The basics
Your chosen industry: Film
Your chosen case study (i.e. text/institution etc.):
Netflix, alongside several sub-case studies such as British films and institutions (e.g. Ill Manors, A field in England and Revolver Entertainment) - it will be interesting to explore the affect of Americanisation and to see the difference between NDM in both the UK and USA
Have you received approval for this case study from your teacher? Yes/No
Research and answer the following tasks on your MEST3 exam blog:
Audience
1) How has new and digital media changed the audience experience in your chosen industry?
New and digital media has changed the audiences experience in regards to the Film industry in terms of where they are able to consume the texts. This is evident through the slow decline in the cinema experience, where audiences no longer need to go to the cinema to see films. This is due to the new technological developments such as the dark web where piracy is at its peak and illegal films are streamed, e.g. Putlocker and Watchseries. Alongside this, there are online legal streaming services such as, Netflix, Amazon Prime and Apple TV, where audiences can watch films across several mediums - smartphones, tablets, laptops and TV. Therefore, these developments are arguably more convenient for the consumer, as well as this they provide an array of films for a better monthly prime. This has subsequently affected box office profits as well as DVD sales as consumers are able to access more films on the new technological developments.
In response to this, film producers have had to alter their marketing strategy to ensure that they are maintaining profit across all areas such as DVD and Box Office sales. A prominent example of a British film that adapted to the new technological developments include: 'A Field in England', 2013 by Ben Wheatley. The films unique quality was not only it's multi-simultaneous release across all platforms on July 5th. But also, they heavily advertised on social networking site 'Twitter', the fact that there would be a guest appearance at premier the cinema where the arthouse text was shown, which was perfectly reflective of the interests of it's target audience, such as the explorer psychographic group.
Another example of film corporations having to adapt and maintain cinema and box office revenues would be through their development of 3D film. This has maintained audience interest's as this is a special feature that until recently can be seen from home (Sky+ are gradually incorporating this).
2) Has new and digital media changed the way the audience consume your chosen product?
New and Digital Media has allowed audiences to consume film across an array of mediums, such as tablets, smartphones and computers. This is primarily through the developments of BBC iPlayer and payed for subscription sites such as Netflix, that clearly specifies their multi viewing accessibility.
3) Has the size of the audience changed as a result of new and digital media?
The film industry audience is constantly expanding and through these technological developments, a younger target audience - the prime consumers and users of smartphones and tablets, are being targeted further and able to access film in a more convenient way.
4) What are the positive changes new and digital media have brought to the audience of your case study? (E.g. greater choice, easier access etc.)
The accessibility element is a dominant part of the positives that can be extracted from these developments - the convergence across different technological developments has been successful. In addition to this, sites such as 'Netflix' have developed rapidly due to these developments and have become very popular with audiences as they are presented with an array of choices - more than the options in the cinema for instance, which is enticing for a widely spread target audience.
5) What are the negative changes new and digital media have had on your chosen audience? (E.g. quality of product etc.)
Those who are from a lower demographic and unable to access technological developments such as smartphones, tablets or a computer - that runs on wifi, will be at a downfall as Netflix is a private service that consumers pay for an access on those devices, not the TV, unless they are with Virgin or have a PS3 that can download it as an application. Also, if money is an issue, there is a monthly cost for the service that netflix provides. As well as this, audiences who are not as technically savvy may struggle with how to use or access the online streaming service, such as the older generation who most probably prefer the traditional film mean.
6) What about audience pleasures - have these changed as a result of new and digital media?
In terms of Blumler and Katz's 'Identity' element - Netflix has always provided new users with the opportunity to select three films that they like the most, which will then present them with an array of films that would be of interest to them. As well as this, the online experience is very personal as an audience is able to set films to sit on their own 'waiting list' as well as being able to rate different films, to then assist with the generating of films of a similar interest.
7) What is the target audience for your chosen case study? Write a demographic/psychographic profile.
