15. FREE CHOICE - TOPSHOP.COM

Topshop.com is the website for Topshop, allowing you to shop online from the comfort of your own home. It is replacing the traditional way of shopping – allowing you to shop at any time through the internet. It is relevant to show the increase in internet shopping, and how the internet has helped people to lead a lifestyle which suits them better, not necessarily shopping at the ordinary times.

The main social group involved are girls aged 15-30, who shop in topshop, and can then use the website to either order clothes which they may not have had in store, to check out what is on offer before they go shopping, or to do extra shopping when it suits them. The website offers a lot to people who are interested in top shop clothes. You can subscribe through the website to a RSS – a really simple syndication – which allows you to easily get the news that interests you, in this case the daily fix, which chooses out several different clothes from the website in order to attract your attention. There is also a style blog on the main page which updates with different Topshop style headlines each day for example news of Emma Cook’s Topshop line. On the other half of the page there are specific clothes styles picked out, which you can then click on in order to be taken to that section of the page, for example the tee shop. There is also a lsit of different options on the left hand side of the page, which allows you to choose a more specific thing to look at, for example jeans or playsuits. Some of these are sub divided for example accessories, which is subdivided into purses, bags, hats, scarves, umbrellas and sunglasses.

Topshop is the institution involved and they use the website to market their products and create further interest in them. They benefit, as they can create a wider target audience, targeting people who may not have a Topshop in their area. The style blog allows them to create a specific focus, and advertise products, which may increase sales overall. The website also allows Topshop to market extra features, for example the Topshop credit card and style advisor getting people even more involved with the Topshop brand.

The website is a case of interactivity, as the audience can get more involved with the products available in store by finding out more information on them, personalisation is important, as the wish list option allows a page to be created which is dedicated entirely to your taste, convenience is key, as you can visit the website, and therefore go shopping, at any time of the day, convergence can also be seen as a video podcast and RSS feed are offered, all allowing Topshop to branch out into new areas, and finally reach can be seen as people all over the world can buy Topshop clothes, as they deliver anywhere in the world, allowing Topshop to receive recognition in other countries, apart from the UK.

11. PODCAST - PEYTON'S PODCAST

Peyton’s podcasts are a set of podcasts, which follow the show one tree hill. On the show, Peyton makes podcasts and so the producers have followed this through, with actually putting these podcasts on the internet. If you listened to the podcasts, you may be lead to believe they are actually based on real life, however they instead follow what is happening in the show. Recently these podcasts have developed in vodcasts and so now they listeners can also watch videos which have extra information, which is not necessarily connected with what is happening in the show at a certain time, for example OTH music. It is relevant to show the increase in internet use, and interactivity and also how fans can now extend their experiences, by downloading podcasts.

The main audience involved is viewers of the show one tree hill, as they can use the podcast to get extra information on the show. These viewers are generally females aged 14-20. People who do not watch one tree hill may be interested in the podcasts however it may be confusing for them, as the podcasts refer to things which happen in the show, which they will not know about. If you are really interested in the podcast, there is a website which you can then go to in order to discuss the podcast further. This allows you to extend your interest and therefore talk to people who are interested in similar things to you. The podcasts allow the listener to listen to extra information, when they are out and about, through their iPod for example, or when they are at home, via the computer. The fact that the podcasts automatically update means that the listeners can stay as up to date as possible. The podcasts also help to involve the audience more, as they can feel more in touch with the character as it is almost as if they are keeping a diary on their life, making it even more realistic for the audience. Generally however the podcast offers fans of one tree hill to find out more info, and more recently to view trailers which then may encourage their interest in the show even further.

