Undermining Traditional Media

An audience is detrimental to any media platform on the market in today’s society. Audience members are being empowered by the ability to become active participants within the platforms removing the boundaries traditional media once created. I believe audience empowerment is a positive movement, disregarding its flaws, as it is assisting to generate more content than ever before providing more ways to “start the conversation” and improve modern technology.

Here’s my very first attempt at a Prezi, just highlighting and discussing some of the above points.



Farflex. 2015. The Free Online Dictionary. [ONLINE] Available at: <http://www.thefreedictionary.com/audience> [Accessed 04 April 15].

Jellyfish UK. (2014). Knowing Your Audience. [Online Video]. 04 December. Available at: <https://www.youtube.com/watch?v=oI5pbaniyBk> [Accessed: 04 April 2015].


Feel like they have a Super Power

Screen Shot 2015-03-26 at 15.17.42


In todays society smart phones are not only just an interface to the internet, but an extension of everyday life. It’s a rare occasion to walk down the street and not come across a person glued to their phone, even someone running past will be using their phone for the latest songs released on “Spotify” for entertainment during their morning jog. Using this example its become apparent that environments and situations are no longer factors that influence internet usage “you don’t need to think about where you are to do what you want to do” (C. Shirkey, 2011).
Each smart phone user is either an Android or an Apple user, apart of the never ending debate over which is better than the other. The functions of both brands are so similar therefore basically anything you can do on an Android phone you can do on an Iphone. One of the only things separating them, according to O’Murchu, is marketing.

“Android is for the purist who wants a killer operating system”

“Apple on the other hand, makes people feel like they have a super power, it makes them fee like a better designer” (L. O’Murchu, 2015).

I believe the choice of operating system is in the eye of the beholder, and which they are attracted to more will consequentially alter their decision. It could even be assumed that whichever operating system we chose, is the message we want to produce or be a part of.

We are in the medium.


C-SPAN. (2011). The Communicators: High Tech & Social Unrest. [Online Video]. 27 February. Available from: <https://www.youtube.com/watch?v=cx4Yuu2hfP0> [Accessed: 26 March 2015].

O’Murchu, L. (CNBC). 2015. Why people pick Team Apple versus Team Android. [ONLINE] Available at: <http://www.cnbc.com/id/102289985> [Accessed 26 March 15].

As They See Fit



“Copyright in the American tradition was not meant to be a “property right” as the public generally understands property. It was originally a narrow federal policy that granted a limited trade monopoly in exchange for universal use and access”.
(Vaidhyanathan 11)

Social media is a phenomenon… consumers are constantly glued to their devices greedy to find the latest Facebook status telling the world what one ate for lunch, Instagram picture of someone’s cat, or amusing Snap Chat of the previous nights drunken antics. Consumers are now living their lives through their computers, tablets, and mobiles. But who owns all this fascinating media content? and controls what the public is both posting and what they are viewing? … Who knows which beady little eyes are looking upon your photos.

Copyright is a concept that has been on the increasing rise for many years in todays society with many breaches and crossing of boundaries in modern cyber applications. Instagram is a major contributor to this ideology. Instagram’s online copyright law states that: “you understand and agree that Instagram cannot and will not be responsible for the content posted on the service and you use the service at your own risk” (instagram.com, 2015). This means that any photograph, video, or any media content belongs to the creator and original poster. As the copyright owner you have the rights to distribute the media content as you please… however there’s a catch. As soon as you upload your latest “selfie” to instagram you will be shocked to find when you press that little innocent “share” button you’re basically signing an invisible contract that grants the media site the ability to use your photograph anyway they see fit, as well as everyone else around the world on instagram that can view your photo (Delsack, 2013).


Cole, S, 2008. Recovering Fair Use. Recover M/C Journal, [Online]. 11/6, 1-4. Available at: <http://journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/105> [Accessed 21 March 2015].

Instagram. 2015. Terms of Use. [ONLINE] Available at: <https://help.instagram.com/478745558852511>. [Accessed 21 March 15].

Law Offices of Craig Delsack. 2013. Who Owns Photos . [ONLINE] Available at: <http://www.nyccounsel.com/business-blogs-websites/who-owns-photos-and-videos-posted-on-facebook-or-twitter/>. [Accessed 01 April 14].

Consumers to Prosumers


“The Medium is the Message”

According to popular belief, the application “Instagram” is used to share photographs with short captions amongst friends and other program users, is it not? Being an Instagram user myself I can raise a hand and agree with this condensed brief. However, this is simply the mediums main function, to congregate consumers with a love of sharing their lives through images… it says nothing of the mediums message, which also has a lot to say for itself.

