Academic Theories

In the research of the 3 main Academic Theories, I have chosen to look into;

• Web 2.0 - Tim O' Reilly

• Media Studies 2.0- David Gauntlet

• Postmodernism

The three academic theories fit in well with the research and planning of my campaign website and have a huge effect as to how it will come across to the target audience and also marketing it on the internet.

Web 2.0

Web 2.0- Tim O’ Reilly

The theory of Web 2.0 is that there is a fine line between the producer and the consumer. It shows that the consumer can make their own website very easily and putting field specific web designers into jeopardy by websites such as Blogger etc who help the consumer to make their own blog by using templates and much more to make it easy to make a professional looking website and/or blog.

Core competencies of Web 2.0 Companies:

• Services, not packaged software, with cost effective scalability
• Control over unique, hard to recreate data sources that get richer as more people use them.
• Trusting users as co-developers
• Harnessing collective intelligence
• Leverageing the long tail through customer self-service.
  
• Software above the level of single device
  
• Lightweight user interfaces, development models and business models.
  

Some of the above information is secondary research that I found on the internet from www.oreilly.com


Postmodernism

Postmodernism

Modernism started in the 1800’s and has been going on ever since; therefore post modernism comes after modernism and is still happening.

The theory of postmodernism is about the opposing hierarchy, which says that nothing is better than the other and everything is equal.

Another point of the theory of postmodernism is recycling culture; this is where fashions from the past are brought back and put together to make an original idea. Postmodernism is also a modern interpretation of style that is characterized by eclecticism, collage and irony. This means that a mix of different elements, genres and influences is used.

I will use ideas and influences from a mix of different websites to make my website more original. Therefore if I use postmodernism theory I will be using it to influence the making of my website.

Even though I’m not a fantastic web designer, postmodernists will follow the theory and think that it is as equal quality to a website made by a professional web designer.