I enjoyed working on this project. It reminded me of how much I enjoy video editing, which is something I have not done for several years. Since I do have video editing experience, I decided to try the audio editing. In many ways, audio editing is very similar to video editing. You have to piece together various components to make a cohesive final project. I definitely noticed different aesthetic dimensions with audio editing. I focused a lot more on the voice-over and the music choice. For the music overlay, I started out with the beginning of the "Fall in the River" song. I then discovered towards the end of the song that the mood and feel of the song drastically changes. The song has a sort of avant-garde sound with a mix of ambient and outdoor sounds. I really liked how this part of the song went with the voice-over pieces that I had chosen. I had to copy this section of the song and edit it together in order for it to be long enough to go with the voice-over.
This project has reawakened my enjoyment of editing. I hope to find more project in the future where I can utilize these skills.
Attached is a copy of the audio piece that I edited together:
Friday, November 6, 2009
Sunday, November 1, 2009
"Free: The Future of a Radical Price" by Chris Anderson
Chris Anderson, editor-and-chief of Wired magazine and author of The Long Tail, released his latest book, Free: The Future of a Radical Price, in several different free digital formats including Google Books, Scribd.com, and Wired.com. Anderson argues that in the digital marketplace the best way to make money is to give your products away for free. Countless online companies provide their information, products, and/or services for free in the hopes of selling something else. Some sites, like Craigslist and Wikipedia, even provide their services with no expectation of being paid at all. Anderson explains that older critics, who grew up in the twentieth-century, are suspicious of "free" and believe that we will all pay sooner or later, while younger critics, the Google Generation, have grown up with everything digital being free. Anderson explains that Free is now a global economy that is essential for digital marketers to understand and embrace.
The book begins by introducing the reader to a couple of key product examples that utilized Free to build a successful brand. The inventor of Jell-O was not having success selling his product until he came up with the idea to give away free Jell-O recipe books. This built demand for the Jell-O product and the rest is history. The other example describes King Gillette's invention of the disposable razor. Just like the Jell-O product consumers were not interested in purchasing the razor product until Gillette decided to give away part of the product for free. Consumers could not use the free product unless they purchased the rest of the razor, but by giving away a part of the disposable razor, Gillette created demand for his product.
These two examples explain the power of Free. Today, marketers do this every day by giving away samples, offering buy one get one free, or providing a free gift with the purchase of the product. Marketers hope that by enticing consumers with free incentives consumers will buy their products.
Anderson explains that the digital marketplace follows four different free model categories. These are:
FREE 1: Direct Cross-Subsides: Any product that entices a consumer to buy another product. For example, a mobile phone company may not make money off the user's unlimited minutes, but it will make money off the text message and voice mail fees.FREE 2: The Three-Party Market: The content, service, software, etc. are provided to the consumer for free. The advertiser pays the publisher for ad space, so the publisher can provide the content to the user for free.
FREE 3: Freemium: A product or service that is provided for free, but can be upgraded to a premium paid service. For example, Flickr offers its standard service for free, but a consumer can upgrade to Flickr Pro for $25 per month.
FREE 4: Nonmonetary Markets: Anything individuals decide to giveaway with no expectation of a payment. This is also known as the "Gift Economy." For example, Wikipedia provides millions of articles to build their reputation and page rank.
The author provides examples of various new media models that have created successful businesses. The Obama campaign advertised on billboards in Xbox games. Second Life has built a revenue model behind the purchasing of real estate in the virtual world. Radiohead's name-your-own-price digital downloads of their most recent album gave consumers the power to decide on the pricing of the music. All of these examples have a free component build into the product, but there is added paid incentives with each product.
Another interesting point that Anderson asserts is China's widely accepted practice of piracy. 95% of the music downloads are pirated, and the artists are happy to receive the free exposure in the hopes to build a fan base that will buy their merchandise and attend their concerts.
There are many other aspects of "free" that Anderson discusses including the Linux free platform versus the Microsoft paid platform, and the Yahoo Mail storage space versus the Gmail storage space. Companies like Microsoft and Yahoo have had to come up with ways to continue to be viable when new companies offer similar products for free.
Anderson concludes his book by explaining that Free cannot be the only source of a successful business. It must be paired with paid in order to be successful. He reminds the reader of King Gillette's successful business model of providing a free product that was paired with a purchased product. In today's market, entrepreneurs have to invent products that consumers love and are also willing to purchase. He closes by saying, "Free may be the best price, but it can't be the only one."
Work Cited
Anderson, Chris. Free: The Future of a Radical Price. New York: Hyperion Books, 2009.
