- What impact has there been on how the media institution now has to produce the texts and the way in which the texts/ products are distributed and exhibited? This should involve a detailed textual analysis of at least 3 texts to demonstrate the point.
The iPhone (5) is the sixth generation of the iPhone which is slimmer and lighter with a larget 4 inch screen. It was released on 12 September 2012 and was available to pre-order on the 14 September - and recieved over 2 million in 24 hours.
After its launch, Samsung filed a law suit against Apple claiming that it inflinged some of its patents.
Components and labour to construct the most basic model cost US$207 (est) - which is US$19 more than components for the iPhone 4S model.
This iPhone5 advert mimics the simplicity of the iPhone - although it is very multifunctional, it is designed quite simplisticly and is quite easy to use in order to attract a wider audience. The advert uses large images to make the advert eye catching and attractive as theres no text - we can connote the institution is allowing the phone to speak for itself or that is all people need - they dont need to carry anything else - this is reinforced by the basic, functional apps that are visiable on screen. The images are central to the iPhone marketing campaign as near enough every year they release a new one - people always want to see whats so different about it and get annoyed if it looks more or less the same. By using images from various angles makes it clear for people to see. The picture at the bottom displays the iPod function which shows that they still havent forgtten about their origins and the initial purpose of the iPhone - to not have to carry a phone and an MP3 player around at the same time. Lastly, the text and ambiguous but clear slogan infers that it is a quality phone and is what people have been waiting for.
Samsung Gallaxy S III runs of the Android operating system and is designed developed and marketed by Samsung Electronics. It has additional software features and is redesigned from the Gallaxy S II. It has a 4.8 inch screen.
This US advert for the Samsung Galaxy SIII suggests and aims to portray that it is far more superiour than the iPhone 5 - its rival. The large bold text at the top draws people in to reading further on in the advert. The text is infering it is obvious which phone is better. The images of both the phones allow people to compare the phones against each other, however, the fact that the iPhone is black against the dark blue background doesnt allow it to stand out and draws people attention to the SII due to its complementing colour againgst the background. Lastly, the small print attreacts readers as they will want to to know exactly what it says and the fact that the lists are side by sides makes the comparason obvious and what one has more features and better spec. The fact that it is these phones compared together infer that these are the two market leaders and main rivals. By comparing them, the audience can easily see what one is better (for them).
HTC
This advert for the HTC Sensation 4G differs from the previous two as it seems much more personal to its audience. The large image shows the front of the phone however playing a music video - from this we can infer that its primary (extra) function is as a music/media player. The use of the illustrated letters of the word "you" makes the advert more personal to the people and makes them feel included - especially from the text which draws attention to the word "innovation" being followed by "inspired by you". This is intentional from the insitiution as they recognise that their rivaling companies attract consumers by boasting about the spec, whereas HTC aim to draw and audience in subtly and friendly. The mention of the compatability of "Google Goggles" also allows people to identify something familiar and reliable and will assosiate it positively with this phone. Lastly, the HTC slogan in the bottom right hand corner with the short slogan; "quietly brilliant" connotes that HTC have recognised that their competition - Apple and Samsung - are great, but suggests they are over-rated and although HTC arent as overt as its competitiors, there are just as good and come across as an underdog.
- Is the size of the audience any different now than before the impact of new and digital media (or has the pattern of usage changed)? E.G. consider for the impact of new and digital media on TV broadcasting the change in audience ratings for programmes as a consequence of the deregulation of TV. (Prior to deregulation audience figures could be 20m+ for Eastenders etc to a situation today where, due to the massive number of channels now available, audiences are vastly reduced and fragmented).
The size of the audience for mobile phones has increased largely since new and digital media made an impact on it. This is especcialy clear in teenagers who are the largest group of frequent mobile phone users - http://www.prweb.com/releases/2012/2/prweb9194179.htm. However, this in the future, even younger people maystart to use smart phones as they have much more convergence and are multi purpose. Addionally, the fact that mobile phones/smart phones can be used for various different tasks now - prior to standard mobile phones - means that people are bound to use them more seeing as they can accomplaish many tasks - from phoneing/messaging people, to watching videos, visiting webpages and gaming. Furthermore, as they have more sophisticated software the settings can be changed to suit the user - and possibly to increase its ease of usability for people who may find them more difficult to use.
