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     There are always two people: the photographer and the viewer. (ansel adams)             1969-1984
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January 2019    Dennis R. DuBe'     708/3452

$s$ 1. Media Morphology; The Formation of Structure (Dennis DuBe')

2. Elements_of_structure.jpg ()

3. This Content Is What That Structure Produces (Dennis DuBe edited 20120818)

5. On the Question of Structure ()

6. Structure channels behavior,Behavior creates demand, Demand creates content, Content flows through structure ()

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Media Model (def.) ()

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6. Structure channels behavior,Behavior creates demand, Demand creates content, Content flows through structure
     Structures are enabled by technology and inflated by consumer behavior.
           #3452   Created 04/30/2013   Updated 10/27/2016

Technology allows structures to emerge by enabling business models),

Structure channels behavior (business models shape availability),

Behavior creates demand (monkey see, monkey do)

Demand creates content (nature and media abhor a vacuum)

Content flows through structure (the only option for content is to be contained)

Production (does something to) technology

Technology enables business models; business models shape demand; demand drives content

1. The dominant technologies of media enable specific but limited ranges of possible business models, and consequently allow limited types of relationships between media products and media consumers.

2. Different eras display unique technology-business constructs. Technologically-distinct historic eras of media production and distribution enable unique structural combinations of production technologies, distribution methods, sources and methods of content, focus and purposes of content, sources and methods of revenue (sponsors, advertising, subscriptions, merchandise) nature and composition of consumer base, and business purposes.

3. Technology and business model evolution is incremental, and occurs unevenly. Successful business model implementations within a technology expand the space for that business model, driving production of required content.

6. Most previous forms of media survive technological transitions and continue to function in their original manner, but at reduced volume.

Media Technology structures media-consumer relationships

3. In each of these eras the nature of the relationships between media and consumers, structured by the nature of the era's technology, are based on exchanges of value (content, money, attention, data).

4. Media up through the 20th Century was composed largely of "events" (publications, releases, broadcasts, performances) that attracted audiences for messages and solicitations.

5. 21st Century Media is composed in part of a steady-state audience, in which a continuous field of consumers attend to the creation and consumption of content in a complex of personal and product relationship arrays.

The Nature of Content Reflects the Technological Domain

Consumer media-related behavior is channeled by the structures of Media and Commerce, which both enable and limit choices.

Structures are enabled by technology and inflated by consumer behavior.

The nature of media content is changing. Produced news content is transitioning from publications (events) to streams (standing field), entertainment content is morphing around social media (standing field), and advertising is being atomized directly into consumers' personal, professional, and public affairs (attention field).

The 'means of production' is shifting from centralized, mass-media facilities to distributed, semi-independent individuals and groups. The 'method of production' is shifting from the "event" pattern of 20th Century media mass media to socially-woven streams.

The types of content that are created, and the method of its creation, are determined by the technological domain. The domain structures the basic business relationships, which in turn have a patterning effect on the content.

Content is produced to fill demand-produced capacities in creation and distribution systems.

The nature of content and content production is a function of the value relationships among media components (creator, producer, distributor, consumer, associated commerce).

The Pedigree of Content is the documentation of its creation, distribution, evolution, and consumption.

The value of content is tied to scarcity in physical distribution (valued as audience attractant), and to plenty in virtual distribution (valued as surface area for relationships).

Consumer Behavior Changes as Technology Drives Structure

Changes in structure guide changes in consumer behavior, and behavior in turn drives/reinforces changes in the structure of media.

As an example, the ability to distinguish between the processes of creation and consumption is blurring, as consumers take a larger role in the creation process.

The softness between content creation and consumption reveals the degree of structure in relationships among consumers, commerce (products, companies, services, identities, trends) and media.

Media business models opportunities are determined by the capabilities of the current technological domain, and content is among the many tools that can be used for the fulfillment of media business models.

Structure is the manifestation of personal rights over property,the representation of property interests in motion, composed of opportunities and limits,expressed in systems of creation, production, and distribution, and visible when property or value changes hands.


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