Abi Bacon

The impact of the internet on media audiences

The Internet: How did it all begin?

Derived as a means of confidential communication during the Cold War.

Name 3 stages in its development

Researchers/ Universities were granted permission to research into the

possibility of internet sharing: ARPAnet.
ARPAnet switched to TCP/P and the US government began to make the
internet available to service providers and commercial users.
Time Berners-lee at the European Laboratory for Particle Physics proposed
a new internet distribution method: forming what is known today as the
World Wide Web.

Media Theory

David Gauntlet- A British theorist, focusing upon contemporary (present) media

audiences; delving into the production and sharing of digital media. As well as
exploring the role that this media possesses in an audiences self-identity and
self-expression.

Latest book: http://www.makingisconnecting.org/

Video Notes:

Changing place of media, making it different from before.

Before the internet, schedules set by the media were enforced upon the
public, who had to respond accordingly.
To produce media, high funds and illustrious institutions were needed; thus
many people could not achieve this.
Now however, people can make their own videos, posting to YouTube.
In the past, the audience had very little control. Media was handed down
from on high. Institutions used to present themselves as very dominant
over the public.
These days, there are video sharing websites, however competition
remains.
1.0 Web, separately creating content that is not shared or accessible by
others.
2.0 Web, is contributing to one area, forming a platform of media
contributed by a number of people.
In the past, peoples personal schedules had to be moulded to suit the
medias schedule.
Females spending more time, than males, online.
The way politics is consumed has changed, as well as political support and
views expressed online.
Media creates a sense of craftsmanship, prompted by the growing
availability of video, image and art creating sites.
 Abi Bacon

Media previously made by elites, however now audiences can make and
share their own, rather than only viewing content by other people.
The internet has allowed us to move away from the elitist attitude of the
media prior, in which producing content required resources and privilege,
often conveying certain ideas.

[1] https://www.youtube.com/watch?v=ZWNXg7Vt-ig

Media consumers were told when they could consume content.

Consumers had no control, prior to the internet, over media.
MySpace, Wikipedia, YouTube; now anyone can distribute and consume
media.
Media has become less formalised, with the number of potential creators
having increased.

[2] http://www.youtube.com/watch?v=KTyTXN_t4rc

How Audiences Consume the Internet Now

Model of Today

Media Producers

Create and own the video content. These can include institutions or individuals, online
based or television based.

Media Distributers

Market and grant television content to exhibitors; making the audience aware of the
product.

Web 2.0

News of the upcoming television/video content can became shared across social media
platforms, with audience members spreading news and distributing promotional media
(as well as producing their own).

This ability to contribute to content distribution grants more power to audience members,
revealing the democratised effects of Web
Media 2.0, as power between institutions and
Exhibitors
audiences has become increasingly balanced and are sometimes one and the same (pro-
Scheduled television content upon a television
sumers). channel, airing and re-running content
based upon its popularity.

Content can also be placed on television channel websites, allowing clips of content to be
viewed and shared upon social media.

Content is also made available to watch on-demand, using applications such as BBC
iplayer.

Web 2.0 also allows for individuals video content creators to exhibit their content by
uploading it to video sharing websites; for example, that of YouTube or vimeo (of which
internet users can access as they please (providing more consumer freedom than televised
video content)..
Abi Bacon

Key Points of Gauntlets Theory

Powerful institutions controlled the production and distribution of media.

Before Web 2.0 media audiences were passive because they could not
produce media and they had to follow media schedules.
Web 2.0 has enabled audiences to create media, to collaborate with others
and to become more creative.

Using the information in the link below, find evidence to assist you in
answering the question below

Evaluate the impact of the internet on media audiences

The extent of change in audience behaviour

Audience members have now begun to broaden their number of platforms used
to consume media:

One in six UK adults (16%) only use devices other than a desktop or laptop
computer to go online, an increase of ten percentage points on 2015. Only using
an alternative device is more likely in DE households (24%) than in ABC1
households (12%). [1]

This finding shows that, although mobile devices are used, they act as side
devices to a desktop or laptop, of which remains the dominant internet platform
for consuming media.

