Week 12 - Digital Divide

Digital Divide

This case study will be focusing on the digital divide and the issues surrounding it both from a global and a social perspective.

The concept of digital divide refers to the gap between those who benefit from digital technology and those who do not (Van Dijk, 2006, p. 1). People who are born in a developed country could never imagine a life without email, Facebook, Twitter, Mac or Internet. However for millions of people technology has never started. According to Rogers (2001) a digital divide exists in the USA and among European nations. The gap has been viewed by comparing The U.S with developing continents such as Latin America, Africa and Asia. Carr (2007) explained the digital divide by saying that wealthy nations are heavily equipped with information and communication technologies, while developing nations are left behind.

According to Benhabrim (2009) the notion has been hard to conduct a framework on as many researchers have developed several definitions and solutions concerning the digital divide. However, the digital divide includes two concepts. The first one includes the gap between developed and industrial countries, second is the divide between access and utilization of ITC across definable groups within a nation (Catherine Carey, 2008). This case study will focus on both of the concepts and identify solutions, which might contribute, minimizing the digital gap.

The picture bellow shows the information and communication technology penetration around the world


The graph above shows the computer penetration rates are very low in most of the countries in the world. The global divide is an issue in the world today, however the digital gap is not an issue in all parts of the world, but countries such as Middle East, Asia and Africa is highly effected by it. According to Carr (2007) developing nations have the lowest rates of usage, but also the most rapid rates of growth. This hinders developing countries to gain knowledge and access vital information.

The Global divide- a problematic issue to solve
The rapid growth of information technology has indeed, influenced the operation systems within the public sector as technologies introduce convenience in communication methods. Additionally, the Internet is an inimitable form of Information and communication technologies due to its efficiency and expediency. Computers have become more widespread in the industrial world, and not every country in the world has equal access to digital resources and infrastructure (Globalization, 2012).

Scholars have suggested several concepts, which can contribute to solve the unequal lifestyle differences between developing and industrial countries (ICT Diffusion Index, 2005). The issue, is difficult to solve, as Internet connectivity is almost non-existent in several areas of developing countries, and the places where Internet connectivity exists; the service is mediocre compared to the services existing in the industrial world (ICT Diffusion Index, 2005).

The gap leaves developing countries behind, as they are inadequate to gain capital to construct Internet connectivity. Building on this fact, the incompetence of constructing ITC, persist developing countries to compete globally from an economic perspective, enduring their GDP lower than industrial countries. This hinders the population to access information for career development, leaving their living standard and knowledge subordinate than the industrial countries (ICT Diffusion Index, 2005).

Social divide
The gap between the ability of accessing digital information technologies does not only exist across different continents and countries but also within the nations (Globalization, 2012). Furthermore, the divide has been argued excessively as researches do not agree on the growth or decline of the concept (Moorhead, 2004). Building on this, Benhabrim (2009) states that the concept of the digital divide first emerged in the United States due to the differences among users based upon factors such as race, gender and income. Moreover, Benhabrim (2009, p. 13) states that the gap can be explained by technology “haves and have-nots”. It is important to note that even though industrial countries has the opportunity to access information communication technologies, certain groups within a nation do not know how to utilize it (ICT Diffusion Index, 2005). According to Selwyn, Gorard & Williams (2001) it is clear that certain social groups are facing segregation from educational opportunity, as they do not have both the ability and skills to access technology. For example, some researchers such as Van Dijk and Hacker (2003) explain that the digital divide can be based upon elements such as motivation to access ITC, skills and utilization. Therefore, certain policies supports learning programs aiming to provide IT centers at Schools in order to minimize the gap, overcoming the digital divide within a nation (Selwyn, Gorard & Williams, 2001).

