Unit 10

Kevin Kelly: Remix, Rewind, Reinvent- Unit 10 1.1, 1.2

Remix, rewind, reinvent: predicting the future of media is an article written by Kevin Kelly. This article talks about how the technology we use today has not been invented recently, we had the technology it just been improved.

The quote “We are in a period of productive remixing” means we are in an era where the technology we use today is an improvement on pre-existing technology. For example, the iPhone is seen as the modern smartphone but is not the first ever smartphone. The first smartphone was released in 1994 and it was the IBM Simon, it featured a touchscreen (used a stylus) and applications. The iPhone just used this pre-existing technology and improved it. This type of thing is what enabled the “period of productive remixing”, it is easier to improve something that already exists than to create it yourself.
The reason it is easier to improve pre-existing technology because most of the obstacles have already been avoided or removed. When developing new technology (not improving), you do not know what can cause issues and how to fix it because it does not exist, so it could take time to come up with a solution. In this time, a competitor could release a similar technology. Another obstacle in cinema, when filming a particle scene in a different environment you live in, you can either go to the environment you need and film or you can use stock film or what Kevin Kelly called “Data Base Cinema”. With you can either buy or find free stock footage. The other option, going to the environment, could take a lot of time and money. Another point that Kevin Kelly points out is in special effects using 3D models. You could take the time to create the models or you can find already created 3D models and use them, “you can find insanely detailed three-dimensional virtual models of most major building structures of the world. Need a street in New York? Here’s a filmable virtual set”.

The key differences between traditional media and new media are vast. Traditional media include TV, radio, newspapers and magazines. New media includes streaming services and e-books. The biggest difference between these two media groups is new media is more portable than traditional media, newspapers and magazines are portable but you have to carry around with you a newspaper and/or magazine whereas with an e-book you can just use or phone. Another difference between TV and radio to streaming services is streaming service let you watch and listen to what you want when you want. With TV and radio, you have to wait for the thing you want to come on before you can view and listen to it. The effect of these differences forced traditional media companies to rethink their broadcast means. The BBC for example, released BBC iPlayer, which was one of the first streaming services. The BBC understood with the internet they needed to adapt and utilise this new platform. Any company that did not adapt are either not doing as well or have gone bust. For example, Block Buster have gone away when streaming services like Netflix have appeared. Netflix and BlockBuster let people view movies but with Netflix you had to pay on a monthly basis and do it all from home or on the move, whereas with Block Buster you had to pay every time you want to rent a movie and you had to go into a store to get it.

With new media it allows amateurs to easily do editing because with new media you can use software like Adobe Premiere to do it. With traditional media, you had to go through wheels of film and cut out bits you do not want or need and with traditional method only experts will do this. With computer software, you can easily edit a film and without the risk of damaging the footage. Also with new media it allows amateurs to get their name out in the industry easily with online portfolios and streaming services like YouTube. With traditional media, you need to make your name in the industry by working your way up a company.

Due to technology being remixed, it has let people consume different forms of media differently. People can now watch shows whenever they want, where they want. With new media, people can get application and services that allow them to watch what they want when they want. For example, on the way to work or on the move. This let companies like Netflix and Amazon rise in popularity and even produce their own shows like Daredevil and Man in the High Castle. The new media has put a dent in traditional media because you have to wait on a daily or weekly basis to watch your favourite shows. With new media, you can upload all the content at once and allow people to view at any point. With new media, the creation of content has become highly completive because more and more people have gained the ability to create the content and upload it, so a lot of the time high-quality content is more praised. If you look on YouTube the highest viewed videos are music videos which are set a high quality of editing and performance, that is why they generally do better than other content. As well with music on YouTube you can listen to them for free at any point as long you have an internet connection.

Kevin Kelly in the article raises the issue of copyright. He asks is copyright is in effect if the content is changed/been remixed. He implies to ask who owns the remixed content or technology; the original creator of the unmixed content/technology or the creator of the remixed version. Kevin Kelly says “Remixing – the rearrangement and reuse of existing pieces – plays havoc with traditional notions of property and ownership.” This implies the laws that protect content for the content creators has not court up with the times. This is further proven by Kevin Kelly saying this “Many aspects of IP laws are out of whack with the reality of how the underlying technology works.” The copyright laws that are in effect at the moment still mainly apply to traditional media and not to new media.

From reading this article, I have learnt that new technology and content we use today are not actually new content and technology. But they are improvements on pre-existing content and technology. I also learnt that laws have not caught up with the time to protect technology and content creators on new media. The copyright laws we still use today still favour traditional media than new media.

Kelly, K. (2016) Remix, rewind, reinvent: Predicting the future of media. Available at: http://www.wired.co.uk/article/kevin-kelly-on-the-future-of-media (Accessed: 16 October 2016).

20 years of the smartphone: An evolution in pictures (2014) Available at: http://www.telegraph.co.uk/technology/mobile-phones/11037225/20-years-of-the-smartphone-an-evolution-in-pictures.html?frame=3007865 (Accessed: 16 October 2016).

WebpageFX (2002) Traditional media vs. New media: Which methods should you use? Available at: http://www.webpagefx.com/internet-marketing/traditional-media-vs-new-media.html (Accessed: 16 October 2016).

