Unit 3 - Awareness of Converging Digital Technology in the Creative Media
3.1 Understand the use of digital technology within the Creative Media sector
1.1 Describe the uses of digital technology within the Creative Media sector and the relationships this has created between industries in the sector.
The use of technology is constantly expanding at a fast pace throughout the media sector and more people are becoming aware of associated software that is easily accessible. This includes photo,video and sound editing. There is a high demand from the public for the latest technology so the creative media sector has the responsibility to keep their content up to date.
There is a lot of competition within creative media software manufactures and there are many alternatives to named brands. Some are easier to access than others and the demand for programs has pushed companies to create free software. While they may not be quite as good as big named brands like Photoshop, Final Cut Pro or Logic they make it easier for people to get into the industry and improve at an early age.
1.2 Describe key Intellectual Property and copyright issues, related to digital technology and content creation.
There are four key issues that surround Intellectual problems and copyright issues relating to technology in the creative media sector, these are listed below.
SHARING - File sharing can be an abusive way to infringe on the copyright of other peoples products, this can be anything from computer games, pieces of software, music or multimedia. iTunes is a good example of file sharing as it provides the ability for users to downloads music, films, games and tv shows for a set price. Users can easily purchase these items and share amongst family and friends, and given there is no current restriction that can stop you from doing this it has become a common thing.
INTERNET PIRACY - Internet piracy is an example of sharing software through online websites, this occurs when software is downloaded from the internet. The same purchasing rules apply to on-line software purchases as for those bought in physical format. This is also a way for the public to transfer and share the product with others and this can cause financial loss.
COPYRIGHT INFRINGEMENT - Copyright infringement can be often made by accident. For example it is common that when producing music, either the track itself or lyrics can be easily made similar to existing music. The copyright holder is typically the work's creator, or a publisher. Copyright holders routinely refer to legal and technological measures to prevent and penalise copyright infringement. R&B singer Jesse Braham claims that Taylor Swift's 2014 hit "Shake It Off" includes lyrics he copyrighted the previous year for his song "Hater's Gonna Hate.” This just goes to show how easy it can be to create lyrics that sound similar to others so it is important that copyright is checked to prevent this.
PLAGIARISM- It is a common mistake to confuse plagiarism and copyright infringement as one in the same thing. The most important aspect about copyright infringement to remember is that the original author of the idea or product is protected by the law. If anyone steals the specified work or idea, there will be serious legal consequences to face. Plagiarism technically isn't illegal although is extremely unethical to take someone else's ideas or work and present them as your own.
3.2 Understand the implications of converging technology on the workforce in a particular Creative Media industry
2.1 Explain what is meant by ‘converging technology’
Converging technology is a product to which contains more than one feature that would previously have been used as its own individual tool. In modern day it is not uncommon to find yourself doing multiple tasks all in one place at one time, the world has become so advanced to how we get through our daily lives that so many things are possible and accessible. The greatest example of a product that converges technology is a computer. Before computers were invented the features they provide were all separate for example, to communicate with someone from a different country you would write a letter by hand whereas these days you can use email. Computers also have the ability to access the internet, listen to music, watch DVD’s, talk to friends and family through social networking sites such as Facebook, Twitter, MSN or Skype. There has become many ways to talk to one another through online platforms, this essentially has taken away the advantage of calling someone and using verbal communication and also visiting someone at their home to talk. Modern technology has in some ways been a gift but also a barrier for people to communicate in a healthy physical way.
2.2 Explain the impact of converging technology on the workforce within a specific Creative Media industry.
Converged technology is a huge part of most peoples daily lives, throughout the years of technology development, workplaces have also developed with this. It has now come to a point that if they were to no longer have access to computers then their job would be a lot harder to do, this goes for the creative media sectors in particular. For example given my job entails a large amount of work to be completed through online resources, editing software, video making and contacting clients my job would be more difficult if I did not have a computers great facilities and certainly would not be writing this essay through this word processing software I would be handwriting it which would take much more time.
3.3 Know how converging technology has been exploited to reach new audiences and generate revenue
3.1 Describe the changing expectations of audiences and consumers within a chosen Creative Media industry
Due to modern day technology being so available to the public we often abuse how accessible it is. Going about our daily lives without it would have a strong impact on our behaviour as our body has grown so used to having it. Our expectations and high demand for the use and need of the internet has grown over the years, persuading new audiences and consumers to think they need this facility.
3.2 Describe examples of how ideas for multi-platform content have been used to reach new audiences and generate revenue
As mentioned in many areas of this essay the use of the internet through computers, smartphones and tablets are accessed all over the world in large amounts. An example of a company using multiple platforms to promote their service is Thomson. Due to a large amount of the public owning a device which can access the internet and apple store, Thomson have made sure they can be found through many ways these being, walk in shops, interactive shops, online website and their own app ‘MyThomson’ which is available on the app store free of purchase. This will attract more customers as it is more convenient to gather information from the comfort of your own home or around your lifestyle rather than travelling to your nearest store.
Large companies will sponsor well known people or celebrities to promote a product or service. My example of this is Ben Brown, a well known YouTuber with over 450,000 subscribers and over 55,000 views per video. He is sponsored by companies such as BMW and Sony. This gives the company the opportunity to contact a wider audience which they may not be able to target alone. He makes short films about the products to help advertise these, for example the new Sony xperia advertisement he made reached 46,000 views in one day on this video. This is a popular way to reach an alternative audience to which they currently appeal to as YouTube is a platform to which many people use in this day and age. This displays how a Creative media sector has benefited from converging technology online and shows the power of fandom. Funding opportunities for converging technologies and media content are self-funded, through grants, donations or loans and through public funded agencies such as the arts council.
3.4 Be able to plan a research exercise to test an idea for exploiting converging technology
4.1 Explain opportunities for exploiting converging technology
Due to consumers using modern technology for example social networking sites like Facebook, Twitter and Snapchat there is a good chance that more people will see your advert. All of these sites have a feature to which companies can advertise their product or service for a fixed price. This is a great opportunity to get your brand out their to an audience that you may not already have.
4.2 Research and plan a test for an identified opportunity
As part of my apprenticeship I have been asked to produce a blog on blogger.com. This is a great example of an opportunity to showcase my work online, available to the public to view and I can manage these figures through the site. Here is a chart which shows how people are viewing my blog through various operating systems this gives me an idea of the sources being used.
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