The theory that the “medium is the message” (M. Mcluhan, 1964) describes a platform that not only acts with a sole purpose, but also has a message in itself and it’s most basic form. Mcluhan found this idea in the way that consumers focus on the obvious, they see a platform for what it does, and look past what it says.

Instagram’s appearance for example is derived from the influence of the polaroid camera. Each image on the consumers stream is shaped as a square, and has a small gap underneath to write a caption. The application logo itself is the image of a polaroid camera. Instagrams name can also be interpreted as “instant” which highlights its purpose to upload images instantaneously to the platform for users to view.

Taking these simple but overlooked facts it can be made more clear as to why a consumer would chose to use the medium above any others, with access being so readily available and functions so immediate.

Within the idea of “the medium is the message” there is the topic of convergence which is linked to consumers and their active involvement with the platforms. Convergence represents shifts where consumers are stimulated to seek information and “make connections among dispersed media content” (The New Orleans Media Experience, 2003). It doesn’t occur through media platforms, however appears between the social interactions of users, turning “consumers to prosumers”.


Mcluhan, M, 1964. What is the Meaning of the Medium is the Message?. Mcluhan Program in Culture and Technology, [Online]. 1, 1-2. Available at: https://moodle.uowplatform.edu.au/pluginfile.php/324564/mod_resource/content/2/Federman%2C%20M.%20-%20What%20is%20the%20meaning%20of%20The%20Medium%20is%20The%20Message.pdf [Accessed 13 March 2015].

The New Orleans Media Experience, 2003. Worship at the Alter of Convergence . A New Paradigm for Understanding Media Change, [Online]. 1, 3-5. Available at: https://moodle.uowplatform.edu.au/pluginfile.php/324565/mod_resource/content/2/Jenkins%2C%20H.%20-%20Worship%20at%20the%20altar%20of%20convergence.pdf [Accessed 13 March 2015].

Worst Caffeine Addiction in Existence

So here we are, another year another blog. I’m crossing my fingers and toes in the hopes that this time around my writing has at least improved ever so slightly since my first blogging task last year when it took me hours to even figure out how to change the colour of the font… you can now assume I’m not the most tech savvy person there is.

My names Denika, and I’m in my third year of university at UOW. I’m 20 years old and am from Tasmania… and before you ask, no. I do not have any scars from where my two heads and seven fingers were removed and my parents funnily enough aren’t cousins. I moved to Wollongong three years ago and it really has changed my life. For a start I can now cook more than vegemite on toast, learned the horrible and hard way that bills don’t come cheap, and perfected the art of the magical clothes washing contraption that people commonly refer to as a “washing machine”. I’ve also succumbed to one of the worst caffeine addictions in existence, and learned to somehow enjoy a glass of the boxed liquor they call “card(board)-onay”… the student budget myths were proved correct in my case where minimal funds and desperation will make you drink such questionable things.

After changing degree’s three times so far during my time at UOW I think I’ve finally found the right path for me… finance and accounting just didn’t cut the mustard. So in turn I ditched the calculator and bid commerce a fortunate farewell and that brings me to where I am now in communications and media majoring in marketing and advertising starting from the bottom and hopefully making my way to the top within a fashion brand head office… that’d be the dream.

So adios for now fellow BCM112 bloggers, raise those mugs filled with our only life line and cheers to surviving another semester.



BCM240 Digital Research Project and Reflective Report: “Face Approval”



Name: Denika Kelly

Student Number: 4511827

Words: 3592


Waking up after a night out only to find your friend has uploaded and tagged you in the most hideous photo that managed to capture your lazy eye and sweaty forehead is never an ideal situation. No one enjoys their privacy being invaded, however social media has made this concept easier than ever before. Consumers are now freely sharing and uploading images and videos for each and every member of the social media platform around the world to see. The distinction between private and public spaces in conjunction with social media audiences are seeing major issues with the consent of imagery, which through research and development there may be a solution found in the form of a program titled “Face Approval”.

Public and Private Spaces:

The distinction between public and private spaces is imperative to the use of social media in today’s society. Private space can be described as something that is presumed to belong to someone and something they regard to be psychologically theirs. Public space on the other hand can be metaphorically described as an indoor or outdoor living room the belongs to multiple people, or even society at large comprised of locations such as accessible roads, parks, restaurants, etc (H. Lewis, 1953). There are certain informal and formal rules that govern both private and public space such as within a public space in specific areas it is formal that citizens aren’t allowed to smoke. An informal rule may be that one would not yell or make commotion that may impair on anyone else’s experience of the public space. The rules of private space is significantly different in this regard as individuals are able to decipher exactly what they do or say without influence from anyone else because the space is theirs and theirs only.

