BUS203: Principles of Marketing

Core Concepts

broadcast media
one subcategory of older media, including television and radio, that communicates from one source to many viewers

print media
a subcategory of older paper-based media such as newspapers, books, and magazines, that many users access individually

technological convergence
blending of old and new media. For example, cellular phones were once shaped more like analog (non-digital) phones

Web 2.0
sites that afford user contributions, such as likes and votes

culture
a concept encompassing all the norms, values, and related behaviors that people who have interacted in a social group over time agree on and perpetuate

net neutrality
a shorthand name for a key set of features that have made the internet what it is today

platform
an ecosystem that connects people and companies while retaining control over the terms of these connections and ownership of connection byproducts such as data

network effects
the more a platform is used, the more likely that platform is where we go to interact with family, or friends, or customers, or all of these. In other words, in the platform economy, the more, the merrier

Core Questions

A. Questions for qualitative thought

1. What are examples of qualities that digital media have inherited from traditional media other than those discussed here? Try to think of some that don't make the new media work better.
2. Can you give an example of a site that allows you to create and share? And then of one that still treats you like little more than "eyeballs"? Explain.
3. Do you think you are part of "the people formerly known as the audience?" Is it still possible to feel that you are only an audience (not a participant) in the age of social media? Or are there different terms we should use now?
4. Try to conceptualize a platform that you use. Make it a place, familiar or imaginary. How is it organized? Who is there? How are they behaving?

B. Review: Which is the best answer?

1. Fill in the blanks with the same word. Technological (?) is when new tech devices inherit qualities of older devices - and is one of several types of media (?)
   
   
   • determinism
   • mania
   • studies
   • convergence
   
   
2. Jay Rosen wrote "The People Formerly known as the Audience" to represent the use of social media as:
   
   
   • static websites with useful information.
   • full of "eyeballs".
   • audiences, formerly knows as "eyeballs", taking over the media.
   • All of the above
   • A and C only
   
   
3. Today the inventor of the internet is pursuing what new mission?
   
   
   • Working with Facebook to provide users new types of photo albums
   • Linking data so users can be truly connected to all other users and information
   • Making websites static as they were originally intended
   • Promoting quantum computing