Audience Analysis – Unit 10 1.1, 1.2

The purpose of this task is to gather a greater understanding of our target audience for my Street Fury project. I am going to look at three different areas that have or need an audience to survive; these areas crowd funding, online video and video games. These areas are important because the Street Fury project is to create an interactive video that advertises the game.

The article for crowd funding article shows me different statistics for two popular crowd funding websites (Indiegogo and Kickstarter). The statistics tell me the users on Indiegogo and Kickstarter gender, age, income and education. The video game article tells me that the popularity of video games is growing in this country and in other countries. It shows statistics on how the video game industry is growing, in terms of popularity and profitability. It also compares video games to other forms of entertainment (film and music). It also compares statistics from other countries compared with the UK as well. The online video article tells me; you need to consider the platform you are going to produce your video for as well age. It explains that younger age groups prefer to watch videos on a mobile device and older age groups prefer to watch videos on a desktop computer.

The biggest surprise was from the crowd funding article, with the gender demographics. I was surprised more with the Indiegogo demographic. I thought it would be more like the Kickstarter demographic being 70% male user and 30% female user. The Indiegogo gender difference is closer to 50-50 being 58% male user and 42% female user. This could be down to what is being crowd funded on these sites, Kickstarter campaigns being more appealing to men than women. It could be down to how each website is presented, in my opinion, I prefer how the Indiegogo websites look.

The articles mainly explain what things we need to keep in mind when planning a project aimed to be put online. Each article explains how important it is to keep gender in mind because the differences between male and female audiences are smaller than what it is thought to be. They also explain age is important because different age groups would be into different genre and platforms. Also, explained with age is how different age groups view online videos, mainly younger age groups watch videos on a mobile device and older age groups view videos on a desktop.

I could use this knowledge to create characters that appeal to my target audience(s). If I wanted to design a character that appeals to a younger audience, for example, the character needs to be relatable for them. So, a character for an audience aimed at 18-25-year-olds will be relatable if the character is at university, up to date with the latest technology and like similar things that 18-25-year-olds like. My character ideas would probably appeal to an older age group because my two main characters are the President and Vice President of the United States set during the 1980’s. My characters will have some nostalgia to them for people who lived through that time period. The characters will most likely be male but I am not too sure about their age. I do not know with I want to make their age more appealing for a younger audience or keep it historically accurate and have their age 40+.

I could use this knowledge to create the video with a specific genre, platform and audience. The platform will be YouTube because the video will have some interactive elements to it and YouTube has hyperlink features that allow you to link different videos together. How the video will be viewed probably be on both mobile devices and desktop computers. The video is an advert for a side scrolling beat-em-up, so the primary genre will be action. There probably be comedic parts in it because I plan on it being over the top action.

The information presented to me in the articles do show YouTube and Kickstarter as viable platforms to broadcast and crowd fund this project. YouTube is a viable platform to broadcast this video because it is one of the most popular streaming services and it is easy to use. Kickstarter is good for crowd funding because it has a large community that supports it. There are other options for broadcasting the video, for example, Vimeo and Dailymotion. The problem with these websites is that they are not as popular as YouTube meaning the video will not get as many views as it could. I could upload the video to more than one platform though to boost the views and popularity of the video. There are other crowd funding websites as well, you have Indiegogo which is like Kickstarter. But you can have Patreon. Patreon is different to Kickstarter and Indiegogo in how it is crowd funded, Kickstarter and Indiegogo is one donation of any amount whereas Patreon is a monthly donation of any amount. Also with Indiegogo and Kickstarter you must set a goal amount and you will receive the money once you have reached that goal. All of them are good sources to get crowd funding but it is really up to how much you will need and how long it will take to produce.

Target Audience for Character: Unit 10 1.1 1.2

Every media production always has a target audience in mind when it is being planned, produced and edited. A target audience can change during production but there is always a target audience.

My character is the president of the United States of America based on Ronald Reagan. Target audience is probably for people who remember the 1980’s but also try to aim for young adults between 18-25 years old. Like most things produced, the target audience gender will be male as well. The location of my target audience is in an English speaking country (mainly British and American). The interests of my target audience will be in history (mainly in Cold War history). Another interest will be American patriotism because my video will be about the USA fighting off a Soviet invasion.

How my character will connect with my audience (more so American) is patriotism. Patriotism connects with anyone because people are usually proud about the country they are from and Americans are stereotypically patriotic. Another connection is the American President is supposed to be the man of the people. The president of the United States is supposed to be relatable and the people can understand where the president is coming from. The platform I’m going to use is YouTube because it is easily accessible. My character is supposed relatable to the average American, so the job of my target audience will be somewhere in the retail industry because the most common job sector in the United States of America. The interest of my audience will be normal American interests like sports or more specifically American football/baseball. The reason I chose these sports because they are the most popular sports in the USA, the Super Bowl is the most watched thing in America every year. The only problem you can have is you need an internet connection to use YouTube and that can be limited to age, lack of money or location.

Interactive Video Case Study

Interactive short (no date) Available at: http://www.fiveminutes.gs/ (Accessed: 5 November 2016).
The fallen of world war II – data-driven documentary about war & peace (no date) Directed by .
The Revenant (no date) Available at: http://www.200miles.com/ (Accessed: 18 November 2016).



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