The unintended use of an institution’s
media text (i.e. a film) by OTHER PEOPLE who use the film or parts of it to
form new texts. What happens to a film, etc. after the public get their hands
on it using digital technology. The term ‘EXCHANGE’ in the spec has
worried students and teachers. Here is some help.
The spec says:
‘The technologies that have been
introduced in recent years at the levels of production, distribution, marketing
and exchange’
The word exchange was used in the
January exam 2011.
Examples:
People
unconnected to the institution/ film using WEB 2.0 applications such as
YOUTUBE, Blogger, Amazon film message boards, TWITTER, Face-Book, discuss the
film or edit parts of together to form a new text which the may then put a new
soundtrack to and publish on YOUTUBE, etc. When you add a trailer from a site
like YouTube on your blog you have been engaging with exchange.
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