CW the channel which broadcast OTH, benefit as it allows for extra publicity to be created. People who are browsing in the podcast section of the iTunes website may see the podcast, start to listen and then be encouraged to watch the show. As the podcasts are relatively cheap to make it also allows for not too much money to be spent in order for the show to be advertised further. The video podcasts allow for the show to be advertised, as the characters speak to the camera about when the next show is out and the trailers also help to advertise the show. Overall it is easy to see that the podcasts allow for extra advertising to be created, for a relatively cheap price. Peyton’s podcasts are a set of podcasts, which follow the show one tree hill. On the show, Peyton makes podcasts and so the producers have followed this through, with actually putting these podcasts on the websites. If you listened to the podcasts, you may be lead to believe they are actually based on real life, however they instead follow what is happening in the show. Recently these podcasts have developed in vodcasts and so now they listeners can also watch videos which have extra information, which is not necessarily connected with what is happening in the show at a certain time, for example OTH music. It is relevant to show the increase in internet use, and interactivity and also how fans can now extend their experiences, by downloading podcasts.

The main audience involved is viewers of the show one tree hill, as they can use the podcast to get extra information on the show. These viewers are generally females aged 14-20. People who do not watch one tree hill may be interested in the podcasts however it may be confusing for them, as the podcasts refer to things which happen in the show, which they will not know about. If you are really interested in the podcast, there is a website which you can then go to in order to discuss the podcast further. This allows you to extend your interest and therefore talk to people who are interested in similar things to you. The podcasts allow the listener to listen to extra information, when they are out and about, through their iPod for example, or when they are at home, via the computer. The fact that the podcasts automatically update means that the listeners can stay as up to date as possible. The podcasts also help to involve the audience more, as they can feel more in touch with the character as it is almost as if they are keeping a diary on their life, making it even more realistic for the audience. Generally however the podcast offers fans of one tree hill to find out more info, and more recently to view trailers which then may encourage their interest in the show even further.

CW the channel which broadcast OTH, benefit as it allows for extra publicity to be created. People who are browsing in the podcast section of the iTunes website may see the podcast, start to listen and then be encouraged to watch the show. As the podcasts are relatively cheap to make it also allows for not too much money to be spent in order for the show to be advertised further. The video podcasts allow for the show to be advertised, as the characters speak to the camera about when the next show is out and the trailers also help to advertise the show. Overall it is easy to see that the podcasts allow for extra advertising to be created, for a relatively cheap price.

Narrowcasting and fragmentation can be seen, as a niche fan base is created – those who like to watch one tree hill and want to further their interest by listening to the podcast, flexibility can be seen as fans can listen to the podcast whenever it suits them, and the automatic download means that new episodes are downloaded as soon as they come out, the website where the fans can further discuss the podcast creates democratisation as anyone can join in with the discussion, convergence can be seen through the use of video in some of the podcasts, which can then be consumed through the different portals, diversification is also relevant as special interest groups are created, as can reach as the podcasts can be accessed all over the world through iTunes, and interactivity as the fans can comment and feel closer to the character through the podcasts, finally personalisation is apparent as the podcast is specifically aimed at people who like one tree hill.

Narrowcasting and fragmentation can be seen, as a niche fan base is created – those who like to watch one tree hill and want to further their interest by listening to the podcast, flexibility can be seen as fans can listen to the podcast whenever it suits them, and the automatic download means that new episodes are downloaded as soon as they come out, the website where the fans can further discuss the podcast creates democratisation as anyone can join in with the discussion, convergence can be seen through the use of video in some of the podcasts, which can then be consumed through the different portals, diversification is also relevant as special interest groups are created, as can reach as the podcasts can be accessed all over the world through iTunes, and interactivity as the fans can comment and feel closer to the character through the podcasts, finally personalisation is apparent as the podcast is specifically aimed at people who like one tree hill.

14. HOTLY TIPPED PRODUCT - IPHONE

The iPhone is three "amazing products" – mobile phone, widescreen iPod and breakthrough internet communications – in one. It is replacing the conventional mobile phone, with more features, a better music player, increased internet capabilities and more importantly a memory of 4GB or 8GB. It also has a 2MP camera, touchscreen, as well as Bluetooth and wi-fi capabilities. It is relevant to show the increasing demands of the audiences, and the converged devices which are now being produced. The technology involved, is internet, camera, phone, Bluetooth etc.

