Media in the digital age is a ridiculously broad topic...
It encompasses discussions of old copyright laws and new business models...It provides a platform for odd and obscure to compete against the established and mainstream...It allows for targeted advertising where viewers get to choose the commercials they watch...and most important to me...it creates an ecosystem where substance and hype compete for the attention of the masses...regardless of the resources behind it...
As what I write is largely restricted to the academic nature of this exercise I am going to look at a few examples of digital media that highlight the above...
Music is a funny thing in that most artists would kill just to have someone they don't know listen to their creations...while other artists and the businesses that enable them are concerned with income first...Enter the Creative Commons License a copy right alternative that does not assume full protection...but rather matches 'copyright clauses' with the intention of the artist...This combined with the decline of the traditional music business models allow for new business models of music distribution to emerge...some new models include LiveNations artist deals that focus on all revenue streams (concert ticket sales, merchandising etc.) related to an artist...Theres the iTunes model...Pandora's model...and then there's MySpace...
The latter two create low cost avenues for artists to give their material to the world...for example without the internet and Creative Commons we would never see this...
But the new way of doing things is not lost on big business...in the olden days a company like Nike would pay big bucks for the chance to roll dice on placing a commercial on TV hoping that the content and product resonate with the folks watching TV (assuming they are in fact watching and channel surfing while the networks get paid)...today if Nike has a commercial that's worth it's shit then people are likely to seek it out...wow sports fans seeking out commercials cause they actually offer some entertainment value...all without paying networks...
So it is clear that to date the internet and the AV avenues are democratic enough to have all sorts of players going at it on the same field...but the substance has to be there....
You can use all the tools recommended in the Social Media Bible...and gain zero...any content has to be worth it's shit in terms of production and quality (not necessarily at a hight cost) as well as relevance...while it's hard to find the looser's their is a consistent presence of the x-factor that is a necessary component of going viral in all that are worth watching...
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