Monday, October 26, 2009
An Interview with Andrew Feenberg by Mark Zachry
Alan Feenberg image provided by Google Images
Zachry begins the piece by introducing Andrew Feenberg. Feenberg is a leading thinker in the philosophy of technology in contemporary society and has focused his thinking on understanding how technology and culture are connected. Zachry also mentions Feenberg's previous books and explains his academic background.
Zachry separates the interview into categories:
Computers and Communication Feenberg outlines how he became interested in the philosophy of technology with his work with the Western Behavioral Science Institute in the 1980s. He created the first online educational program. The institute provided him with a computer, which at the time was not a mainstream product. Computers were mainly used for filing and calculating. He also worked with France Minitel to introduce computer conferencing. These early studies helped launch Feenberg into his work with communication and computers, which was also known as computer-mediated communication.
Critical Theory and Design Feenberg says critical theory was developed during the 1930s through the Frankfurt school, who were German philosophers, Adorno, Horkheimer, and Marcuse, who developed a new version of Marxism. He explains Marcuse's book One-Dimensional Man. The book first critiques American societies' inability to think without media, and its obsession with consumer goods and shopping. The book then offers the idea that technology could also work harmoniously with society. Feenberg provides an example of how this has come about by explaining how broadcast television, which is mainly controlled by private companies, controls the public sphere with undemocratic thinking. He then explains that the Internet has broken the broadcast mold by allowing its users the ability to communicate opinions freely through online communities. He is not sure if the Internet will continue to be open or if corporations will take control.
Hacking, Creative Appropriation, and User Agency Feenberg explains that people hack or redesign a technology to better represent their lives. He thinks the best form of feedback is through the democratic process that allows users to communicate with corporations and vice-versa.
Social Design is the creation of social spaces to serve different configurations for online communication.
Technical Communication must provide user-friendly communication with the nontechnical public to make it easy to understand the technology. Designers cannot expect a user to use a product if it is not easy to understand how to use the device. It would be beneficial if users could communicate with designers to build user-friendly products.
Workplace Culture Feenberg explains that he mainly understands academic culture, but he does offers some experience he had with corporate culture. He describes "management nihilism", which is upper management's power to make decisions about ideas that they are not familiar with. He explains that technology is much more random and chaotic than organized and thoughtful.
Online Communities and Education He studied online communities and people's online interaction with these communities. He explains how he dealt with backlash from the academic community for his support of online education, and he emphasizes his belief that online education is all about human interaction. He also built software that allowed users the ability to summarize discussions, which he thinks is essential in the online learning process.
Multiculturalism and Technological Development Feenberg believes that globalization will not lead to one culture, because the world is too culturally diverse. He thinks technology will adapt to other cultures and will prosper differently than what we are currently familiar with.
Future Projects Feenberg is currently writing a philosophical book that is focused on the works of Heidegger and Marcuse.
Zachry begins the piece by introducing Andrew Feenberg. Feenberg is a leading thinker in the philosophy of technology in contemporary society and has focused his thinking on understanding how technology and culture are connected. Zachry also mentions Feenberg's previous books and explains his academic background.
Zachry separates the interview into categories:
Computers and Communication Feenberg outlines how he became interested in the philosophy of technology with his work with the Western Behavioral Science Institute in the 1980s. He created the first online educational program. The institute provided him with a computer, which at the time was not a mainstream product. Computers were mainly used for filing and calculating. He also worked with France Minitel to introduce computer conferencing. These early studies helped launch Feenberg into his work with communication and computers, which was also known as computer-mediated communication.
Critical Theory and Design Feenberg says critical theory was developed during the 1930s through the Frankfurt school, who were German philosophers, Adorno, Horkheimer, and Marcuse, who developed a new version of Marxism. He explains Marcuse's book One-Dimensional Man. The book first critiques American societies' inability to think without media, and its obsession with consumer goods and shopping. The book then offers the idea that technology could also work harmoniously with society. Feenberg provides an example of how this has come about by explaining how broadcast television, which is mainly controlled by private companies, controls the public sphere with undemocratic thinking. He then explains that the Internet has broken the broadcast mold by allowing its users the ability to communicate opinions freely through online communities. He is not sure if the Internet will continue to be open or if corporations will take control.
Hacking, Creative Appropriation, and User Agency Feenberg explains that people hack or redesign a technology to better represent their lives. He thinks the best form of feedback is through the democratic process that allows users to communicate with corporations and vice-versa.
Social Design is the creation of social spaces to serve different configurations for online communication.
Technical Communication must provide user-friendly communication with the nontechnical public to make it easy to understand the technology. Designers cannot expect a user to use a product if it is not easy to understand how to use the device. It would be beneficial if users could communicate with designers to build user-friendly products.
Workplace Culture Feenberg explains that he mainly understands academic culture, but he does offers some experience he had with corporate culture. He describes "management nihilism", which is upper management's power to make decisions about ideas that they are not familiar with. He explains that technology is much more random and chaotic than organized and thoughtful.
