The third artefact is created for exploring how frequent people using mobility devices, in particular what functions people always use based on 3G and Wifi technology and the development of interactivity and mobility.
There are 68 results, and age of participants is variety, from 18 to 35+. The survey consists of 10 questions as usual and divided into two parts. The first part focus on mobile phones so I choose three popular products: Iphone, Ipod and Blackberry. Because all of them are famous of their interactivities, such as Youtube of Iphone/Ipod, Messenger of Blackberry, Facebook special version for them. There are 35% participants using Iphone/Ipod and 55% of them are in 18-25 age group. And 31% participants using the Blackberry and centralized in 25-35 age groups.
Furthermore, from those 34% participants who have not got these three devices above, the data shows that 46% of them using other brand phones equipped with 3G or Wifi, 50% of their phones without 3G or Wifi, and others do not using mobile phones at all.
The second part specific on researching how frequent people using laptops. 62% participants like always taking their laptop with them, and 50% of them are in the group of age 18-25. In addition, 26% participants do no like taking laptops everywhere, and also centre on the group of 18-25. Beside, there are 12% participants do not have a laptop. And most of them use laptop also for entertainment and social networking by 3G and Wifi.
In conclusion, the development of interactivities and mobility has not only changed the porgrammes format but also changed way of our lives. Nowadays, you do not need to sit there to wait for the 6pm news and any programmes you missed but watch them by clicking buttons on your phones.
14.4.10
Artefact 2
The second artefact is created for exploring how people understand the interactive media format, in particular the interactive advertisement. Participants have given two websites of different types of advert of Thinkpad X100e, one of them is a worldwide advert in HD format, and the other is an interactive one. After watching and browsing these two adverts, participants gave results of the questionnaire.
In the 127 survey results, the age group of participants is variety, from 18 to 35 and above. The survey consists of 10 questions, is divided into three parts: the first part focus on the traditional advert, the second one is for researching the interactive one, and other parts is trying to find out the acceptance of interactive media format.
The results show that 86% of participants prefer interactive advert, of which 54% of the results concentrated in the group of age 18 to 25. However, in the 10% of the middle-aged group, nearly 70% of the participants prefer simple and traditional advert format. And they claimed that they haven’t got time to browse and play it.
The results from gender perspective, 92% out of 68% female participants are more inclined to the interactive one, but only 30% of male participants prefer it. And most of them thought that interactive advert is too complicated to them. There are some factors might influence the results, such as 24% of female participants like the fashion guy in the interactive advert, Chinese government in the second half of 2009 released a new policy of developing the interactive multimedia.
In conclusion, the results and comments show that teenager’s acceptance of interactive adverts is relatively high. But middle-aged participants more concerned with price and functions of a product, and they would not like to spend money on a product because of gorgeous advertisements.
In the 127 survey results, the age group of participants is variety, from 18 to 35 and above. The survey consists of 10 questions, is divided into three parts: the first part focus on the traditional advert, the second one is for researching the interactive one, and other parts is trying to find out the acceptance of interactive media format.
The results show that 86% of participants prefer interactive advert, of which 54% of the results concentrated in the group of age 18 to 25. However, in the 10% of the middle-aged group, nearly 70% of the participants prefer simple and traditional advert format. And they claimed that they haven’t got time to browse and play it.
The results from gender perspective, 92% out of 68% female participants are more inclined to the interactive one, but only 30% of male participants prefer it. And most of them thought that interactive advert is too complicated to them. There are some factors might influence the results, such as 24% of female participants like the fashion guy in the interactive advert, Chinese government in the second half of 2009 released a new policy of developing the interactive multimedia.
In conclusion, the results and comments show that teenager’s acceptance of interactive adverts is relatively high. But middle-aged participants more concerned with price and functions of a product, and they would not like to spend money on a product because of gorgeous advertisements.
Artefact 1
The first artefact is created for researching the situation of how the recent changes in digital production have changed the programming production format. This questionnaire is trying to summarize that people think how these changes in digital production has influenced their lives.
In the 118 survey results, the age of participants is variety, from 18 to 35+. The survey consists of 10 questions divided into three parts: the first part focus on the mobility, the second one is for researching 3D, and the other part is find out what the people favorite format of existing media types.
