According to Kress and Van Leeuwen (1998, p.186), nowadays multimodal texts are important, it is the combination of writing (text) and visual representations such as audio, sound, image and film in order to give meaning. Consequently, a new form of multimodal text media is being developed, that is video phones (Evans 2005).
(Source from Google: Example of Video Phone, IPhone has the function of viewing YouTube)
According to Neale (2001), As they continue to the concept of different genre, they are commercially formulaic marked by norms and conventions that presumed to cater consumer demand and audience expectation. Thus mobisodes is a new form of media that cater the consumers’ demand and audience expectation.
( Source from Googe, Example of Mobisode: Prisonbreak Mobisodes)
Problems…
According to BBC News (2006), as a compare, the size of a television or computer screen seems to work for long-form shows whereas mobile phones has much smaller delivery systems that suitable for a shorter content. Besides, Evan (2005) claims that the small screen means wide panoramas (view) are a waste of space and close ups of characters work better.
Other than that, the other problem with cell-phone drama is copyright. That is most of the dramas are the possession of television companies, hence simply placing them on new broadcasting channels such as mobile phones will cause legal difficulties (Evans 2005).
As he continues, MTV and Microsoft are negotiating in order to find ways of bringing music video to phone screens. Other than that, the phone version of “24” will be re-shot with a new cast (Evan 2005).
(Source from YouTube: "24" mobisodes version)
Benefits…
“Such technology have actively encouraged fans to download a library of current and classic
trailers, to be played whenever the viewer wanted, rather than at a pre-set time and place, making the trailer collectable (Knight and Weedon 2008, pg.132).”
Mobile phone users have been keen to adopt and exchange free content rather than pay for new products (Knight and Weedon 2008, pg.132). As they continue, this desire for exchange and bartering in preference to a commercial transaction highlight some key forms of social interaction (Knight and Weedon 2008, pg.132).
According to Knight and Weedon (2008), smaller screens and mobility have changed fans’ interaction with the trailer text. During the football season in Britain, there are more than a million subscribers and video clips of top soccer matches were downloaded by 400,000 people (Evan 2005).
Hence it will be a large market potential for advertisers to launch their marketing campaigns through mobisodes. For example, Nike can negotiate with mobile video company about the product placement in the football matches on mobile phone.
In conclusion, users see value in time-saving devices (example: Mobisodes). That is from search facilities to predictive text and time saved can the be spent on the things they prefer, which might be collecting film trailers, reading a paper magazine or exchanging dance clips online (Knight and Weedon 2008, pg.133). Moreover, increasingly users are free to watch it anyway and anytime.
Reference Lists:
BBC News 2008, “Future of TV: The production company”, BBC News, BBC, viewed on 13rd June 2008, at http://news.bbc.co.uk/2/hi/entertainment/6143350.stm
Evans.S,2005, “Short Mobile Movies in Your Pocket”, BBC News, BBC, viewed on 13rd June 2008, at <http://news.bbc.co.uk/2/hi/business/4206947.stm>
Kress, G & van Leeuwen, T 1998, “Front pages: (the critical) analysis of newspaper layout”, Approaches to Media Discourse, chapter 7, pp. 186-219.
Knight.J & Weedon.A, 2008, “Convergence: The International Journal of Research into New Media Technologies.”,,SAGE Publication, London, viewed on 12nd June 2008 at, <http://www.sagepublications.com>
Neale.S, 2001, “Chapter 1: Introduction: What is Genre?”, “The Television Genre Book”, British Film Institute, British, chapter 1, pp. 1-7.
No comments:
Post a Comment