as another way of targeting their audience. The interactivity of YouTube is essential to understanding its development, the ability to very simply create your own YouTube channel and to share content via social networking for example. The Superhero Show is an example of a YouTube channel that combines discussion with audio-visual content, targeting fans of the film genre.

This is not to say the platforms like YouTube are exclusive in offering media producers different ways of reaching audiences – tablets, gaming consoles, mobile phones, streaming and downloading, IMAX and 3D, blogs and film social networking sites like www.mubi.com allow audiences to consume movies in different environments. It is the key benefits to audience and producers that needs to ne explored – YouTube is both exploited by institutions and by users producing genuine user generated content.

These different ways of reaching audiences does not just benefit from interactivity, it ensures the...

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