Media is termed as a communication tool which is mainly used for communication among various aspects. In addition, the storage and delivery of the information can also be done by proper use of media applications. In general, there are two types of media applications services, the one is communication media which is used to share information, and the other is the print media, which is used in press, film industry or even publishing industry. Moreover, the media services can range from the electronic media like the televisions or web series, or the social media like facebook or twitter.
The use of media can be thought from the early history where cave drawings were meant to depict information about a civilization. Later in 550 BC, the Persian Empire was responsible for developing a communication system which made the first mailing system to be accepted (Jenkins, Ford & Green, 2013). Now-a-days, the use of the communication media is mainly done to reach the audiences out in the world. This has been also accepted by companies across the world to reach out to the media advertisers and get awareness. Furthermore, the term fans come from this connection between the emotional status of an individual and a brand.
A category known as the fandom is a subculture which consists of fans with a same emotional feeling towards a common interest. These fans are always engaging on every minute detail about the object they follow. This can also include the engagements made in the social media websites or any other platforms (Duffett, 2013). The interests can range from various objects or fashion items to celebrities. Fandom can thus be addressed as an interconnection among various individual fans with a common liking towards a certain item.
The digital era has given rise to a new point in fandom leading to the development of a new type of relationship among the fans and their engaging contents. While some fans like the digital innovations of the media, some still does not approve of this innovation and still considers the traditional ways of media innovation (Levine, 2015). This is the reason for the development of a new trend in the cultural productions across the globe. In the year 2004, the channel of UK, Sky One, showed a premier episode of the Battlestar Galactica. After the release of this episode, the fans quickly uploaded a streamed quality in BitTorrent resulting in a lot of pirated versions being released. Although, this resulted in a great crime of violation of producer rights, the advantages it created far exceeded the impacts. As a result, those people who watched the pirated versions made an awareness which led to a lot of people watching their first series. This is a clear example of piracy being treated as fan-made innovations.
This has been the result for the music industry where piracy has been used multiple times for reaching out to audiences (Fuchs, 2017). This is mainly due to the reduction of sales of CD which have not been able to make the necessary promotions till date. Thus, many companies have used the peer sites like Napster to give pirated contents for successful media promotions. The music industry has different implications in their business model, the first and the second level. In the first model, the main business involves selling the products directly to the customers while the second level model involves advertising the same television shows in those pages. In cases of piracy, the first level solutions will be faced with business reductions while the second level model will not get reductions in business.
Meaning is made when people are in groups. Audience is termed as a view which is based on the ambiguous and disempowering views as considered by the individual readers. However, it can be said that a demographic solution do not comprehend he need of a community. Rather, the views of the common interest make up a community (Curwood, Magnifico & Lammers, 2013). This communication is done in the form of a relationship among the producers and the consumers in fan media. This do not necessarily imply that the consumers will blindly take whatever the producer has to sell but means that feedback is a driving force that have been taken into considerations. In addition, it can be stated that media consists of value related messages. This is also dependent on the concept of ideology where they are associated in striking a deep relation in the minds of the fans. Although the justification based on the CML model of media analysis states that the basic use of media is to get profit or power from businesses, their use can now-a-days be used to get emotional attention (Hills, 2013). It can be said that media messages allow the audience to get an understanding of the various beliefs and values which is responsible for the very creation of the media. Furthermore, it can also be stated that the television or social media platforms are not only a place to get information or relax, but can also be included as a place where power, belief and economics creates a very existence in the minds of the population involved.
Sometimes, the messages depicted from the use of media are made from the reconstruction of other media that are in the same niches as the first media. For example, a message from a social community in the media may be reconstructed from another media from news reports. Thus, it can be said that media messages are being used to emulate reality (Sisask & Värnik, 2012). But in order for media to reach their intended reach, the messages must set some emotions in the minds of them. So, this is the reason for the individuals and the audiences make a meaning out of the media messages. For example, the sombunall media are mainly used for commercial purposes which are also associated for striking pleasure in the audiences concerned. Thus, it can be stated that the media are termed as a map.
Meaning from media messages have long been used to symbolize cultural diversity. According to the amount of perception received, they are made viable to the intended audiences so that their impacts can strike deep meanings. In addition, it can be said that the symbols used in media messages depicts an image which is used to enable the perception of these messages. According to this, brands, texts and logos are made to convey a message regarding their involvements in the people. According to their educations and individual beliefs, the perception of these messages is analyzed in their minds (Meyers, 2012). Similarly, the media is also used to transform the complex meanings of the legal objects pertaining to any corporation or association to simple words with symbolic references. This can be also said that celebrities associated side by side with another media message, can be termed as a symbolic media realities. For example, the celebrities like Shakira or Beyonce are sometimes the characters in a media.
