The nonstop evolving mass media has brought a lot of changes. Instead of waiting for the news on television or waiting for a hardcopy of a newspaper, everyone is able to get hold of the latest news online. It is said that 85% of media websites now uses online to produce their cover news videos. The multimodality provides audiences ‘multiple options for inputting and receiving information’ (Kirusa 2011). The multimedia news lets the audience ‘interpret any new text, whether words or images, then produce new interpretations, new responses, and new meanings’ (Walsh 2006). Media companies are currently monetizing their online media, by selling advertisement. It has been monetizing for the media company as more and more users are using the online media.
The audience will ‘go through a recursive, interactive process as we read words or look at images, negotiate electronic screens and hyperlinks’ (Walsh 2006). With these new online media there will be new responses and interpretations base on the content. As stated by Bruns (2007) produsage is a ‘collaborative communities the creation of shared content takes place in a networked where all participants to be users as well as producers of information and knowledge’. This means that, audience now can be the producers as well as the users. For example, the Japan earthquake this year, people in Japan could video record the incident as it happens and then upload it online later on. The below video is taken during the Japan earthquake.
Web genres, are usually divided into various categories like interest, news, gossip, talent and more. The web audiences generally choose the genres they like and keep up to date with it. Like in youtube, users can subscribe to the channel they like. By subscribing, they will be notified if there are any new video uploaded. In this way, it shows how subscribers are highly anticipating a video from the channel. Hence, in order for more users to subscribe, the channels usually post regularly to keep the users interest. For example the Wong Fu Productions, they have currently hit a million subscribers by posting short movies, web series, and their segment called Wong Fu Weekends. The below video is the summary segment Wong Fu Weekends season 4.
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References:
Bruns.A 2007, Produsage: A Working Definition, viewed on 5th November 2011, <http://produsage.org/produsage.>.
Kirusa 2011, Multimodality, viewed on 5th November 2011, <http://www.kirusa.com/about_kirusa.html>.
Walsh 2006, The 'textual shift': Examining the reading process with print, visual and multimodal texts, Australia Journal of Language and Literacy, Vol. 29, No. 1, pp. 24-37.
York 2010, Our Social and New Media Un-strategy, viewed on 5th November 2011, <http://dyn.com/social-new-media-un-strategy/>.
Youtube 2011, Japan Earthquake Rare Video recorded by a civilian during 8.9 Magnitude Earthquake Hits!!! 2011, viewed on 5th November 2011, <http://www.youtube.com/watch?v=HHMoAfNJH3Y>.
Youtube 2011, WFW 65 - End of Season 4, viewed on 5th November 2011, <http://www.youtube.com/watch?v=ZC53kjTLLaQ>.
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