Regardless of the disagreement of what factors, contributing to the digital divide in a country, several studies has been conducted. Moreover, most of them include data with factors such as socio-economic status, gender, age, geographic location and Internet access and utilization (Moorhead, 2004). There has been numerous of solutions identified in order to minimize the gap and stabilize the inequalities between technology “haves and haves-nots”. For the developing countries some of the solutions include enhancing business opportunities and economic progress, democracy, access to knowledge, education and digital solidarity; which means that the industrial countries help the developed ones with ITC contributions (Benhabrim, 2009). For the domestic digital divide, solutions such as increasing education structure, changing policies, institutional changes, incorporate reliable wide-band infrastructure throughout the nation and a digitally literate workforce (ICT Diffusion Index, 2005).

To conclude, the digital divide is an issue from both an international and domestic perspective. As solutions have been suggested, some scholars have recognized that the digital gap will continue to grow as people who first adopted technologies, will continue to adopt new ones (Benhabrim, 2009). Furthermore, this is commonly known as the ‘stratification model’, which indicates that the gap will continue to grow due to the diverse diffusion rates, both globally and within a country (Benhabrim, 2009). Furthermore, other scholars developed the ‘Technological dualism principle’, which basically explains that the digital divide has existed since the industrial age (Benhabrim, 2009). This principle indicates that the gap between different countries is manifested in the industrial age, as innovation has always existed in industrial countries. Therefore, these countries will continuously be superior compared to the developing countries (Benhabrim, 2009). Regardless of the different theories developed based upon the notion of the digital divide, the gap exists and the issue is hard to solve. The gap growing excessively as technology and ITC is developed and adopted in a rapid pace.

Reference
Benhabrim, A. (2009). Reconsidering the Digital Divide: A look at technology innovation in Developing countries. iSChannel. (4), 1. Pp 12-15.

Catherine Carey. ”Economics of selling online”, November 1, 2008, Retrieved from: http://shielddigital.com/economicsofsellingonline/2008/11/01/building-a-bridge-to-everywhere-%E2%80%93-closing-the-global-digital-divide/

Deborah, C.  (2007, July). the global digital divide. Contexts, 6(3), 58.  Retrieved April 1, 2012, from Research Library. (Document ID: 1311120731).

 Everett M. Rogers (2001), Digital Divide, Convergence, p. 1, DOI: 10.1177/135485650100700406

Jan A.G.M. van Dijk, (2006), Digital divide research, achievements and shortcomings, p. 1.

Moorhead, P. (2004). A Profile of the Digital Divide. Retrieved from: http://www.smallbusinessadvocate.com/small-business-articles/a-profile-of-the-digital-divide-659

Selwyn, N., Gorard, S & Williams, S. (2001). Digital Divide or Digital Opportunity? The role of technology in overcoming social exclusion in the U.S Education. Corwin Press Inc. (15) 2 pp. 258- 277.

The Digital Divide Report (2005). ICT Diffusion Index. United Nations Net York and Geneva 2006.

The Global Digital Divide (2012). Retrieved from: http://www.bowneglobal.com/latest/the-global-digital-divide-and-the-internet.html

Week 10

Media richness and Gamification

Convergence of technological devices has made an impact on traditional media channels as they only allow individuals to consume it passively. On the contrary, convergence of technological devices enriches traditional media channels, which has made it possible for individuals to consume media channels through interactivity. Additionally, rich media allows the marketing and advertising industry to communicate information virtually, resulting in direct product experience (Klein, R. L. 2001).

Communicating a message through ‘rich’ media
As media platforms are developing, individuals can choose different platforms in order to convey and communicate messages. Moreover, the question is which channel should be utilized in order to communicate a specific message? Dennis & Valacich (1999) answered this question with the ‘Media Richness theory’. The theory explains how certain media channels are superior transmitting information. As complex information might be open to several interpretations misleading consumers, richer media is preferred to utilize in order to convey a complex message (Dennis & Valacich, 1991). Furthermore, utilizing richer medium reduces uncertainty and misinterpretation of the conveyed information.

A good example of how rich medium can be utilized is in advertising. The luxury brand Chanel created an interactive online advertisement where the message is delivered through an engaging flash banner.

