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  • Area of Study 3 Media and change

  • Developments in media technologies have dramatically altered the media landscape and the relationship between the media and its audiences. Media convergence and hybridisation collapses traditional media boundaries and signi cantly alters the ways audiences engage with, consume, read, participate in, in uence and are shaped by the media. Digital technologies, interactivity, immersive content and participatory practices have become a feature of creation, production, distribution, engagement with, consumption and reception of the media. Media industries and institutions have adopted and adapted aspects of convergence to build and maintain audience share through new forms of interaction. All engagement with media is creatively, culturally and economically situated. Audiences are media consumers, producers, and products, often simultaneously. This is particularly evident in social media where public and personal communication is combined. Such platforms facilitate convergence between communities and commercial opportunities that are developed, built and maintained through common interests and creativity. New media can be conceptualised combining information and communication within the social contexts in which they operate. Changes in the media have social, emotional and ethical consequences for individuals and society. New media forms, products and processes are often controversial and may be mistrusted or devalued by existing media institutions, some audience segments and groups in society. Students examine the technologies, processes of production, characteristics, distribution, engagement with consumption and reception of media products in new media forms. Students investigate the relationship between emerging and pre-existing media forms, products and institutions. They evaluate the impact of developments on individuals, society and culture.


     Outcome 3 


     On completion   of this unit   the student should be able to discuss the influence of new media technologies on society, and audiences,    the          individual, media industries and institutions. To achieve this outcome the student will draw on key knowledge and    key        skills outlined  in          Area of Study 3. 




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