Public and private spaces commonly bring up the issue of citizen’s expectations on privacy, and if it is reasonable. Whilst someone is in a public space what they do and say is essentially broadcasted for all of those around them to see, however does it give them the right to further broadcast it to the rest of the world that weren’t apart of that public space at the time? For example if a guitarist was busking on the streets of a public area for those around him to listen, is he giving them the assumption that they have permission to take photographs or videos of him and post in on social media platforms such as Facebook for their other 500 friends and the world to also see?
It can be assumed that a portion of people don’t mind if their face is plastered all over the internet, however it must be taken into consideration that some don’t feel the same and are in fact not comfortable with people doing what they please with imagery of them. The depths of this issue could even go as far as getting into the commercialization of a persons image, or misinterpreting a situation, or even the legal and ethical obligations of human rights however the issue must be tackled from the bottom of where it starts, with protecting the most simple of all internet privacy disputes… the “tagging” of photographs on social media.

Current Market Gap:

The increase of issues found in the social media market are rapidly rising. The issue of privacy and ethics is escalating from the notion that every time an individual searches for the best meal deal, or changes their relationship preferences, or even shares news with their friends and family on social media their audience is bigger than they could ever imagine. An example of this is how mining online communication lead to Microsoft identifying women they are at risk of postpartum depression (S. Jayson, 2014). Smartphones and tablets are devices that are now embedded in consumers personal day to day lives, with the concept of leaving home without a devise being extremely rare. Consumers are now brining their personal devices, which could be considered as a private place to them, into the area of public spaces creating the major issue of imposition of space between real life and the world of social media. This imposition is involved with the ideology of consent and whether consumers are either approving or disproving of others uploading images they took of, or with others in public spaces. Consent can be described as “the acceptance or approval of what is planned or done by another” (freedictionary.com, 2014).

When a consumer is in a public space taking images of other people it could be considered viable as it is a mutual space everyone has equal ownership of. However when the image is of someone drunk and falling down, someone picking their nose, or someone wearing an obscene outfit that they clearly didn’t check in the mirror that morning there is nothing they can do about the image popping up online. An image indiscretion could also be as simple as friend (a) uploading a photo of themselves and friend (b) and friend (b) not being comfortable with the image wanting it removed from all social media. This is where the current gap in the social media market is exceedingly apparent.


Collective with the relationship between social media and space, a research project was conducted during 2012 between partners from Urban Knowledge, Action, and Research (PUKAR) and a Mumbai Lab team. The project looked at one of the world’s fastest growing and densely populated cities, Mumbai, and how the population find public and accessible places, and private spaces to seek refuge in their country (BMW Guggenheim Lab, 2012).

The project launched a seven-month empirical study exploring the issues of public and private space in Mumbai titled “Your Place, My Place, or Our Public Space” and attempted to uncover how correspondents affect the creation and use of an urban space through the platforms of surveys, interviews, and research groups of 800 dissimilar Mumbai citizens. The project uncovered that all of the 800 Mumbai respondents considered a public space to be constituted of a free and open area such as a park, however surprisingly they also considered spaces that also have a fee for entry such as cinema’s and membership clubs to be a part of the public space category, which may be considered as unviable due to not being available to citizens with financial constraints. A distressing one-fifth of the respondents group stated the confronting fact that they have no access to community space of any kind (Kawai, S. 2012).

Although Mumbai citizens may not be involved with the issues of social media, their struggle with space can be contrasted to other countries that can include the Internet in the debate. This study can support the fact that having a definitive line between public and private space is of utter importance for consumers.

Research graph


(Figure 1)


Secondary research into consent for media content also showed that there has been a great involvement by government bodies raising concerns for images of children appearing online. There have been cases such as images of young male footballers in public spaces appearing on homosexual websites due to the heightened use of mobile phone or similar devise cameras (alrc.gov.au, 2014). It was also noted that the issue of unauthorized photography has been a concern since the 1890s as has only increased over the decades with different forms of cameras becoming available and more platforms for the images to exist have been created.

There have also been a number of cases where citizens have attempted to sue social media giants such as Facebook for the uploading of “un-flattering” images that were unable to be removed. A special case during 2010 in Minnesota that went viral was Randall LaBrie posted childhood photographs of his nephew Aaron Olsen who didn’t approve of the images filed a lawsuit against him and Facebook for allowing the images to be uploaded (shortlist.com, 2010).

There are a number of forms available for citizens to use so their uploading of media content can be considered legal and viable, such as Sullivan’s form used by a number of regulatory bodies (Figure 2). If such forms are to be filled out in some circumstances such as school website, this poses the question as to why aren’t such matters taken for individuals when their privacy should be considered on the same level of importance.

survey example

(Figure 2)

Digital Project Ideology:

A digital project that would be able to be implemented to close the current gap in the market previously highlighted is the “Face Approval” program. This program would be designed to protect individuals from images or video footage of themselves being uploaded online by others, and as a result minimize the breaching of privacy of public spaces on social media.