Online Communities and Education He studied online communities and people's online interaction with these communities. He explains how he dealt with backlash from the academic community for his support of online education, and he emphasizes his belief that online education is all about human interaction. He also built software that allowed users the ability to summarize discussions, which he thinks is essential in the online learning process.
Multiculturalism and Technological Development Feenberg believes that globalization will not lead to one culture, because the world is too culturally diverse. He thinks technology will adapt to other cultures and will prosper differently than what we are currently familiar with.
Future Projects Feenberg is currently writing a philosophical book that is focused on the works of Heidegger and Marcuse.
Sunday, October 25, 2009
The Design of Everyday Things: Preface and Chapter 1: Donald A. Norman
The author, Donald Norman, focuses his research on applications and design of "everyday things." He explains the mistakes in the design of telephones, home cooling & heating systems, digital watches, etc. He believes that user's inability to use a product is not the fault of the user but rather the fault of the product's design. Users seem to blame themselves for not understanding how to use the product.
He discusses three critical topics that were developed in his book:
1. It's not your fault: The person's inability to use a product is not their fault. It is the responsibility of the product's design.
2. Design Principles: Provides designers with techniques to build products that are easily understandable and useable.
3. The Power of Observation: The author hopes to change the way people interpret design. He wants users to notice badly designed products, and he hopes educated users will make more informed decisions about the products they use and demand more user-friendly designed devices.
After reading these excerpts, I begin to think of everyday products that I use, and I thought of an example of good design and bad design:
Bad Design: The Nokia N75 was the phone I had before the iPhone. I had this phone for over two years and I never learned how to add music, update pictures, use the web browser or text message. I even took it to a Nokia store for their assistance, but they were unable to help me. Now I would say that is pretty bad design on Nokia's part.
Good Design: The Apple iPhone is an easy to use straight-forward mobile phone. I received the phone and immediately learned how to add applications, phone numbers, music, etc.
He discusses three critical topics that were developed in his book:
1. It's not your fault: The person's inability to use a product is not their fault. It is the responsibility of the product's design.
2. Design Principles: Provides designers with techniques to build products that are easily understandable and useable.
There are several principle steps to this process including:
o Conceptual Models: The human mind is always trying to find meaning and understand events. A good design always has communication between the designer and the user. There is a relationship between the device and the controls, so the user knows how to complete the job.
o Feedback: The design of a product must always show the effects of the action otherwise the user will not know if the product is working.
o Constraints: Only provide the user with the ability to choose one way to use the product.
o Affordance: The primary properties that conclude how the device can be used.
o Conceptual Models: The human mind is always trying to find meaning and understand events. A good design always has communication between the designer and the user. There is a relationship between the device and the controls, so the user knows how to complete the job.
o Feedback: The design of a product must always show the effects of the action otherwise the user will not know if the product is working.
o Constraints: Only provide the user with the ability to choose one way to use the product.
o Affordance: The primary properties that conclude how the device can be used.
3. The Power of Observation: The author hopes to change the way people interpret design. He wants users to notice badly designed products, and he hopes educated users will make more informed decisions about the products they use and demand more user-friendly designed devices.
After reading these excerpts, I begin to think of everyday products that I use, and I thought of an example of good design and bad design:
Bad Design: The Nokia N75 was the phone I had before the iPhone. I had this phone for over two years and I never learned how to add music, update pictures, use the web browser or text message. I even took it to a Nokia store for their assistance, but they were unable to help me. Now I would say that is pretty bad design on Nokia's part.
Good Design: The Apple iPhone is an easy to use straight-forward mobile phone. I received the phone and immediately learned how to add applications, phone numbers, music, etc.
Sunday, October 18, 2009
Digital Footprints by Madden, Fox, Smith, Vitak
"Digital Footprints" is a Pew Internet Report that analysis users' awareness of online accessibility to their personal information. In the age of Web 2.0, name, address, and phone number are now common personal information that is easily available online. I remember a time when the only source for locating people was through the phone book, which reminds me of a scene from "The Jerk." I found the clip, although the quality is not very good and it is rather long. Here it is:
via videosift.com
Now I don't think anyone got that excited about having their name in the phone book, but before the web that was our only source for locating people.
Today, internet users provide vast amounts of personal information about themselves. Users' personal text, photos, and videos are now readily available online. The study defines individuals’ level of online privacy concerns into four categories: "Confident Creatives" make up 17% of users. They are not concerned about uploading personal information to the web, but they do take steps to limit personal information. 21% of users are "Concerned and Careful." They actively limit their online data. 18% of users are "Worried by the Wasteside." They are anxious about their personal information being publicly available, but do not actively prevent this information from being on the web. Finally, "Unfazed and Inactive" are the largest user group at 43%. This group does not worry about their personal information being online nor do they limit this information from being available.