There are 28% participants using Iphone or Blackberry. And 58.8% of the remaining 72%, who use other brands, they bought mobile phones being equipped with 3G or Wifi function. Most of them claim that 3G or Wifi is strong mobility and convenient.
72.4% participants have watched 3D film. Some of them point out that the glasses are not comfortable and dizziness. However, 61.3% of them still indicate that they enjoy watching 3D film and pleased to spend little more money on it because it gave audiences visual impact.
The survey shows that except Facebook, Google and other search engines, YouTube or other video sharing websites is participants most often browse. 44.1% of them choose watching programmes on the computer, 32% choose watching through mobile phone and others choose television. Most of participants gave the reason that computer and mobile phone are portable and convenient. And there are more abundant resources on the Internet so we could watch what we want anywhere and anytime through 3G or Wifi.
In conclusion, this survey is trying to know the situation of how people participant in digital production. I will specific on each field, such as YouTube, 3D film, interactive film etc in the next artefacts.
In the 118 survey results, the age of participants is variety, from 18 to 35+. The survey consists of 10 questions divided into three parts: the first part focus on the mobility, the second one is for researching 3D, and the other part is find out what the people favorite format of existing media types.
There are 28% participants using Iphone or Blackberry. And 58.8% of the remaining 72%, who use other brands, they bought mobile phones being equipped with 3G or Wifi function. Most of them claim that 3G or Wifi is strong mobility and convenient.
72.4% participants have watched 3D film. Some of them point out that the glasses are not comfortable and dizziness. However, 61.3% of them still indicate that they enjoy watching 3D film and pleased to spend little more money on it because it gave audiences visual impact.
The survey shows that except Facebook, Google and other search engines, YouTube or other video sharing websites is participants most often browse. 44.1% of them choose watching programmes on the computer, 32% choose watching through mobile phone and others choose television. Most of participants gave the reason that computer and mobile phone are portable and convenient. And there are more abundant resources on the Internet so we could watch what we want anywhere and anytime through 3G or Wifi.
In conclusion, this survey is trying to know the situation of how people participant in digital production. I will specific on each field, such as YouTube, 3D film, interactive film etc in the next artefacts.
2.2.10
the Artefact 1 - ThinkPad X100e ad
I have finished the 1st artefact questionnaire. And this is about the first artefact.
My friends and I, have helped the OgilvyOne Beijing.,Ltd making this advertisement from last year. And this ad purpose to show how much fun you could get from the new Lenovo X100e laptop. This advertisement is not only show a video, but you can also can control the characters. From this website, you can enjoy changing your characterize by changing different photo frames. It is also the new special function of this laptop. As long as you have a picture in your computer, you could change characters from the website. For example, if you take a photo from your webcam, and just put the picture on the website in different characterize. And then, the program will show you an animated video of your own.
I obey to shoot video clips of the boy. He is my best friend Johnny Shi, a poplar youth actor and singer. But follow the rules of the company, which he is working for, I cannot post the original copy of the video clips.
http://x100e.thinkworld.com.cn/#/?page=Boy
This is an interactive advertisement. The original advertisement is showing advantages of the product and persuading consumers buy it. But this new kind of ad is making consumers real feel the advantages, in order to let consumers are really interested in it. With the development of the digital media, the programming production become more and more variety.
My friends and I, have helped the OgilvyOne Beijing.,Ltd making this advertisement from last year. And this ad purpose to show how much fun you could get from the new Lenovo X100e laptop. This advertisement is not only show a video, but you can also can control the characters. From this website, you can enjoy changing your characterize by changing different photo frames. It is also the new special function of this laptop. As long as you have a picture in your computer, you could change characters from the website. For example, if you take a photo from your webcam, and just put the picture on the website in different characterize. And then, the program will show you an animated video of your own.
I obey to shoot video clips of the boy. He is my best friend Johnny Shi, a poplar youth actor and singer. But follow the rules of the company, which he is working for, I cannot post the original copy of the video clips.
http://x100e.thinkworld.com.cn/#/?page=Boy
This is an interactive advertisement. The original advertisement is showing advantages of the product and persuading consumers buy it. But this new kind of ad is making consumers real feel the advantages, in order to let consumers are really interested in it. With the development of the digital media, the programming production become more and more variety.
