Week 5: Mass to Niche to Mass: The Film Industry


Extremely intrigued by the proposed idea of “content as a commodity” and its relationship to distribution control, I decided to explore further the effects of the “Hit-Driven Model” and its relationship to the evolving film industry. Through the examination of top grossing movies, I discovered that many were controlled by America, with high budgets, high risk, large revenue, concentration on profit gain, focused distribution and production, English language and the concentration of US personnel.


This was then counter-acted on the idea that “Film festivals” were created to seek talent away from the highly materialized and consumer driven forces that characterised the film industry. Establishing a basis to seek talent from independent and foreign niche film makers. Ironically, this market was saturated with high costs of entering content and was used as a channel to source highly marketable and profitable content to use and shape the mass market of ‘blockbusters’. This can be exhibited in the presentation through the examples of “Directors who went from Indie to Blockbuster” (Saadi, Z 2015) and “Tips on Independent Film Distribution” (Arijon, D 1991).


If you know of any foreign, independent or indie films that made it BIG or should have been recognised..POST BELOW! It would be great to discuss why they did or didn’t gain access into the mass market X


Week 4: Global Corporations Turning Liquid

“Open and collaborative models of organisation will increasingly trump closed and hierarchical models as a way to promote innovation, organise work and engage consumers” – Charles Leadbeater

Although ‘Coca-Cola Enterprises’ is still a heavily centralised conglomerate, they are taking action to move towards greater knowledge production, whilst still maintaining aspects of industrial processing. With a heavy focus on contagious content that can’t be controlled, the corporation is attempting to provoke conversations and earn a ‘disproportionate share of popular culture’ through the use of media and liquid information (The Cognitive Media, 2011).


“Coca-Cola’s Liquid Content Model” (Sinadinovic, N 2015)

By attracting a large share of the market, the ‘Coca-Cola’ company is seen as a better network, where it can adapt to the changing environment and outcompete slower organisations. They have come to realise that ‘distribution and technology’ allows them to have greater connectivity and consumer empowerment, where they can act and react to conversations much like the ‘John Boyd OODA loop’. The Fortune 500 Corporation has multiple platforms for engaging in consumer discussion, including Facebook, Instagram, Twitter and Youtube, as they see feedback as a vital part of their success.


“Brands Integrating Social Media” (Llewellyn, L 2015)

Global corporations are seeing the triumph’s brought about by user-generated content and the free flow of information, with more businesses utilising media platforms. Without media, they will suffer as consumers increasingly rely on media in all aspects of their lives (Deuze, M 2006, pg. 9)

Week 3: Online Dating Villages

As a new way to connect with people and create relationships, the ‘online dating’ realm has seen an explosion of new jobs and careers, where profits are increasingly attractive. With an excess of 4.3 million Australian participants, online dating services are showing an inextricable connection between information flow and profit, as they excel as new networking villages.


“Explosion of the Online Dating Industry”


“Top Grossing Dating Apps on Iphone” (Melanson, T 2014)

What online dating services do is give the end nodes (ourselves) the ability to make decisions, sifting through human beings and deciding whether or not we could see the rest of our lives with them.  It also gives individuals the chance to broadcast themselves to the entire network, with online profiles being made available to other members of the ‘dating village’.


“eHarmony Profile” (The Heartographer, 2013)

What can happen when things go wrong? 

Week 2: Realm upon Realm upon Realm

The series “Rick and Morty” completely changed the way I view the world in terms of distance and space, where we find an inextricable link to the way in which ‘cyberspace’ operates today. Throughout time, our knowledge and skills have evolved so rapidly that our communication and connection with those from around the world has gone beyond what can be contained, where we see ourselves gaining explosive access to a countless array of paradigms known as ‘cyberspace’. 

Much like the beloved “Rick and Morty” who have travelled across time and space to extract content and material for their personal use and benefit, we are “CYBER-SHAPERS”! Sifting through content to suit our needs, therefore creating a distributed network where we communicate solely to one another. Individuals were first exposed into this distance-less realm in 1837 with the introduction of the first commercial electric telegraph. What this brought was a different approach to reality, where information could be extracted and communicated on “real-time” across multiple spaces. It was the first technological nervous system, which was operated solely by those who could afford it, making it a centralized network.