The phone interests a wide target audience from the ages of 14 – 35, however mainly males. Music lovers will like the fact that the phone has a relatively big memory so that can store a lot of songs on the phone, teenagers will also like that there is Bluetooth allowing them to effortlessly share their files with their friends, and business men will like the increased internet capabilities which allow them to constantly stay in touch. The phone offers a lot and is seen as a breakthrough in communication devices. The main thing that interests people are the inbuilt iPod capabilities, as a lot of people have ipods, and by converging this device with a phone, it makes life easier for the audience as they do not have to carry two devices – it is all in one.

The institution involved is Apple, who are producing a break through product, which is bound to be extremely popular with the audience, especially following the success in past years with the iPod. The fact that iPod chose to introduce the product several months earlier than its release date (June 2007) allows interest to be created, and thus when the product is eventually it will be in a lot of demand.

Regulation is a factor that needs to be taken into account here as music is often downloaded illegally. This is something which can not really be control, as there are too many people doing it to prosecute everyone. This means that everyone continues to do it. Quality is a factor, as the 2 MP camera is an example of what is being improved through the new technology. Convergence however is probably the key thing. With all of the advance features that the iPhone offers a lot of different technologies have been combined to provide the audience with this e.g. camera and iPod. Portability is a factor, as the point is that you can take the device with you and then do a lot of things with it, regardless of where you are, this is similar to miniaturisation, where even though the product has a lot more features, it is still relatively small considering. The phone is also an example of personalisation, as the things that people put on the phone can be personalised according to their interests for example different music.

13. ACTIVITY – SOCIAL NETWORKING – MSN

Social networking is the communication of people over the internet for example through msn and Myspace and is replacing the conventional ways of communicating

The internet encourages people to speak, whilst you may never think of calling someone, talking over the internet is convenient and allows you to do several things at once.
The main people that social networking targets is 14 – 19 year olds especially msn, however Myspace is also starting to be used by older people as a dating site, where they can meet new people. Teenagers also use it to meet new people and boost self esteem by posting pictures which can then be commented on. MSN however is probably the most popular form of social networking in the UK. You can communicate with people all over the world, talk to several people at once, or take part in group convocations. Msn also allows you to easily share files such as pictures and music with your friends, and play games with each other for example tic tac toe. Msn plus also creates more options for the audience, as it gives them even more features. A popular one is boss lock which allows you to hide your msn if people come into the room, extra colour features for your font, and renaming of contacts is also possible.

Most people use msn to talk through the conversations however there are other features that people may use. For example if you have family on the other side of the world you could use your webcam to see them, or if you have new clothes which you want to show to your friend you could also do this trhough the webcam. Microphone conversations allow you to speak to the person rather than having to type to them, making it even easier for people to communicate.

The institution involved with msn messenger is MSN. They benefit, as they know messenger is a popular thing, which they can then play of through advertising as well as added features which you can only get through paying for example extra backgrounds for your messenger conversations. Advertisers also benefit as they can pay to get their product incorporated into the service, for example there are several options available down the side of the messenger screen which include dating.

Interactivy is important here, as people can use msn the way that suits them for example whilst they can talk to their friends they can also web cam them, or play games with them. Personalisation is important, as the media can be adapted to suit your own personal needs, for example with the add on feature of msn plus which allows you to rename your contacts, and the fact that you can change your font and display picture to suit your tastes. Finally reach is important as msn allows people from all over the world to communicate easily, as long as they have the software installed on their computer.