- Who are the primary target audience now and has this changed? Who was it before and how do you know?
http://www.pcadvisor.co.uk/news/mobile-phone/3319666/apples-iphone-is-most-popular-smartphone-with-mobile-workers/
CURRENT TARGET AUDIENCE
Business people
ORIGINAL TARGET AUDIENCE
HOW DO YOU KNOW?
Smart phones have become more advanced, have used convergence and have become largely multi-functional with various elements such as email, internet, planners, and various apps to aid people in their organisation.
TEXT
CURRENT TARGET AUDIENCE
Teenagers/Young Adults
ORIGINAL TARGET AUDIENCE
HOW DO YOU KNOW
Companies have introduced countless entertainment apps in order to make smart phones a gaming device - apps include Temple Run and Angry Birds which are very popular and raise a lot of revenue. Furthermore, Windows Phones integrate XBox live into their operation system allowing gamers to keep track of their gaming. Communication apps are also a way of encouraging young mobile users to use smart phones as it allows interaction among peers for free - this especially became popular when Blackberrys became mainstream.
- How have the audience responded to the changes? Is there more customer choice? Is there evidence of a more pluralistic model? What evidence do you have to support this?
The audience have responded in a positive way to the changes as they constanly accept the various advancements mobile phones have; it may possibly be down to the fact that it may be making life - and certain tasks more ealier to accomplish - such as shopping, or finding places to eat, etc. Additionally, it also creates more entertainment for the audience as they can use them for gaming or streaming videos. However, theres the issue of; are audiences ready for the continuing developments? And the fact that it may bring about a moral panic.
There is quite a range in customer choice as companies aim to bring out new models to suit a range of different people. http://www.t-mobile.co.uk/shop/pay-monthly/mobile-phones/ However, there are dominant companies such as Apple and Samsung - who are in high competition with one another which is highlighted through the law suit http://www.bbc.co.uk/news/business-20635961 - as well as HTC, Nokia and Blackberry - who are trying to re-emerge. On the other hand, there is a huge range in customer choice in terms of apps, which suggests that theres apps for everyone and everything and is a means of consumers creating revenue for the companies. Additionally, theres also competition in the operating systems - mainly with iOS and android. http://www.extremetech.com/computing/139458-android-now-powers-75-of-all-smartphones-sold-are-we-heading-towards-a-google-monopoly However, it seems that android is dominant due to the range of smartphones that has this operating system and the fact that its slightly more affordable.
There is attempts for a more pluralistic model due to the fact that there are various companies that manufacture phones, however the market leaders are Apple and Samsung. Oh the other hand, most smart phones more or less do similar things - such as checking news/weather, watching videos, playing games and now more recently some sort of voice commanding software. Competing companies aim to go above each other or at least become equivalent to the market leaders; so in this sense we could say that there is not much of a pluralistic model as the concept of smartphones from each company are quite similar in some aspects. http://www.qbn.com/topics/654022/
- What concerns/ considerations are there (if any) for the media institutions involved in your case study as a result of the impact of new and digital media? (e.g. deskilling or multi-skilling of the workforce/ decline in workforce etc)
A concern for the impact of new and digital media on mobile phones is that people may become too reliant on them which may in turn make them more lazy and technology reliant. An economic concern would be that the increase in use of smart phones and the continuing devleopment of them may mean that other insitiuiton - that may have been market leaders in other sectors may be affected by mobile technology. This includes companies such as Canon (cameras) as people arent buying cameras as much as they used to due to the sophistication of cameras on smart phones. This also affects gaming companies such as Nintendo as people are using their smart phones to play games and therefore people wont be as interested in buying games consoles or games as smart phone technology may increase and become just as sophisticated. http://www.telegraph.co.uk/finance/comment/telegraph-view/9838190/No-one-can-afford-to-ignore-the-smartphone-revolution.html
Additionally, due to the fact that Apple is a well known company, they have to consider their public image. If they get bad press showing how their production lines have a lack of working standards or their workers get paid a low wage, this would give the company a bad image and reputation.
Last week I've bought a SIM Free iphone from the site bizrusonline.co.uk
ReplyDelete