In the year 2007, producers of the Battlestar Galactica wanted to achieve greater promotions for their upcoming activities. This made them to invite the fans of the show to become a part of a tribute film which was supposed to air in television for four minutes. Their website also included a menu with various tabs which allowed the fans to download and watch or listen to audios or videos (CUBN (Colonial United Broadcasting Network), 2017, pp 3). However, the producer of the marketing materials, Julie Russo, argued regarding the difference in contents among the applied promotions and the traditional fan practices. She also claims that those fans that always make a trend of applying songs in the video for mashes are too much engaged in non-hierarchical messages. Additionally, it can also be included that there are some percentages of the fans that have no interest in making their own mashed creations or engaging in fan-made contents.
Fans are always engaging in the contents of their favorite entities. They also create their own works by changing the audio tracks of a video and then promoting them in their own sites (Stavros et al., 2014). However, those fans that neither make these contents nor do engage in their fellow fan made contents are also said to get annoyed by the extra contents made by the producers. The show Battlestar Galactica included various podcasts with their shows to give something else in their platforms for their viewers. Although, some percentages of the fan audiences enjoy these extensions but some of them are also said to be annoyed by them (Clavio & Walsh, 2014). Although something extra can be good for a show to get more engagement, it can also be a different way to get criticized.
These messages from the media have long been associated with making a difference between the minds of a fan and a critic. In the year 2012, when the batman film “The Dark Knight Rises” came in the industry, it made a great impact among the batman fans despite of the opposing comments made by the critics. In addition, those critics who were associated with giving negative comments received death threats from the fans.
In addition, the media is also said to involve the fan interactions in cultural diversions. There have been associations of the media interests with the cultural diversities. This is also another reason for the minorities getting an idea from these messages. For example, the minorities are getting ideas about the English culture from the television shows and films (Hilton-Morrow and Battles, 2015). This is also giving an idea about the needed customary attire and the needed way of speaking. This has also been the way of making these minority population adapted to their intended cultures.
Thus, it can be concluded from this essay that the use of media is considered to be a great and effective tool for reaching out to the population and making them aware about the needed diversity. The messages that are analyzed from these media are mainly used to strike a deep understanding among the minds of the audience. This has also been the driving force of distinction among the fans and the critics. In addition, the media is also responsible for the interpretation of various messages by the minority population making them more accustomed to the cultural diversities that exists around the globe.
References
Chow-White, P. A., Deveau, D., & Adams, P. (2015). Media encoding in science fiction television: Battlestar Galactica as a site of critical cultural production. Media, Culture & Society, 37(8), 1210-1225.
CUBN (Colonial United Broadcasting Network). (2017). Battlestarfanclub.com. Retrieved 22 November 2017, from https://battlestarfanclub.com/group/cubn-colonial-united-broadcasting-network
Curwood, J. S., Magnifico, A. M., & Lammers, J. C. (2013). Writing in the wild: Writers’ motivation in fan?based affinity spaces. Journal of Adolescent & Adult Literacy, 56(8), 677-685.
Duffett, M. (2013). Understanding fandom: An introduction to the study of media fan culture. Bloomsbury Publishing USA.
Fuchs, C. (2017). Social media: A critical introduction. Sage.
Hills, M. (2013). Fiske’s ‘textual productivity’and digital fandom: web 2.0 democratization versus fan distinction. Participations, 10(1), 130-153.
Hilton-Morrow, W. and Battles, K. (2015). Sexual Identities and the Media: An Introduction. NYC: Routledge (SIM)
Jenkins, H., Ford, S., & Green, J. (2013). Spreadable media: Creating value and meaning in a networked culture. NYU press.
Levine, E. (Ed.). (2015). Cupcakes, Pinterest, and Ladyporn: Feminized Popular Culture in the
Early Twenty-First Century. Urbana, IL: University of Illinois Press. (CPL)
Meyers, E. A. (2012). ‘Blogs give regular people the chance to talk back’: Rethinking ‘professional’media hierarchies in new media. New Media & Society, 14(6), 1022-1038.
Muir, J. K. (2014). An Analytical Guide to Television’s Battlestar Galactica. McFarland.
Scholz, T. (Ed.). (2012). Digital labor: The Internet as playground and factory. Routledge.
Sisask, M., & Värnik, A. (2012). Media roles in suicide prevention: a systematic review. International journal of environmental research and public health, 9(1), 123-138.
Stavros, C., Meng, M. D., Westberg, K., & Farrelly, F. (2014). Understanding fan motivation for interacting on social media. Sport Management Review, 17(4), 455-469.
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