Digital Economy

Design One PresentationYue Zhang28426592

http://www.ignitenewdevelopment.com/ignitenewdevelopmentblog/2015/11/10/marketing-a-bigger-piece-than-you-thought

Topic： Digital economy transformations on the creative industry

• Digital economy

• Creative industry : “an industry where brain work is preponderant and where the outcome is intellectual property” （ Howkins , 2001)

• According to the Digital Transformation of Industries（ 2016 “）， The media industry has already been transformed by several waves of digitalization， digital has become so important that the boundary between the media and technology industries has broken down. This has implications for both traditional media companies and digitally native startups.”

The ‘digital economy’ has been defined by the Australian Government as ‘the global network of economic and social activities that are enabled by information and communications technologies, such as the internet, mobile and sensor networks.’ (Alrc.gov.au, 2009)

Digital economy improves and requires employment

•European Commission accompanies with companies to deliver over 250,000 extra training courses and thousands of new digital jobs due to expansion of the coalition which needs workers with digital skills in shop and factory （ (Digital Single Market, 2014) ）

• https://youtu.be/qHnCZKY4K9g（ Grand coalition for digital jobs）

•Change the structure of the industry brings the change of the demand of the new kinds of work .

•According to the World Economic Forum（ 2016） ,digital transformation significantly influences the employment and produce high demand of workers in high creativity which produces lots of new jobs.

Increase of employment contributes to the creative labours

Creative labours A work by who “does a skillful job in showing the analytical and empirical relevance of a recent area of research and in enticing a wide range of readers, given its theoretical breadth（ David Hesmondhalgh and Sarah Baker. 2011 ） http://images3.ehaus2.co.uk/macmillan-images/m/

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According to He（ 2016 ）， There is a“ 29-year-old woman from Shanghai who started posting humorous videos online six months ago has become one of the most high-profile cyber celebrities in mainland China.” Her name is PapiJiang .In her videos, “Jiang mocks everyday life, relationships, movies and social issues by mimicking a gossipy white-collar in Shanghai and talking in a mixture of Shanghai dialect, English and Japanese.”

https://www.businessoffashion.com/articles/opinion/op-ed-chinas-ordinary-big-influence-papi-jiang-vlogger-2

Creative Labours examples

http://www.scmp.com/tech/start-ups/article/1930019/chinas-top-cyber-celebrity-papi-jiang-shanghai-has-vc-firms-lining

Creative labours make profits which improves the development of creative industry

Creative labours via social media•Example: PewDiePie Youtube

According to Garo-falid（ 2017） , Felix Kjellberg is known as the king of YouTube who is famous as his another name PewDiePie

·Over 48 million fans ·Number one subscribed person on the channel for his Let’s Play commentaries.·13 billion video views ·The World’s 100 Most Influential People’ by Time magazine. He comments on the game in a funny way by uploading the video onto the his own subscriptions of his Youtube

https://www.thesun.co.uk/tvandshowbiz/1776577/pewdiepie-felix-kjellberg-youtube/

https://www.thesun.co.uk/tvandshowbiz/1776577/pewdiepie-felix-kjellberg-youtube/

Video accessed at :• https://youtu.be/ATYXYBLD5uI

Broadcast original content via platforms

Digital economy waves on the media industry

• According to World Economic Forum（ 2016） There are four waves of the digital economy ：

• 1.Napster and file sharing

• 2.mobile and social

• 3.Big Data

• 4.Internet Of Things

http://reports.weforum.org/digital-transformation/digital-trends-in-the-media-industry/

Big data and analysis application in media industry

David Carr （ 2013） claims “In any business, the ability to see into the future is the killer app, and Netflix may be getting close with House of Cards.”Big bets are now being informed by Big Data, and no one knows more about audiences than Netflix.

Netflix Use Steam media and massive data analysis to create what the audience expect to watch by observing the audiences’ habits and comments.

https://aotw-pd.s3.amazonaws.com/media-youtube/Se44ed4KBMA.jpg

Conclusion

•Digital economy changes the structure of industry by promoting creative industry offering new employment for the creative labors and providing good environment .

•Digital economy brings the transformation wave of technology which benefits to the transmission of content information in media industry

•The creative industry benefits from both the production of the creativity and the communication of the transmission of digital economy.

Reference List• Ignite New Development. (2017). Marketing A Bigger Piece Than You Thought. [online] Available at:

http://www.ignitenewdevelopment.com/ignitenewdevelopmentblog/2015/11/10/marketing-a-bigger-piece-than-you-thought [Accessed 11 Jan. 2017]

• Digital Transformation of Industries. (2017). Four digital trends reshaping the media industry. [online] Available at: http://reports.weforum.org/digital-transformation/digital-trends-in-the-media-industry/ [Accessed 11 Jan. 2017]..

• The Sun. (2017). Here’s everything you need to know about the YouTube star Felix Kjellberg. [online] Available at: https://www.thesun.co.uk/tvandshowbiz/1776577/pewdiepie-felix-kjellberg-youtube/ [Accessed 11 Jan. 2017].

• Hu, H. (2016). China’s top cyber celebrity? ‘Papi Jiang’ from Shanghai has VC firms lining up as brand valuation hits record US$1.84 million. [online] Available at: http://www.scmp.com/tech/start-ups/article/1930019/chinas-top-cyber-celebrity-papi-jiang-shanghai-has-vc-firms-lining [Accessed 11 Jan. 2017].

• LUBATKIN, E. (2016). Op-Ed | China’s Cult of the Ordinary Commands Big Influence. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/opinion/op-ed-chinas-ordinary-big-influence-papi-jiang-vlogger-2 [Accessed 11 Jan. 2017].

• Alrc.gov.au. (2009). The concept of the digital economy | ALRC. [online] Available at: http

• Digital Transformation of Industries. (2016). Digital Transformation of Industries. [online] Available at: http://reports.weforum.org/digital-transformation/ [Accessed 11 Jan. 2017]. s://www.alrc.gov.au/publications/3-policy-context-inquiry/concept-digital-economy#_ftn1 [Accessed 11 Jan. 2017].

• John Howkins, J. (2002), ‘‘The Mayor’s Commission on the Creative Industries’’ ‘‘Comments in Response to The Mayor’s Commission on the Creative Industries, 12 December 2002’’, www.creativelondon. org.uk. Reprinted by permission of Creative London.

• YouTube. (2017). Grand coalition for digital jobs - one year on!. [online] Available at: https://youtu.be/qHnCZKY4K9g [Accessed 11 Jan. 2017].

• Digital Single Market. (2014). EC joins forces with companies to deliver over 250,000 extra training courses and thousands of new digital jobs. [online] Available at: https://ec.europa.eu/digital-single-market/en/news/ec-joins-forces-companies-deliver-over-250000-extra-training-courses-and-thousands-new-digital [Accessed 11 Jan. 2017].