Managing New Media Projects - Essay Example

Managing New Media Projects Background Introduction The phrase new media covers computerized, digital, networked information and communication skills and equipment which emerged in the later part of the 20th century. Till the 1980s, media was strongly dependent on print and art analog broadcast prototypes, like radio and television. However, the employment of digital computers has changed what is left of the "old media" as hinted by the introduction of digital television and online publications. Further, conventional media forms such as the printing press have been drastically altered with the application of technologies like Adobe Photoshop, an image manipulation software, and other desktop publishing tools. It has been contended that the surfacing of novel, digital technologies hinted a fundamental shift of who is in control of information, experience and resources (Croteau and Hoynes 2003, p. 322). Likewise, it was inferred that new media will: 1) change the implication of geographic distance; 2) facilitate massive swelling in the volume of communication; 3) offer prospects of increased speed in communication; 4) present greater chances of interactive communication; and 5) permit structures of communication that were formerly separate to be integrated and get linked (Croteau and Hoynes 2003, p. 303). Accordingly, there are discussions between many academics indicating that the new media, predominantly the internet, offer the prospects for a democratic postmodern public sphere, where citizens can contribute and involve themselves in educated, non-hierarchical deliberations relevant to their social structures. On the other hand, those opposing the constructive assessments of the probable social effects of new media have put forward the notion that the switch to new media has seen a handful of influential and potent global telecommunications organisations that have achieved a level of large-scale influence which was previously inconceivable. Contemporary inputs to the field have underscored the constructive and off-putting prospects and tangible propositions of new media technologies, signifying that a few of the earlier works on new media studies were guilty of technological "determinism," wherein the upshots of media were determined by the technology itself, rather than mapping out the intricate social networks that manage the progress, financial support, execution and future advance of any technology (Lister et al 2003; Flew 2002, p. 13; Durham and Kellner 2001; Marmura 2008, p. 247). -- P R O D U C T I O N P L A N - (GreensForYou) Project Analysis An English website for a new chain of organic food stores based in London, GreensForYou targets male and female customers aged 25-45. It seeks to disseminate information to the public basic details regarding the stores' location, wide-ranging use of images showing the origin of the food being sold, the ethical strategies used in food production, its home delivery services and most especially the project's campaigns supporting fair trade. Likewise, it has an e-commerce component, a flash mini-game about organic food, an interactive quiz about the benefits of fair trade and an educational segment featuring interactive activities and educational content for teenagers aimed to instruct them on the essentials of organic food. One critical issue in this undertaking is with regards to copyright clearance and intellectual property. Unless all of the content used in the GreensForYou project is originally created by the production team, the group really needs the suitable copyright clearances and even if site owner is dealing with content created by others or by its very own project team, the new intellectual property the site has created likewise needs to be protected; more so in the case of audio or music, the rights of the performer, record producer and copyright holder, have to be cleared (CHIN 2002, p. 42). With this issue are some limitations that need to be appraised. The growing accessibility and dropping cost of bandwidth implies that more and more people are able to use the internet at higher data delivery rates signifying its viability to include definite types of content (data files with images, audio, video, animation) than it would have been three or four years ago. Nonetheless, bandwidth availability will continue to be a major concern which will affect the site owner's choice of content and delivery methods (Comer 2000). Another issue is that of digitising content. An intrinsic understanding of file sizes, compression and file types for images, audio and video will assist one in ascertaining the best and most effective online solutions, given an organisation's project goals and the needs of its target audience(s). One of the first steps in digitisation projects is to come to a decision regarding the contents or objects to be digitised as the type of materials chosen for digitisation will establish the imaging equipment to be employed (CHIN 2002, p. 43). Furthermore, accessibility issues need to be strictly considered. So as to ascertain that information really gets to everyone, GreensForYou needs to see to it that the blind or visually impaired users can listen to text pages through a synthesizer. Likewise, users with abridged eyesight naturally need bigger fonts. For instance, to make things easier for the viewer, when using style sheets, instead of setting the font size feature to a specific number of points or pixels, it should be set to a percentage of the default font size. By doing so, the text grows or shrinks as the user issues 'text larger' or 'text smaller' commands the same way that the initial appearance of the page will match the user's preferences. In addition, the color of the text must have a distinction with the colors used in the graphics or in the background. Failure