Your chosen industry:
Flm Streaming
Your chosen case study (i.e. text/institution etc.):
Netflix, Put-locker, Sky movies
Have you received approval for this case study from your teacher? Yes/No
Yes
Audience
1) How has new and digital media changed the audience experience in your chosen industry?
Due to new and digital media has changed the audiences experience of film as audiences now watch movies online for free, they stream it online on websites such as put locker. They also watch it on Netflix with their friends, family or their partners. People are now less likely to go to the cinema to watch movies as they can watch it for free online or pay for Netflix and watch it on there.
2) Has new and digital media changed the way the audience consume your chosen product?
Yes new and digital media has changed the way audience now consume movies as they can now download it for free online or stream it online for free. They can also watch it on Netflix. However, the idea of watching a movie would never change as it would always be a different atmosphere compared to watching it online.
3) Has the size of the audience changed as a result of new and digital media?
The size of audience has changed as a result of new and digital media, as people who are low on money, or people who prefer to watch movies in their own comfort in their own house without having to spend money would rather stream it instead of going cinema. However, the idea of going to the cinema to watch movies would never change, as some people may gain better experience at the cinema than they would watching it at home.
4) What are the positive changes new and digital media have brought to the audience of your case study? (E.g. greater choice, easier access etc.)
The positive changes new and digital media has brought to the audience are that audiences don't have to spend money now to go watch movies, or have to travel to a cinema to watch a movie. The positives are therefore that the new and digital media has provided audiences with easier access to films and saved them money. More choice, diversity and control.
5) What are the negative changes new and digital media have had on your chosen audience? (E.g. quality of product etc.)
The negative changes new and digital media has brought is the idea of the cinema industry from losing out on money as they therefore have less audiences who would buy into cinema. The negative changes it has had on the audience is the idea of them being lazy as they wouldn't make effort to go to the cinema when they could easily watch it in the comfort of their home.
6) What about audience pleasures - have these changed as a result of new and digital media?
The audience pleasures have also changed as a result of new and digital media as audiences would now get pleasures from watching movies in their own comfort - which would be at home. They would get pleasures from watching movies with their partner 'Netflix and chill' or watching it with their family or friends.
7) What is the target audience for your chosen case study? Write a demographic/psychographic profile.
The target audience of my chosen case study would be teenagers both males and females.Teenagers because they would want to spend their time indoors in closed doors so they are able to make the noise they want. Gender wise - both as they would find a way to socialise with each other while watching movies online or watching it on Netflix.
Institution
1) How has new and digital media had an impact on ownership or control in your chosen industry?
New and digital media has had an impact on ownership and control of films as the cinema industry have therefore lost customers due to being able to watch and stream movies online.
2) What impact has new and digital media had on ownership in your chosen case study?
In terms of ownership, new and digital has had a impact of films as cinemas have become less significant as they did before, the hype for films has changed ever since, however for certain individuals it still is a hype as the atmosphere of a cinema would never change.
3) How has new and digital media changed the way institutions produce texts?
New and digital media has now changed the way institutions produce texts as films are now available to watch on Netflix, Put-locker, Sky Movies and many more.
4) How has new and digital media changed the way institutions distribute their product?
New and digital media has changed the way institutions distribute their product as Put-locker now provide audiences with free movies as well as Netflix and Sky Movies.
5) How might new and digital media threaten your chosen industry?
New and digital media threaten my chosen industry as more audiences would stop going cinema as they would've paid for Netflix and therefore prefer to watch movies from there rather then spending more money to go to the cinema. It would cause the film industry to go down in the money they make. Indeed, regarding the impact of the illegal downloading on the movie industry over the last decade, the consumers’ willingness-to-pay has declined, consequently movies are less and less economically sustainable. The direct result is a reduction of the diversity of the movies produced. The perception of a higher involvement from the public could be a solution for a more sustainable industry. Indeed, the incentive to produce movies can be boosted by the audience’s awareness and interest for a project they have been participated in since its inception. Producers still originate the initiative and, then rely on the creativeness of the targeted audience. The success can be anticipated.
6) How has new and digital media changed the way your chosen industry is regulated?
New and digital media has changed the way films regulate as they now keep selected movies on for a shorter period of time in the cinema due to wasting time and money.