The program would use the technology already created by the engine Facebook of “facial recognition” which appears when any photo is uploaded. If Facebook has had a photo in the system of a person’s face before it automatically picks it up again every time a new image is added and asks the up-loader to “tag” the image member so it subsequently appears on their Facebook site as well. “Face Approval” will take this tactic and expand on the privacy settings by sending each member featured in the image (by facial recognition) a message to either approve or disapprove of the image being uploaded to social media, and each and every member will have to approve of the image for it to be uploaded. For example, if a friend uploaded a photo of 5 of their friends, and 4 approved however 1 didn’t like the photo and disapproved, the image would be rejected and unable to be posted.

If an image were to be uploaded that facial recognition hadn’t had the face scanned into the system before, “Face Approval” would block the image form being uploaded until the up-loader tag’s who the image or video is of so a consent message could be forwarded to them for approval.

“Face Approval” would also be adapted to other social media platforms such as Instagram, Twitter, and Tumblr using the same facial recognition technology protecting all individuals who would like to keep certain images private and not have their public online space invaded by others. “Face Approval” would also stop other arising issues such as fake social media accounts being created using photo’s stolen from other existing sites.

Implementation of Project:

A brief survey for the ideology and implementation of “Face Approval was conducted using seven multiple choice questions to determine whether social media users would be interested in the creation of such a program, and uncover their basic feelings towards online image consent. The survey was uploaded to Facebook, the source of the market gap, for any willing media consumers to respond to at their own will to ensure answers were from targeted users of the product idea. The survey respondent demographics ranged from 18-50 year olds, with 20 males and 26 females giving quite an even spread of data. With the geographics being comprised of all Australian respondents.

From the survey comprised of 46 respondents it was made apparent that 30% of people feel annoyed when a photo is uploaded without their permission, and 70% remained un-phased. However, when asked would they rather their permission sought first 73% responded yes, only 21% were un-phased, and 6% answered no. This lead to asking respondents if they would be interested in a system such as “Face Approval” where 71% percent of people answered yes, and also answered yes to the fact that the system would make them feel their privacy is being more protected online. A conclusion that can also be drawn from the survey is the age group of respondents. The gap between ages 18-50 is a massive step, which means the topic of the survey must have appealed to a large market. Therefore it can be concluded that a program created as a solution to the consent issue would suit a both male and female and social media users of all ages.

From this research survey it can be accurately stated that consumers would be interested in and benefit from the ideology of the “Face Approval” system, and it would successfully close the current market gap distinguishing the line between a public and private space online.

Project Stakeholders:

A stakeholder can be described as a person or organization that has an interest in a company and their products and services. Stakeholders can have say in and subsequently affect an organizations actions, objectives, and policies (Elliot. G. 2012). The stakeholders that would be interested in the service “Face Approval” are the current major social media market leaders such as Facebook, Instagram, Myspace, Tumblr, and Twitter. These social media platforms are all connected via the fact they have the ability to allow consumers to upload any photo or video online at their free will, with the only way an image can be taken down is an online complaint letter which could take more than 24 hours to clear through the system.

These stakeholders would be interested in “Face Approval” as it is a positive service that would make their current customers even more satisfied with their products. “Face Approval” would assist in making online privacy more prominent and as a result make consumers feel safer, which could even encourage new customers to join the service if they were previously skeptic of security. In turn this will increase market share, which is the aim of every organization making it hard to resist implementing the “Face Approval” service. Organizations such as Facebook are a virtual public space for all citizens to participate in free of cost. There are private spaces within the bigger public space such as personal messages to others and secret groups. “Face Approval” will simply be another way for consumers to have a cyber private space in a public arena.

Project Graphics (Advertising Campaign):

To generate awareness for the “Face Approval” program the perfect platform would be an advertisement. The advertisement would be best released on social media sites as this is where the target audience for the program will be most likely to view it, and if it appeared on a number of sites this would promote recognition for the program brand. An advertisement mock ad was created (Figure 3) which features the headlining question “Have you ever been caught like this in an image online?” which is followed by three “embarrassing” images of a man picking his nose, lady falling over, and man riding his bike in his pajamas. This will gather an audience’s attention as it can be assumed no one wants a similar image of them online. Another image has also been included in the advertisement of three girls with approval signs over there faces and one with a disapproving cross followed by a speech bubble that reads “They didn’t catch me with Face Approval!”. This concept is used to highlight how consumers will be able to decide where there face appears in public online.


