five areas of study.

1. Technology
What does the technology allow the audience and institution to do that they couldn’t do before? What is your chosen technology and how is it marketed? Who to? Which companies provide it and how much does it cost? Is it new media or old media undergoing radical transformation?

Convergence – the process of multiple technologies being brought together to form a new product.

Linear/Non-linear – linear experiences move in a straight line from start to finish, whereas non-linear experiences give the individual a unique experience of the programme by pressing the red button e.g. alternative voice over, extra video footage or explanatory text.

Digitisation – the material can be reproduced perfectly by a computerised system (like a Sky Box) or a computer and transported more effectively in any order.

2. Institutions
How are media institutions converging media interests to increase profit? How are they reaching audiences in new ways?

3. Audience
What are experiences doing with their new media technologies? How are traditional experiences of the media changing? What are audiences not doing so that they can spend more time interacting with new media technologies? What advantages are there for the consumer? You will carry out audience research, asking opinions and investigating consumption patterns.

Personalisation – the ability to offer users a personalised experience e.g. Sky+ allows users to pause live television and record their favourite programmes.

Interactivity – encourages the audience to be less passive and to engage with the media rather than just consuming e.g. red button on Sky.

Democratisation – the ability to communicate your opinions and ideas, or share your creative output e.g. blogging.

4. Issues
Will shops close or people lose jobs as a result of the new media technology? Does it encourage illegal activity? Is it generating any “moral panics”?

5. The Future
If the technology is extended, what could happen? How could media practices be different in future, based on the potential of current technologies?