MEST3 Independent case study: New/Digital Media
Your chosen industry: Film
Your chosen case study (i.e. text/institution etc.): Disney
Have you received approval for this case study from your teacher? Yes
Audience
1) How has new and digital media changed the audience experience in your chosen industry?
I think one of the biggest developments in NDM in terms of how the audience experience Disney is the creation of the Disneyland/Disney World apps which I have used myself. It includes a map of the resort, queue times for all the rides and information about the different places/'lands' in the park. If I needed to find my way around Disneyland the first time I went in 2011, I would have had to seek out a paper map and navigate my way around using just that, with no idea of how long the queue times were. There is now no need for that because most people have smartphones and therefore everyone can access this app. It ultimately makes the Disneyland experience easier, more enjoyable and more accessible, without the struggle of trying to decipher a paper map and having limited information on the rides and the waiting times, therefore enabling guests to plan their days in advance and get the most out of their time at the resort.
2) Has new and digital media changed the way the audience consume your chosen product?
Yes it has. 10 years ago, if you wanted to watch a Disney film, you'd have to either watch it in the cinema or wait until it came out on DVD. Now, platforms exist through which Disney films, TV series, music and other features can be accessed by anyone at any time. One example of this is DisneyLife, a paid subscription service which allows consumers to watch virtually every Disney film ever released, as well as TV series, soundtracks and audiobooks for younger consumers, for just £4.99 per month. It's available as a website and also exists as an app, allowing its subscribers to use their phones to watch/listen at any time. Other streaming services such as Now TV and Amazon Prime also have Disney films available to watch at any time for a small subscription fee.
3) Has the size of the audience changed as a result of new and digital media?
I think as a result of these developments, people who would otherwise not be prepared to pay the prices most retailers/services charge for Disney films, are attracted to the idea of paying a small monthly subscription to access much more Disney content and so therefore, yes I do think that the audience size has changed. I also think that since Disney has bought Star Wars and Marvel, the audience size automatically increases because whether they like it or not, Star Wars and Marvel fans are now Disney audience members.
4) What are the positive changes new and digital media have brought to the audience of your case study? (E.g. greater choice, easier access etc.)
Personally as a Disney fan, I've noticed that thanks to NDM I can now access Disney products so much more easily than I could 10 years ago. I can also access products that I have never been able to access before e.g. Disney Channel. 10 years ago, if you wanted to watch a Disney film you'd have to buy it on DVD or watch it in the cinema or stream it illegally whereas now, with things like NOW TV and DisneyLife existing as apps, you can watch them anywhere at any time and with DisneyLife you can download them too so you don't even need an internet connection.
5) What are the negative changes new and digital media have had on your chosen audience? (E.g. quality of product etc.)
One thing I've noticed is that when I used to watch Disney films as a child, it was a rarity and a treat and there would be weeks, sometimes even months between watching them whereas now, because I watch them so frequently I don't feel that pleasure or magic that watching them used to bring.
6) What about audience pleasures - have these changed as a result of new and digital media?
7) What is the target audience for your chosen case study? Write a demographic/psychographic profile.
I think that with Disney overtaking various other institutions its target audience has broadened in recent years but if we were to consider its primary target audience as an original brand, it would be young children in the age range 2-12, but it's definitely arguable that elements of Disney's products are aimed more at older children (13-17) and adults. We should consider the fact that adults watch/consume these products with their children or younger siblings, so many of them include subtle references to other media products or mild innuendos that only older children and adults would understand. For example, in Zootropolis (2016), two of the characters are called Woolter and Jesse, directly referencing the two main characters in Netflix's 'Breaking Bad'. It's clear that Disney takes into account who will realistically be consuming their products and they therefore ensure that they target the right demographic of people.
Institution
1) How has new and digital media had an impact on ownership or control in your chosen industry?
2) What impact has new and digital media had on ownership in your chosen case study?
3) How has new and digital media changed the way institutions produce texts?
