NMT- 5 areas of study

1. Technology

What the technology allows the audiences and institutions to do that they couldn’t do before.

Convergence- multiple technologies being brought together to form a new product, e.g. I-pods including pictures and videos not just music.
(The new i-phone is a perfect example)
Digitisation- at its most basic form all digital material, whether it is a picture, plain text or a movie, is made up of a long series of 1s and 0s. Material can be reproduced perfectly by a computer (or computerised system) and transported more effectively, across the internet.
Linear/Non-Linear- Linear experiences are those that move in a straight line from start to finish.
Non-Linear is where each individual will have a unique experience of the media depending on when they decide to change it in some way.

2. Institutions

How media institutions are converging media interests to increase profit. Also how businesses are constructing campaigns to launch new products and whether they are reacting to audience demands or having to educate users. Consider issues of privacy, financial losses (e.g. 3G mobile licences).

3. Audience

What are audiences doing with their new media technologies? How are traditional experiences of the media changing? What are audiences not doing so they can spend more time interacting with new media technologies?

Personalisation- a characteristic of many NMT’s is their ability to offer users a personalised experience, e.g. Sky+ allows users to personalise their viewing schedule.
Interactivity- is a two way communication and in the context of NMT’s means content that is reactive to the audience’s choices. Audiences are encouraged to engage with media rather than simply consuming.
Democratisation- the ability to communicate your opinions and ideas, or share your creative output, e.g. blogs.

4. Issues

Will NMT’s lead to:
· Illegal activity
· Increased spending
· Harm children
· Loss of jobs and closing of shops
· “moral panics”

Democratisation- the ability to communicate your opinions and ideas, or share your creative output, e.g. blogs. Digital divide shouldn’t be forgotten-not everyone has the internet.

5. The Future

If the technology is extended what could happen? How could media practices be different in future, based on the potential of current technologies?