-different genres/topics: LGBTQ, politics

-personalizing: by using our data

-businesses look at our data and create an bio on us on our activity

Exam Question: To what extent is Teen Vogue constructed to respond to the demands of various interested groups?

In the response, should consider groups which have influence online such as consumers, advertisers and competitors

Key Words associated with New Media

share	active	creative	host
story	re-connect	personalise	stream
experience	store	scale	immerse
interface	live	adapt	binge
conversation	re-perform	circulate	endless

Table to contrast ‘New’ vs ‘Old’ Media: Do you agree?

NEW MEDIA	OLD MEDIA
Active involvement	Passive involvement
Two-way conversation	One-way conversation
Open system	Closed system
Transparent	Opaque
One-on-one marketing	Mass marketing
About Me	About You
Brand and User-generated Content	Professional content
Authentic content	Polished content
FREE platform	Paid platform
Metric: Engagement	Metric: Reach/ frequency
Actors: Users / Influencers	Actors/ Celebrities
Community decision-making	Economic decision-making
Unstructured communication	Controlled communication
Real time creation	Pre-produced/ scheduled
Bottom-up strategy	Top-down strategy
Informal language	Formal language

Positives	Negatives
Can be tailored to fit the user For companies, can fit their products individually for each person	Private data can be used which people may not want shared

Zuboff

‘The ability to infer a user’s personality, social media websites … can be tailored to reflect the user’s personality traits such that users will be most receptive to it’

‘micro behavioural targeting’

positive:

• audiences can choose to consume whatever they like
• vast amounts of information easily available
• consumers are targeted by ads for things they’re more likely to buy, rather than pointless ones for things they probably won’t

negative:

• microtargeting and massive data harvesting mean that companies can accrue vast amounts of information about individual customers
• sensitive information (sexual orientation, political beliefs etc.) can easily be collected and sold
• potential for blackmail by intelligence services or private companies – government surveillance issues?
• consumers are more easily manipulated when data harvesting can work out their personality type, personal history etc.

quote: “nix claimed to have data resolved ‘to an individual level where we have somewhere close to four or five thousand data points on every adult in the united states'”

https://www.teenvogue.com/story/j20-protest-trump-anniversary

• teen vogue is culturally significant in its marrying of the political with fashion – my case study is from teen vogue’s ‘no class’ op-ed series, written by an anarchist organiser from new york, and covers the radical j20 protest against the inauguration of the current president of the united states in january 2017
• representation of the target audience of young women in the united states but also globally – the article covers us politics and looks back to a significant event in very recent history, the 2017 inauguration.

People didn’t want to buy hard copies. Was also expensive

Culture of teenagers in regards to equality, climate change

industry/ audience

new vs old media

refer to stories on website

use old vs new table and key words

“We decided these where social norms now, so we went for it”

To me this seems that they didn’t consider consequences or any negatives but only what favoured them as a company

“Could pose a threat to an individuals well being, freedom or even life”

Negatives of data sharing could have these impacts on the industries customers.