4) How has new and digital media changed the way institutions distribute their product?
5) How might new and digital media threaten your chosen industry?
6) How has new and digital media changed the way your chosen industry is regulated?
UGC
1) What examples of user-generated content can you find in your case study?
2) How has UGC changed things for audiences or institutions in your chosen case study?
Marxism, Pluralism and Hegemony
1) What would be a Marxist perspective of the impact of new and digital media on your chosen case study?
2) How would a pluralist view the impact of new and digital media in your chosen industry?
3) Are there any examples of hegemony in your chosen industry or case study?
Globalisation
1) How has globalisation impacted on your chosen industry or case study?
2) In your opinion, has globalisation had a positive or negative impact on your chosen industry and case study? Why?
3) Can you find examples of cultural imperialism in your case study or industry? (The 'Americanisation' of the world)
Social media
1) How has your industry or case study used social media to promote its products?
2) Provide examples of how your case study has used social media and explain the impact this would have on audiences.
3) Is social media an opportunity or a threat to your industry and case study?
Statistics
1) What statistics can you find to illustrate the impact new and digital media has had on your industry or case study? For example, in news, the UK newspaper industry sold more than 12m copies a day in 2001 but in 2014 it was below 7m.
At the beginning of 2010, Disney's revenue was $9.74 million and at the beginning of 2018, it had risen noticeably to $15.35 million.
2) Looking at these statistics, what impact has new/digital media had on institutions in your chosen industry?
3) What has the impact been for audiences? These may be positive and negative.
Theories
1) What media theories can you apply to your chosen industry and case study? Select THREE media theories and explain how they are relevant to your case study. Note: these can be ANY of the theories we have learned over the whole of Year 12 and 13.
Issues/debates
1) What media issues and debates can you apply to your chosen industry and case study? Select THREE media issues/debates and explain how they are relevant to your case study.
Wider examples and secondary texts
1) What other texts or institutions are also relevant to your case study? What would be good secondary texts or examples to use to support the findings of your independent case study?
Your chosen case study (i.e. text/institution etc.): Disney
Have you received approval for this case study from your teacher? Yes
Audience
1) How has new and digital media changed the audience experience in your chosen industry?
I think one of the biggest developments in NDM in terms of how the audience experience Disney is the creation of the Disneyland/Disney World apps which I have used myself. It includes a map of the resort, queue times for all the rides and information about the different places/'lands' in the park. If I needed to find my way around Disneyland the first time I went in 2011, I would have had to seek out a paper map and navigate my way around using just that, with no idea of how long the queue times were. There is now no need for that because most people have smartphones and therefore everyone can access this app. It ultimately makes the Disneyland experience easier, more enjoyable and more accessible, without the struggle of trying to decipher a paper map and having limited information on the rides and the waiting times, therefore enabling guests to plan their days in advance and get the most out of their time at the resort.
2) Has new and digital media changed the way the audience consume your chosen product?
Yes it has. 10 years ago, if you wanted to watch a Disney film, you'd have to either watch it in the cinema or wait until it came out on DVD. Now, platforms exist through which Disney films, TV series, music and other features can be accessed by anyone at any time. One example of this is DisneyLife, a paid subscription service which allows consumers to watch virtually every Disney film ever released, as well as TV series, soundtracks and audiobooks for younger consumers, for just £4.99 per month. It's available as a website and also exists as an app, allowing its subscribers to use their phones to watch/listen at any time. Other streaming services such as Now TV and Amazon Prime also have Disney films available to watch at any time for a small subscription fee.
3) Has the size of the audience changed as a result of new and digital media?
I think as a result of these developments, people who would otherwise not be prepared to pay the prices most retailers/services charge for Disney films, are attracted to the idea of paying a small monthly subscription to access much more Disney content and so therefore, yes I do think that the audience size has changed. I also think that since Disney has bought Star Wars and Marvel, the audience size automatically increases because whether they like it or not, Star Wars and Marvel fans are now Disney audience members.
