Step Three: Task 1

Has new and digital media had an impact upon ownership and control of the media institution(s) involved in your case study area?  Explain in detail any impact and what exactly has changed.

New and digital media has reduced the ownership and control of media institution in the film industry. This is because of various factors which has been brought upon due to new and digital media. Firstly, institution has less control on their products. This is because there has been an increase on the illegal downloading of films which takes away their power to sell their product to their consumers as more and more people are downloading illegally. Another factor is that the control has possibly been spread members in an organisation, from the actors to the owners. This is because social networking sites has given actors the opportunity to promote their film from their personal accounts which only used to be the owners deciding how to promote certain films.

Media institutions possibly have some ownership when it comes to the distribution of their films as they are able to provide the funds to get it to audiences all over the world. New and digital media hasn't really had a huge impact on the power institutions has in the film industry. They can still have control over what and how to show products to their audiences and still gain the majority of money from the films they create.

The main control which institutions have lost is the power to promote to consumers. This is because of the rise in illegal downloading come from the rise of new and digital media.