converging digital technology
Post on 05-Dec-2014
1.132 Views
Preview:
DESCRIPTION
TRANSCRIPT
Converging Digital Technology in the Creative Media Sector
Rachel HeyesThe Manchester College
What is Converging Digital Technology?
Convergence in the context of media refers to the technology driven unification of different media channels
Different media channels are consumed through one technological outlet
Historically For many years different media were clearly separated: broadcast TV,
broadcast radio, newspapers, books, video and film, recorded music etc.
ChangesThe internet and other
digital methods of distribution have changed this.
The Media Iceberg
Examples
A digital connection or physical medium can carry any type of content.
Video can be distributed on a mobile phone network or music over the internet.
What does this mean?
This not only means that different types of media are converging, but also that media and telecoms are converging.
Converging MediaWatch and make noteshttp://
www.youtube.com/view_play_list?p=F5DC6CE0E17B3C3A
What is converging media?
Re-Packaging MediaIn addition to convergence at the distribution level
there are areas in which the same content can be re-packaged across media.
For example, computer games and films use the same content in different ways.
This also creates powerful marketing synergies.
New Technology Convergence is part of a much broader change in the media that is
being brought about by new technology.
Although this has not happened as fast or as profitably as many hoped during the dotcom boom, changes are nonetheless happening.
Investment
From an investment point of view the key consequence is the potential impact of the change on established media companies revenue streams.
Class TaskThe sectors for this assignment are:
Photography Web Authoring/Interactive Media Digital Graphics/Animation Audio/Radio Video/Television Computer Games
1. List all of the current uses of converging digital technology within your sector
2. Each group should reflect upon a sector and feedback to the class
What are the implications of converging technology on the
workforce?
Implications Multi-skilling
Competition
Pace of change
Employment
Education and Training
Multi-tasking
Media Work - Mark Deuze (2007)
“Media professionals face tough choices. Boundaries are drawn and erased:
between commerce and creativity, between individualism and teamwork,
between security and independence. Digital media supercharge these
dilemmas, as industries merge and media converge, as audiences become
co-creators of content online. The media industries are the pioneers of the
digital age”
Class Task1. Multi-skilling
2. Competition
3. Pace of change
4. Employment
5. Education and Training
6. Multi-tasking
Find an example of each category within a specific media industry
Photography
Web Authoring/Interactive Media
Digital Graphics/Animation
Audio/Radio
Video/Television
Computer Games
Assignment – Impact ReportExplain what is meant by ‘converging technology’.
• Explain and give examples
Explain the impact of converging technology on the workforce within a specific creative media industry. • Explain and give examples such as VoIP, website content,
increased competition and impact on employment
top related