Introduction to New Media Assignment Choose a media brand (either a movie, book, TV show, musical star, band, series)
that you like/ know/identify with. For example, the brand can be the TV show “Breaking
Bad”, the book “The Hunger Games”, the movie “The Hobbit”, or the music band
“Coldplay”.
The brand cannot be commercial brands like “Nike” or “Coca Cola” (the purpose is for
you to choose a brand that didn’t start as commodities).
Part 1 – Document the online presence of the media brand (up to one page).
Start by describing the media brand you chose and then bring examples from the
brand’s home page, fan sites, blogs, and presence in online communities, forums,
social networks, and social media (YouTube, Facebook, Instagram etc.) in general.
Be focused when with your descriptions – give one example of every kind of presence
you find online and add a link with a short explanation. If you didn’t find any presence in
a certain category, mention it as well.
● Within the online presence, look for users with various levels of activity (you’ll
need this for the second part). Introduction to New Media Assignment
It is mandatory to give a detailed description of the online presence according to the
“Online Presence Documentation Page” (Appendix A).
● Up to one page
● 20% of the grade
Part 2 – Defining User Segments Introduction to New Media Assignment
Define and describe two user segments, one of highly active users and another of more
passive users – based on the examples you found in part 1 of the assignment.
● Look for the main and dominant characteristics of the users you found in part 1
to help you define and create the user segments.
● Remember that each user segment represents one of the levels of participation
of users with this brand – active users vs. passive users.
● It is important to remember that a user segment is naturally created by finding
common characteristics of several real users on the web.