This video exhibits how convergence of technological devices has developed new trends in the marketing and advertising industry which is relevant in today’s society in order to attract consumers. According to Hallowell (1996) customer relationships is an important factor to the marketing and advertising industry as it build customer loyalty and results in profitability. Furthermore, as brand loyalty and the purchase decision have gone through an evolution, many marketing and advertising agencies has incorporated new strategies, adopting technological trends in order to meet new generation consumers (The Amma Group, 2008). As today’s generation is savvy and sceptical to passive advertisement, which is broadcasted to them, engagement is a key factor in order to attract an audience (The Amma Group, 2008).  Not only do consumers seek engagement, but also expect it due to technology (The Amma Group, 2008). The notion of technology, Internet and consumer engagement leads to another concept, which the advertisement and marketing industry has adopted. 

Gamification
‘Gamification’ incorporates the mechanics of gaming to non-gaming activities in order to engage consumers to participate in some activity, content, campaign and community (Bunchball, 2010). Gamification can be integrated in marketing and advertising campaigns and communities online as they allow individuals to engage and participate with the brand or product. Furthermore, gamification creates an engaging user experience, establishing long lasting relationships (Bunchball, 2010). As long lasting relationships are substantial for the advertising and marketing industry, several agencies has incorporated gamification as a form for strategy in order to attract a superior audience.

Virtuality
As gamification can drive virtually several forms of participation, the concept of ‘virtuality’ is significant to explain. Flew (2008) explains virtuality as a feature of new media which facilitates computer-mediated communication (CMC) which is dispersed in time and space and can be used as a communication tool, globally. Consumers utilize multiple channels in order to communicate with other individuals; some of these channels are found in virtual space. These communication platforms are called virtual communities such as Facebook, MySpace and Twitter and Second Life.

As gamification can take place in virtual space (Bunchball, 2010) listed several ways individuals can participate online: watching videos, creating content, sharing personal information, viewing photos, rating products, voting on content, taking quizzes and opting into email communication. Moreover, the result of gamification in virtual space has impacted the marketing and advertising industry as new opportunities to engage consumers has occurred.

Marketers and advertisers reach out their message in order to reach a specific target market based on demographics (The Amma Group, 2008). By incorporating technology and gamification online, agencies can select different mediums that are ‘richer’ than others in order to engage directly with consumers in virtual space.

Gamification through Iphone Applications
As IPhone is an significant tool to utilize for marketer and advertisers Starbucks decided to create an application for IPhone where customers can view their balance on the Starbucks card and track down the rewards by points through the IPhone. The video below demonstrates how the IPhone application can be utilized, engaging customers to activate purchase with rewards.

As a result of gamification, businesses can take control over the brand experience through interactive media channels, encouraging participation and sharing with friends (Bunchball, 2010). Furthermore, online activity can lead to product discovery, followed by continual engagement and interface to build brand relationships with the customer (The Amma Group, 2008).

To conclude, it is obvious that technological convergence had lead to a participative culture, which means that individuals are actively involved in activities online, creating and sharing content (Jenkins et al.,2009) As individuals has incorporated The World Wide Web as a part of a lifestyle, marketers and advertisers has to keep up with the market trends in order to sustain competitive advantage, increasing profits (Bunchball, 2010). Moreover, gamification borrows game mechanics, contributing to addictive user experiences. The game mechanics applied, satisfies human needs and wants. Bunchball (2010) made a figure, which explains how gamification mechanics gratify human needs and desires.




The goal of gamification is to engage with consumers and actively encourage them to participate (Bunchball, 2010). As this goal is relevant for the marketing and advertising industry, gamification should be incorporated in order to enhance brand, product or service.

References

Dennis R, A & Valacich, S,J. (1999). Rethinking Media Richness: Towards a theory of media Synchronicity. Hawaii International Conference of System Science.Gamification 101: An Introduction to Use of Game Dynamics To Influence Behaviour (2010). BunchBall Inc.

Hallowell, R. (1996). The Relationships of satisfaction, customer loyalty and profitability: an empirical study. Harvard Business School. Boston, MA, USA.

Intergrated Lifestyle Marketing & Consumer Engagement. Sniper Marketing. The Amma Group. 2008).

