Author Archives: VV-VIVIAN

About VV-VIVIAN

A person who are very interested in animation and some reality show like MasterChef and Hell's Kitchen.

workshop 10

The important of the tutorial in this week still is the fourth project and we put our main concern on the audio effects. I just know there are various different kinds of audio effects, for example, background sound, over-voice and etc. Actually we know these elements before but we have never concerned them. In order to accomplish the project, we realize the importance of them. We list them independently and study them. Then, the teacher shows some audio works as example. Even it’s boring to listen the audio for half an hour continuously, I learn many things from them, such as the contents that the audio work tells as well as the audio effects in the audio works. I also find it’s fresh that only listen the audio effects without any addition or any visual effect. The sound of computer typing, the sound of camera, the sound of door opening or closing and etc, it will present very different feelings to match the reasonable plots or contents to these sound.

In this tutorial, the teacher also asks us to speak out the determined contents of each group and everyone gives advice about the contents. Our group received some suggestions, which are mainly about the question we proposed around the topic of “Attention” that how do social media distract the attention of people. Our primary assumption is that we will make a discussion about the social media and add some interviews that the answers of people about the question in our audio work. However, one said that, “your specific contents are to make a discussion about the social media, which contain positive viewpoints and also negative viewpoints. But your question directly negates the question, how does your discussion discuss?” This query really stumps us but the teacher provides recommendation to us. Change the early question into how do social media affect you in which we will not only receive more different viewpoints but also get great convenience to make the discussion.

Initiative 10

I wanna say something about Internet advertising at this time. Also, it could relate to social media.

To date, the shift to internet advertising has had more financial impact on the print media, than TV. However technological advancements may change this (O’Shaughnessy: 2012: 155). Indeed, although TV advertising is still the biggest medium, it is declining as viewers watch TV differently e.g. Netflix. The gap is therefore narrowing between TV and online advertising.

  • Internet advertising is growing by 15%, but traditional media advertising by less than 3% (Zenith Optimedia)
  • So why are companies abandoning traditional media? (e.g. TV, radio, magazines, newspapers)
    They need to follow audiences/markets. Companies are finding advantages online such as lower costs; customer profiling can lead to targeted advertising; and creates exposure to international markets.

As you will be well aware, many new media advertising $$$$$s are being invested in social media advertising

  • Social media sites by definition must carry content that is based on user participation and user-generated content. The sheer amount of time users are spending on social media make it impossible for marketers to ignore
  • Some of the more common social media sites and applications advertisers use include Facebook, YouTube, Twitter, Instagram, Google+, Snapchat, WhatsApp, Pinterest, and blogs.

Facebook Inc. June 2016 

1.13 billion daily active users; 1.03 billion via mobile

Instagram August 2016 

400 million active users; 75% users from outside the US; 85% of top brands throwing their weight into Instagram

  • Originally advertising was a monologue via traditional media but new media and social media in particular allows for a ‘conversation’ to take place whereby brands can communicate with people (more about this when we explore branding)
  • Likewise people can communicate with brands, products, services (often via Twitter) commenting on effectiveness of campaigns or even acting as a form of regulation if offense is taken to a particular ad
  • Marketers are able to collect data, via Twitter, Facebook, blogs, forums etc. on what people think about their product. This can lead to new ad campaigns or possibly even new products

Initiative 9

Today, I wanna talk about newspaper!

Newspapers in the 20th Century tended to be broadsheet (large and quality, The Australian) or tabloid (small, sensational and popular, Herald Sun). This century the compact joined them (quality in small form, same size as tabloid, The Sydney Morning Herald) .

The Broadsheet

  • Larger, often A2 size (imagine 2 x A3 photocopy paper sheets)
  • Detailed, factual stories
  • Complex language, long stories, fewer photos (colour arrived in the 1980s)
  • Extensive coverage of politics,economics,business,international news and the most important events of the day (papers of record)
  • AB readership – ‘upmarket’, readers come from upper socio-economic groups

The tabloid 

  • Half the size of a broadsheet – suited to public transport
  • Simple language with large font, dramatic headlines
  • Extensive use of photographs
  • Sensational stories – often exaggerated, appealing to the emotions (lots of soft news)
  • Extensive coverage of sport, crime, entertainment, local stories, celebrities
  • Mass audience
  • Targets a lower socio – economic readership

The compact

  • Compacts are quality newspapers printed in tabloid format/size
  • These are particularly popular in the UK. Once The Independent adopted this format in 2003, other quality papers followed
  • Some broadsheets have become compacts to stay relevant, attract public transport commuters and reduce costs
  • Examples include UK: The Times, The Scotsman and now Aus: The Age

Newspapers in the 21st C

  • More reflective. It is not possible to be immediate with the news and compete with radio/TV/Internet. Instead they run more in-depth, feature and investigative pieces uncovering the why and how of the reporting Ws.
  • More diversified. As well as news, papers now carry magazine and lift-out sections for niche, specialised interests, attracting new readers.
  • More visual. Enhanced production quality with more colour photos and clearer, cleaner layouts attract readers (more magazine-like)
  • More popular. Newspapers have been accused of heading downmarket and dumbing down, embracing more ‘soft’ stories about celebrities and lifestyle.
  • More cost-effective. Cost cutting includes reducing staff numbers, closing overseas offices, using news agencies more, moving to smaller premises, downsizing broadsheets to compacts, sharing resources across traditional and online versions of the paper…
  • More diversified media forms and business models. All digital newspapers now have online advertising and some have erected online paywalls (readers must subscribe to see all content) to offset costs