Question 2

2) In the last few years what have been the most significant development in how individuals use the internet?

INTRO

• In the last few years, significant developments have occurred which have affected how individuals used the internet.

P 1

• The internet used to be used as a complex resource for only the technologically minded.
• Due to globalization of conglomerate companies combined with Henry Jenkins' Participatory Culture theory the internet is now accessible to the masses.
• Globalization is pushing out the small companies (i.e. independent film makers) and replacing them with larger companies with Western values (i.e. Pixar). In turn, this creates Cultural Homogenisation which is when the views of the Western society spread around the world, overpowering the cultural values of the other countries)
• Participatory Culture is the opportunity for anyone to create and upload videos to websites like YouTube, which expands communities, extends opportunities and exchanges knowledge.

P 2

• This growing accessibility to the lesser known media products available is demonstrated by Chris Anderson's Long Tail theory. This theory shows how the little known niche products, when combined, can bring about the same amount of profit as a blockbuster. For example, Little Miss Sunshine was intended for the niche indie market, but due to the continuation of access for it, it has become a well known niche film and sustained profit.
• Due to the significant developments of individuals using the internet niche products are more easily available, thus leading to the continuation of profit.

P 3

• Because of the growing use of the internet and the sheer amount of people using it, the communication capacity is now larger and we can use approaches like Jeff Howe's Crowd Sourcing. Crowd Sourcing is when someone submits their idea to the world on a website so that as many people as possible can contribute their time and knowledge to the project. An example of this would be Ok Go's alternative music video for the song 'This Too Shall Pass'. The lead singer posted his idea on the website 'Mindshare' and volunteers came together to create the video for a very low budget.

CONCLUSION

• The internet has become a vital worldwide used resource.