to provide adequate contrast makes it difficult for users, especially those with visual impairment, to read the text (Macromedia 2002; Media Access Group 1996). Production Timeline (See App -1) Core Team Assembly Prior to the initial concept development process, a small team will be assembled to work in the project and will be responsible for each specific phase of the work. After all, it is unlikely that one person will have all the necessary knowledge and skills in implementing the endeavour. At best, a development team of 3-5 people will be working on the initial stages of the project. Such team will most probably include a site builder, an editor, a graphics designer and the site coordinator or project manager. Brainstorming A series of brainstorming meetings should take place in order to develop the concept beyond the initial idea. Each person at every meeting will have received a concise explanation on the opportunity and on what the client wants and sufficient background information on possible ideas. Though each idea is different, the group has gathered a set of ideas that have been developed before and without doubt can be applied to the new problem area. Likewise, deliberating on various content opportunities facilitates for the understanding of some of the potential materials while exploring suitable technologies and start thinking of the concept from another point of view. Market Testing It is critically significant to test the group's ideas on a representative audience. In this phase, a full presentation is prepared that would include the storyboards to express the creative team's line of thinking or viewpoint. In addition, some high quality design visuals will be created to provide an idea of the "look and feel" of the entire project. Practically, at this stage, the creative team is searching for ways of improving, enhancing or altering what has been actually planned. Finance/Budgeting In this stage, an important objective is to be very pragmatic and reasonable regarding the amount of money that the project will entail. The team creates a budget covering all the tasks that will have to be completed to get the project rolling including all the other costs involved like hosting, servers, SMS sending costs, rights acquisition. Naturally, accurate figures are tough to define especially if new software is going to be developed. As it is, the budget is based fundamentally on the cost of time to carry out each task and such practice has proven to be progressively more precise. Apparently, re-utulising ideas from previous projects have enormous advantage since it provides a "known cost" unless sweeping reimplementation or changes are necessary. Prototyping Approximately, a project (if its creators want it to be effective) will require a prototype, pilot or "proof of concept" to be made to be shown to the client, potential investors, broadcasters, rights holders or to basically smooth over all of the technology drawbacks and concerns before the whole group proceeds with the actual construction stage. Roughly, 10%-15% of the budget should be spent on this chore although it is habitually essential to invest this amount before the project budget has been secured. Basically, good prototyping would elucidate all the features of the project without having to put together everything. For a web site, it would be wise to build the main core page, identify the full navigation/site map and build (at least in storyboard form) any predominantly intricate functionality. This would guarantee that there will be no surprises later. Also, during the prototyping phase, the project manager's main concern will be to prevent excessive detail being employed instead of the big picture being explored. Finally, this stage must be used as a chance to create a full set of questions that will have to be answered before the actual construction phase. Construction & Testing Presuming that the planning done in the former stages has been accomplished appropriately and accurately, then construction and testing should be comparatively simple. However, there are countless things that can go wrong so it is always prudent to anticipate all of then and form a strategy that could sensibly respond to the issues that might come up. Quality Control Quality throughout the production process must be monitored thoroughly as it is usually difficult for developers to test out their own work effectively. Ensure that additional features are not being supplemented to decelerate the whole process and check that the development team really understands what is being asked for; Small changes are expected as the finished project is seen coming together, however, bigger changes must be kept to a second phase. Content and formats must be clear as early as possible. Make certain that everyone understands what will happen if content is not available Initiate testing before everything is finished and have a separate team with a lucid set of tests to have this come about; Design the project so that some of it can be tested before everything else is complete; Testing will accentuate problems that need fixing or setting up and then testing again Recognise that technology can be a letdown sometimes. Check that a full set of deployment hardware is available to test the work while proceeding Delivery & Marketing An essential component of the project is knowing when the development process is completed and the project is ready to be launched. Deliver and then improve. An appropriate strategy for marketing must be in placed. Continuing Management and Maintenance A good media project must not stop with delivery. It needs continuous attention, moderation and feeding with content. An effective content management system will permit the team of non-technical staff to make this happen. These tools allow new content to be added along with images, video