UGC
1) What examples of user-generated content can you find in your case study?
Posting films on YouTube
Free download links on Torrents
Movies on Put-locker
2) How has UGC changed things for audiences or institutions in your chosen case study?
The “user-generated content” approach is an innovative way to conceive movies and enables a greater interaction with the audience. We can see this new style as a mean to renew an established industry, to provoke further interests from the audience, to attract a different kind of public, in other words to broader and deepen the audience.
1) What would be a Marxist perspective of the impact of new and digital media on your chosen case study?
A Marxist would state that new and digital media has given audiences more variety and access, however the film industry still continue to make their money from customers as audiences still go to watch movies in the cinema.
2) How would a pluralist view the impact of new and digital media in your chosen industry?
A Pluralist would state that the new and digital media has given audiences access and more of a variety of options to watch movies from other institutions and organisations. The idea that new and digital media has given audiences the power to post movies online and receive many views - (user generated content).
3) Are there any examples of hegemony in your chosen industry or case study?
The examples of hegemony is the people who own the cinema as they still continue to make enough money from audiences who enjoy watching films at the cinema.
Globalisation
1) How has globalisation impacted on your chosen industry or case study?
The steady globalisation of Hollywood as an expression of both market forces and US government action on international trade issues has, of course, engendered numerous clashes and disputes. Some of these are based on purely commercial differences of interest; some are focussed on cultural collisions of one sort or another; and some, perhaps the majority, are a complex mixture of the two as reflected in the audiovisual policies of countries like Canada, China, France, and South Korea.
2) In your opinion, has globalisation had a positive or negative impact on your chosen industry and case study? Why?
American media conglomerates are no longer the unchallenged champions of cultural globalization that they once were. With the rise of large multinational media corporations based in Europe and Japan, the global cultural landscape is becoming considerably more complex, and competitive pressures are mounting steadily. Some of these corporations are also acquiring significant stakes in American film, television, music, publishing and other cultural-products industries. For the moment, the Hollywood motion-picture industry remains unmatched in its commercial vigor and market reach.
3) Can you find examples of cultural imperialism in your case study or industry? (The 'Americanisation' of the world)
Among these debates, an important discourse called 'cultural imperialism', which is resulted from the worry of the inequality of global media ownership, control consumption and content, should be highlighted. A number of scholars, because of the superiority of Western media products on the consumption marketing, claim that media globalization equals 'cultural imperialism', and convey deep concerns with globally cultural homogenization and standardization. Especially, accompanied by the globally prevailing consumerism, traditionally national cultures of each country all have the possibility of being unified into a common global commercial culture system. The most typical evidence is the export of American cultural goods in the range of whole world. As we can see, Coca-Cola, IBM, Levis', and Hollywood films, these global brands are all produced by the U.S.. However, there are still a part of socialists understandably suspect the discourse of 'cultural imperialism' on the concept of culture and the confusion of cultural goods and ideological effects (Tomplinson, 1999).
Social media
1) How has your industry or case study used social media to promote its products?
Social media has been used to promote organisations such as Netflix as they post pictures of 'memes' or individuals post pictures of Netflix which therefore raise awareness.
2) Provide examples of how your case study has used social media and explain the impact this would have on audiences.
- 'Netflix and Chill'
- Pictures on Twitter, Instagram
- Movies on Youtube
Audiences would therefore know more of it and therefore the trend would spread and more and more audiences would use Netflix as they see it as a 'cool' product. They may see it as belonging to a higher status and would believe that the idea of having Netflix would make them feel 'popular'.
3) Is social media an opportunity or a threat to your industry and case study?
Social media is therefore a threat to films as more individuals would be aware of film streaming such as Netflix and Put-locker; this would put down the idea of going to the cinema and audiences would consume things that are for free and easier to access than going to the cinema on a regular basis. Its cheaper to be a member of Netflix than being a member at the cinema. Netflix also gives opportunity to watch TV programmes.
