1. Pick up a copy of this EVERYDAY!
Visit the Guardian Online EVERYDAY – The exam board recommends this so you
can keep a log/diary of changes to the technological landscape within the
Media.
FURTHER READING AND STAYING CONTEMPORARY!

2. Media in the Online Age:
Skype and Web 2.0
(Darcy DiNucci – 1999)
– L14
Unit G325: Section B – Critical Perspectives in Media
Wednesday 2nd April 2014

3. Why?
Aims & Objectives
AO1
Demonstrate knowledge
and understanding of
media concepts, contexts
and critical debates, using
terminology appropriately
and with accurate and
coherent written
expression.
• Re-cap prior learning.
• Focus on the appeal of this new form of Web 2.0
and how it is changing the media landscape, as
well as how we communicate across the WWW.
• Look at some interesting facts/figures about the
case study and explore the impact this is going to
have on media audiences.
• Apply this case study example to an exam question
from Media in the Online Age.
• Review the learning.

4. Quiz – Starter
3 minutes

5. WHAT DO YOU ALREADY KNOW?
• Leadbetter (200_) argues that the way we think and
make sense of ‘knowledge’ is “fundamentally
shi _ _ _ _ g in the online age”.
• Plunkett (200_ ) – Traditional UK Gate_________ are
“ditching” their traditional, old methods and are going
“straight to their audience via the w__”.

6. HOW does Plunkett's (2008) ideology apply to this media product?

7. What is SKYPE?
Watch the video regarding this new form of Web 2.0 (DiNucci – 1999)
YOU MUST note down any verbal codes that express the appeal and lure of this media
product for audiences and other institutions.
THEN, I would like YOU to research and note down x3interesting
facts/features/opinions about the product from the Web.
YOU SHOULD then tie this into any theoretical concepts/ideologies/key terms that we
have covered so far –
For example is this a form of Technological determinism? Is it encouraging a community
that is empowered by hyper reality? Is it a globalised (Globalisation) media product?

8. FEEDBACK
What did you find?

9. Tapscott & Williams (2006) also stated that:
We live in the age of the “new consumer power” – “the power to become your own
supplier”
Who is this “power” going to threaten and who will become the “losers” and those “left
behind” (Bauman – 1998)?

10. Irvine (2006) stated:
“modern media simply dissolve time, distance, place and local culture that once
divided the globe”
HOW does this conform to this media product?

11. Microsoft takeover of Skype
$8.5 bn Takeover – May 2011

12. Synergy and Miniturisation
HTC Phone – Subsidiary Media product
to
WHY would it be available on
the iPhone as well?

13. Evaluate the opportunities and the threats offered to media producers by the
internet
EXAM QUESTION
YOU MUST “Mind-map” (using the A3 Paper provided OR 2 Pages in your Exercise Book)
the Opportunities this takeover offers to Microsoft (e.g Video Conferencing using their
software, exclusivity etc)
Threats – Who does this threaten and why?
YOU SHOULD establish, using resources that have been given to you previously, the
information on the Blog and from your exercise books, which ideologies apply to this Case
Study example and why.
For example: Lull (2006); Waters (1995) and Irvine (2006)
Extension - YOU COULD apply another Case Study example of your choice in answering
this question as well as a means of cross comparison.

14. FEEDBACK

15. WHAT HAVE YOU LEARNT TODAY?

16. Homework:
1) Revision – After school on Fridays after Easter!
2) Revision – Over Easter complete the recommended tasks to help you ensure you
consolidate what we have covered so far.
3) Revision! – Start completing practice Questions from one of the past papers on
the Blog by going to:
Due: Wednesday 23rd April
Revision – Revision – Revision!