(Figure 3)


After in depth primary and secondary research it can be concluded that “Face Approval” would be the perfect program to close the market gap between public and private spaces online appealing to the identified major social media market leaders. The program would be extremely beneficial for both consumer and corporation with the interaction between audience and program being only of a positive nature. Consumers will be able to regard their private space online as secure, and the public living room of social media will still remain open to all citizens. As a outcome of the program people will think twice before uploading the latest image of the random man on the street they just saw spill his coffee allover himself, and the man will only be wearing his coffee shame in public and not online thanks to “Face Approval”.


Australian Government Law Reform Commission. 2014. Particular Privacy Issues Affecting Children and Young People: Taking Photos and Other Images. [ONLINE] Available at: . [Accessed 16 October 14].

Carter. R. 2012. When Can Someone Post a Photo of You Online?. [ONLINE] Available at: . [Accessed 22 October 14].

Elliot, G. Rundle-Thiele, S. Waller, D. 2012. Marketing . 2nd ed. Australia: Wiley and Sons.

Farlex. 2014. The Free Online Dictionary. [ONLINE] Available at: . [Accessed 16 October 14].

Jayson. S. 2014. Social Media Raises Privacy and Ethics Issues. [ONLINE] Available at: . [Accessed 22 October 14].

Kawai, S. 2012. Your Place? My Place? or Our Place?. [ONLINE] Available at: . [Accessed 16 October 14].

Lewis , H. D, 1953. Public and Private Space. Meeting of the Aristotelian Society, [Online]. 4, 13-16. Available at: . [Accessed 22 October 2014].

Short List. 2012. Man Sues Uncle and Facebook for Un-flattering Facebook Photo. [ONLINE] Available at: . [Accessed 18 October 14].

Sullivan, M. 2014. Photograph and Media Consent Form. [ONLINE] Available at: . [Accessed 18 October 14].




Digital Research Project Reflection:

Upon choosing a topic to base my digital research project on I found great difficulty. It took me over a week, multiple cups of caffeine, and few pen lids, which I managed to chew to pieces in frustration until it finally hit me. In a last attempt to find inspiration I decided to have a second scan of all the lecture notes where the topic of private and public space specifically took my attention.

As a busker in my spare time I definitely understand the concept of the line between public and private spaces and I found the challenges I have come across through my own experiences could be applied to the creation of a project. When busking I have always considered the fact I’m putting myself in public for everyone to see at my own personal will, and I discovered myself to be quite submissive of the fact citizens were taking photo and video footage of me. Before the lecture I had never even considered what happened to all those flashing lights I could see in the corner of my eye when I was playing “Jingle Bells” and little children were dancing around in front of me, then I actually got thinking. What if images or footage of me is circling around the Internet and I don’t even know it? Or what if I’m featured on some random families Christmas or holiday video that they show all their friends and family? It was at this point I realized there was not a thing I could do about it, but for the future I could create a project that could, “Face Approval”. It was made apparent in the final lecture that researchers look for gaps or un-answered questions, and my question became focused on why social media platforms haven’t attended to the issue of media consent? Although I couldn’t directly answer this question, I decided I’d be able to produce a solution to the ever-growing issues uploading un-consented images and videos create as there is always hope that something that is accepted now, may not always be accepted in the future.

After initiating research into the topic I was shocked to find there are little to no legal obligations for uploading media content, and it appeared ethical considerations were simply in the eye of the beholder. This factor gave me the motivation to produce a project that would alter this notion, which as a result of my own research a number of consumers were also interested. The stakeholders for the project were quite obvious as the research revolved around social media, therefore the major social media giants in todays market were my main target for the implementation and purpose of “Face Approval”. The most difficult part of the research project was tackling the frustrating program Photoshop. As a marketing student I’m all about being the brains behind an idea, but actually producing the idea is where I have an issue. The graphics within my report are a sad reflection of my Photoshop attempt however I’m happy with the fact they flow with the main idea. If I had the opportunity to do the report again, I’d definitely look further into how Photoshop operates and seek help from someone who doesn’t want to throw their laptop out the window every time something doesn’t work.

Throughout the research and writing of my project I was constantly looking back on lectures and readings within the BCM240 course, which was an eye opener that I had learned concepts along the way which assisted me in applying the correct topics to my own research. The experience of designing my own digital research project has been a learning curve that pushed me out of my comfort zone. I was typically accustomed to very specific assignment outlines which have pre-decided topics and instructions. I believe this aspect of the BCM240 assessment was the most valuable to me, and taught me to think on my own to feet rather than relying on a piece of paper deciding everything for me.

Overall I surprised myself by how much I enjoyed designing and writing this assessment, which I believe came from the power that I could choose a topic that actually interested me. The research was fascinating and I found myself reading for hours on end going off on all sorts of tangents that expanded my knowledge in the media audience industry. I learned a great deal about both myself, my writing, and private and personal spaces with the application of social media which I can only assume would reach many others as well who may have not considered it previously like I did. Although “Face Approval” is only a hypothetical program, I truly believe it or something extremely similar is crucially needed in the functioning of consent within social media platforms, and I hope it will be developed in the near future before the gap in the market becomes even greater.

