3. Digital media put the tools of production into the hands of the everyday computer user making it incredibly easy to produce content. These creative skills used to be something that people worked to develop. Now it appears that amateurs can produce content of a fair standard within a relatively short period of time. Where does this leave ‘professionals’ and highly-skilled artists? Choose one specific area of creativity and discuss some of the challenges facing practitioners vs amateurs in producing digital content.
In human society, the information in the form of diverse, we treat these expressions as the medium. Computer records and dissemination of information media has an important feature in common is that the smallest unit is bits—–” 0 “or” 1. ” ( Humphreys, Lee (EDT)/Messaris, Paul (EDT)，2006)Any information in the computer storage and transmission time can be decomposed into a series of “0″ or “1″ permutations and combinations. We call through the computer storage, processing and dissemination of information media for the digital media.
The performance of digital media development in the following characteristics: to enhance creativity, create diversity; highlight the experiential, emphasizing communication, to achieve relevance. Continued to bring freshness to the user, and constantly give them surprises, not only creative but also technical. The digital media industry needs to innovate more than other industries, in particular, user involvement innovation. Digital Media is convincing evidence that computing no longer merely defines ‘new media,’ but defines a unification of media, highlighting issues of simulation, interactivity, and connection across media topics from the neuroscience of information processing to the production of culture.” – Dr. Byron Reeves, Professor of Communication and Director of the Center for the Study of Language and Information, Stanford University
In the digital media communication, the communicators and the audience can be carried out between the real-time communication and exchange. (Tony Feldman )This real-time interactive feedback to become the first to make easy; the same time, source and places the role of the letter can be changed at any time. Digital point to point and point spread of the coexistence of opposite patterns of spread on the one hand can make the mass media coverage of the increasingly large; on the other hand can be getting smaller and smaller, until the spread of personal.
By the spread of person，people around us can produce content of a fair standard within a relatively short period of time. people produce the things what they want and sent it to internet, But often these are not professional，people just need download the software what they need，than use these soft wares to sent what they want sent to the internet，this made human comfortable. Digital media platform focused on providing clients and users to provide services, and not simply providing a piece of software is itself.Video will migrate to the Internet. Cable and Satellite networks are evolutionary dead-ends that cannot hope to compete with the innovative pace enabled by the Internet. (philleigh’s inside digital media，accessed 2009） The production of digital media is more popular in youth, Youth are embracing the new technologies much more rapidly than adults, At a time when researchers are still sorting out the complex relationship between adolescents and the mass media, the entire nature of the media system is undergoing dramatic change. The explosive growth of the Internet is ushering in a new digital media culture.
However, the amateur stuff is always flawed than professional , for example, video, amateur compared to professional ,the images does not seem so clear, because amateur neglect of the lens angles, and sound clarity is not enough.( Marie-Laure Ryan ) Although amateur can entertain the public, but can not enjoy the audience and give the visual beauty. Multimedia is not a simple superposition of the multi-media mixed together, but rather they are organically integrated, processing and dissemination of requests under the mutual conversion, so as to achieve the effect of “whole is greater than the sum of the parts in isolation”. Digital Media has three principles, first, Focus: just means Segment, effective distinction between audience crowds. Second, precision, it means an accurate grasp of the target audience of business needs, the last one is Interactive. Even an amateur can give the audience interaction, but can not guarantee that a separate group of right, and precision, which is why amateur and professional are essential differences. So, a professional will not replaced by the amateur, amateur will also can not bring about a crisis.
Digital media including the use of digital technology generation, production, management, dissemination, operation and consumption of cultural content products and services with high added value, strong radiation, low consumption, wide employment, soft penetration properties. The United States, Japan and other countries regarded vigorously promote the digital media technology and industry as an important strategy for sustainable economic development.”Culture is the body, science and technology for the enzyme” is the essence of digital media. As the digital media industry development in part reflects a country’s information services, upgrading traditional industries and the integration of cutting-edge information technology research and innovation strength and industry levels, the digital media around the world, has been the government attaches great importance to , the major countries and regions have developed to support the development of digital media-related policies and development planning. “At a time when all things digital tend to be associated with the internet, this volume serves as a broad-ranging and well-composed reminder that digital media forms exist offline as well as online, and that their current forms of expression come with a long cultural prehistory.” – Dr. Klaus Bruhn Jensen, Professor of Media, Cognition, and Communication, University of Copenhagen. (Humphreys, Lee (EDT)/Messaris, Paul (EDT) Internet media and innovative digital media has entered the era of personalization, the difference has become a fundamental competition. Digital media for users and customers to provide an effective and practical product, services and applications to achieve in practice, “thought the decision pattern, positioning the decision way out.”
Reference
1 ,“Digital Media” Humphreys, Lee (EDT)/Messaris, Paul (EDT），2006，Peter Lang Pub Inc press
2, “Philleigh’s inside digital media” http://insidedigitalmedia.com/future-of-video-advertising/ accessed at 2009
3,” Youth and digital media: a policy research agenda” volume 27, issues 2, supplement 1, Pages 61-68 (August 2000)
http://www.jahonline.org/articl/S1054-139X%2800%2900130-0/abstract
4, “An introduction to digital media” Tony Feldman, published in the Taylor&Francis-library, 2005
5, “The Changing Place of Cultural Production: The Location of Social Networks in a Digital Media Industry” Gina Neff, University of California, San Diego Vol. 597, No. 1, 134-152 (2005)
6, “ Beyond Myth and Metaphor: Narrative in Digital Media” Marie-Laure Ryan，Duke University Press accessed by Google2009
http://poeticstoday.dukejournals.org/cgi/content/abstract/23/4/581
7, “Event-based modeling and processing of digital media” Rahul Singh，Zhao Li，Pilho Kim，Derik Pack and Ramesh Jain ,P:19 – 26, 2004, New York, NY, USA
