MMS102

FMA 0
By

MENELEO P. OLAVIDES

(98-81160)

2nd Sem. AY 2010-2011

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There are many things I learned and accomplished in MMS102 during the second semester of SY 2008-2009. The first
thing I learned was to use Multiply.com as our alternate course site to moodle. Our personal account in Multiply.com
was required by FIC Bingo in order for us to faster download and view videos. (Fig. 1) A playlist of various video
lectures and presentations was given for us to watch as our source materials for class discussions and inquiries. (Fig. 2)
While waiting for the rest of our course mates to register in Multiply, we were introduced to Chris Anderson’s “Long
Tail Theory” and to Zittain’s “Future of the Internet” as additional topics of interests. The class was later divided into
groups of three and was asked to declare their computer’s store-width capacities. At this point of the course, a list of
questions was posted regarding some of the major personalities involved in the initial conceptualization of the Internet
and ‘cloud computing’. I learned that Vint Cerf and Bob Metcalf were among the first pioneers in the conceptualization
and implementation of distributed computing or networking. I also learned about the impact of cloud computing on
communications in general and on multimedia in particular. With the emergence of cloud computing, business models
were deemed to have been ‘disrupted’ with some that were ‘disintermediated’ and others that were augmented by
‘adapting’ to the trend.
BAMS MMS102 Multimedia Playlist Source URL

1 Bob Metcalfe - The Next Big Thing: The Video Internet

http://www.youtube.com/watch?v=UvdvOInhsTw

2 The History of Ethernet http://www.youtube.com/watch?v=g5MezxMcRmk

3 Vint Cerf, Google http://www.youtube.com/watch?v=-TnQxb-24Io

4 Tracking the Internet into the Internet into the 21st Century with Vint Cerf
http://www.youtube.com/watch?v=Hf0rjtnwC9A

5 LECTURES: Tim Berners-Lee http://www.youtube.com/watch?v=u_2YWiaPJ6A

6 The Web: Looking Back, Looking Forward' Tim Berners-Lee

http://www.youtube.com/watch?v=k8APsy2KutE

7 Authors@Google -Chris Anderson http://www.youtube.com/watch?v=ibzF_7gSjyI

8 Identifying "The Long Tail" -Chris Anderson

http://www.youtube.com/watch?v=0Yku0GTrcuw

9 Googlezon EPIC2014 http://www.youtube.com/watch?v=AT9ho2G0N_Y

10 Did You Know 2.0 http://www.youtube.com/watch?v=pMcfrLYDm2U

11 The Medium is the Message PDF

http://127.0.0.1:51235/102Multimedia/resources/McLuhan.The.Medium.pdf

12 Marshall McLuhan on YouTube http://www.youtube.com/watch?v=l9zH6z9pm8k

13 McLuhan -The Medium is the Massage 2.1 http://www.youtube.com/watch?v=9SnfxItXe7s

14 RetroBites: Marshal McLuhan (1977) http://www.youtube.com/watch?v=l9zH6z9pm8k

15 McLuhan -War and Peace in the Global Village

http://www.youtube.com/watch?v=yx1jwbVVq_g

16 McLuhan -The Medium is the Massage 1.3 http://www.youtube.com/watch?v=RRj2rKiop74

This is me! 17 McLuhan -The Medium is the Massage 2.2 http://www.youtube.com/watch?v=GPg9RvP7r6E

18 McLuhan --The Future of the Future is the Present

http://www.youtube.com/watch?v=ak6gvid-URo

19 Fr. Patrick Peyton Interviews Marshall McLuhan, part 1

http://www.youtube.com/watch?v=1uZYR3jmMng

20 Fr. Patrick Peyton Interviews Marshall McLuhan, part 2

http://www.youtube.com/watch?v=Ph6zqr3y4QE
BAMS MMS102 Multimedia Playlist Source URL

21 Fr. Patrick Peyton Interviews Marshall McLuhan, part 3

http://www.youtube.com/watch?v=owrEgWISpEA

22 Cavet Interviewing McLuhan http://ubu.wfmu.org/sound/mcluhan_marshall/Mcluhan-

Marshall_On_Cavet-12-1970.mp3

23 McLuhan on Speaking Freely

http://deoxy.org/audio/McLuhan_on_Speaking_Freely_4_JAN_1971.mp3

24 Media professor/expert Paul Levinson on new media influence

http://www.youtube.com/watch?v=aqZNGYit3kY

25 From Gutenberg to Mcluhan to What's Next http://odeo.com/episodes/2119462-From-

Gutenberg-to-Mcluhan-to-What-s-Next
Fig. 1 – MMS 102_AY2008-2009 Multiply course-site 26 Authors@Google: Henry Jenkins http://www.youtube.com/watch?v=FbU6BWHkDYw

