Essay question!

What significance does the continuing development of digital media technology have for media instructions and audiences?


The continued development of digital media technology is very significant to institutions and audiences as films and tv programs have changed over the years, they now use media technology in there production:


During the production stage of the TV show or film they will use digital technology such as 3D cameras to film a more exciting and better film. The development of the 3D camera has allowed people to shoot in 3D for people to see in cinemas or specialist home TV's, this has a large significance to the audience if they want to see a movie in 3D as it can make a movie better if their is lots of 3D parts in the movie, it is also good for the institution as they can make a film in 2D and 3D which broadens their target audience. Another example of digital technology used in the production stage is the edge arm, this allows the camera to stay steady and move closer to the action, which allows the institution to make better movies as they can get better action shots, it also improved the audiences experience as they get to see a better movie.


One type of digital technology which has been developed recently and used in the post production stage is CGI, although this is criticized a lot in modern movies because it makes them all very similar I believe that the visual effects it can add to the film are worth it, most movies use some form of CGI now, as people like to see large set pieces which will impress the audience. However I also believe that too much CGI is a bad thing, I think that the production must have other things, including a good story and actors to succeed, we see lots of films come out which rely mainly on special effects to wow the audience and a bad story which includes lots of action. CGI has a large significance over the audiences of the media production as it can draw many people to the film if they see it has good special effects or CGI, however it also pushes certain people away if they think the film is going to rely heavily on CGI then they may decide not to see the film. CGI also has a big significance to the institution as it allows better movies with more action to be made, however they are more expensive so less money will be spent of actors etc. We now use computers to digitally edit movies which is far cheaper and more efficient as it can be undone, redone and special effects added easily, this has had a positive effect on the audience as they can see better edited productions it has also had a positive effect on the institution as it allows better productions to be made and for them to be of a higher quality.


in the post production stage digital technology is used to advertise the production and to distribute the film. The internet or TV's allow the institution to show their movie off to lots of people at once, making people excited to see the movie or to buy tickets to see it. This is significant as thousands of people see the advert so can draw a lot of attention to the film, however it is very expensive to get adverts on TV. Another way in which the institution uses digital technology to get attention from audiences is that they release trailers or sneak peaks onto websites  like YouTube, this is good for the institution as they can advertise to lots of people for free, this is also good for the audiences as they get a preview of what the movie will have in it so can decide if they want to see it or not. Another way in which digital media is used in the post production stage is that it is they use VOD sights such as Netflix or AmazonPrime to distribute there production to lots of people at low costs, this is good for the institution s they can put their movies on these VOD sights and get paid, it is also a good thing for the audience as it allows them to see it in their home, on the move or almost anywhere however VOD sights are the alternative to illegally downloading movies which lots of people do for free, this is seen as being a bad thing as the movies are low quality and often have subtitles in a different language.


 Institutions also use viral marketing to draw attention to their movies as it allows them to advertise their movie for very little money and gets lots of attention, this is a good thing for audiences as well as they can express their views on the movie with their friends. Digitl technology is also being used to distribute the movie in the form of DVD's, this is positive for everyone because the DVD's are cheaper to produce and are better quality, they can also be distributed as Blu-ray disks which is simply a better DVD player, these Blu-rays are more expensive to buy for the user but normally contain a digital download code for the movie which allows the user to watch the movie on their phone, computer or TV which can really broaden the target audience.