New forms of media publishing

To me, the newest and most effective trend among the publishing form would be YouTube. YouTube is a distribution platform where everyone can discover, watch and share all kinds of videos (YouTube 2005). Though downloading speed has increased a lot due to technology growth, many were still not affected by this deep change. However when YouTube was created, interactivity reached the next level (AJM Students’ Blog 2011). Though reading is still essential, watching videos are more light-hearted, entertaining and satisfying.

YouTube has expanded the usage of videos thus affecting the role of traditional media. Journalists now have to attract readers to read physical newspapers and also online newspapers. In Public Relations, there are more issues that would arise as some companies would reflect social issues like racism and stereotyping in videos.

Besides that, YouTube has also affected traditional advertising and marketing on just billboards. Advertisements that are created in a video form can go viral on the internet like the advertisement of the body wash called Old Spice which has 35 over million views. Marketing and advertising can work hand in hand; however creating a video advertisement is not easy as it has to attract your target audience.

In the Australia, the regulations of ownership of the media under the Australian Broadcasting Authority cover areas like ownership, planning, program content and others (Jackson 2006). There are also certain videos like the Evan Emory case where he recorded a video at a classroom and used for vulgar sexual song (Crowell 2011). As YouTube allows individual uploads of videos, it is hard for them to keep track on inappropriate video contents.

Old Spice Commercial: http://www.youtube.com/watch?v=owGykVbfgUE

References:

1. AJM Students’ Blog, (2011), How YouTube has changed the way we watch videos, [Online]. Available from: http://ajmstudents.wordpress.com/2011/01/10/how-youtube-has-changed-the-way-we-watch-videos/. [Accessed 22 August 2011].

2. Crowell. G., (2011), YouTube Legal Issues: The Criminal Case of Evan Emory Part 2, [Online]. Available from: http://www.reelseo.com/youtube-legal-evan-emory/ [Accessed 22 August 11].

3. Jackson, K., (2006), Media Ownership Regulation in Australia, [Online]. Available from: http://www.aph.gov.au/library/intguide/sp/media_regulations.htm [Accessed 22 August 2011].

4. YouTube, (2005), About YouTube, [Online]. Available from: http://www.youtube.com/t/about_youtube. [Accessed 22 August 2011].

5. YouTube, (2010), Old Spice- The Man Your Man Could Smell Like, [Online]. Available from: http://www.youtube.com/watch?v=owGykVbfgUE. [Accessed 22 August 2011].