Some excellent observations from class...

Remember that all of your case study knowledge needs to be framed in terms of how online media:

• offer opportunities and advantages to institutions and audiences and/or
• change the way in which institutions work or how audiences engage compared with old media practices.

Kyle said: "The film also has a twitter account which provides live update about information about the film, events and actors involved. Fans can find out information such as if the film recieved any rewards, how many people saw the film and how the actors felt the film actually done"

This is an example of how audiences are engaging with the media differently. Twitter provides a live feed of constantly updating information. Instead of reading a review in a newspaper, audiences can retrieve a wealth of information about the film including reviews from twitter users which will probably be more relevant than a stuffy old film critic.

Jack said: "On the Great Gatsby's home page there are various links to different online apps that can be used to place the audience into the film. One example is placing your own initials in the style of The Great Gatsby's graphics and then having the ability to share this on social networking sites such as twitter, furthermore you can also then take this and download it as a home screen."

This is a great example of both how institutions are taking advantage of online promotion and how audience's expectations of interativity are changing. The form of promotion lends itself to a form of personalised viral marketing, it is designed to be spread among friends on social networking.