27 LECTURES: USC Annenberg Center Speaker Series: Henry Jenkins

http://www.youtube.com/watch?v=ardhuq677cU

28 Education Arcade Conf 2005 --Gender and Diversity

http://www.youtube.com/watch?v=LbkffxVm5Co

29 MIT CMS.930 Media, Education and the Marketplace

http://www.youtube.com/watch?v=SDKIsplqGmY

30 John Seely Brown on Creativity http://www.youtube.com/watch?v=UDMYsVdhmCE

Fig. 2 – MMS102 Video Playlist

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In watching the videos from the play list, I am able to know some of the most influential personalities who envisioned
the emergence of a world wide web. I was introduced to Marshal McLuhan, a controversial visionary during his time,
who speaks of extraordinary ideas regarding the future of communication that eventually became realities after so many
decades. I also watched the lecture of John Seely Brown (JSB) who shared his principle on ‘tinkering’ as a mode of
knowledge production in the digital age. JSB has been the former chief scientist of Xerox Corporation and I was
inspired by his advocacy of promoting ‘over the box’ approach to problem solving and ‘creativity’, which I am able to
apply also in many areas of my personal endeavors. It is also great to know about Ted Nelson and his ‘hypertext’
concept which is conceptually similar with Benaver Bush’s idea of a ‘memex’, both of whom were precursors of
automated data management and information retrieval systems (metadata). And of course, I got to know also about Tim
Berners Lee who is the founder/inventor of the Word Wide Web.

As soon as we have posted our first blog assignment in response to the initial questions, our groupings were adjusted
into four members per group and were tasked to create a mash-up that have to be presented to the whole class for
everyone to react and participate. I was joined to Group-C composed of Joselito Malata, Sheila del Mundo, and
Menchie Alcoran. Our group had chosen the sub-topic ‘social exchange theory’ of George C. Homans. The
relationship of this topic with multimedia is a bit distant, but the principles of George Homan’s social exchange theory
helped us to understand the dynamics of social interaction occurring within various social networking websites in the
Internet. (Fig. 3.a – 3.b) Approaching towards the holiday season, the instructions for the Group Project had also been
posted in the Multiply course site with a definite deadline for each group to submit their first draft by December 19. I
remember that it was the busiest Christmas season me and my peers ever had. The topic for the assignment was about
“Rich Media on the Web: Crossing the Chasm”, which tasked us to do a research on ‘You Tube’ or some other rich
media on the web and come up with a conclusion whether such media had already crossed the chasm or not.

Fig. 3.a – The class mash-up @ Google.com Fig. 3.b – Group C mash-up page within class Google site.

Geoffrey A. Moore’s ‘crossing the chasm’ is one of the most interesting topics I’ve learned in this course. Moore’s idea
about selling and marketing high-tech products to mainstream customer is the core motivation behind his concept of
‘crossing the chasm’. The whole idea is based primarily on how much market acceptance does new technologies have
to achieve from its inception towards its extinction. George Moore has utilized the traditional Technology Adoption
Life Cycle model to illustrate his concept. The Technology Adoption Life Cycle model is a smooth bell shaped figure
showing various market segments categorized as ‘innovators’, ‘early adopters’, ‘early majority’, ‘late majority’, and
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‘lagards’.(Fig. 4) There are chasms in between these market segments and the largest one is between the early adopters
and the early majority segments. Crossing this chasm is the most volatile stage in the technology adoption model
showing how new technologies persists in the ‘early adopters’ prior to penetrating mainstream market. Once new
technologies coming from the innovators had crossed the chasm between the early adopters and the early majority, the
technology is categorized to have successfully crossed the chasm.

“CHASM”

2.5%
13.5%
16%
34% 34%

Fig. 4 – The Technology Adoption Lifecycle Model

Doing our group project is also one of the most challenging learning experiences I had in BAMS in general and in
MMS102 in particular together with my group-mates. My group had even setup a Google group account dedicated
solely for the project.(Fig. 5) I was assigned the task of formulating and compiling our group’s survey questionnaire
and to search for Internet usage statistics for our research data. (Fig. 6) We learned and acquired practical skills like
publishing our survey questionnaires through our blog page in order to solicit enough number of respondents, (there was
a required minimum number of survey for the group assignment), and the importance and advantage of collaboration as
we exchange ideas and updates via chat conferences and group blogs.(Fig. 7-8) I learned more about ‘rich media’ on
the web and their supposedly status based on gathered data and information from various reliable sources. In our
group’s particular study, we concluded that Youtube had successfully crossed the chasm and we were able to submit our
first draft on time. Later we were quite relieved to learn that the due date for the submission of the final version was
moved a bit further.

