Technology
-What is it? Ebay website
-What is it replacing? Physical auctions, physical advertisements, shopping,
-Why is it relevant? It is an example of the success and popularity of the virtualisation of a traditional activity such as high street shopping or an auctioning event.
-Technologies involved: broadband internet
Audiences
-Which social groups are relevant and why?
-Small businesses are able to run at a minimum cost, from home; and are able to market their products to a world-wide audience.
-Consumers use the site product-specific search system and categories to find the items that they want easily
-What are they doing with it?
-Small businesses are using the site to market their goods to a worldwide audience, through pictures and descriptions of the product.
-Consumers are using the site to find and purchase with their credit-card, products that are either difficult to get hold of, or generally too expensive first-hand
-What are they doing differently?
-Small businesses are able to receive feedback on their products, so that their business can acquire a reputation, and they understand what they can do to please their consumers more easily; they can also hold communication with their buyers so that brand loyalty is set up
-Consumers are able to access a proliferation of products, so that they have a wider range of choice; they also have more control, in that they are able to watch products over a period of time, and see if there is much competition, before bidding. They are also able to check the seller’s reputation. In setting up their own account they are able to keep an account of their bids, watches, and best offers, and check recommendations based on their latest search.
-In the consumer becoming more active and controlling, shopping itself has become a business rather than just a passive activity
Institutions
-Who is involved? eBay
-How are they using the technology? Broadband internet has enabled anyone who has a computer to sign up as either a buyer or seller. The faster connection speeds mean that images of the products can be uploaded, while the virtual aspect of the auction means that an inexplicably high range of products can be marketed. The simplicity of eBay has enabled its success- it is easy to us- guaranteeing a wide user base, yet it still provides all the information needed to make a purchase
-What benefits has it brought them? eBay now has an extremely wide user base, and is now turning over such a big profit it can afford to advertise through television, and now functions in much the same way that a traditional media brand would, rather than the home enterprise it set out as
-Distribution: Although the products are sold using new media technology, they are still distributed to their buyers through the old fashioned means of postage, showing a convergence between new and old media technologies, and the virtual and traditional industries.
-Exhibition: The internet means that products have the potential to be exhibited to a world-wide audience, which is why eBay is said to have “something for everyone, and someone for everything”
-Marketing: eBay has recently used a range of TV marketing- with each campaign hgihlighting a key appeal of ebay...
-What is it? Ebay website
-What is it replacing? Physical auctions, physical advertisements, shopping,
-Why is it relevant? It is an example of the success and popularity of the virtualisation of a traditional activity such as high street shopping or an auctioning event.
-Technologies involved: broadband internet
Audiences
-Which social groups are relevant and why?
-Small businesses are able to run at a minimum cost, from home; and are able to market their products to a world-wide audience.
-Consumers use the site product-specific search system and categories to find the items that they want easily
-What are they doing with it?
-Small businesses are using the site to market their goods to a worldwide audience, through pictures and descriptions of the product.
-Consumers are using the site to find and purchase with their credit-card, products that are either difficult to get hold of, or generally too expensive first-hand
-What are they doing differently?
-Small businesses are able to receive feedback on their products, so that their business can acquire a reputation, and they understand what they can do to please their consumers more easily; they can also hold communication with their buyers so that brand loyalty is set up
-Consumers are able to access a proliferation of products, so that they have a wider range of choice; they also have more control, in that they are able to watch products over a period of time, and see if there is much competition, before bidding. They are also able to check the seller’s reputation. In setting up their own account they are able to keep an account of their bids, watches, and best offers, and check recommendations based on their latest search.
-In the consumer becoming more active and controlling, shopping itself has become a business rather than just a passive activity
Institutions
-Who is involved? eBay
-How are they using the technology? Broadband internet has enabled anyone who has a computer to sign up as either a buyer or seller. The faster connection speeds mean that images of the products can be uploaded, while the virtual aspect of the auction means that an inexplicably high range of products can be marketed. The simplicity of eBay has enabled its success- it is easy to us- guaranteeing a wide user base, yet it still provides all the information needed to make a purchase
-What benefits has it brought them? eBay now has an extremely wide user base, and is now turning over such a big profit it can afford to advertise through television, and now functions in much the same way that a traditional media brand would, rather than the home enterprise it set out as
-Distribution: Although the products are sold using new media technology, they are still distributed to their buyers through the old fashioned means of postage, showing a convergence between new and old media technologies, and the virtual and traditional industries.
-Exhibition: The internet means that products have the potential to be exhibited to a world-wide audience, which is why eBay is said to have “something for everyone, and someone for everything”
-Marketing: eBay has recently used a range of TV marketing- with each campaign hgihlighting a key appeal of ebay...
1. Proliferation
2. Immediacy and ease of use
3. The interaction between buyer and seller, without a commercial brand intercepting
Media
websites: www.ebay.co.uk
games: Sega Megadrive
bands: Cat Stevens
albums: 1969 UK Fontana (rare LP)
films on DVD: Iraq War: Deception and Reality
TV programmes: Sex and the City Shoebox
Trailers: The eBay advert
Key Concepts
Proliferation: The virtual arena that the eBay site provides means that a huge proliferation of items is accessible to consumers, meaning the consumer range of eBay has few boundaries
Global reach: eBay and other auctioning sites, as well as amateur film sites, have enabled home-spun businesses to market their products to a global audience
Democratisation: Anyone can now set up a business, without racking up any expenses, and still selling a huge proliferation of products to a very wide audience.
Immediacy: The immediate feedback that the internet enables, means that communication between buyers and sellers can be regular and immediate, and that products can be purchased, if necessary, in a couple of minutes. However the fact that the products have to be sent means that the products are not obtained until days later
Online surveillance: If you have your own account, the site is able to track your spending patterns, and build up a map of your taste and preferences. It then offers products based on these results.
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