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A reader's report provides a clear, indepth description of an academic article and closely analyses the argument made by the original author. It identifies, describes and discusses the meaning and purpose of the article. In your reader's report, use the following questions as a guide to help structure your report: 


1. Identify the argument, the theory or methodology employed by the author, and the purpose of the examples used.

2. Describe the form of the essay. comment on the structure in terms of the argument and analysis. How does the structure develop across the essay to Justify the argument?

3. What is the impact of the argument in relation to the wider field e media studies? It is likely it vnll be necessary to research related articles/books to your chosen essay, however these should assist your analysis of the primary text.

The Readers Report will be assessed according to:

  • the quality of the writing particularly the focus. clarity. coherence, precision
  • 'the clarity of the argument - its development throughout the essay
  • 'the ability to define and analyse the theoty/theones used and the discussion of the author's argument in relation to media studies in general. 

Other Important points to consider: By nature, the Readers Report should be descriptive. concise. and clear: your aim should be to describe the argument and show indepth understanding. (ri.b.: Your task is hot to recommend it for publication, to say whether It Is 'good' or 'bad' or to argue against the author's main claims. The point is to analyse the argument on its own terms)

Consider whether this is a major article/essay that is central to media studies. and examine how it fits in relation to the field in detail. How does it work (structurally, rhetorically, argurnentativety) to develop such a compelling case? What previous gap has it filled?

Or: is this a minor mode/essay that addresses a gap/problem in the field of media studies? Why is it important and how does the argument fit within the field?

BOO words describing the argument structure, and theory employed in the article 'think of this as a kind of mini close reading of the whole article)

descnbing the argument theory/theories. and overall positron developed by the article in relation to the wider field (think of this a slightly more developed discussion that places the article within the context of the broader field of media studies) 

Introduction of Convergence Culture and its Impact on Web-based and Non-Web-based Audiences

In the following assignment, the importance of introducing convergence culture with the audience of media to check how it affects their activities have been highlighted. The argument that has been questioned here is the how the introduction of new 2.0 web based technologies affect web based and non-web based audiences and whether or not it is good for the entire society as a whole.

The context of convergence culture has changed its meaning from time to time. The new 2.0 web environment has changed the way that people interact with each other. The communication medium has become two sided due to the technologies which has allowed the audiences to become producers as well as consumers (Pénard, Poussing and Suire 2013). The theory that has been proposed in the article revolves around the question that whether the internet medium is the new form of media consumption and whether laws and regulations need to be put on such type of practices to keep it under check.

In the subsequent sections of the article, the audiences have been considered as interactive fans.  The methods by which the audiences interact with media and created fan made zones to increase their collaboration has been assessed. The concept of intertextuality has been explored here where the interaction with the media with the audiences are increased with the help of other enhancements such as movies, televisions and tablets. The concept of the devoted fan interaction has been explored with the rise of their interaction with the media. The increase in collaboration have been increased with the extending and continuous use of the internet technologies. In the end, the two way communication will be beneficial for the entire society as per the author there should be a balance on every activity, hence the audiences acting as the producer for more content will be beneficial in the long run. The example of .Dr.Quin has been provided where the interaction of the audiences with the help of enthusiasm and creativity with the help of discussions, organized protests and mashups generated interest in the author. The concept of Emerging rule of thumb has been proposed in the next section of the article.  The numeric assessment has been provided by an anthropology student who looked into details from two bands namely Nine Inch Nails and Radiohead (Bird 2011). The assessment was conducted through a user generated video for winning a prize money and the analysis was conducted from fan and artist relationship point of view. The final result was an amalgamation of remarkable understanding, profane and banal as well as non-focused thoughts.

Concept of Interactive Fans and Intertextuality

In the subsequent sections of the article, the power of a produser has been assessed and the concept of a new age unified centres of media that defy the conventional culture of global production has been assessed. To meet the goals, this new concept has been used by marketers all around the world to meet the expectations of new media audiences (Boulos, Maramba and Wheeler 2016). The new institutions has changed their original media audiences to the digital space and used the internet technologies as an active tool for their success. This is evident from the expansion of homemade videos which has a wide range of audiences. This has created a new demand for web sites to use this as a networking tool for their advertisements and selling their innovative products (Tei and Gurgen 2014). They can do this by posting a terms of policy that mentions that it is the property of the company. The theory profoundly describes how technology has worked on the general audience to change their possibilities and change their perspective to the world of the copier and their creativities are nurtured by routines and rules. The vision for prosumers has been assessed here where the consumers can alleviate themselves from their advertisement brad names and allegiances (Bird 2011).  There are a number of concepts that point towards disciplinary and surveillance functions that control the environment that has a number of potentials.