With increasingly innovative ways to discover information and gain access, we have seen the ‘cyber-realm’ evolve from one that was somewhat controlled to individuals regaining power, in which they have created new ways to connect and share information. The realms in which we can now operate are no longer solely controlled and monitored, where our actions in this ‘cyber-realm’ can have significant effects on our everyday life. This is exemplified in the “Rick and Morty” video, where the two central characters are able to access different realities, where any motion in one can have detrimental effects on other paradigms.


“Rick and Morty replace themselves in one realm, after killing themselves in another” (Quintin, 2014)

How can our actions in ‘cyberspace’ carry through to our daily lives? The Facebook platform is a great example, where our activities blur the line between what is personal and what it professional. With ownership rights to our information, the social media giant profits by exposing data to marketing groups and employers. These newly developed realms although allowing us to develop ourselves as a personal brand, have caused us to question the privatisation and security of releasing/participating in online content.


“Personal and Professional Uses of Social Media Platforms” (Darling, M 2012)

If you think about, we are like Rick and Morty. Exploring countless realms, gaining content and causing a “domino effect” of problems for ourselves. When do these realms become to much for us to deal with? Does there need to be a centralized network who can monitor and control the extraction of material?

Intro: Wannabe or Me, Just Me.

Hey guys and gals!

You might be wondering..how will the ultimate girl group from 1994 ‘The Spice Girls’, possibly give you an insight into WHO I AM?? Defining ourselves in words is often the hardest thing to do, it’s much like an out of body experience where we must objectively assess our identities and sell our personalities through a verbal context. Although, what is great about utilizing new digital spaces, is the fact that we can use multiple tools to express our persona’s in a much more engaging and connected way. Hence, why I have chosen to introduce myself on a much more familiar level…(come on, we all know who the spice girls are right?)

If you take a second to think, you can recognize or find similarities between someone you know and one of the five ‘Spice Girls’, whether it’s through character, aesthetics or emotions. The band was initially created with the prime focus of ‘Girl Power’, but over time has generated persona’s of people from all walks of life. So here I am…a combination of ALL FIVE!!! Much like the above music video, a cover of ‘Say You’ll Be There’ by ‘MO’, we too can be evolved or differentiated versions of something that once existed. I believe that over time we have gathered bits and pieces from life experiences, travel, interesting characters (that we like to call friends or colleagues) and great people like yourselves. So how is it that I can possibly resemble all five???

spice girls

‘A Reapperaisal of the Spice Girls’ (Heng, K 2014)

Although I’m not the biggest fan of tight clothing and luxury products, my keen interest in fashion and current job at ‘General Pants’ makes me a contender for the role of ‘Posh Spice’, where I do see confidence and clothing as a strong perception tool. I would like to tailor my ‘Marketing’ and ‘International Business’ majors into the fashion industry (fingers crossed!). Socializing and having a good laugh is incredibly important to me, where I can see a strong link to ‘Scary Spice’. I’m not afraid to express my opinion’s and my love for travelling has seen me venture to Europe, India (40K Globe) and North America (California State University Long Beach, Exchange Program).

‘Baby Spice’ is evident in my super high pony-tail and ability to find the silver-lining in negative situations, as well as my obsession of chick flicks and reality TV (Markowski, J 2015). However, I do like getting down and dirty, heading to the gym and chucking on trackies. My competitive nature has seen me be quite stubborn at times, where my inner ‘Sporty Spice’ has been unleashed. Now don’t get me wrong, everyone has there quirky side..something that makes being you so WONDERFUL! It’s the zest and individuality that sets you apart from everybody else..it’s your ‘Ginger Spice’. My ability to be positive, energetic and give off ‘good vibes’ has allowed me to engage with individuals from all backgrounds, religions and countries. The ability to be social and make people feel good is the ‘Ginger’ to my ‘Spice’.

I challenge you to question which ‘Spice Girl/s’ do you resemble the most? What is the ‘Ginger’ that makes your ‘Spice’ so special? If you’re struggling or want to have a bit of fun, here a some simple quizzes:





I can’t wait to meet you all!

Neisha x