Jenkins, H., Clinton, K., Purushotma, R., Robison, J, A., & Weigel, A. (2009). Confronting The Challenges of Participatory Culture: Media Education for the 21th Century. Building the Field of Digital Media and Learning.

Klein R, L. (2001). Creating Virtual Experiences In Computer Mediated Environments. Rice University. Houston, Texas.

Pasternack, T. (2010). Rich Media Ads. Adobe Developer Connection. http://www.adobe.com/devnet/flash/articles/rich_media_ads.html

Week 6 - Transmedia Storytelling

Transmedia Storytelling

“The Shortest Distance Between Two People Is a Story” (Jeff Gomez, 2011, para 1).
The concept of Transmedia storytelling can be seen as a fictional property. There are several ways to describe this concept. Because the concept was introduced by Henry Jenkins (2003) his definition is highly relevant (Scolari, 2009). Jenkins described Transmedia as ”a process where integral elements of a fiction get dispersed systematically across multiple deliver channels for the purpose of creating a unified and coordinated entertainment experience” (Jenkins, 2010, para 2). Similarly, it can be described as a process where specific information of a story spreads over a range of different media platforms where distinctive elements emerge in multiple places. In a basic way, transmedia storytelling is a narrative story that develops throughout different forms of media such as cinema, television, video games and comic books (Scolari, 2009). Each medium contributes and enriches the story in different ways.

The picture below illustrates a mind map of transmedia storytelling. 

“A Successful story is told in a deep, rich, fictional world that has defined the past, present, and the future” (Gomez, 2012, para 12).

The Harry Potter novels written by the Author J.K Rowling is a successful example of transmedia storytelling (Scolari, 2009). The story takes place in a world of wizards where Harry Potter and his friends fight the evil powers of the dark wizard Lord Voldemort (Grandpre, 2007). Jenkins (2007) clarifies that a transmedia story is based upon the fictional world, rather than the characters. Furthermore, in order to franchise the story into different media sectors, the franchise entry has to be “self-contained” to establish an independent utilization (Jenkins, 2007, para 10). Therefore, if the origin of the story was introduced as a novel and franchises into a movie, the movie has to introduce significant information of the novel for consumers to comprehend the movie without reading the novel in order to engage in the universe (Scolari, 2009).

Harry Potter has become successful in transmedia storytelling due to the narrative universe, which has franchised throughout seven novels, seven fiction films, several video games, e- books and a web page called ‘Pottermore’ (Usagi, 2011). This makes it possible for consumers to stream different media channels to gain information in order to enrich their understanding of the Harry Potter universe. This is what Jenkins (2007, para 3) explains as the “process of world-building”. Consumers and writers are interested in the possible knowledge out there, which can expand their understanding of a specific universe (Jenkins, 2007). There is not one medium, which consumers can utilize in order to obtain all the information needed to grasp the universe of Harry Potter (Jenkins, 2007).

The narrative novels of Harry Potter expanded successfully throughout media channels and merchandise, which has established several ways for multiple audience segments to enter the universe of Harry Potter (Jenkins, 2007). The video below presents a diverse range of brand extensions of the Harry Potter universe and an extreme example of how consumers can engage with the universe through various media channels and merchandise.

 
Transmedia and business opportunities

There is indeed a link between new technology, transmedia storytelling and new business opportunities in the media market, as consumers learn how to comprehend the flow of stories and become more encouraged to search for information from multiple media sources to gain more knowledge about the fictional worlds (Scolari, 2009). There are several benefits of transmedia storytelling. Scolari (2009) explains how companies in different business sectors can exploit their intellectual properties through different channels, which increases the financial aspects of the brand or the specific property. In the marketing world, media platforms can promote the story around a specific brand or product (Thompson, 2010). As a result, marketers can create an emotional connection and long-term engagement with the consumers by building the existing stories around a brand or product (Thompson, 2010).