It's somewhat surprising that the majority of users are not concerned that personal information is available for public consumption. 60% of users are not concerned about their personal information being available online, and 61% of adults do not limit the amount of personal information available about them online. Only 38% say they have taken steps to limit the amount of online information that is available about them.
Internet users are now becoming savvier about finding their personal information. 47% of users have become aware of their digital footprint via search engines, and more than half of all users have searched for other users online.
Today, in the landscape of Web 2.0 internet users must become more cognizant about their digital footprint. Providing personal information for public consumption is an acceptable norm, but users’ online information must maintain a level of professionalism. By offering personal information freely on the Internet, individuals are providing friends, colleagues, potential employers, etc. the opportunity to see into their personal lives. Anyone who uses the web for social networking, blogging, etc. must always remember this, so they can control the public's perception of them.
via videosift.com
Now I don't think anyone got that excited about having their name in the phone book, but before the web that was our only source for locating people.
Today, internet users provide vast amounts of personal information about themselves. Users' personal text, photos, and videos are now readily available online. The study defines individuals’ level of online privacy concerns into four categories: "Confident Creatives" make up 17% of users. They are not concerned about uploading personal information to the web, but they do take steps to limit personal information. 21% of users are "Concerned and Careful." They actively limit their online data. 18% of users are "Worried by the Wasteside." They are anxious about their personal information being publicly available, but do not actively prevent this information from being on the web. Finally, "Unfazed and Inactive" are the largest user group at 43%. This group does not worry about their personal information being online nor do they limit this information from being available.
It's somewhat surprising that the majority of users are not concerned that personal information is available for public consumption. 60% of users are not concerned about their personal information being available online, and 61% of adults do not limit the amount of personal information available about them online. Only 38% say they have taken steps to limit the amount of online information that is available about them.
Internet users are now becoming savvier about finding their personal information. 47% of users have become aware of their digital footprint via search engines, and more than half of all users have searched for other users online.
Today, in the landscape of Web 2.0 internet users must become more cognizant about their digital footprint. Providing personal information for public consumption is an acceptable norm, but users’ online information must maintain a level of professionalism. By offering personal information freely on the Internet, individuals are providing friends, colleagues, potential employers, etc. the opportunity to see into their personal lives. Anyone who uses the web for social networking, blogging, etc. must always remember this, so they can control the public's perception of them.
"What value do users derive from social networking applications?" by Neale and Russell-Bennett
This study discusses Facebook users' desire to use applications on the site. Users are more obliged to use applications if they feel it will appear as "cool" by their friends. Female users are far more likely to use applications that provide self-expression or emotional value, while males are more likely to engage in competition applications.
The authors explain four categories that the applications generate on Facebook: emotional, functional, social, and altruistic (humane). Emotional values provide enjoyment, fantasy, and entertainment. Functional values create performance and technical features. Social values offer interaction with others using the application. And finally, altruistic values provide applications that help organizations or individuals.
The popularity of applications seems to be derived by users’ perception that the application is "cool." The authors explain that users want to build their status or popularity with their friends by offering applications that are seen as hip. Advertisers are trying to cash in on these cool apps, but have not had success with delivering a product that users would be interested in engaging with.
On a personal note, I do agree with the study's definition of how users become engaged with these applications. I began using Facebook a little over a year ago. Initially, I engage in many applications. It was novel and different. I invited friends to use applications and vice-versa. As time went on, the novelty began to subside and my use of the applications became fewer and farther between. Now I find myself rarely using the applications, only when I have time on my hands or see a particular application that is of interest to me do I engage in it. So what does this mean for the applications? I am one person, but I know many of my friends are not using these applications as frequently either. The applications will have to become more demographic specific and offer far more interesting features in order to invoke engagement with the Facebook user. There are only so many "when will you die?" or "what is your ideal career?" applications that will continue to interest users.
Friday, October 16, 2009
Social Media Revolution
This video illustrates the power and importance of social media. It describes the explosion of this medium and offers the idea that no other medium has garnered the vast number of users in such a short amount of time.
It's true, in many ways. Social media is a phenomenon that so many are linked to. Even my parents, who are in their sixties, are on Facebook. Everyone is talking about it, and if you aren't marketing in social media outlets you might as well not marketing at all.
Social media has created a huge shift in how people receive and transmit news and information. Today news and information find us, and according to the video advertisers' products will soon be finding us through social media. Online advertisers already provide adverts through behavioral targeted ads and through key word search.
It will be interesting to see how this medium continues to morph and change. I would assume it will constantly be recreating itself to create the best medium for the user. How will marketers grow and shift with this medium? It will be interesting to observe and participate in.
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