This term our Year 13 Digital Media students have been completing independent research projects looking into one of three areas of industry development.
Students could choose from influencer marketing, the use of artificial intelligence in media or streaming services. These three areas are extremely relevant in today’s digital age and provided students with a chance to delve deeper into concepts they interact with every day.
Read below some excerpts of the students work:
Artificial Intelligence
AI growth is faster than it has ever been and it only seems to be getting faster, AI tools like predictive analytics content creation and personalization can be expected to see huge upgrades in the coming future. New AI technologies are also on the rise such as generative AI, real time data processing and deep learning will change how AI is seen by consumers and even furthermore its usefulness to businesses. For example there have been huge advancements in voice and conversational AI, which will help virtual assistants make more seamless and natural interactions with their customers. Due to concerns around data privacy, misinformation and algorithmic bias regulations are expected to adjust to to account for these growing concerns. Worldwide governments are beginning to enforce new data protection laws that are stricter and offer consumers more security.
Lucca Paul
Streaming Services
Viewers have evidently developed a habit in how they consume media and aren’t looking to change that habit anytime in the future. In a convenience-driven culture, streaming allows consumers to watch whatever they want, when they want and how they want, all at the tips of their fingers. But in an area with poor internet access, individuals may find themselves at a disadvantage as streaming services rely on fast internet connection. From an ethical point, media companies and platforms are responsible for shaping the content that they distribute. They must ensure that their content is diverse, inclusive and represents different cultures around the world and in society, meaning they must avoid discrimination and harmful stereotypes. Streaming platforms and media have come a long way with inclusivity but there is always room for improvement and change.
Sanna Heebink
Influencer Marketing
Companies can now interact with customers through social media channels creating a direct connection and honest feedback in real time. The ability to interact with inquiries and feedback in real time enhances customer satisfaction, engagement and retention, making social media marketing highly effective. However, as society becomes increasingly phone-dependent with shorter attention spans, brands and influencers must adapt to create short, engaging content that captures attention quickly. While this shift has revolutionised marketing, it has also raised ethical concerns regarding transparency, authenticity, and consumer manipulation.
Lottie Tam