Netflix is one of the largest internet subscription services for television and movies worldwide "carrying 48 million members in more than 40 countries and with 10% of the US populated as subscribers". The dominant primary target audience are men and women ages 25-34 who have access to the internet and households. The demographic of consumers would range from B-C, as middle class families would presumably include it secondary to their Sky+ or Virgin deals. Contrasting with the C demographic who would sign up for Netflix due to not having the more expensive TV packages. In regards to the psychographics, the Mainstreamers would be enticed by the brand identity that follows being a Netflix subscriber as it has become very popular, especially across other social media sites such as 'Twitter'. The 'Explorer' and 'Aspirer' psychographics would additionally be interested in the brand through their younger and charismatic spirit.
Institution
1) How has new and digital media had an impact on ownership or control in your chosen industry?
2) What impact has new and digital media had on ownership in your chosen case study?
New and Digital media hasn't really impacted the the impact on ownership or control in regards to the Film industry - it has aided the success of founder Reed Hastings through the increasing revenues over the years.
NDM has changed the production of texts, as they are exhibited and premiered online. For instance, the original netflix series releases alongside, TV shows such as Pretty Little Liars, which premieres weekly for audiences to watch. In addition to this, social networking sites have been a strategy and platform that new film streaming sites have used to target and market their brand.
4) How has new and digital media changed the way institutions distribute their product?
The distribution of products can occur on social networking sites as they are often promoted through hashtag campaigns. In particular, the arthouse film by Ben Wheatley in 2013 'A field in England', was released multi-simultenously on the 5th July - online and on broadcast. This was a first and shows the developments that NDM have aided in terms of product distribution.
5) How might new and digital media threaten your chosen industry?
NDM may threaten the film industry through it's appealing convenient accessibility and the greater audience pleasures and prices that are on offer - especially with the fact that the products shown are of a high quality.
In particular, the piracy element that follows the dark web, puts the film industry at high risk as this is a prime way in which audiences can detract from paying for the cinematic viewing of a film or even purchasing a DVD as they now instead can watch it for free online. As this illegal behaviour increases, the revenues made my box office profits will eventually decrease too, which can hinder the overall sales within the film industry. A prime example of a film entertainment company who became redundant include Revolver Entertainment, in 2013, who were renowned for their British urban dramas - as the company relied solely on DVD and cinema sales, both in which have decreased rapidly through the peak in NDM technological developments.
UGC
1) What examples of user-generated content can you find in your case study?
Examples of UGC that exist on Netflix include the fact that you are able to rate the quality of the film as well as creating your own username and selecting films that are of direct interest to you.
2) How has UGC changed things for audiences or institutions in your chosen case study?
UGC has provided audiences with a greater sense of control when consuming their chosen product and in terms of Netflix, the UGC developments are not at their peak in terms of conversing, but they do have a Twitter account where audiences can @ the account.
Marxism, Pluralism and Hegemony
1) What would be a Marxist perspective of the impact of new and digital media on your chosen case study?
The marxist view of the impact of new and digital media on the film industry and Netflix in particular, would be a largely negative one expressing the fact that this is another hegemonic attempt at globalisation, with corporations sole interest in making revenues. Marxists would also describe the limitations of selecting just 3 films when opening the account as another form of narrowing audiences mind's down into not thinking broadly and fitting into the mainstream consumer landscape. They would also describe these developments as simply benefitting the leaders and audiences are mere puppets aiding their success and increasing their wealth.
2) How would a pluralist view the impact of new and digital media in your chosen industry?
A pluralist view would describe the impact of new and digital media in film and Netflix as a positive change that allows audiences to take a greater sense of control of chasing what and when they want to consume a film/TV product. They would also highlight the fact that these developments reinforce the imagery that there is not one dominant class and instead, we are all
have an equal opportunity to chose what we want to consume.
3) Are there any examples of hegemony in your chosen industry or case study?
One could argue that hegemony is maintained through the reinforcement of cinematic enjoyment as part of leisure time, forcing audiences to feel the need to consume in NDM products and developments such as 'Netflix' to then fit into the mainstream public.
Globalisation
1) How has globalisation impacted on your chosen industry or case study?