4) What are the positive changes new and digital media have brought to the audience of your case study? (E.g. greater choice, easier access etc.)
Personally as a Disney fan, I've noticed that thanks to NDM I can now access Disney products so much more easily than I could 10 years ago. I can also access products that I have never been able to access before e.g. Disney Channel. 10 years ago, if you wanted to watch a Disney film you'd have to buy it on DVD or watch it in the cinema or stream it illegally whereas now, with things like NOW TV and DisneyLife existing as apps, you can watch them anywhere at any time and with DisneyLife you can download them too so you don't even need an internet connection.
5) What are the negative changes new and digital media have had on your chosen audience? (E.g. quality of product etc.)
One thing I've noticed is that when I used to watch Disney films as a child, it was a rarity and a treat and there would be weeks, sometimes even months between watching them whereas now, because I watch them so frequently I don't feel that pleasure or magic that watching them used to bring.
6) What about audience pleasures - have these changed as a result of new and digital media?
7) What is the target audience for your chosen case study? Write a demographic/psychographic profile.
I think that with Disney overtaking various other institutions its target audience has broadened in recent years but if we were to consider its primary target audience as an original brand, it would be young children in the age range 2-12, but it's definitely arguable that elements of Disney's products are aimed more at older children (13-17) and adults. We should consider the fact that adults watch/consume these products with their children or younger siblings, so many of them include subtle references to other media products or mild innuendos that only older children and adults would understand. For example, in Zootropolis (2016), two of the characters are called Woolter and Jesse, directly referencing the two main characters in Netflix's 'Breaking Bad'. It's clear that Disney takes into account who will realistically be consuming their products and they therefore ensure that they target the right demographic of people.
Institution
1) How has new and digital media had an impact on ownership or control in your chosen industry?
2) What impact has new and digital media had on ownership in your chosen case study?
3) How has new and digital media changed the way institutions produce texts?
4) How has new and digital media changed the way institutions distribute their product?
5) How might new and digital media threaten your chosen industry?
6) How has new and digital media changed the way your chosen industry is regulated?
UGC
1) What examples of user-generated content can you find in your case study?
2) How has UGC changed things for audiences or institutions in your chosen case study?
Marxism, Pluralism and Hegemony
1) What would be a Marxist perspective of the impact of new and digital media on your chosen case study?
2) How would a pluralist view the impact of new and digital media in your chosen industry?
3) Are there any examples of hegemony in your chosen industry or case study?
Globalisation
1) How has globalisation impacted on your chosen industry or case study?
2) In your opinion, has globalisation had a positive or negative impact on your chosen industry and case study? Why?
3) Can you find examples of cultural imperialism in your case study or industry? (The 'Americanisation' of the world)
Social media
1) How has your industry or case study used social media to promote its products?
2) Provide examples of how your case study has used social media and explain the impact this would have on audiences.
3) Is social media an opportunity or a threat to your industry and case study?
Statistics
1) What statistics can you find to illustrate the impact new and digital media has had on your industry or case study? For example, in news, the UK newspaper industry sold more than 12m copies a day in 2001 but in 2014 it was below 7m.
At the beginning of 2010, Disney's revenue was $9.74 million and at the beginning of 2018, it had risen noticeably to $15.35 million.
2) Looking at these statistics, what impact has new/digital media had on institutions in your chosen industry?
3) What has the impact been for audiences? These may be positive and negative.
Theories
1) What media theories can you apply to your chosen industry and case study? Select THREE media theories and explain how they are relevant to your case study. Note: these can be ANY of the theories we have learned over the whole of Year 12 and 13.
Issues/debates
1) What media issues and debates can you apply to your chosen industry and case study? Select THREE media issues/debates and explain how they are relevant to your case study.
Wider examples and secondary texts
1) What other texts or institutions are also relevant to your case study? What would be good secondary texts or examples to use to support the findings of your independent case study?
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