New and digital media offers media institutions different ways of reaching audiences.

New and digital media offers media institutions different ways of reaching audiences.
Consider how and why media institutions are using these techniques. (48 marks)
The internet has allowed media institutions to interact and engage their audience on a level that has not been previously possible. An example of this would be how the internet is now used by film institituions to promote their films. Before the internet became as popular as it it is now most films were advertised through forms like billboards, posters, magazine articles and advertisments shown on TV and in the cinema. The restriction with many of these promotional methods is that the majority are just static images and there is only so much information the audience can gather from these images compared to the adverts shown on TV as these ads often show key moments from the film in order to attract the audience. The internet has changed this as users can now access trailers online as well as access the films website which can have varying levels of interactivity with the most basic showing trailers and images from the film as well as release dates and other information. on the other end of the spectrum there are promotional sites such as the one for district 9. The district 9 site is more of an interactive product as it works like a mock up of a goverment website, it requres the user selects whether they are one of the aliens from the film or a human before showing a map of an area that shows where there have been alien sitings and other such relevent information. This user inetractivity is more likely to attract an audience to the film as audiences feel as though they are becoming more involved with the film through gaining informatuion such as some background to the storyline through this map.