In terms of McLuhan's "global village", streaming sites such as Netflix reinforce this as audiences all over the world are able to share the same moment deriving from one service - as the product is popular in both the UK and USA, as well as around the rest of the world.
2) In your opinion, has globalisation had a positive or negative impact on your chosen industry and case study? Why?
Globalisation has simply heightened the familiarity that audiences have with the brand 'Netflix' and ultimately helped create it's status - so at least consumers are aware of the product that they rea buying in too.
3) Can you find examples of cultural imperialism in your case study or industry? (The 'Americanisation' of the world)
The comical tweet "Netflix and Chill", which became a popular term globally in association with the streaming site and refers the activity that is undergone when couples watch Netflix. This is a clear example of a range of audiences sharing a signature in association with the brand.
Social media
1) How has your industry or case study used social media to promote its products?
2) Provide examples of how your case study has used social media and explain the impact this would have on audiences.
3) Is social media an opportunity or a threat to your industry and case study?
Statistics
1) What statistics can you find to illustrate the impact new and digital media has had on your industry or case study? For example, in news, the UK newspaper industry sold more than 12m copies a day in 2001 but in 2014 it was below 7m.
- In 2011 - the company reported fourth-quarter earnings and subscriber growth that got investors very excited, DVDs barely rated a mention. Of the 2,500-odd words in the quarterly letter to shareholders, just 45 were devoted to plastic disks.
- At the peak of the format's popularity in 2007, 7.3million DVD players and recorders were sold in the UK. That fell last year to 5.7million - the lowest figure since 2003, figures from market analysts Mintel show. They estimate that by 2014 the figure will have slumped to fewer than 4.5million devices.
(http://www.dailymail.co.uk/sciencetech/article-1270704/DVD-sales-decline-likely-die-internet-Digiboxes-over.html#ixzz42Zq8lh4t)
2) Looking at these statistics, what impact has new/digital media had on institutions in your chosen industry?
NDM has lead to a decline within the DVD industry and the sales of DVD players and recorders - this is therefore a large amount of companies who have been affected.
3) What has the impact been for audiences? These may be positive and negative.
The impact is positive as the DVD companies have had to make technological enhancements to ensure that their products are still appealing to the mass public - this includes bluray and 3D involvement.
Theories
1) What media theories can you apply to your chosen industry and case study? Select THREE media theories and explain how they are relevant to your case study. Note: these can be ANY of the theories we have learned over the whole of Year 12 and 13.
Uses and Gratification - Audience pleasures; the online identity that the consumers can create to mirror their interests on Netflix, which doesn't exist as much on mainstream broadcast TV or in the cinema. (Escapism/Entertainment)
Marxist - Marxists would read the development of new technological developments as an ultimate way in which consumers are continued to stand under the thumb of leading organisations - who are the only ones that will benefit in the end.
The effects Model - This would highlight the fact that audiences are passive to the array of films that they are presented with which ultimately reinforce social norms and dominant ideologies upon us. For instance, the section provided on Netflix listed 'Romantic Films', reiterates the idea of heterosexual relationships leading to nuclear families, whereas, gay representations are of a weaker nature and lone-parent families are 'pitied'.
Issues/debates
1) What media issues and debates can you apply to your chosen industry and case study? Select THREE media issues/debates and explain how they are relevant to your case study.
Globalisation - the global village is expanding and Netflix has become a dominant aspect of it, through it's popularity in both the UK and USA - as well as around the rest of the world.
Media Technology and the digital revolution - Netflix is only accessed through wifi and internet connections, which means that unless a consumer has a smart TV with internet, they won't be able to consume the product. Therefore, Netflix and it's audience have relied on the technological developments to therefore consume the product.
Wider examples and secondary texts
1) What other texts or institutions are also relevant to your case study? What would be good secondary texts or examples to use to support the findings of your independent case study?
- Revolver Entertainment: (company made redundant due to cutting costs and their lack of revenues within the DVD sales - which is something that the niche brand relied heavily on)
-Amazon Prime: (shares similarities with the brand identity of Netflix - the initial free subscription test trial and then the product offering an array of films to be consumed online, that has now moved to the Amazon TV)