“Everywhere we look, stories are breaking the limits imposed by print and film and video.” (JWT, 2011, p.5)

To conclude, content is turning transmedia therefore, companies in relevant industries such as the entertainment industry should take advantage of different media channels. Transmedia has provided growth in the integrated marketing sector where the goal is to utilize different channels to communicate different things and at the same time maintain the brand community in focus (JWT, 2011). The web has cultivated an active culture among consumers and fans, which makes the Web an important resource for the business industry. Transmedia involves components which actively engage consumers and audiences in the story (JWT, 2011). A good example of this is how Droga5 marketed the autobiography of the rapper and music producer “Jay- Z” (Hartman, 2011). The marketing campaign for the autobiography “Decoded” turned into a treasure hunt (Hartman, 2011). The book was written in order for the fans to decode eleven of Jay-Z’s songs to reveal details about the rappers personal life (Hartman, 2011).
The picture below is one of the advertising ventures by bing.  

The campaign utilized several media channels such as social media platforms, iPhone applications and billboards and in order to tell a story and at the same time, involve consumers and fans (Hartman, 2011). In addition to this, the audience could win two tickets to watch a Jay-Z concert anywhere in the world. The video below presents how the story of Jay-Z was distributed over several media channels. It is clearl that lines between the offline and online media platforms are blurring, as consumers make no difference between them (JWT, 2011).

References

Gomez, J. (2010). Jeff Gomez Reveals Secrets to Transmedia Franchise Development at CineKid. Wired Magazine. http://www.wired.com/magazine/2010/11/jeff-gomez-reveals-secrets-to-transmedia-franchise-development-at-cinekid/

Grandpre, M. (2007). Harry Potter Scholastic. Retrieved from: http://harrypotter.scholastic.com/sorcerers_stone/

Hartman, J. (2011). Jay- Z Launces “Decoded”. Retrieved from: http://www.transmediaproducer.org/jay-z-launches-decoded

Jenkins, H. (2003). Transmedia Storytelling. MIT. Retrieved from: http://www.technologyreview.com/biomedicine/13052/page2/

Jenkins, H. (2007). Transmedia Storytelling 101. Retrieved from: http://www.henryjenkins.org/2007/03/transmedia_storytelling_101.html

Jenkins, H. (2010). Transmedia Storytelling and Entertainment: An annotated Syllabus. Continuum: Journal of Media & Cultural Studies, 24 (6), 943-958. DOI: 10.1080/10304312.2010.510599

JWT. (2011). Transmedia Rising. Retrieved from: http://www.wpp.com/wpp/marketing/media/transmedia-rising.htm

Scolari, A, S. (2009). Transmedia Storytelling: Implicit consumers, Narrative worlds, and Branding in Contemporary Media Production. University of Vic. International Journal of Communication 3 (2009), 586-606. DOI: 1932-8036/20090586

Thompson, B. (2010). Types of Transmedia: Franchise, Marketing & Native. Retrieved from: http://www.giantmice.com/archives/2010/06/types-of-transmedia-franchise-marketing-native/

Usagi (2011). Harry Potter and the Transmedia Pottermore. Retrieved from: The Rabbit Hole. Retrieved from: http://peterusagi.com/2011/08/05/harry-potter-and-the-transmedia-pot-of-more/

Week 4

Case study: Convergence

The concept of 'convergence' "is considered as a mixture of device, network, service convergence and radio" (Ojanpera, 2006). Device convergence nowadays has made mobile devices more useful; it is not only used as a phone anymore, but also as a portable computer. According to Ojanpera (2006) convergence has become bigger and it is a mega trend that shapes the whole communication method, which gives new opportunities for developing new services.

A very good example that illustrates today’s convergence device is the smart phone. Why do we love it so much? Since it is portable and convenient, which makes it easier for consumers to communicate through different devices, however consumers nowadays want more out of the products they purchase, not only that, but also high quality when it comes to technology. The face-to-face event has slowly faded away; owing to consumers utilize devices and network as a communication tool, which has become a mega trend. Alam  & Prasad (2007) pointed out the way people converge with each other through the Internet, has opened doors for people all over the world to expose their talents on global basis. This new technology provides end-users to successfully contribute with their own ideas. The video-clip below explains how individuals communicate online.

