How important is technological convergence for institutions and audiences within a media area which you have studied?
Media convergence represents a major change within the magazine publishing industry, coming as a result of the digital revolution. The result is a constantly evolving and volatile market for btoh consumer and publisher.
The immediate benefits for the consumer are obvious. The ability to access a plethora of media content at a time has made reading magazine content more commonplace online. Such technologies as the internet and the Iphone are key to this. With the Iphone 'apps' available for free in many cases, this makes online accessible magazine content tempting for the consumer.
With electronic content becoming more readily availble for the consumer this has produced a downward trend in paper format magazine sales. To take the popular IPC music magazinie, NME, as an example, it has seen constantly falling demand for magazines since 2003 with its current weekly readership at below 40,000 - a far cry from its 300,000 copies per week heyday of the early 1970s.Whilst this does present difficulties, many magazines, NME included, are gaining a great deal of attention through other formats. By approaching the industry in a different way, NME now receives 3.5million individual viewers to its webiste every month. Clearly, media convergence has given the magazine access to a whole new audience. Recognising this, NME became the first magazine to launch an Iphone 'app' in 2008, for only 59p.
Indeed, such a large audience is of great benefit but in order to stay financially viable in the continuing digital revolution, media publishers must find a new way to make money from their content. This produces a challenge and media oligarch Rupert Murdoch has proposed charging a small fee for views of internet content. This has, however, proved unpopular. Many devices such as the Amazon produced Kindle fail to give a cut of the profit made on electronic copy to the publishers.
For the consumer, this may result in beginning to pay a premium for top quality online content. In the case of NME this results in certain portions of their website only being available to paying subscribers.
This effect can produce a reaction among consumers to create their own media content. Whilst small publishers may struggle to survice in the moder media oligopoly, websites such as Blogger, YouTube and Tumblr allow consumers to create and share (exchange) their own content. The popular YouTube blogger, Ray William Johnson, regularly receives over 2 million views on his videos released twice weekly. This phenonmenon is not only confined to magazine-like content but also news, music and many other sections of the media; making it a significant outcome of media convergence.
Despite this, many magazine brands remain strong in the modern market. IPC Media claims 2/3 of UK women read one of its paper format magazines per week. In 2007 NME claimed to be the 'most respected and best selling music magazine in the world'. The sale of IPC Media to TimeWarner in 2001 shows that the brand will remain profitable well into the future.
In fact, for the consumer, the constant bombardment with modern technology can result in a complete rejection of media convergence and a return to paper formats - either due to financial cost, or a simple distaste for the technology. Despite the falling demand for magazines there are those remaining who prefer a tangible object. For many, a physical book, magazine or newspaper is far more desirable than a Kindle, ebook, or tablet computers. This phenonmenon exists in the same way as the continuing market for music on cd, or even vinyl record. The market is ever decreasing but may well remain as a niche for years to come.
In short, media convergence represents a revolution for the magazine industry. The way magazine content is produced and consumed will never be the same again. However, demand still remains for older formats thus showing that the market is presently not ready for complete abandoment of paper formats.
It's got great use of subject specific language as well as generally good vocabulary. It covers industry and audience in good depth. It also has lots of good examples and facts.
ReplyDeleteSam used great terminology, Examples of statistics and showed both sides of the argument. The only thing I would say is that you maybe needed to give an equal amount of arguing for each side. You really convinced me in your argument well done.
ReplyDeleteI think it is an effective level 4 response as Sam has positioned his paragraphs appropriately according to his argument, explanation and evidence. His use of terminology is also intermediate and flows within his sentences nicely. The conclusion is short and sweet and sums up his argument and opinion to end well. Very deserved of a Level 4!
ReplyDeleteGood as it comprehensively evaluates both sides of the argument. In depth use of NME example, then wide ranging to other less substantiated but still well informed examples such as kindle. Terminology also boosts the response, helps to get across points about Murdoch, etc, and his views on techno/print.
ReplyDeleteI think this is a very strong response to the question. It uses good explanations, backed up with examples, to argue both sides. It answers the question set out by including the audience as well as institutions. I think the terminology used is also very good as they include words such as 'oligarch' and 'convergence'.
ReplyDeleteThe essay is well structured, and reads like a professional article, not a student essay. He uses examples where relevant, but doesn't simply bombard the reader with facts in an attempt to get more marks. He addresses the question well, and is concise, thus the essay doesn't ramble or repeat itself. Good introduction and conclusion.
ReplyDeleteI think this is good as he backs up all the points with relevant examples and it is really specific with stats with the case studies etc. He also provides a case for both sides and sticks to the question well instead of going off track. The piece shows good understanding of terminology as well.
ReplyDeleteI think sam's response is very well structured and written precisely. He has used various media terminology, such as, ' oligarch'. Sam has included both references to the institutions and the audiences. Figures are used, as well as good explanation. The english is also quite good. He not only provides information about a certain institution but covers other institutions too.
ReplyDeleteI think that this is a great piece of work, it's use of detail and terminology which works well with the point that he is trying to get across to the reader. All that he mentions with in the essay works really well and shows his argument clearly. Does show a really good L4
ReplyDeleteI think it was a very good essay, lost of knowledge on technologies and good use of long confusing words which I don't understand, (This is a good thing). I think your use of examples are truly remarkable and this is a significant achievement in your media studies career. You've analysed both sides of the argument phenomenally, And used statistics and information well.
ReplyDeleteCongratulations...
This answer gives a tremendous comparison of examples in which he relates how the large monopolised companies are converging their products to innovate the magazine market. He distinctly backs both sides of the market, and balances the debate to give a good overall picture. His use of relevant case studies is very good, and his knowledge of NME and its technological progression is of a very high standard. His language again is very good, and gives almost a professional answer to the question because of this.
ReplyDeleteHowever, this is a very good response to what is a very open question.