10. VLOG – LONELYGIRL15

Lonely Girl 15’s You Tube “vlogs” have become a cult internet phenomenon since they first debuted in June 2006. When Lonely Girl 15 first started it was thought by all that she was Bree, a home schooled, American girl and her daily vlogs became compulsive viewing for millions. However, cynics believed that she was faking it, and a debate on the LG15 forum uncovered the truth that Bree was in fact New-Zealand actress Jessica Rose, the work of 3 wannabe script writers who wanted to tell a realistic fictional story. Despite all of this being revealed Lonely Girl 15 still continues to post blogs and her popularity is still huge. As well as being the most subscribed to vlog, she also won the biggest web hit award on VH1’s big in 2006 awards. Vlogs are replacing the conventional blogging on the internet by allowing the audience to share their thoughts through videos rather than just text. This is relevant to show the increase in internet use, the development in blogs, and how the big the development of a cult phenomenon can become amongst fans.

The main people who watch Lonely Girl 15 are female teenagers who feel that they can relate to Bree’s story. However since Lonely Girls 15s reveal many feel cheated and don’t watch her anymore however, this has also gained more exposure for her meaning even more people are interested in her “life”. They watch it as it allows them to act as a voyeur – they can get insight into a real persons life, and share her thoughts and feelings. They may also be able to relate to the situations she is in, as even though it has been discovered that the whole thing was made up, it was made to be as realistic as possible, allowing the audience to relate. They also use the bog to meet new people, who are interested in the same thing as them. Fansites such as lonely girl 15 can be created due to this interest in her life by some people. However, not everyone consumes Bree’s life in the same way. Whilst some are fans who are just interested in Bree’s blogging others take their interest further by joining the fan site and commenting within it.

The company behind the idea are involved, however the main institution involved is youtube, who act as a platform for Bree to display her videos to the world. The website has slightly helped to increase youtubes exposure, as fans of Bree who log on to see her videos, may then stay and explore other parts of the websites. The main technology involved is a high quality webcam, which allows the videos posted to be of a good quality for people to watch.

Lonely girl 15’s blog is a good example of interactivity. As well as allowing Jessica Rose to post her life on the internet, people can comment on this as well as subscribe to her videos in order to receive updates when they are updated. This is also an example of persoanlisation, as she has edited the colours of the page in order to suit her tastes and included the websites that are of nterest to her on it. Qulaity has also improved, as the webcam quality we receive here is different to the old webcams, that had a much poorer quality. The website is also a key example of democratisation. The fact that Jessica Rose was easily able to set up her own vlog, and then post videos on it shows how easy it is for anyone to get in on the act and join the internet revolution. Reach is also apparent as people all over the world can access lonely giril 15’s blog by logging on to youtube. This has allowed for a world wide fanbase to be set up. However regulation, was a factor in the blogs, as Bree used to play RIAA controlled music in the background such as Nelly, however, she soon moved on to using music that could be used legally , largely under the creative common licence such as CC Mixter, due to refgulation rules.

12. CONVERGED TECHNOLOGY – SIDEKICK 3

A T-Mobile Sidekick is a phone that lets you stay connected “the way you want, when you want”. You can do almost anything on a sidekick, and the development into a sidekick 3 with added features means it is beginning to replace conventional mobile phones, as well as MP3 players, as due to the large memory capacity people may feel that they don’t need both an MP3 player and a phone, when they can just have the sidekick. This is also similar with a camera, as although the picture quality is lower than most digital cameras, it is more convenient, as you have it built into your phone, which you take almost everywhere you go. The technology involved is a phone.

The main target audience for the Sidekick is girls aged 14-24 as it means that can constantly keep in touch with their friends. The fact that celebrities such as Paris Hilton and Lauren Conrad (from Laguna Beach) also have one influences their opinion on the phone, as they want to be similar to them. Recently, however T-mobile have tried to make the Sidekick appeal to boys as well as girls by creating a D-wade Sidekick, designed by an NBA player.

The sidekick is quite a big phone, however this is mainly because it has a keypad on it, allowing for the audience to easily type email messages and AIM messages. The phone has a 1.3MP camera, internet access with instant messenger, email, phone and Bluetooth, and a music player, as well as an extra 1GB memory capacity through the use of a memory card.

However, these different groups may use it differently. Boys may be more interested in keeping up with the latest sports news, whereas girls like to constantly keep in touch with their friends. However, both groups probably find that all the features are relevant to them in some detail.