For This I Thank BCM240

“I blog because I think the world desperately needs to hear my opinions, and I like to oblige.”
– Ophelia Benson

Over the past six weeks I have been exposed to, involved with, and become accustomed to the world of blogging for the second time in my University experience. After completing six weeks of blogging tasks throughout the duration of BCM110 I was surprised to find I had to spend another 9 weeks in BCM240 becoming more and more involved in the blogosphere and research even more in-depth and complex topics surround the notions of media audiences. Blogging is an particularly rewarding and abstract way of creating an academic understanding, however has proven to be extremely effective over this course… even though it does have its challenges (…which I managed to find plenty of).

At first I felt extremely challenged by being asked to post my own writing on a blogging site that any person around the world could read. It was a learning curve when choosing what style to write in and what topics to choose as I had to take into consideration the vast types of audiences that might stumble across my blog on the World Wide Web. The biggest and most confronting challenge was the attempt to try and keep myself somewhat entertaining however professional and academic all at the same time. In the end I stayed completely true to my original blogging style from week 1 where I tried my hardest to include all the relevant information asked of me, as well as research, whilst adding in my own personal experiences and opinions which could often be found in brackets and italics, kind of like the little devil on my shoulder whispering into my ears projected onto my blogging word documents to keep myself involved in my writing. Although I found all these aspects quite challenging after the first few weeks I found myself getting into the swing of things and finally becoming comfortable and familiar with the practice of blogging.

As a person who is highly involved within social media numerous points made throughout lectures appealed to me, particularly when it came to multitasking. I could really connect and therefore develop and interest in Nielsens’s 2013 report surrounding multitasking and the notion that three quarters of consumers are multitasking with two sets of media content whilst watching television at the same time (Neilson, 2013, p.3). To further this concept as I speak I’m sitting writing this blog reflection with old re-runs of “Australia’s Next Top Model” on the television in front of me, whilst also maintaining a few conversations on my mobile phone through Facebook (…all at the same time I’m enjoying a good old cup of tea which is really multitasking at it’s finest). The week segment on multitasking really opened my eyes as before I didn’t realize exactly how many things I was doing at once and how divided my attention was. Since the multitasking research blogging task I have tried to implement a finer attention span to individual tasks to try and change my multitasking ways into an increase in productivity where I mentally take in more information (…and yes I turned Australia’s next top model off and put my phone on silent so I’m not contradicting myself… I still have a little more work to do on changing my ways). The topic of media space through the research of H. Lewis dated back to 1953 was also an intriguing area to investigate as I could relate a number of personal modern day experiences to his concepts. Within the BCM240 course structure the topics have clearly been chosen very carefully to allow students such as myself to both learn from them and be able to emotionally, physically, or mentally relate.

Over the 9 weeks of blogging a number of interesting topics were uncovered and investigated such as the introduction of television, the NBN, and cinema which I had never conducted any previous research on. To be brutally and embarrassingly honest I had to call my mother asking what the NBN is and she sadly knew a whole lot more than me (…a little mortifying I know). However this is something I can take away from the BCM240 course as my lack of understanding of media topics was uncovered and has now been heavily expanded. Growing up in such a technological savvy society it is an extremely handy skill to have the knowledge of media trends and history therefore for this I thank BCM240.

If I could travel back in time 9 weeks the only difference I would make to my blogging experience is interacting more with other students blogs. Although I read a lot of them and often went browsing into the depths of wordpress I hardly made comment. In my defense I didn’t realize it was necessary so to avoid my usual problem of “foot in mouth syndrome” I decided it was best to keep my comments, good and bad, to myself. I made a lot of comments on blogs outside of the wordpress platform where I could hide behind my words and my comments were more likely to fade away into the millions of other comments. I found this is an area I must work on where I am not afraid to share my thoughts and take rights to my freedom of speech.

I managed to find through a lot of the weekly research topics that I was a guilty culprit of each. I embarrassingly discovered I was indeed once upon a time an annoying cinema audience member, a repeat copyright criminal, and an Australian film ignorer. It was interesting and extremely curious to find that such a subject could make me realize so much about myself and my own media habits which I had never paid previous attention to. In this regard and also in regards to the academic reasoning and research behind the topics I have definitely found a learning curve and will be taking away many new self developments and improvements as a result.

Although my BCM240 blogging days may be sadly over, what I have learned and discovered, and the challenges I have overcome will always be of great value to both my personal and academic life.


Lewis , H. D, 1953. Private and Public Space. Meeting of the Aristolian Society, [Online]. 1, 1-4. Available at: http://www.jstor.org/discover/10.2307/4544511?uid=3737536&uid=2129&uid=2&uid=70&uid=4&sid=21104591502037. [Accessed 05 September 2014].