and music. In cases where the site accepts or allows contributions from its audience, then this will more often than not necessitate editing and approval before it is published. This helps keep quality high and steer clear of legal repercussions. Finally, the levels of traffic being achieved must be closely watched and responded by making schedules for upgrading of both hardware and bandwidth. Team Members (See App - 2) The core team fills three essential roles -- project management, content development and web development (CHIN 2002, pp. 20-25): Project Manager - this is a critical role since he/she leads the team, mediates and interacts with other personalities involved in the project, keeps track of tasks, budget, schedule and promotion efforts, and supervises outside contractors. In addition, the entire undertaking's success and affectivity strongly depends on the PM's comprehension of web development processes and about computers, his/her organisational and people skills, as well as her/his capability of envisioning the Web product, build team spirit, organise activities and resolve issues and concerns. Graphic Designer, Editor, and Writer -- Content specialists endeavor to decide on specific content that can draw viewers' attention, communicate the concept to the target audience(s) and meet the objectives expressed for the online product. They also need to be well-versed on the products that will go online, the needs of the target audience and the programs that will be employed; they must also be good at research. Web Designer/Developer - Designs and develops the online product in a way that it will run smoothly on the Internet and would be interesting and engaging to people who visit the site for information and probably entertainment. The developer must have a concrete and dependable grasp of design principles and how to apply them in a web environment, as well as a set of reliable programming skills. Web development could mean designing the web pages and layout, and developing the programs for the product to be exhibited on an online environment. This person should also assist in the site's registration with search engines and acquiring a domain name for the product. Option: In-House Skills or Outsourcing There is a choice between confining the project work to in-house personnel to fill the web development function or to contract outside help to design and develop the web product. If it is decided to contract people from outside, they need to become part of the team, attend meetings and be involved in some decisions. A legal agreement will have to be developed to specify the roles and responsibilities of the parties. In contracting the online project to an outside firm, there is still the need fir an understanding of the skills so that these can be written in the proposal and specifications, guide and supervise the contractors' work and maintain the finished Web product. Potential drawbacks of outsourcing some functions would mean that it will be 1) more costly than doing it in-house; 2) the entire project team is not housed under one roof which can pose a problem when emergency meetings need to be conducted; 3) additional effort in needed in maintaining consistent communication, making sure there is a clear understanding of the project from all parties involved; 4) probability of losing continuity when it is time for updates or future revisions; and 5) extra cost for additional adjustments and absolute changes. Software/Hardware Requirements Analysis (See App - 3) Technical requisites for workstation velocity, memory and storage space are decided on by software requirements (Appendix - 3). Correspondingly, these requirements are determined by the kind of work to be accomplished. Generally, the more graphics or image-intensive the task, just like what GreensForYou needs, the greater is the processing speed, memory and storage space necessary. In constructing the GreensForYou website, significant design considerations will have to be decided upon meticulously. One will be page layout. It is strongly believed that the key to an effective design is lucid and logical navigation. In this site, there has to be an effort to strike a balance between the need to present all of the navigation options to users while keeping the pages neat, attractive and organised. As it is, the two most universally used browsers are Internet Explorer (IE) and Netscape, with IE being more extensively applied. So as to meet and respond to the needs/requirements of all Web users, the site's online products must be feasible in both browsers, and in IBM-compatible as well as Macintosh platforms. Likewise, the web layout must be insightful yet spontaneous, engaging and simple to follow. Consequently, uniformity from page to page for the placement of a menu bar and use of colours will be applied for better and simpler user navigation. In order to maintain such consistency, site builder will employ Cascading Style Sheets (CSS) as they can be easily updated for future web projects. Another consideration is graphics. They create that very important first impression. However, it must be borne in mind that response time is also a part of that first impression, so keeping the file size small is also significant. Further, the goals and objectives of the online product(s) must be paid attention to; animation and introductions will be at a minimum, however, the presentation will be creative so as to sustain interest, curiosity and awareness. Finally, the site not be caught up in trends because such effects becomes outmoded comparatively quick (CHIN 2002, pp. 43-45). Crisis and Risk Management Systems Almost everything done in the world of business, most especially in the era of dotcoms and digitised content, involves a risk of some type or another (client preferences change, additional competitors emerge from