30.11.09
I finally defeated the client project agreement form. I have discussed with my client several times. And I will go to London meet their manager of Retail banking department. They offer to produce a series of adverts to promote theri products, such as credit card, debit card etc.
This is a commercial advert of the Great Wall credit card of Bank of China three year ago. It's good example of commercial drama advert. There are many famous Chinese actors and actresses in this advert. :)
This is a commercial advert of the Great Wall credit card of Bank of China three year ago. It's good example of commercial drama advert. There are many famous Chinese actors and actresses in this advert. :)
Digital Culture
Digital Culture is a good book for understanding the New Media. It is a new recommanded book on Amzone. I have read several chapters and got some helpful notes.
"Two threads stitch together the global media scene in the twenty-first century. They are the dispersal of digital media-from computers to cell phones to digital television to the Internet-and the convergence of formerly separate media brought about by the digital revolution. "
"Digitization-in production, distribution and reception-transformed traditional media, starting in the mid-1990s: in satellite communications, in recording technology, in a new generation of television sets, in cable television, in radio and television broadcasting, and many more. From high-definition television(HDTV) to multiplexed phones to iPods to satellite radio-all these draw on various forms of industry convergence as well as digital technology. They threaten to break down the borders of older media, and challenge old structures of ownership, control, content and audience uses as well. "
"Digital media share one characteristic that differentiates them profoundly from older analogue forms: each copy of a digital text is not only perfectly reproduced but also perfectly reproducible, unlike the imperfections and degradation involved in copying older forms like audio and videotape."
"Television screens have both expanded and shrunk dramatically, from the increasingly theatre-like flat screens, now part of home entertainment centres, to the tiny windows on cell phones and iPods. The computer screen becomes a television, while television screens hook up with computers. Many former couch potatoes now use their television screens only for playing video games. New programme forms debut from 'mobisodes' and 'webisodes'-television material only available on cell phones or websites-to inceasingly interactive formats that allow views to affect the narrative, as in voting for the next Pop Idol or calling in question to be discussed on air. If we do not like such changes, YouTube and digital production technologies allow us to make our own television. Clearly, the digital revolution is still in progress, and television remains one of its main battlefields."
Michele Hilmes, 2009. A source of information. in Glen C. and Royston M., ed. Digital Cultures: understanding New Media., p46-54 1975. Maidenhead: Open University Press. Ch. 3.
Castaneda, Mari, 2007. The complicated transition to digital television in the United States, Television and New Media, 8(2): 92-106
"Two threads stitch together the global media scene in the twenty-first century. They are the dispersal of digital media-from computers to cell phones to digital television to the Internet-and the convergence of formerly separate media brought about by the digital revolution. "
"Digitization-in production, distribution and reception-transformed traditional media, starting in the mid-1990s: in satellite communications, in recording technology, in a new generation of television sets, in cable television, in radio and television broadcasting, and many more. From high-definition television(HDTV) to multiplexed phones to iPods to satellite radio-all these draw on various forms of industry convergence as well as digital technology. They threaten to break down the borders of older media, and challenge old structures of ownership, control, content and audience uses as well. "
"Digital media share one characteristic that differentiates them profoundly from older analogue forms: each copy of a digital text is not only perfectly reproduced but also perfectly reproducible, unlike the imperfections and degradation involved in copying older forms like audio and videotape."
"Television screens have both expanded and shrunk dramatically, from the increasingly theatre-like flat screens, now part of home entertainment centres, to the tiny windows on cell phones and iPods. The computer screen becomes a television, while television screens hook up with computers. Many former couch potatoes now use their television screens only for playing video games. New programme forms debut from 'mobisodes' and 'webisodes'-television material only available on cell phones or websites-to inceasingly interactive formats that allow views to affect the narrative, as in voting for the next Pop Idol or calling in question to be discussed on air. If we do not like such changes, YouTube and digital production technologies allow us to make our own television. Clearly, the digital revolution is still in progress, and television remains one of its main battlefields."
Michele Hilmes, 2009. A source of information. in Glen C. and Royston M., ed. Digital Cultures: understanding New Media., p46-54 1975. Maidenhead: Open University Press. Ch. 3.
Castaneda, Mari, 2007. The complicated transition to digital television in the United States, Television and New Media, 8(2): 92-106
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