From an institutional point of view T-Mobile want to produce this phone to keep up with technology and also to keep the teenage audience, which is especially helped by the fact that Paris Hilton has her very own sidekick. The way the phone is exhibited is essential to the audience. The website ties in with the teenage age group, as it is set on a street, which you navigate around using your own sidekick. You can also choose the music that plays, mimicking one of the main features of the sidekick. It is also important for t-mobile, as it is a product, which no other company really has. It is a PDA style device, but with features that are aimed at teenagers, which puts them in a strong position within the market.

The sidekick is a good example of portability, as it allows you to consume media on the go, for example instant messaging due to the built in AIM and MSN capability, the sidekick 3 is also an example of miniaturisation, as even though the phone is slightly bigger than others on the market, it is much smaller than the previous models, the phone also allows for personalisation as the audience can adapt the technology to suit their lifestyle, for example by uploading on to it their favourite songs. Quality is increasing, which we can see from the 1.3MP camera, and we can also see convergence, due to all the different technologies that can now be consumed through the sidekick.

8. BLOG – OHNOTHEYDIDNT

Ohnotheydidnt is a livejournal community where celebrity gossip is posted. In order to post and comment you have to join the community by having a livejournal, however this is free to do. If you don’t want to do this, you can just read the community for free regardless. The community is updated on a regular basis by people from all other the world, and it shows how much people can talk about things that interest them, and how the internet has allowed for niche communities such as this to be set up. The technology involved is the internet as this is an internet community.
The main people who use this blog are females aged 15-25 who are interested in celebrity gossip. Although the majority of these people come from America, as it is accessible from all over the world it means there are also plenty of members from the UK and Canada. This is because they are the age most interested in celebrity gossip; particularly in their downfalls as it lets them feel better about themselves and in some cases can be humorous. The site is constantly updated so the audience always know what’s going on. This very different to how it used to be. Before gossip lovers depending on magazines to update them with what was going on and had to be content with one fixed opinion weekly. Now, they can visit many websites, get plenty of different opinions, at regular opportunities, as well as with the increased feature of embedded video, for example Hilary Duff on Loose Women. There is also the chat feature, allowing you to have instant conversations with anyone all over the world, who is currently on the ohnotheydidnt page. This allows you to instantly discuss your views with people who are interested in the same thing as you.

The livejournal its self is simply laid out with the headline at the top which has 4 links incorporated into it – info, for more information on the community itself for example number of members (48,783 members and counting ), chat, where using “gabbly” you can have online instant messenger chats with anyone in the world who is on ohnotheydidnt at that moment in time, join, which leads you to a link to join the website in order to post and finally email, which gives you the sites email address (weeatcelebs@gmail.com). Underneath is the gossip, ranked chronologically, with the most recent first.

Livejournal is the main institution involved, as they provide the hosting site for the blog its self. In general though not many institutions are involved as it is a blog, which members of the public contribute to and there are no adverts. The gossip posted is about everyone and anyone, so in theory a company could start a gossip trail, ending up with their product on the site however this is quite unlikely.

This blog is an example of interactivity as the people who are involved can edit and post their own input on the website, immediacy as it is done through the internet, personalisation as the media is for a specific group of people – those interested in celebrity gossip and flexibility as the media can be accessed 24 hours a day. Democratisation can be seen as anyone can join in, as long as they have a livejournal putting in any news stories they may have seen, as well as commenting on other people’s stories, and so can convergence due to the fact that videos can be placed on the site. Diversification can also be seen, as the site is made for a niche audience who have a special interest in gossip. Reach can be seen as the site is on the internet, and anyone can access it from all over the world – since the 17th of September 2005, 44, 544, 377 people had visited the site (figure taken on 17/04/07), as well as fragmentation through the specialist subject being discussed on the website. Finally regulation, or the lack of, can be seen as anything can be posted, and this includes water marked images from sites such as Getty Images, for example Paris and Nicole on the set of the simple life.