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Positioning online and offline media services in me/we space
Ifra, Washingtonplatz, Darmstadt, Germany.
KTH, School of Computer Science and Communication (CSC), Media technology and interaction design, MID.
2007 (English)In: Expanding the knowledge economy / [ed] Cunningham, P. & M., Amsterdam: IOS Press, 2007, 1564-1571 p.Conference paper, Published paper (Refereed)
Abstract [en]

Traditional mass media seem to be losing market shares to new forms of online social media such as blogs, virtual communities, and user generated content services. This paper discusses the positioning of media services and products, media consumption devices, and media content according to an analysis of user needs and roles as well as of usage context. We propose the use of an analysis model – the me/we space – defined by the dimensions of solitary/social media use, active/passive consumer attitude, and online/offline connectivity. In this space, we position a sample of successful media services and products, identifying the spectra of user needs that they address. Analysing user media needs based on consumption characteristics in me/we space can help content providers and device developers to position their services and products within the media spectrum. The model identifies opportunities for business development within social media but the analysis also indicates that there is also a viable market niche for traditional offline media.

Place, publisher, year, edition, pages
Amsterdam: IOS Press, 2007. 1564-1571 p.
National Category
Media Engineering
Identifiers
URN: urn:nbn:se:kth:diva-107840OAI: oai:DiVA.org:kth-107840DiVA: diva2:578174
Conference
eChallenges 2007
Note

QC 20120110

Available from: 2013-01-10 Created: 2012-12-17 Last updated: 2013-01-10Bibliographically approved

Open Access in DiVA

NordqvistEnlund2007(1044 kB)389 downloads
File information
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf