1. The shift from Producer Centred Media to
Consumer Centred “We Media”

2. What is Media 2.0?
 Is it temporal or here to stay?
 Origins:
 Mid 1980s (rise of the PC)?
 2003/04 (rise of Web 2.0)?
 Rise of cyber culture: Club Penguin,
Second Life, World of Warcraft, Myspace,
Facebook, Twitter
 Difficult to regulate.

3. Ramifications and Consequences
 Huge shifts:
 analogue to digital media
 artefact to broadcast/download
 Has media changed or has the audience?
 Is this anything new?
“The new media determine a segmented, differentiated audience that, although
massive in terms of numbers, is no longer a mass audience in terms of
simultaneity and uniformity of the message it receives. The new media are no
longer mass media…sending a limited number of messages to a homogeneous
audience. Because of the multiplicity of messages and sources, the audience itself
becomes more selective. The targeted audience tends to choose its messages, so
deepening its segmentation.”
Haitham Sabbah 1985

4. Ramifications and Consequences
 We now live in an age of trans-mediality
 Migration of content across media forms
 Sense of fragmentation
 New forms
 Computer games, simulations, SfX cinema
 New representations
 Virtual worlds, interactive multimedia
 New relationships between users and technology
 New patterns of organisation and production

5. Ramifications and Consequences
 Is New Media transforming culture?
 Could we infer from the above that changes are technological,
textural, conventional, and therefore cultural
Memes:
 Chuck Norris
 Rick Roll
 Lol Cats
 Numa Numa Dance
 Star Wars Kid
 Hitler
 A Meme is a unit of cultural information that is transmitted from
one mind to another . The creation of images or catchphrases
transmitted from person to person by web, email, social
networks is known as an internet meme.

6. Meanings
•Rise of interaction and networking
•Production = less centralised and more
fluid
•Shift from production to produsage, or
consumer to prosumer
•Audience shift from passive to active

7. Meanings
 Generation Y, Digital Immigrants,
Google Generation, Screenagers…
 Rise of Generation C (Bruns)
 Content, Control, Creativity, Celebrity
 Intercreativity (Tim Berners-Lee)
 Pro-ams
 Amateurs working to professional standards
 End of the artefact?
 End of the artefact as a finished construct?
 Mash-ups, etc

8. Some more shifts
Old Media New Media
 Controlled by oligopolies •Controlled, potentially, by the
 Content scarce user.
 Producer controls choice •Content rich
•Consumer needs to filter choice.
• Controlled by produser
• Abundant content
• Produser controls choice

9. Some more shiftsNew Media
Old Media
• Content Creation is difficult and • Content Creation is easy and cheap -
expensive - requires capital to fund anybody can do it
creation - basically the “Hit” game
• Gatekeepers control limited distribution • Distribution is friction free and open -
- in virtually every media market there anyone can post an RSS feed
are 5 top players that control 80% of
distribution
• Bigger audiences are better and more • Small passionate affinities/
valuable communities are WAY more valuable
• The 30 second spot • Word of Mouth
• One-way broadcast model - third party • Two-way - lots of real-time interaction
time delayed back channel

10. The shift
Media 1.0 was about FIND. Media 2.0 is about FILTER

11. Time Magazine Person of the Year
1938? 1940? 1982?
1987? 2001? 2006?