Fig. 5 – Our group’s collaboration site for MMS102 (DAMO – stands for Del Mundo, Alcoran, Malata, & Olavides)
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 Internet and broadband Implication: Broadband makes video a Content creation
adoption 1995-2007 big part of the internet experience
85% of young broadband users have watched online video 39% of online
80%
All internet - 142 mill. teens share
70% 62% have watched YouTube videos
19% have posted videos
their own
60%
creations online,
50%
such as artwork,
40% Broadband at home- 96 mill. photos, stories,
30% or videos
20% ----
10%
22% of online
0% adults have
95 96 97 98 99 00 01 02 03 04 05 06 07
M
ar-
M
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M
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M
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M
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M
ar- done this

Fig. 6 – Some of the slides from a powerpoint presentation of Internet broadband usage.

Fig. 7 – Our survey invitation in our blog page Fig. 8 – a snapshot from one of our chat conferences

As we were in the process of doing the final revisions to our project, Instructions for a week-long group mash ups
about different topics were posted. We were instructed to choose 5 among 10 given topics as our group mash-up
topics. Each group were assigned virtual mash-up booklets that Sir Bingo had setup at the Etherpad.com by which
group members can access to start exchanging ideas and information about their chosen topics.(Fig. 9) My group was
able to conduct a few mash-up sessions facilitated by Sir Bingo himself who fine-tuned the flow and exchange of our
ideas. The topics we had were topics m1, m2, m6, and m7. Topic m1 was about Marshall McLuhan and his view of the
future, topic m2 was about John Seely Brown and his promotion of creativity, topic m6 was about the Ratios and
Proportions in Media, and topic m7 is our synopsis of our group’s assigned media theory. Unfortunately we were able
to discuss only 4 topics up to the time when the course was left hanging in the air.

Fig. 9 – Our assigned mash-up booklets with few more instructions

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Unfortunately, the final version of our group project that we submitted as a blog page via Wordpress.com has already
been removed from the site as well as the mash-up booklets of all the groups from the Etherpad.com. Some of us made
initial attempts to recover them but our efforts have been futile. Furthermore, we cannot anymore re-create them since
many of our individual files are already lost and coordinating with some of our former group-mates seems impossible
by now. I am just fortunate enough to gather some screenshots from some of our major activities which I use as figures
in this essay. Although our final grade has not been given yet, I am confident that I had acquired new skills and
knowledge about theories in multimedia.

The following is a chronological list of the activities we did based on blog entries in the Multiply.com course site of
MMS102:
OCT 26: Video playlist was posted in Multiply for us to download and watch as source of our topic and discussions.

OCT 27: We used Multiply.com as our alternate course platform in parallel with moodle and we were asked to open our own individual account in Multiply.com

OCT 29, NOV 04: We were asked to familiarize ourselves with Chris Anderson’s “Long Tail Theory” and Zittrain’s “Future of the Internet” as supplemental readings.

NOV 05, NOV 06: The class was divided into groups of three and were asked about their computer’s storewidth capacity.

NOV 12: Question No. 1 was posted and our answers were required on or before Nov 17.

NOV 19: The groupings were adjusted into four students per group with a total of eight groups in all.

DEC 05: Instructions for Group Assignment#1(Rich Media on the Web: Crossing the Chasm) was given with first draft due by Dec 19 and final output by Jan 5 (the
most hectic holiday season ever).

DEC 05 – onwards: A few more articles related with the assignment’s topic and links to various related subjects were posted.

JAN 08: The deadline for the group assignment’s final output was moved to Jan 14.

JAN 14: Groups posted/submitted their assignments.

JAN 15: Our group’s assignment (Group 5) was posted at Wordpress.com

JAN 16: Some more articles and submissions of assignments followed.

FEB 20: Instructions for a week-long group mash ups on their chosen topic was posted.

FEB 22: Topics for the group mash ups were posted

FEB 22: Assignment of Etherpad virtual mash-up booklets to each group and additional instructions were posted.

FEB 23 – onwards: Some more other articles and concerns about Etherpad were posted.

MAR 19 – onwards: Group mash-ups have started on the Etherpad facilitated by Sir Bingo who also guided some of the discussions and exchange of ideas.

Reference: http://bamstheories09.multiply.com/

Note: The above list may not be comprehensive and accurately tallied, but somehow they reflect most of the major activities and requirements we
accomplished during then.