Vine Videos

The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail.

Chris Anderson - 2006

Vine Videos

Companies have used the six second length limit for the adverts to their advantage so they can get their point across straight away. This works particularly well for M&C Saatchi Sydney’s “Quit” campaign. The six-second Vine simply reads, “Before this video restarts, another smoker will die.” Creative director Ant Melder said Vine was the best medium to spread the message because “Every six seconds, a smoker dies of smoking-related diseases.”

The Long Tail

"as more products become available (thanks to the internet), more people check out what’s going on down the shallow end of the curve – the tail. The tail lengthens and expands."

"The Long Tail is… an economic principle that reveals a strategy that can be used by creative businesses: sell less of more. "

"To the independent artist, then, it’s helpful that the Long Tail phenomenon exists because it means that if there’s a chance to sell a few copies of your work, there are no longer any barriers in your way to stop you selling those few copies."

- http://newmusicstrategies.com/2008/08/14/is-the-long-tail-good-for-musicians/

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Glossary

Web 2.0 - When websites became interactive (mid-2000's)

Wikinomics - Mass technological collaboration (e.g. Soundcloud)

Prosumer - A combination of producer and consumer, e.g. when people create and then listen to their own music

UGC - User Generated Content

Convergence Culture - The combination of new media and old media within a single piece of media work. (e.g. Henry Jenkins)

Participation Culture - Participatory culture is an opposite concept to consumer culture — in other words, a culture in which private individuals (the public) do not act as consumers only, but also as contributors or producers (prosumers).

Where audience members contribute their thoughts to others/producers when watching a TV program

Water Cooler Programming

Watching TV is being increasingly integrated with social networking via screens such as smart TV, smartphones, tablets and laptops

 - Alka Marwaha

Zeebox

Meevo

Get Glue

Starter Task

Personal vs Professional Use of Social Media

• Personal use is usually to communicate with one or a small number of people whereas professional use is likely to address a wider audience
• Professional use of social media is likely of involve some form of advertising whereas personal use
• Personal use is likely to involve political views
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