Exam essay 1

How does digital media impact institutions and audiences?

Digital media has been developing fast within the past years and plays a huge part within peoples lives. There is a huge significance for media institutions and audiences. Without digital media it would be very hard to capture a large audience, this is because it would be harder to advertise films as they can't be done digitally. If there was not any digital media the film industry would not be on the scale it is today as production (software's will not be available stopping the use of effects), distribution (it will be a lot harder to promote and advertise the film as digital technology wont be available such as televisions, internet.) and exhibition (the film will not be able to be in certain formats e.g. DVD and Blu-ray.) will be a lot more difficult to carryout.

Hollywood are able to produce films at a very large scale due to their large budgets. Millions or even billions of dollars are put into the production, distribution and exhibition of a Hollywood movie, allowing incredible quality films to be produced. Without digital media the production of films will be very difficult, movie making software's would be unavailable for use meaning special effects would be nonexistent. This would means films under the genre sci-fi would not be available as there would be a lack in digital technology. This would drastically damage the film industry as an audience supporting sci-fi films will no longer be available for targeting. UK film industries are more based on independence, allowing film production to take place but at a way smaller scale; this is because of the smaller budgets available for production. Digital media would once again be essential for the production of films as film making software helps put a film together efficiently.

Distribution would also be very difficult without the use of digital technology. It would be a lot harder to promote and advertise new films without the use of internet and televisions. Film industries would have to stick to tangible advertisement such as newspapers. This would make it difficult for new films to get the exposure needed as individuals would not have the technology needed to find out information about new up and coming films. This shows the significance and importance of digital technology in today's world, without them a specific target audience would be difficult to reach.

Lastly exhibition would be effected if digital media was not available. A film can be produced and distributed but how would an audience consume it without digital technology? DVD and Blu-ray players are needed for an individual to view a film in a comfortable homely environment. Without digital media old fashioned cinema screening would be in use, this then makes me question if colour within a film would be available? Digital media is essential for an audience to watch the film at home, either over the internet or through their television screen via DVD / Blu-ray.

In conclusion without digital media the film industry would not be on the scale it is today. Millions of dollars and pounds are invested to produce the best quality films, without digital media these movies would not be available to the audience today. This just shows how much of an impact it has on institutions and audiences as without digital media i question if institutions would even generate enough money to survive within the market.