Technology will always improve. When there is a new invention on the market, which is better than the previous one, users will adapt the new invention easily. This is also a motivation factor for producers of the inventions, which always keep technology updated in order to satisfy the needs and wants on the market. When it comes to communication technology Flew (2008) mentioned briefly that convergent media is the combination of computing information technology, communications networks and media content. As shown in the figure below, it is referred to as the 3 C’s. This is the definition of new media, which can also be referred to as digital media due to the different forms of media content involved such as text, video, audio, sound, images and pictures which are all in digital formats, which is shared through networks such as broadband and ‘microwave transmission systems’ (Flew, 2008).

Fagerjord, (2009) explains how convergence has combined different business sectors such as telephone wires, television, computer industry and the telephone industry. Services has converged as well as technological devices provided by these industries. The interesting view is how convergence has been taken advantage of in the marketing and advertising profession and embedded in the promotional techniques used by the companies.


A good example of how advertisers and marketers use new media as a communication tool is YouTube. In less then a year, YouTube became a new media phenomenon (Fagerjord, 2009). Fagerjord (2009) explains that this website is not only used by private users but also businesses as they advertise themselves cost-effectively. The YouTube library is used by millions of people, which have now become one of the best examples of new media that can be described as convergence. Businesses nowadays use this platform to expose their message, which can gain a great number of views, with a small effort and a low budget. This type of communication tool is called “viral marketing”.  The process is clearly presented in the video below.

Online social networks have developed into an important factor of sharing information and influencing the public with the promotion of new services and products (Subramani & Rajagopalan, 2003). Furthermore, viral marketing is an excellent tactic to take advantage of in order to spread word- of- mouth. The goal is to stimulate trial to the product as well as adoption (Subramani & Rajagopalan).

"Great products + weak branding = weak sales" (Briggs, 2009)

The company 'BlendTech' produces high quality blenders, but their problem was lack of awareness on the market, which resulted in weak sales. According to Briggs (2009) the company chose to take action and produced a low-budget video called "Will It Blend?". The video created high awareness among YouTube viewers and after five days, the video had over six million views (Briggs, 2009). This is a example of how effective convergence in media is, and how is can be used by marketers and advertisers to create a 'buzz' around a brand, without using traditional advertising channels such as TV, radio and billboards, which can be highly expensive. As a result of the awareness, sales increased by 700% (Briggs, 2009). Briggs (2009), illustrates this in a timeline, which is presented below. This timeline presents the process, which was made by the company. in addition to this, the timeline exhibits the results after BlendTech utilized YouTube as an advertising channel.

In conclusion, Flew (2008) explains how convergent of services, products and activities online has created "a pool of social knowledge", where individuals communicate with each other and create new knowledge through networked databases. The BlenTech- example, illustrates the power of new media and how convergence has opened several pathways for small businesses to compete with major brands on the market. in addition to this, businesses can obtain high market shares and effective results by utilizing other channels, which is created by convergence. The video below presents BlendTech's low-budget video, which became a viral success in five days.

References

Ojanpera, T. (2006). Convergence Transforms Internet. Wireless Personal Communications 37, 167-185. DOI: 10.1007/s11277-006-9072-3

Alam, M., & Prasad, R,N. (2007). Convergence Transforms Digital Home: Techno-Economic Impact. Wireless Pers Commun 44, 75-93. DOI: 10.1007/s11277-007-9380-2

Flew, T. (2008). New Media: An Introduction (3rd Ed). Melbourne: Oxford University Press.

Fagerjord, Anders. After Convergence: YouTube and Remix Culture. International Handbook of Internet Research. Matthew Allen, Jeremy Hunsinger, and Lisbeth Klastrup, eds. Berlin: Springer, forthcoming.

Subramani, R, M., & Rajagopalan, B. (2003). Knowledge- Sharing and Influence in Online Social Networks via Viral Marketing. Communications of the ACM, 46 (12).

Briggs, C. (2009). BlendTech Will It Blend? Viral Video Case Study. SocialLens Incorporated, 1-8.

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