Producing New and Digital Media

Producing New and Digital Media : Your Guide to Savvy Use of the Web

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Producing New and Digital Media is your guide to understanding new media, diving deep into topics such as cultural and social impacts of the web, the importance of digital literacy, and creating in an online environment. It features an introductory, hands-on approach to creating user-generated content, coding, cultivating an online brand, and storytelling in new and digital media. This book is accompanied by a companion website-designed to aid students and professors alike-that features chapter-related questions, links to resources, and lecture slides. In showing you how to navigate the world of digital media and also complete digital tasks, this book not only teaches you how to use the web, but understand why you use it.


For students- a companion site that features research resources and links for further investigation

For instructors- a companion site that features lecture slides, a sample syllabus, and an Instructor's Manual.

Features a unique approach that covers media studies aspects with production and design tutorials.

Covers up-to-date forms of communication on the web such as memes, viral videos, social media, and more pervasive types of online languages.
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Product details

  • Paperback | 266 pages
  • 191 x 235 x 22.86mm | 505g
  • London, United Kingdom
  • English
  • 46 Halftones, black and white
  • 1138830100
  • 9781138830103

Table of contents

1 - Introduction

What is new and digital media?

2 - Creativity in the Online Environment

Participation with the online environment

2.1 - Digital Environments and Communities

Social media communities: the beginnings of Facebook
History of the hashtag
How is the hashtag used?
The community of YouTube
User generated communities: Reddit
Image forums: 4Chan
Gaming communities

2.2 - User Creative Expression

The creators
Geeks and nerds
Khan Academy

2.3 - Short form creativity


3 - Web Literacy

How do webpages appear on my computer?
Why your IP address matters
Data we see and data we don't
Files on the web
Data traveling around the world - the physical properties of the web
Data in many forms

3.1 - Understanding Hypertext and a Lesson on Web Code

Why is it important to understand web code?
"It looks like an alien language!"
Color and further customizations
The cPanel and installing WordPress
WordPress basics
WordPress attributes
Becoming literate

3.2 - Data, The Cloud, and Digital Files

Citizen journalism and the sharing public
The Cloud
The Internet of Things

4 - Memes and Visual Online Languages

What's a meme?
I can haz memes?
Visual language
The language
The meme environment

4.1 - The Visual Meme on the Web and in Real Life

Technology and access trends
Tropes and classic memes updated
Pranks as memes
Memes in real life

4.2 - The Memes of the Online World

Remix memes
Memes and sociocultural significance
Memes are culture

5 - Viral Videos

The viral video
The viral video recipe

5.1 - Internet People and the History of the Viral Video

The short history of the viral video
Internet people - the originals

5.2 - What Makes a Video Go Viral?

Get over it
KONY 2012 - The thirty minute viral video
Reselling deodorant through virals
Viral hoaxes and successes
Virality is You

6 - Multimedia Storytelling

The ever-evolving multimedia storytelling environment
Early digital storytelling
The Gap - 2000 - 2005
Broadband video hosting
The new land of multimedia storytelling

6.1 - New Narrative Programming in the Digital Space

Writing the character of the web
The Beta Person
How can you make webseries?

6.2 - YouTube and Personalities

Who creates this content?
The personalities
Who are these vloggers?
Tutorial vlogs and personalities
Can vloggers make a living on YouTube?

6.3 - The Remix Culture

Participating in creative ways
Remix everything
Remix styles
Some pitfalls - How to remain trouble free?

6.4 - The Business of Multimedia Storytelling

The digital platform
Web channels
Identifying branded entertainment or sponsored content
High-end webseries
Multichannel Networks
YouTube as network

7 - The Online Personal Brand

Becoming aware of your brand

7.1 - Online Identity

Understanding the personal brand
Employers searching for your name
The public you
Discovering who you already are in the online space
Digital media personal review
Creating your online brand
What is your digital footprint?
Social media management
Connecting with others in your brand

7.2 - Creating Content and Understanding SEO (Search Engine Optimization)

Creating content for your brand
Creating a home page for your website
Creating a blog for your website
Creating a podcast for your website
The online resume
Using LinkedIn for online branding
Optimizing your content
Measuring your success

7.3 - Using This Book to Your Advantage

Having organized your digital footprint
Think first, post second
Skipping the line

8 - Conclusion

Always be creating
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Review quote

"Finally a handbook for the modern web and media literacy. Cohen and Kenny tackle an Internet-sized number of topics, but do so in a thoughtful, entertaining and enlightening way. They're clearly not only writing as observers of digital media, but as full participants. Read this book and become an active digital citizen."

- Lance Ulanoff, Chief Correspondent and Editor-at-Large,

"It seems that from the moment a person flipped on a webcam, talked about their life and uploaded it to YouTube, Jamie Cohen was there to say, 'This is important.' Not only is this book well-researched, but it beats with the hearts of authors who truly care. Mr. Cohen and Mr. Kenny were there for the birth of digital media and their book defines the generation that first chose YouTube over television."

- Steven Tsapelas, Co-Creator of We Need Girlfriends

"You hold in your hands the map for the uncharted territories of the Internet. The authors have written the Rosetta Stone for the language of the Internet. Cohen and Kenny have drastically reduced your chances of accidentally sending someone an inappropriate photo of yourself via Twitter DM."

- Veronica DeSouza, Senior Editor at

"The online video landscape is incredibly difficult to navigate, and Cohen and Kenny are its Lewis and Clark. The pair explores, documents, and provides meaningful, actionable insight about this fast-paced and bourgeoning industry with a style that makes the complex inner workings of the ecosystem easy to understand."

- Josh Cohen, Founder of and The Streamy Awards

"A must read for anyone looking to get a job in new media or even just try and keep track of all the incredible things the Internet has brought us over the last couple decades. Contrary to what you might hear, the Internet IS serious business, and trying to understand how it's grown and changed in its very short history is the best way to keep up with where it's going."

- Ryan Broderick, Reporter for Buzzfeed News
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About Thomas Kenny

James (Jamie) Cohen is the program director for the Molloy College New Media Program. He was formerly the director of web and digital media at the Hofstra University School of Communication. He has been published several times on media literacy and digital curation.

Thomas Kenny has co-authored both the new media minor and major at Molloy College, designing both production and studies courses. Since 2008, Tom has held the position as television studio and media facilities manager for the Communications Department at Molloy.
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