The influence of the web based technologies on the online audience and how the industries use these technologies to control the produsres and how they are undermined and the effect it has on the general public. The concept of cultivation approach has been explored in the article conclusively by the author.  This issue cannot be considered as a cause and effect issue but a serious as the media producers has the power to create new constraints and representations on the general public to influence them. The dvanatage of the media platforms on the produsers as well as consumers has been explained and the transformation from the normal audience to active producers has been discussed and evaluated.

In this article, Elizabeth Bird offers a critical analysis of the relevance of convergence culture to the field of media audience study, opening up new ways to see audiences as active cultural producers. Author also argues that, the rapid development of the web 2.0 is hindering the non-web based practices especially in non-western countries (Curwood, Magnifico, and Lammers 2013). Web based media have made audience generated communication a reality along with the multidirectional opportunities. These approaches are allowing the consumers to join as a producer in the social market. This report also explored issues around the new audience model including the new media creation and new norm for media consumption. The term convergence culture was also defined in the context of current understanding of convergence. Author states that, the active audience are frequently engaging with several media and creating zines and fan fiction.  The fan activities are one of the most active engaging activity with media. The web 2.0 is continuously offering different contents and extending the existing contents as well. The fan theory is enabling multidirectional communication over the internet (Nakamura 2013). Fans are not just able to communicate with each other, they are also able participating on the creation of new contents. Author also provides proper example to describe the theories. Wikipedia was used as a perfect example to understand the user-led innovation and content production in multi-user online games. Producers are frequently creating new contents over the internet while online fandom has the potential to stifle a richer understanding of continuing audience activity. However, most of the content lacks in terms of application. The rate of the online producers are also increasing as one of hundred people is an active online content producer. Online videos which are created to construct direct relationship with the fans are getting popular and pretty effective to construct fan-artist relationship. YouTube and Google are providing multiple platforms where to interact with million users and producing contents. Even though, there are less amount of content creators then consumers (Poushter 2016). Consumers are often interacting with this content creators in comment sections. Simply, posted brief about any content has its significance as well. Not only in YouTube, have the sites like Aniboom offered $10,000 prize for providing animated videos. However, the user-generated content and audience participations are two different activity. Author also explored, the new sites where multiple user debates with each other depending on the content. The fan are frequently engaging with such activities as web 2.0 provides vast range of content (Bird 2011). The user-led innovation and content production in multi-user online games and the spectacle is also refracted through fans’ own media constructions, as they film their events, and distribute them on the Internet, where others comment and construct new texts. Author also present several theories associated with the media image and how the media image can be utilized to produce a great value (Arciniegas, Janssen and Rietveld 2013). The web 2.0 has advanced the used interaction as consumers are frequently engaging with content creators and producing their content and bond together within larger communities, pool their information, shape each other’s opinions, and develop a greater self-consciousness about their shared agendas and common interests. According to the author, the rapid development of the 2.0 is enabling multidirectional communication which invokes consumers to produce their own contents in order to interact with the other users and establishing their perception (Altberg et al. 2013). Indeed, media industries are becoming very adept at disciplining prod usage. One key way is to impose ‘terms of service’ on fans participating online, so that anything they post becomes the property of the company. However, the user-generated content and audience participations are two different activity. Author also explored, the new sites where multiple user debates with each other depending on the content. The author also argues about the importance of the non-web based practices over the web 2.0. Several articles are used to validate the proposed theories. The concept of intertextuality has been explored here where the interaction with the media with the audiences are increased with the help of other enhancements such as movies, televisions and tablets (Hanson et al. 2013). The concept of the devoted fan interaction has been explored with the rise of their interaction with the media. The theory that has been proposed in the article revolves around the question that whether the internet medium is the new form of media consumption and whether laws and regulations need to be put on such type of practices to keep it under check. In the subsequent sections of the article, the audiences have been considered as interactive fans (Alfonso and Suzanne 2018).  The methods by which the audiences interact with media and created fan made zones to increase their collaboration has been assessed. The concept of emerging rule of thumb has been explained in the subsequent portion of the article. The online assessment resulted in the final analysis that only 89 people imply viewed the online content, 10 people integrated with it and one out 100 people actually became an active participant (Bird 2011). This was assured from the videos of two famous and known as Nine inch nails and Radiohead where the participant shad to take part in a prize winning concept and user generated videos were assessed for analysis purpose. Plain and simple, the relationship of fan and artist was assessed in this section of the report and the posting revealed the general insights into the consumer minds about their thought process and their comment and what provoked them to utilize the service (Lane, Armin and Gordon 2015).