Statistics
1) What statistics can you find to illustrate the impact new and digital media has had on your industry or case study? For example, in news, the UK newspaper industry sold more than 12m copies a day in 2001 but in 2014 it was below 7m
'Movie attendance dropped by a surprisingly sharp 5.1% in 2014 according to new data. This is unlikely to be just a normal part of industry ebb and flow since admittances plunged to lowest level since 1995, even though the U.S. population has grown robustly in the past two decades.'
2) Looking at these statistics, what impact has new/digital media had on institutions in your chosen industry?
The statistics therefore show how many individuals have stopped visiting the cinema due to Netflix and other movie streaming websites. The impact of new and digital media shows that a certain group of individuals buy more into institutions such as Netflix than going to the cinema.
3) What has the impact been for audiences? These may be positive and negative.
The impact on audiences has therefore been positive as audiences have gained more variety and choice and how and where they may want to watch movies. They have gained more control as they are able to post their own links on the internet to watch movies or they are able to watch movies on YouTube or post their own movies on YouTube for other individuals to watch,.
Theories
1) What media theories can you apply to your chosen industry and case study? Select THREE media theories and explain how they are relevant to your case study. Note: these can be ANY of the theories we have learned over the whole of Year 12 and 13.
USES OF GRATIFICATIONS
Uses of gratifications links to my case study, as audiences would be using the media for personal relationships/ personal identity and mainly diversion. Diversion as audiences would use Netflix for escape in their own home, they would be relaxed in their own home watching movies rather than having to travel out to watch movies. Audiences would also be able to form virtual relationships with the characters in the films which therefore links to Personal Relationships. Personal Identity is also another 'uses of gratification' that audiences would relate to as they would be able to define their identity within the characters in the movie.
HYPODERMIC NEEDLE:
The hypodermic needle relates to my case study as individuals watch others on social media or see adverts on how good 'Netflix' is and therefore buy into it. Also due to 'Netflix' fitting into the 'rich and luxurious Lifestyle' more people would buy into it just to look and feel rich, make themselves part of the rich lifestyle (Brand Value).
STUART HALLS' READINGS:
The readings relate to my case study as audiences read the message produced by the media 'dominately'. They see the message that the media and social media try to send out to audiences about buying into Netflix and using Put-locker to stream movies instead of going to the cinema. The audience therefore decode the message and agree with it.
Issues/debates
1) What media issues and debates can you apply to your chosen industry and case study? Select THREE media issues/debates and explain how they are relevant to your case study.
MORAL PANICS:
Moral panics relate to my case study as the idea of audiences not going to the cinema could create a moral panic to the owners as they are losing out on customers and are therefore feel a moral panic that institutions such as Netflix and Putlocker and taking away thier customers causing thier income to change negatively. PLURALISM:
Pluralist would argue that the idea of new and digital media has given audiences more control and more variety and choice. They argue that the media no longer have conglomerates and barriers to stop audiences from viewing and streaming movies as there are no gate keepers and everything's easy to access. This is therefore an advantage to audiences, however a Marxist would argue the opposite and state that the media do control us as audiences still visit the cinema due to the idea of feeling like your in a 'intimate atmosphere' which can help the individuals to 'escape'.
CHANGES IN NEW AND DIGITAL MEDIA:
The changes in new and digital media show how the media has changed so much it had given audiences the opportunity to watch and stream movies online. It has given audiences the chance to sit at home at thier own comfort to watch movies. It has also given audiences the right to post their own movies online and on YouTube. New and digital media has therefore changed significantly as the cinema are now losing customers due to being able to watch movies without having to spend money, however there are still a large majority of audiences who continue going to the cinema as they enjoy the idea of 'escapism' and feeling the 'moment' in a dark closed setting.
Wider examples and secondary texts
1) What other texts or institutions are also relevant to your case study? What would be good secondary texts or examples to use to support the findings of your independent case study?
Other texts or institutions that are relevant to my case study is music streaming. The idea that music is streamed easily online, on YouTube, on applications such as Spotify or Playtube. This has been the biggest change and has had the most negative changes due to new and digital media, as audiences no longer need to buy cd's when they can easily listen to an album online or on their apps on their phones. This therefore causes the artist to loose out on making money through cd's, which leaves them with live shows on making money. This has been the biggest negative impact on the music industry however, it has given audiences the biggest freedom in terms of choice and control and views and values. It has given audiences easier access to music.