Nielsen. 2013. TV AT THE CENTRE OF CONNECTED HOMES: Q1 2013 MULTI-SCREEN REPORT. [ONLINE] Available at: http://www.nielsen.com/content/dam/corporate/au/en/press/2013/Q113-australian-multi-screen-report-release.pdf. [Accessed 26 September 14].

It Took Exactly Three Trailers

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“’Australians watch a lot of Australian TV and listen to Australian music and every now and then they race out to see an Australian film, so it’s hard to find a rhyme or reason for it”. (G. Maddox, 2014)

There is without a doubt a number of renowned Australian actors in the market, and a sum of famous television shows and musicians. Australian film can also be considered just as good content wise as any other USA or British film industry, so this poses the question as to why the viewers and income are so much less and the sector is struggling?
In 2007 the Australian film institutes AFI awards went to “The Home Song Stories” and “Romulus” in spite of the fact they only brought in a combined figure of less than $4 million (P. Hawker, 2007), which in the film world is extremely low. The worst Australian film blunder was in 2011 where first time film director Gale Edward’s “A Heartbeat Away” cost a total of $7 million and only brought $44,204 back on 77 screens.

As someone who rarely goes out of their way to take an interest in Australian film I decided to conduct a little research of my own and delve into the depths of Youtube to find trailers of the latest and “greatest” Australian films. It took exactly three trailers and I had had enough. The films “My Mistress”, “Wolf Creek 2” and “Drive Hard” all had the same underlying depressing and uninspiring emotions progressing from my laptop screen (…not to mention once I realised “Wolf Creek” was a horror movie after 20 seconds I slammed my laptop shut and was to scared to watch the rest of it). I can’t base the entire reason why Australian films are so unpopular on my distaste and disliking towards them, however it’s safe to assume there’s a portion of the market that are exactly like me. This is where research needs to be implemented to detect such trends.

Through audience research it is easy to identify what audiences do, however it is difficult to distinguish why they do it. Many assumptions could be made as to why Australian film doesn’t gather a large audience as American films do, such as its trying to hard to be like American film to compete in the same arena, or it lacks the American humor, however at this stage without the correct amount of research the question remains unanswered.

The most interesting aspect of audience research is qualitative research which engages with a small number of individuals to gain a complex and more in depth understanding of their thoughts and responses to a performance or film. Qualitative research is a greater approach to Australian film audience measurement than quantitative as it provides a greater understanding into the motivations, emotions, and experiences of audience members to more accurately analyze what’s going wrong with the industry. Qualitative research would undoubtedly assist in discovering exactly what Australians want to see on their screens from the own filmmakers and the current trends of why the market is in such a decrease, which as a result will improve Australian film in the future.

“Australians are clearly wanting to watch Australian content because they are watching it on television, and people offshore are celebrating our films and filmmakers, but there’s a disconnect getting them to the audience.” (Roach, 2014)


P. Hawker. 2007. Rich Content, Poor Return. [ONLINE] Available at: http://www.theage.com.au/articles/2007/12/07/1196813026890.html. [Accessed 25 September 14].

G. Maddox. V. Roach. 2014. Local audiences snub Australian filmmakers yet Hollywood loves them. [ONLINE] Available at: . [Accessed 25 September 14].


My Piles of Photocopied Music Continue to Haunt Me

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You scream, I scream, we all scream for free downloads!
The biggest regulation I have personally come across is the use of music and video copyright. My reasoning for downloading or exporting music is probably the same as majority of society out there… Why pay for the latest tune when I can either go on youtube to directly stream it, or turn the video into an MP3 using an online converter and upload it straight to my itunes and onto my mobile phone for free? It may take extra effort, but in todays increasingly expensive economy it seems viable to save a dollar wherever you can.

Media regulation plays an integral role in the concept of copyright in specific context to the music industry. Copyright can be defined as the intangible rights granted to an artist of production that is given the exclusive privilege to make copies for the purpose of publication or sale (Farlex, 2014).
There is however a way around the legislation of copyright known as the “Fair-Use Doctrine” which creates the power to protect educational and non for profit uses of copyright material. An example of why this law was created is through professor Lessig who argued that the excessive copyright enforcement of video content restricts students and others of their right to free expression. This form of liberation however can be troubling and contradicting where a musician’s purpose is to get their music out into the world, however consumers under copyright laws aren’t allowed to re-use the music for any homemade video or remix purposes. Restricting consumers in this aspect can in fact impair an artists ability to increase their recognition. From my own experience of musical copyright in public spaces the use of unauthorized sheet music is taken extremely seriously. I often played in musical talent competitions throughout my high schooling years and it was always overseen that all competitors were using purchased and original sheet music to perform with, and if it were a photocopy of an original you were forced to forfeit your position in the contest. This could be compared to the Fair-Use Doctrine concept as the sheet music was initially photocopied and used for educational purposes, to increase musical abilities, but this doesn’t seem the case and is considered illegal (… the pot is always calling the kettle black). Although some methods may seem contradictory, it is insurable that the laws have been enforced in this copyright instance.