Power of a Produser and a New Age of Unified Centres for Media

In the subsequent part of the article, the identity of the real produser has been explored. The discussion related to the difference in the proliferation of internet technologies to differentiate the people activities have been explored here. The difference in technological advancement, time, affluence, media saturation have been assessed that influences the inline produsage of media activities. The effect of this on the developing countries have been assessed and the reach of the technologies to a wider number of people have been discussed which has raised questions on how people really define produsage (Buckingham and Willett 2013). The complexity of the audiences to understand the theory of proliferation of technologies to assess their exploration and customs are defined and the focus on offline practices has been assessed (Alfonso and de Valbuena Miguel 2016). To counter the larger media producers, the normal audiences are flexing their power to define their positions. This has come from the mere fact that with the help of web based technologies fans have been able to make online communities that has the power to resist the larger media outlets and influence their activities. The concept has led to a greater amount of consciousness among the general communities and how a wide amount of information can change the general opinions and activities (Dabbagh and Kitsantas 2014). To respond to fan demands, these media outlets can have shared ideologies and agendas can have an effect on a particular product.

The transformation of the general audience to wide participants of different activities have been explored especially the activities that has occurred in the west due to the influence of a number of web based technologies (Bird 2011). The benefits of a wide number of media platforms have been taken advantage by a wide number of people as well as enterprises that has led to a wide number of opportunities. It has allowed the people to become active participants in a democracy from the general audience due to the two easy communication system that has been discussed.

References

Alfonso, G.H. and de Valbuena Miguel, R., 2016. Trends in online media relations: Web-based corporate press rooms in leading international companies. Public Relations Review, 32(3), pp.267-275.

Alfonso, G.H. and Suzanne, S., 2018. Crisis communications management on the web: how internet?based technologies are changing the way public relations professionals handle business crises. Journal of Contingencies and Crisis Management, 16(3), pp.143-153.

Altberg, E., Faber, S., Hirson, R., Van der Linden, S., Agarwal, A., Ahuja, N. and Mehul, J.A.I.N., YP Interactive LLC, 2013. Methods and apparatuses to connect people for real time communications via voice over internet protocol (VOIP). U.S. Patent 8,599,832.

Arciniegas, G., Janssen, R. and Rietveld, P., 2013. Effectiveness of collaborative map-based decision support tools: Results of an experiment. Environmental modelling & software, 39, pp.159-175.

Bird, S.E., 2011. Are we all produsers now? Convergence and media audience practices. Cultural studies, 25(4-5), pp.502-516.

Boulos, M.N.K., Maramba, I. and Wheeler, S., 2016. Wikis, blogs and podcasts: a new generation of Web-based tools for virtual collaborative clinical practice and education. BMC medical education, 6(1), p.41.

Buckingham, D. and Willett, R. eds., 2013. Digital generations: Children, young people, and the new media. Routledge.

Curwood, J.S., Magnifico, A.M. and Lammers, J.C., 2013. Writing in the wild: Writers’ motivation in fan?based affinity spaces. Journal of Adolescent & Adult Literacy, 56(8), pp.677-685.

Dabbagh, N. and Kitsantas, A., 2014. Supporting self-regulation in student-centered web-based learning environments. International Journal on E-learning, 3(1), pp.40-47.

Dawson, L.L. and Cowan, D.E. eds., 2013. Religion online: Finding faith on the Internet. Routledge.

Hanson, R.M., Prilusky, J., Renjian, Z., Nakane, T. and Sussman, J.L., 2013. JSmol and the next?generation web?based representation of 3D molecular structure as applied to proteopedia. Israel Journal of Chemistry, 53(3?4), pp.207-216.

Korda, H. and Itani, Z., 2013. Harnessing social media for health promotion and behavior change. Health promotion practice, 14(1), pp.15-23.

Lane, T.S., Armin, J. and Gordon, J.S., 2015. Online recruitment methods for web-based and mobile health studies: a review of the literature. Journal of medical Internet research, 17(7).

Nakamura, L., 2013. Cybertypes: Race, ethnicity, and identity on the Internet. Routledge.

Pénard, T., Poussing, N. and Suire, R., 2013. Does the Internet make people happier?. The Journal of Socio-Economics, 46, pp.105-116.

Poushter, J., 2016. Smartphone ownership and internet usage continues to climb in emerging economies. Pew Research Center, 22, pp.1-44.

Tei, K. and Gurgen, L., 2014, March. ClouT: Cloud of things for empowering the citizen clout in smart cities. In Internet of Things (WF-IoT), 2014 IEEE World Forum on (pp. 369-370). IEEE.

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[Accessed 19 June 2024].

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My Assignment Help. The Importance Of Convergence Culture With Audience Of Media [Internet]. My Assignment Help. 2021 [cited 19 June 2024]. Available from: https://myassignmenthelp.com/free-samples/sos3051-media-and-communication-theory/internet-technologies.html.

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