nowhere, factors that could delay a project, etc). However, prudent risk analysis and rational risk management can help evaluate these risks and allows business owner to decide what moves to make so as to play down the interruptions to original business plans. Likewise, they will be of assistance in deciding whether the strategies one is using to mitigate the existing risks are cost-effective. As soon as categories of risk have been established, the methods or strategies that can be used can be easily identified. One is structured brainstorming. Brainstorming permits an assortment of personal knowledge and experience to be brought to the fore to classify risks. This is a technique of promoting creative thinking as people bring in new ideas and thoughts based on their interaction with colleagues. During brainstorming exercise, participants must be focused on the issue at hand and must remain objective. Associated issues, each of which will have individual risks, surround the central issue. Another way would be to conduct a simple SWOT analysis. This process identifies strengths, weaknesses, opportunities and threats to a business project. The strengths and opportunities can be viewed as positive risks and the threats and weaknesses as negative risks. And still another is to hold a task analysis activity; this is helpful in projects involving a series of steps or tasks just like the ones entailed in constructing a website. In this process, the one conducting the analysis should take a particular task and to think about each principal step in the process and what can go wrong or indeed what the opportunities might be Team Management Strategies Briefly, a team's productivity is heightened with effective team management and communication strategies. With a system in place, what the business expects from the employees are being clearly conveyed and what top management will be doing for them in return. Basically, it provides the players with a explicit direction that they can work towards, standards that they need to stick to and clearly delineates the processes demanded for accomplishing the objectives. In its entirety, the best communication strategies for the team should assimilate the following: Integration -- linking current communication with what is happening within the organisation and the other alterations that workers are being affected by Short and Snappy -- message must not be overcomplicated; keeping it simple makes for clarity Straightforward - avoid ambiguity in whatever must be conveyed Address the Target - just like in marketing in products externally, audiences need to be segmented and aim the message according to the requisites of each group Be Results-Oriented -- Make an assessment of how effective existing communication is and work out follow-up strategies based on the outcomes then integrate the winning measures as a component of the general set of strategies for internal/external communication and team management. Client Management Strategies Systems needed to manage client relations must be addressed through a business-driven approach, one that aligns the organisation's planned objectives, organisation design, processes and technologies. Within a multimedia group, many CM capabilities may not demand any technology investment, instead, may be comprised of internal process re-engineering and organisational realignment. A holistic CM approach is necessary as it balances the needs and requirements of the major players, processes and technology through a wide-ranging set of end-to-end offerings-from strategy development to full implementation of enhanced processes and enabling technologies. A multimedia organisation can enhance clients' experiences by: Defining a CM vision and strategy that acknowledges gaps between existing practices and the desired CM target state Expanding a business intelligence solution to accumulate and evaluate client information, and to project client needs and wants Applying client knowledge to characterize and implement client treatments that make best use of productivity and boost levels of service Balancing the client experience across multiple channels Asset Management Strategies As a standard expression that refers to access control technologies employed by hardware manufacturers, publishers and copyright holders to limit usage of digital media or devices, digital rights management, is likewise used to depict any technology that makes the unauthorised use of media or devices strictly difficult and generally does not cover other types of copy protection which can be skirted without changing the media or device, like serial numbers or keyfiles. It can also refer to constraints associated with explicit instances of digital works or devices (Ianella 2001; Mairead 2002). Quality Procedures The project manager sets the quality standards for the production team and team members acknowledge accountability and guarantee that their work meets those standards. The following are ways of testing a web product and ensuring quality in every aspect of its production (CHIN 2002, pp. 53-54): check and assess on both IBM-compatible and Macintosh platforms examine the concluded work in Netscape and Internet Explorer browsers inspect the work in older and newer versions on both types of browsers spelling and grammar checks conduct a links check test e-mail addresses check functionality of everything that has been developed check that the contents of web pages load within ten seconds or less test online product on various computers without a high-speed connection and on old hardware Once each team member has tested his/her own work and believes it is ready, the project manager or quality assurance person reviews and tests the work again. This subsequent examination takes place when the files have been uploaded to the final hosting server where the product will be located. As