Social networking
Technology
-What is it? MSN
-What is it replacing? Email, text, telephone,
-Why is it relevant? Example of people using technology to interact, rather than to consume- not based around the product itself, as much as it’s ability to connect people
-Technologies involved: broadband internet
Audiences
-Which social groups are relevant and why? All groups are able to use msn, and its audience reach is enormous due to the fact that the product offers a completely personal experience, depending on who you want to interact with. However, saying that, the main consumers are teenagers, as they have the time to use MSN frequently. Their preoccupation with status and popularity, and having an active social life, also means that they feel the need for MSN a lot more than other age groups.
-What are they doing with it? They are using MSN to communicate online, involving the sharing of music and picture files, and the sending of emoticons and winks, although most of the experience centres on the basic dialogue of instant messaging
-How are they using it to consume the media? They can share media by playing games with each other or sharing pictures, videos and music
-What are they doing differently?
-They are communicating virtually with more than one person at once, and can even be in one conversation with up to ten people.
-The fast internet connection speeds also means that messages are received instantly so communication is able to be as quick as it would offline.
-Their conversations are incorporating medias such as videos, music, pictures and games which they are consuming through a shared experience
-What does it offer? The opportunity to communicate virtually with others at a high speed
Institutions
-Who is involved? Windows messenger
-How are they using the technology? Windows Messenger have used the immediate connection that broadband internet offers to enable anyone using the internet to communicate through their instant messaging service
-What benefits has it brought them? Almost everyone in the UK now has an MSN account, as is the case with most developed countries, in which most homes have the internet
-Distribution: They are offering ways to communicate with your contacts, through your mobile, or phoning with video using your internet connection
- They are providing an integrated experience through their brand, increasing audience reach and usage
-Exhibition: As with most internet phenomenon msn has spread by word of mouth, but once you create an account you are offered access to all branches of MSN, such as a homepage, a mobile setting, a hotmail account, an MSN space- so the main product acts as a window to the other branches of the brand
-Marketing: Using the msn homepage of each person to promote media such as bands, radio stations etc, and is being paid by the brands to promote their products
Media
websites: www.msn.com
games: minesweepers
bands: Elton John
videos: “Best animal videos on the internet”
Blogs: Msn Spaces
Key Concepts
Interactivity: MSN enables people to interact and communicate with each other instantly, in a virtual dimension
Immediacy: Faster broadband connection rates means that sent messages are received immediately, enabling people to have conversations instead of just sending individual messages
Vertical integration: The MSN service can now be accessed on your mobile, and from any computer- not just the computer you made your account on, meaning that msn has a wider reach, and is more convenient to access
Personalisation: MSN enables consumers to create a personal experience that is not centralised on the technology they are using
Convergence: The convergence of technologies means that media such as video, pictures and music can all be shared over the internet through programmes such as MSN. Webcams can also be used and their footage shared.
Reach: MSN is accessible to all, and is free, as well as offering the simple but necessary service of connecting people. All this means that it has an enormous reach.
No comments:
Post a Comment