New Media Instructions
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The assignment has 4 questions:
○ Two mandatory questions (in section 1)
○ Two elective questions (in section 2, choose two out of the 3 questions)
Please remember to number your answers clearly with question number and subsection
letter: 1a, 1b…
○ Cover letter: ID only
○ For each answer: write the question number and section number. Submit as
answers to the questions, not as an essay.
○ For each concept/term you mention, include a definition of that concept, in your
own words.
○ Add citing in APA format to the sources you use (papers from class, web sites,
other sources)
○ Page limitations:
■ Section 1: Up to 1.5 pages per question, total of 3 pages.
■ Section 2: Up to 1.5 pages per question. Total of 3 pages.
■ References: on a separate “Reference” page
■ Total 7 pages: 1 (cover)+ 6 (your answer) +1 (reference) pages
Section 1: Answer the following 2 Mandatory Questions (3o points each). Up to 1.5 pages per
question (max).
1. In his book “The Cultural Convergence”, Jenkins describes the “Yellow Arrows” Project
that was executed in the US in the year 2004 (P.18).
● Explain in your own words the “Yellow Arrows” project (6 points)
● How is the project connected to the long tail theory? Explain the theory and
the way the two are connected (12 points)
● Compare the “Yellow Arrows” project with the Alternate Reality Game (ARG)
genre discussed in class. What are the similarities and differences? In your
response refer to terms related to ARG that were introduced in class (12 points)
2. In his article “Do Artifacts have Politics” (1980), Winner claims that every artifact is
political
● Explain what is an artifact and why Winner claims that it is political. Present at
least 2 examples, one from the article and one from class discussions.
● How do you think Winner would have explained the politics behind Spotify, the
music discovery app.
Section 2: Answer 2 out of the 3 elective questions (20 points each) Up to 1.5 page per
question (max of 3 pages for this part).
1. In class it was explained that “Content” and the “Platform” are two different aspects
which are essential parts of every new media product,
● Explain in your own words the difference between content and platform
● Analyse the 2 aspects (Content and platform) on a digital product of your
choice.
2. As part of the Jenkins Cultural Convergence we discussed Nicholas Negraponta’s
book “Being Digital” (1999) and we mentioned the term “from atoms to bits” in this
connection.
● Explain in your own words the term “From Atoms to Bits” as discussed in class
● In your opinion, which convergence (out of the 5) is mutual for both researchers
(Jenkins and Negraponte). Give at least one example to support your answer
3. In class we discussed the 4 interactions by which we can categorize digital products
(Distribution, Choice, Recommendation and Creation).
● Explain the 4 interactions in your own words and give examples (you can use
examples from class)
● Based on the 4 interactions, which ones exist in Netflix streaming service. What
is the main interaction in this service in your opinion.