Step Three: Task 7

What concerns/ considerations are there (if any) for the media institutions involved in your case study as a result of the impact of new and digital media? (e.g. de-skilling or multi-skilling of the workforce/ decline in workforce etc)

New and digital has possibly reduced the amount of workers needed in the film industry because new and digital media has made it possible for less people being given more responsibility. Now, for example, a small workforce would be made responsible for viral campaigns plus the social networking side of the institution. This therefore is the unfortunate side of the rise in new and digital media as the need for highly skilled workers who are more multi-skilled are more in demand making it more difficult for jobs hunters.

When it comes to the film industry, new and digital media has made it less secure for film makers to make the most profit out of the product as new and digital media has increased the amount of illegal downloading occurring in society which results to the film makers not making the most money out out of their productions. 

Step Three: Task 6

How have the audience responded to the changes?  Is there more customer choice?  Is there evidence of a more pluralistic model?  What evidence do you have to support this?

The changes in the marketing of film has contributed to a vast variety of ways in which institutions advertise their films. This provides them with greater platforms to distribute to their audiences due to the changes in new and digital media. The changes in new and digital media has also provided audiences with more customer choice when it comes to film. This is because there are now so many ways in which audiences can consume film. This can be through the traditional way of going to the cinema or online on sites such as Netflix. Audiences can now also view films on smartphones by downloading them. It could be argued that due to the changes in new and digital media there is a more pluralistic model in society. Audiences aren't just passive receivers when viewing films because through social media and smartphones they've become more active audiences. An example of this is the illegal acts constantly done at the cinema. There's often some people who record an entire film on their smartphones to distribute it online. The camera phone has led to many people recording films to consumers who are willing to download them online rather than pay for it at the cinema.

New and digital media has also led to discussions on certain films via social networking sites. From just a few clicks online audiences can find all kinds of information on certain films. This provides audiences to have the needed knowledge on certain films before making the investment to watch it. It wasn't like this before where all audiences had to judge a film was from the trailer and poster. Audiences can now also search the internet on the issues being narrated in the film. New and digital media has provided audiences to have an all round knowledge on the films they watch. 

Step Three: Task 5

Who are the primary target audience now and has this changed?  Who was it before and how do you know?

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TEXT	CURRENT TARGET AUDIENCE	ORIGINAL TARGET AUDIENCE	HOW DO YOU KNOW?

Step Three: Task 4

Is the size of the audience any different now than before the impact of new and digital media (or has the pattern of usage changed)? 

The size of the audiences members of media has increased but possibly mainly through pre-recorded shows.
This is because due to new and digital media, the consumption of media has changed. Firstly, most audiences  now watch pre-recorded shows rather than live. This may affect the viewer ratings as more and more people watch This way. Secondly, with services such as Netflix and Now TV, audiences now tend to consume their films on these kind of services. So it may show that the size of film audiences has decreased on ratings charts but its possible that most viewers now watch films this way. So it is difficult to say whether predict the figures of audiences because due to new and digital media there are now so many platforms where audiences can consume their media.

This graph how the consumption of media varies for different age groups. 

Step Three: Task 2

What impact has there been on the way in which the audience now consume the media products/ texts involved in your case study?  How does it differ from what went before?  Consider (SHEP)

As new and digital media has transformed drastically over the years, the consumption of media by audience has been affected. In the case of film, new and digital media has made it possible to consume film in various of ways both illegally and legally. Firstly, new and digital media have started a trend where more people download movies online illegally. This is bad for the institution financially as they aren't making money from their products. This therefore has reduced the amount of people watching films the traditional way (going to the cinema) as they can just view films online. 

Another way new and digital media has impacted the consumption of film is that there are now platforms where films can be consumed legally online. This is through websites such as Netflix. Netflix has become the new phenomenon as viewers can watch various of films via their laptops or TV's. This has led to Netflix taking a $100m gamble to try and take over the TV industry by beginning to offer TV series on their service.

Socially, audiences can now consume most media through social networking site. This is due to more and more institutions promoting through this site. This is a complete contrast from previous decades where institutions would mainly promote through posters. This new trend of new and digital media has benefited institutions economically as the market is much greater allowing them to reach out to a wider audience.

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.

Step Three: Task 3

What impact has there been on how the media institution now has to produce the texts and the way in which the texts/ products are distributed and exhibited?  This should involve a detailed textual analysis of at least 3 texts to demonstrate the point.

My case study is based upon new and digital media's impact on the marketing of film. Media institutions now produce several texts to reach as many audience members as possible. These could be websites, viral videos and obviously trailers. A prime example of this is the marketing campaign used to advertise the Batman Dark Knight film. They ensured that they had the most complex, thought through and most realistic campaign ever used. The campaign consisted of small clues online, destinations where audience where led to go, to get different clue about the film. 

Another way texts are distributed to audiences is through social networking sites. The latest trend for films is to have Twitter trends on their posters or trailers to get audiences to speak about the films. An example of this is the latest film Movie 43 which used the trend 'what is movie43' which resulted in countless people tweeting  which created a buzz online that made people want to go and watch the film. 

Thirdly, the distribution of film has evolved over time as they are now beginning to distribute their films through sites such as Netflix. This allows viewers to stream films online whenever and wherever they feel like. This has brought about a huge opportunity for institutions as they know audiences demand more and more films on that website, so to take advantage over that opportunity is to supply audiences with films to make them profit from those views.