Digital Media Management

Unit 1: Introduction to Digital Media Management

1.1. Introduction to the Internet
1.1.1. What happens on the internet
 Social media can be seen as part of the Internet evolution
 Internet 1990s: Simply look for information
 Internet 2020s:
 Share information, opinions, collaborate, participate in online contents
 Impacts both online and offline relationships
 Various social media tools: Twitter, Facebook, YouTube, Google+, etc.
 Online and offline lives are mixed up
 Private information access rights?
 “Word of mouth” is changing to “World of mouth”
1.1. Introduction to the Internet
1.1.2. Could you live without Internet?

“Geek” – A gender-neutral category

 The ones who are extremely

interested in IT
 “Geek” people will be the first to
know whenever a new smartphone is
released
 “Geeks” are not limited to technical
profiles
1.1. Introduction to the Internet
1.1.2. Could you live without Internet?
Theories of Diffusion of Innovations by Rogers (2003)
 Technological innovations in general are gradually adapted by different groups
in society:
 1st: a small group of believers: Innovators or early adopters
 2nd: the mass: early majority or late majority
 3rd: nonbelievers or latecomers: laggards
1.1. Introduction to the Internet
1.1.2. Could you live without Internet?
• Which computing device do you use?
(a) A traditional desktop or notebook
(b) A tablet or smartphone
• How do you connect?
(a) With a traditional telephone and with wires
(b) With a wireless cell phone or smartphone
• How do you share memories or life stories?
(a) In written letters, printed books, or exhibitions
(b) In personalized media that are widely accessible (e.g., a Facebook™ timeline)
• How do you share news?
(a) In a printed newspaper
(b) In news feeds with digital breaking news (e.g., on a website or a Facebook™ page)
1.1. Introduction to the Internet
1.1.2. Could you live without Internet?
• How do you take notes in class or during a meeting?
(a) Using pencil and paper
(b) Using a word processor (e.g., MS Word) that you possibly share in the cloud
(e.g., Dropbox, Google Drive, or Evernote) to be in synch on multiple devices
• How do you navigate?
(a) Using physical, printed copies of a map or traffic information reported on
television or radio
(b) Using a navigation system with a digital map, possibly with live crowdsourced
traffic data (e.g., Waze or Coyote)
• How do organizations collaborate?
(a) In a physical meeting room with whiteboards
(b) In a virtual meeting room, using tools to collaborate remotely, to share data,
to chat, and to send instant messages (e.g., Skype™, Yammer™, Jive™)
1.2. Introduction to Digital Media

 What is media?
 Media is mass communication
 Outlets or tools used to store and deliver information or data
 Four types:
 Print media
 Broadcast media
 Outdoor media
 Digital media
1.2. Introduction to Digital Media

Objective:
 The primary role of media delivering the news to the public is to gather and
report news that is true, fair, honest, accurate, non-biased and non-critical.
The news keeps us informed about what is going on in and around the world,
investigating stories and delivering information to a large and diverse
audience.
1.2. Introduction to Digital Media

 Digital media is any form of media that uses electronic devices for distribution
 This form of media can be created, viewed, modified and distributed via electronic
devices
 Digital media developed following the rise of internet
 It is still rapidly evolving now in the digital age with technology innovation
 The today- digital media is NOT the end!
1.2. Introduction to Digital Media

 Types of Digital Media:

 Audio: Radio station, broadcast, audiobooks. Digital audio services: Apple music,
Spotify, Tidal, Sirius, etc.
 Video: Streaming, movies, television services, virtual reality surgical simulators,
etc.
 Advertising: Digital marketing
 News, literature, etc.: Online news, online resources, e-reading
 Social media: The biggest part of digital media, variety of platforms where people
interact with each other. The concept of social media is now extended to have
multiple functions in the digital age.
Discussion

1. To the best of your knowledge, describe the changes of media in the last 20
years.
2. What kind of risks can you think of when it comes to poor management of
media?
3. To the best of your knowledge, describe the reasons why businesses need
digital transformation.
4. What are the disadvantages of abusing digital platforms in business? Give
examples!