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’