expected, diverging versions of server software and hardware will have an effect on the end product. For example, if a form or database was programmed in a specific programming language, it must be ensured that the host server supports the same version of that language. Research using Focus Groups and Surveys When the schedule and budget permit, a focus group or an online survey will be used to test the product with the target audience(s). This will facilitate the gathering of information about the target market, over and above the specific feedback regarding the web product while it is still in development. The practical experience engrosses the audience in the product and is more likely to bring forth a more exhaustive response than a conceptual interface. Usability Testing Another technique of collecting information on the developing product is checking on usability. This would entail users moving around the tested web product while under observation. In this scenario, there is a need to hit a sense of balance between permitting users an absolutely natural experience and moving them through the web product and make sure vital areas are evaluated. Online Research Since the product will be on the World Wide Web, users testing it do not necessarily all have to be in the same place as that of the focus group and because there is no mediator to take them through the web product and document their reactions, an online questionnaire or survey will be prepared. Appendices App - 1 Task / Activity Duration: 1st February - 30th July 2/1-2/15 3/1-4/30 5/1-5/15 6/1-6/15 6/16-7/30 Core Team Assembly Brainstorming Market Testing Finance / Budgeting Prototyping Construction & Testing Quality Control Delivery & Marketing Management & Maintenance App 2 - Team Members Position Responsibilities Project Manager Leads the team, mediates and interacts with other personalities involved in the project, keeps track of tasks, budget, schedule and promotion efforts, and supervises outside contractors; must understand web development processes and computers, sufficient organisational and people skills, capable of envisioning the Web product, build team spirit, organise activities and resolve issues and concerns. Graphic Designer Creates the site's "look and feel" and produces graphics to represent such look and feel; provides design templates and original graphics Editor Must be a content specialist and decides on specific content that can draw viewers' attention, communicate the concept to the target audience(s) and meet the objectives expressed for the online product; he/she also needs to be well-versed on the products that will go online, the needs of the target audience and the programs that will be employed; edits the texts produced by the writer Writer/Researcher Researches and writes the site's text content (aside from the writing skills, this person must be good at research and highly resourceful) Web Developer Designs and develops online product that will run smoothly on the Internet; make it interesting and engaging for people who visit for information and entertainment; must have concrete and dependable grasp of design principles as well as a set of reliable programming skills; should also assist in the site's registration with search engines and acquiring a domain name for the product. App 3 - Software/Hardware Requirements -- Choosing the Software -- -- Choosing the Web Graphics Program -- Bibliography Comer, D. E. 2000, The Internet Book (2000), Computer Networks and Internets (2001), and Internetworking with TCP/IP, Volume 1: Principles, Protocols, and Architecture, Computer Sciences Department, Purdue University Croteau, D. and Hoynes, W. 2003, Media Society: Industries, Images and Audiences, 3rd ed. Pine Forge Press, Thousand Oaks Durham, M. and Kellner, D. 2001, "Keyworks," Media and Cultural Studies, Blackwell Publishing, UK Feldman, T. 1997, An Introduction to Digital Media, Routledege, London Flew, T. 2005, "Games: Technology, Industry, Culture," in Terry Flew, New Media: An Introduction, 2nd ed., Oxford University Press, South Melbourne Flew, T. 2002, New Media: An Introduction, Oxford University Press, UK Holmes, 2005, "Telecommunity," in Communication Theory: Media, Technology and Society, Cambridge, Polity. Lister, M., Dovey, J., Giddings, S., Grant, I. and Kelly, K. 2003, New Media: A Critical Introduction, London, Routledge Marmura, S. 2008, "A Net Advantage The Internet, Grassroots Activism and American Middle Eastern Policy," New Media Society, vol. 10, p. 247 Schorr, A., Schenk, M. and Campbell, W. 2003, Communication Research and Media Science in Europe, Mouton de Gruyter, Berlin Wasserman, H. 2007, "Is a New Worldwide Web Possible An Explorative Comparison of the Use of ICTs by Two South African Social Movements," African Studies Review, vol.50, no.1, pp. 109-131 CHIN, 2002, Capture Your Collections, Available online at http://www.chin.gc.ca/English/Digital_Content/index.html. CHIN, 2002, Licensing Images: Checklist for Museums and Other Cultural Organizations, Available online at http://www.chin.gc.ca/English/Intellectual_Property/Licensing_Images/index.html CHIN, 2002, Artefacts Canada, Available online at http://www.chin.gc.ca/English/Artefacts_Canada/index.html Media Access Group, 1996, Web Access Symbol, Available online at http://ncam.wgbh.org Macromedia, 2002, "Accessibility: Creating Accessible Tables for Data Using Dreamweaver MX," Available online at http://www.macromedia.com/macromedia/accessibility/mx/dw/tables.html Ianella, R., 2001, "Digital Rights Management (DRM) Architectures," D-Lib Magazine, vol. 7, no. 6, Available online at http://www.dlib.org/dlib/june01/iannella/06iannella.html Mairad, M. et al. 2002, "Federated Digital Rights Management," D-Lib Magazine, vol. 8, no. 7, Available online at http://www.dlib.org/dlib/july02/martin/07martin.html Read More