Sheet music copyright can create social anxieties where photocopying is condoned illegal. Music teachers are expected to have all original copies of music to teach to their students, however when the student leaves the institution to return home and practice they are also, under law, expected to own original copies. This can be considered just, however when each sheet of music costs up to $30 and above it can be outrageous and expensive when matched with the cost of musical lessons and the amount of music a student has to learn. This law can put the moral compass of both the teachers and students in jeopardy where teachers cannot photocopy their music for the student, and the student cant turn up to the lesson without original purchased music (…my piles of photocopied music continues to haunt me).

In todays growing technological savvy society musical artists are only separated to their fans by the click of a youtube button (J. Sununu, 2013), proven by the streaming and downloading statistics attached to the files. Audiences were once blocked from content however with the increase of technology it is becoming easier to freely reproduce or use musical content for personal use copyright laws considered or not.


Farlex. 2014. The Free Online Dictionary. [ONLINE] Available at: http://www.thefreedictionary.com %5BAccessed 21 September 14].

Sununu, J. September 2, 2013. Music dinosaurs pick a bad fight, The Boston Globe. [Online]. Available at: http://www.bostonglobe.com/opinion/2013/09/01/lawrence-lessig-and-lisztomania-record-companies-road-not-taken/sLdE8JII1zIp6hw8KthzDI/comments.html [Accessed 21 September 2014]


Purely Out Of Spite

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Some say they would rather do one thing well than five things badly, but wouldn’t it them take them ten times as long?

When I first started to consider multitasking I had the initial idea that it doesn’t play a big role in my life, but then when I realised whilst I was thinking about it I was also listening to music on my Ipod, checking Instagram on my phone, and messaging a friend on Facebook, oh and eating rice bubbles all at the same time. It was about at this point with ear phones plugged in, phone in my hand, laptop in front of my face, spoon in my mouth, and thoughts in my head that I truly realised the beauty and purpose of multitasking, and just how predominant it is in my everyday life.

The phenomena of media multitasking has increased as consumers are being bombarded with marketing and advertising messages through media platforms continuously through everyday activities such as watching television, listening to the radio, or checking social media, etc. According to Wilson (2008) the only way to keep with todays overflow of media options is to multitask between media platforms as technology is producing new media faster than the average consumer can adapt to at the one time (Wilson, 2008 pg. 4). Marketers and Advertisers are being faced with the backlash of this concept as new media is impacting and effecting the way consumers initially used traditional media which places an uncertainty on the economy via the way consumers are choosing to purchase. An example of this can be highlighted in “BIG researches” 2008 investigation into how multitasking media is connected to marketing and advertising which showed television influences on consumers to purchase goods and services has decreased (by 14.4%) and new media options such as online and through social media have alternatively increased (by 22%). It was concluded that consumers were seeking information from digital platforms (Wilson, 2008 pg. 20), however marketing within traditional media platforms such as newspaper inserts appear to be increasing as consumers are forever looking for ways to stretch budgets in such a tight economy.

I can heavily agree with this research as from a personal perspective I hardly pay not near as much attention to traditional media as I once did previously. Within my everyday life I cant remember the last time I had the radio playing in my car, or the last time I even held a paperback newspaper. Marketers and advertisers would only be able to reach me through social media where I am most likely to be spending all of my media time, multitasking and unconsciously noticing ads down the side of my news feed, or being tagged in the latest online sports shoes sales picture (…which is more annoying than anything else, I wouldn’t buy the products purely out of spite… they need a new tactic).

It could be assumed that consumers aren’t paying as much attention with new media marketing and advertising as they did with traditional media as the only option previously was to provide the media with full attention as there were no distractions. As a response to these changing dynamics in society businesses need to develop marketing and advertising plans that integrate the understanding of new media habits and replace the eroding influences of traditional media to purchase. This may be achieved by having more simplistic ads that don’t require undivided attention to stir purchase intention (… I know it takes a lot more than a pretty picture these days to sway my attention away from my social media, give me a catchy slogan and I just might take notice).


Wilson, M, 2008. Media Multitasking. Multitasking Polls and Surveys: Advertising media and the Retail Industry, [Online]. 4, 1-27. Available at: http://search.proquest.com.ezproxy.uow.edu.au/docview/222060186?pq-origsite=summon. [Accessed 11 September 2014].