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Media Strategies for a Networked World
Joint media elective, Saïd Business School and Oxford Internet Institute
with Jonathan Black, Wendy Seltzer, and Jonathan Zittrain
Tuesdays, weeks 1-8 of Trinity Term 2007, 5:45-8:25 pm, facilities of the Oxford University Computing Services

The Internet has changed the business of media. Citizen journalists write accounts that challenge print journalism; Craigslist and Google compete with magazines as advertising outlets; YouTube offers more personalized “channels” than satellite broadcasters can hope to provide; real world businesses open outlets in SecondLife. As electronic networks become faster, consumers are becoming creators of all forms of content and new business opportunities develop where old ones fall away.

This course aims to familiarize students with the technologies of new media to enhance their perspectives on the global business, ethical and regulatory challenges and to consider the effect new technologies are having on business strategy and operations.

Students will experiment with media including audio, video, blogging, wikis, and multimedia gaming, putting context to theoretical readings and guest lectures from leaders in the field. The assessments will give realistic practice in the type of strategic issues students will face in existing media companies, entrepreneurial start ups and any organization interested in communication. The course requires no technical background.

Course Syllabus

Group Assignments, Group Workspaces


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Cool Tool of the Day

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PPLive is a Chinese p2p software which provides you access to a variety of Asian TV stations. Why bother? Because you get NBA and most European soccer league without a subscription fee and you can improve your Chinese-language skills.

dotSUB lets viewers add and share their own subtitles for online video. Imagine adding inline commentary to an English-language film or testing foreign-language skills.

Netvibes gives you a customizable collection of Web2.0 applications in your web browser. Configure a page to grab news and blog feeds, search the web, keep notes, share photos, and more. Then, when you're done customizing, you can share your Netvibes pages too.

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