However, the use of solely mobile devices is increasing: Around one in twenty
UK adults (6%) only use a Smartphone to go online, an increase from 3% in
2015. Again this is more likely in DE households (13%) than in ABC1 households
(2%).[1]

Audience have begun to rely upon the internet for the management of their
personal lives, utilising social media, online retailers, online banking and online
entertainment:

Two-thirds (67%) of those who use the internet at home or elsewhere say they
buy things online; an increase of five percentage points on 2015. A similar
proportion of adults bank online (63%), with fewer using social networking sites
(56%), while four in ten (40%) watch TV content online. Internet users aged 55
and over are less likely than all users to say they buy things online, bank online,
use social networking sites or watch TV content online.[1]
Abi Bacon

Thus revealing the threat the internet poses to physical stores, banks and
entertainment (such as film/cinema and television; of which is not sourced
online).

The internet has made a considerable number of users weary and security savvy
regarding personal information, in which many audience members apply email
filters in order to avoid spam messages:

Among those accessing the internet at home through any type of device in
2015, 41% say they use email filters to block unwanted or spam emails;
unchanged since 2014.

Many audience members actively create personal judgments of an online source

before allowing any personal details to be entered, revealing the increased threat
within media as a result of the internet (in which ones personal details can be
entrusted to an unknown online page) as well as an awareness of security and
the importance of preserving ones personal information:

Half of internet users (51%) say they make formal judgements before entering
personal details online.

However, evidently this is only the case for just over half of internet users,
revealing the vulnerability of those that do not consider the consequences before
entering their details online.

Audience groups affected/unaffected by change

Younger audience members (16-24 year olds) are more likely to be broad internet
users (carrying out 11-16 of 16 types of activity):

One quarter (25%) of those who use the internet at home or elsewhere are
broad users of the internet (carrying out 11-16 of 16 types of activity); an
increase of four percentage points since 2015. Younger internet users (16-44s)
are more likely to be broad users (36% for 16-24s and 35-44s and 32% for 25-
34s) while those aged 55+ Internet use and attitudes bulletin 2016 are less likely
(10%). [1]

Those that are broad users are more likely to be from high socio-economic
groupings, conveying the internet to have a greater relevance within the lives of
higher-earning families:

Three in ten (30%) of those in ABC1 households are broad users, compared to
17% of those in DE households.[1]

Thus, higher groupings have become more effected by the internet, as well as
more involved and excessive in its use.
Abi Bacon

Whereas this is the opposites for narrow internet users (carrying out one to six of
the 16 types of activity), of whom are less excessive in their internet activity and
use:

More than half (60%) of those aged 55 and over are narrow users, compared to
32% of those aged 16-24. Those in C2DE households are more likely than those
in ABC1 households to be narrow users (48% vs. 40%). [1]

Revealing that older audience members and those belonging to lower socio-
economic groupings are less affected by the internet. However, remain to make
up a significant percentage of those that infrequently inhibit its use.

Those of lower socio-economic groupings are less affected by the availability of

online retailing, online banking or online entertainment, revealing that the
internet has affected more groups than others:

Adults in the DE socio-economic group are less likely to buy things online, bank
or watch TV content online.[1]

Social media seems to be dominated more by females:

Women are more likely than men to use social networking sites. [1]

Email filters are a feature predominantly used by higher socio-economic

groupings, in which females and over 65 year olds seem less interested in the
use of this email function:

This is less likely among those aged 65+ (27%) and among DE households
(29%). Men are more likely than women to use email filters (45% vs. 37%). [1]

Regarding internet security, older (over 55) audiences seem more weary of the
security risks of the internet, in which higher socio-economic groupings are morel
likely to make personal judgements upon the safety of entering ones personal
details online, than lower groupings and younger audience members (although
audience age doesnt seem to be a hugely determinable factor).

