Digital Media Theory
I think our product is successful at implementing Digital Media Theory in 2 ways:
Spiral of Silence Theory:
Elizabeth Noelle-Neumann, political scientist, states that people will speak out about something if the majority agrees but are otherwise likely to remain silent.
Noelle-Neumann, Elizabeth. (1984) The Spiral of Silence. A Theory of Public Opinion – Our Social Skin. University of Chicago Press.
By making the Otley Run the focal point of the project it engages our target market our students and allows them to view our videos even if they do not necessarily like our music as most students engage on the Otley Run and to see it recorded and presented on line eventually people started to talk about it and people who would remain silent about our band started to talk about us and our adventure.
2. Media Richness Theory:
According to organisation and managerial experts Richard L. Daft and Robert H. Lengel (who wrote the book on Media Richness Theory, literally) the theory states that by using mediums such as videos and other multimedia packages, communicating a message will resonate deeper and will reduce conflicting interpretations of messages.
Daft, R.L. & Lengel R.H. (1986) Organizational information requirements, media richness and structural design.
By creating a holding page/website we have allowed our audience to embellish themselves in all our media, video, music, images etc. creating various platform on which to engage with our audience.
