Producing across platforms for a specified audience

Overview

Digital convergence, what makes a cross-media production coherent, and why duplicating one product across platforms fails.

What you need to know

Answer each one before you reveal it.

Questions from this subtopic

Each one with the model answer underneath.

1. 1

   What does digital convergence mean in the context of an NEA production?

   Model answer

   That media products now function across connected platforms, so a production is expected to work as a set of linked elements rather than as one isolated item.

2. 2

   Why does the brief require products in more than one media form?

   Model answer

   Because contemporary media products exist across platforms, so producing across forms demonstrates understanding of how they connect and reinforce one another.

3. 3

   What makes a cross-media production coherent rather than a set of separate items?

   Model answer

   A consistent identity carried across the elements through shared visual style, tone and address, so each is recognisable as part of one whole.

4. 4

   How should the different elements of a cross-media production relate to each other?

   Model answer

   Each should do something the others cannot while contributing to the same purpose, so the platforms complement rather than duplicate one another.

5. 5

   Why must the specified audience shape every element of a cross-media production?

   Model answer

   Because the audience is set by the brief and the production is assessed on communicating to it, so an element pitched at a different group weakens the whole.

6. 6

   How does knowing an audience's platform habits affect production decisions?

   Model answer

   It determines where each element should sit and how it should be constructed, since content designed for a phone screen and a printed page require different treatment.

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