Those in ABC1 households are more likely than those in C2DE households to say
they do this (56% vs. 45%). No age group is more likely to make formal
judgements, but this is less likely among those aged 55 and over (43%).

The internet is prevalent within the lives of the majority of 16+ audience
members, (around 80% of whom possess internet broadband access):
Abi Bacon

In 2016, eight in ten (81%) UK adults aged 16+ said they had broadband
internet access at home, and 87% of UK adults aged 16+ said they used the
internet either at home or in other locations. Both of these measures are
unchanged since 2015. As in previous years, differences by age group are
considerable; 97% of 16-24s say they use the internet, compared to 42% of
those aged 75+.

This reveals that mid teenagers and adults have been most heavily affected by
the availability of the internet, in which their internet access is far greater than
audience below the age of 16.

Reference: [1]
https://www.ofcom.org.uk/__data/assets/pdf_file/0023/63950/Internet-use-and-
attitudes-2016.pdf

What impact has web 2.0 had on audiences?

Web 2.0 has made the internet more significant and prevalent within the
lives of audiences (particular 16+ adults, in which around 80% of this age
grouping possess a broadband connection).
Online services have become more relied upon, particularly by members
of higher socio-economic groupings. Web 2.0 has granted audiences a new
means of reaching retailers, banking and seeking out entertainment.
Web 2.0 has opened up potential security risks, such as spam messages
when using email services and the misuse and theft of personal details,
when entering information online.
Some audience members convey more of a concern and weariness of
security risks than others (with older audience members, 65+, taking
more time to consider the potential dangerous online when entering
personal information. High socio-economic groupings are more likely to
make a personal judgement of an area of the internet before entering
information when compared with lower groupings).
Web 2.0 is predominantly accessed through a desktop device; however it
has also prompted the increased use of mobile devices.
The emergence of social media has seen more females dominate this area
of the internet.
Audience members are spending an increased amount of time at home on
the internet, revealing the threat Web 2.0 has for physical retailers and
providers of entertainment (for example, cinematic exhibition sites).
Broad internet users are dominated by younger audience members from
higher socio economic groupings, revealing the particular impact Web 2.0
has had upon these audience groupings. Possessing less impact upon
older and lower socio-economic group audience members.

Michael Wesch The machine is changing us

Abi Bacon

Video Notes:

Another Perspective Michael Wesch

https://www.youtube.com/watch?v=NLlGopyXT_g

Text is linear when written upon paper but digital text is different.

Digital text is more flexible and moveable.

And can be hyper, forming a link between the text and another area of the
internet; creating for a platform in which text can allow the user to manoeuvre
from one area of the internet to another.

Most early websites were written in HTML; designed to define the structure of a
web document.

As HTML expanded more aesthetic/stylist elements were added into the code
(such as bold, italic and underlined). This made structure and content
inseparable.

However digital text is more flexible; in which content and structure can be
separated.

That is when XML was designed. As this defines the form of the page, but not the
content.

This allows data to be exported/removed/manipulated without affecting the

content; free from formatting restraints.

XML allows for automated data exchange to occur; allowing websites to mash
data together (such as Flikr maps, using images and information from across the
internet to fuel the websites content).

Web 2.0 allows all of this data to be organised by ourselves, gaining the user
control over their internet experience.

We are the Web- Our actions fuel its ever growing content, without the user,
there is no internet.

We are teaching the machine, as we select options, as we create links, as we

share images, the internet evolves, growing as we do. We drive the changes that
the internet experiences.

Our actions teach the machine what we believe is the most important aspect of
the internet; our actions create trends and keep the internet alive.

the machine is us the machine is using us Our actions are the machine, the
internet is the user, because our actions created it and our actions lead and
prompt its future.

digital text is no longer just linking information... Web 2.0 is inking people.
People sharing trading and collaborating.
Abi Bacon

Some issues remain: copyright, identity, authority, ethics, aesthetics, rhetoric,

governance, privacy, commerce, love, family, ourselves.