3 - Innovative Blog - Myspace

http://uk.myspace.com/

Myspace is a commercial blogging website where the audience can interact with one another through means of a myspace profile where they can upload pictures and videos onto, add friends, choose music, write things about themselves for others to see, join groups, comment each other etc. This is an example of INTERACTIVITY and PERSONALISATION.
The top of the page is blue and shows the myspace logo and underneath this is the navigation bar

This makes it easy for the consuming audience to navigate their way around the site and gives them a choice of what they want to do. This is an example of NON-LINEAR audience media consumption. The fact that myspace is available to the audience whenever they want through whatever means (as long as there is an internet connection) means that it is also an example of TIME-SHIFT meaning that media consumption is a more convenient and flexible activity for the audience. Because of myspace being available world wide and having thousands of people using it everyday, myspace has a huge REACH which is why it is so popular with advertisers.

Myspace, unlike some other blogs, is not only based around blogging. The institution makes money by putting in adverts on basically every page and promotes bands etc. However, setting up a band site is free which is part of the reason why it is so popular. This is an example of DEMOCRATISATION meaning everyone can produce media, not just media organisations.

Myspace Music pages and group pages also make myspace an example of DIVERSIFICATION as it splits up the diverse myspace audience into more narrow or niche groups with pages dedicated specifically to their interests. That is one of the reasons why myspace is so popular with mainly young audiences and slightly older audiences too; there is something for everyone. Myspace's CONVERGENCE of a blog, a music player and a video player make it more popular still as you can get everything in one place. This also means that myspace uses NARROWCASTING as for example, the specialist music pages fragment the larger audience into small niche groups.

Myspace also offers VERTICAL INTERGRATION with one of it's features, MyspaceIM. This encourages loyalty to Myspace instead of other companies such as AIm or MSN.