Digital media refers to electronic media working on digital codes. It can range from cell phones, to internet, digital television, video, 2D, 3D, world wide web, web design and many other interactive media. The rise of digital media and networked communications is destroying the conventional boundary between amateur and professional, particularly in the creative fields. The debate has occurred that anyone literally can produce their own field of digital media, blurring the line between amateurs and professionals. The development of websites has drastically changed in the past few years with user-generated content becoming more and more prevalent, making it harder to determine credible sources online.
Web design is simply the arrangement and creation of web pages that in turn make up a web site. It refers to the creative development of websites using a combination of technical, communication, marketing, and graphic design principles. Web design is more than just a form of visual brand communication; it is a multi-layered process where it is necessary to find a balance between competing demands for accessibility, visual appeal, usability, interactivity, functionality and search engine compatibility. The audience approval of the site is the key to a great digital media production. These graphic designs are intended for development and styling of certain material of the internet’s information environment and provide viewers with high-end consumer features and aesthetic virtues. Web design has a significant impact on web marketing efforts, the factors involved could be how visitors find the site, use it and are likely to return or purchase products.
Web design has become a creative field that can be, and is nowadays, adapted by anyone. The production of web design has become so common, simple and a part of everyday life that there are online tutorials available for use buy the general public. Sites such as (w3schools) are perfect examples of these tutorials. People no longer have to attend university for several years to achieve the same result as using simple online tutorials. The ages for when people are introduced to such technologies are becoming younger and younger. An article published in The Future of Children, Children's Media Culture in the New Millennium: Mapping the Digital Landscape, Katherine Montgomery (Online Journal) states “companies are able to integrate advertising and website content to promote "brand awareness" and "brand loyalty" among children, encouraging them to become consumers beginning at a very early age.” This article describes the culture of children’s digital media and how there is now a rich collection of websites targeted at children and teenagers. Many non-profit organizations, such as museums, government agencies and educational institutions, are playing a noteworthy role in developing this online content for children. The goal is to offer them opportunities to explore the world, then form communities with other children, and thus create their own works of art and creative writing. This also assists in advising children of their own safety. What needs to be taken into consideration is the opportunity of what a child's investigation on the internet may lead to, which could be unsuitable content, aggressive advertising, or even dangerous contact with strangers. These companies are on the rise to create safe zones for children, where children can be protected from predators and marketers when exploring cyberspace. If these children are being introduced to technology at such a young age, it is no wonder these creative fields from digital media can, and are, being produced by such amateurs’ everyday.
With the internet being such a major part of today’s society, everybody is able to create their own content and place it online. This then leads to the debate as to how much power has been given to amateurs online and the decreasing recognition of professional, quality content. Professors at the Wharton School of the University of Pennsylvania argue that the power continues to swing between the two: “A tug of war over the future of media may be brewing between so-called user-generated content – including amateurs who produce blogs, video and audio for public consumption – and professional journalists, movie makers and record labels, along with the deep-pocketed companies that back them.” (knowledge.wharton) . User-generated content is a major staple in discussion boards, blogs and social networking outlets such as MySpace or Facebook. These are only the first stages of web designing for amateurs in creating their own digital media. Nowadays, people first encounter these in their early teenage years and are then able to build upon the skills they have acquired. Amateurs are now able to create their own web designs without even having to leave their own house.
In this day and age, having a degree in web design is not a necessity when applying for a job. Some employers are more concerned with the individual’s experience and talent, rather than a piece of paper citing their ability – physical examples speak much louder to the employer. On the other hand, some employers only accept potential employees based on what education they have received. These employers believe that schools teach the latest methods and techniques related to web design and know that students are fully equipped with the understanding of the technology (All Web Design Blog).
From the information provided, it can be clearly understood that the argument between amateurs and professionals within the creation of digital media is valid. Amateurs will still gain more credit than hard working professionals as long as online tutorials are still available for everybody and anybody to use. Unfortunately it is unrealistic that these online mediums will ever be excluded from the internet as the internet itself has become a self learning tool. in the future, amateurs will still get the credit that qualified professionals would have gained also.
References:
Online Journals
Dewan. R, Freimer. M & .A, 2000, Organizing Distribution Channels for Information Goods on the Internet, (online) Informs, (Vol. 46, No. 4). Management Science, Information Technology Industry. Available from http://www.jstor.org.libraryproxy.griffith.edu.au/stable/2661597.( Accessed on 15 October 2009).
Drèze. X & .F, 1998, A Web-Based Methodology for Product Design Evaluation and Optimization, (online), Operational Research Society, (Vol. 49, No. 10). The Journal of the Operational Research Society. Available from http://www.jstor.org.libraryproxy.griffith.edu.au/stable/3010527. (Accessed on 14 October 2009).
Hill. J, 2009, Art of the interactive, (online), John Fairfax Publications, (First Edition, Section: Green Guide) http://libraryproxy.griffith.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=anh&AN=SYD-5PE2KAC6H845X5QC40V&site=ehost-live&scope=site (Assessed on 12 October 2009)
Montgomery. K, 2000, Children's Media Culture in the New Millennium: Mapping the Digital Landscape, (online), Princeton University, (Vol. 10, No. 2). The Future of Children, children and Computer Technology. Available from http://www.jstor.org.libraryproxy.griffith.edu.au/stable/1602693. (Accessed on 14 October 2009).
Punt. M, 1998, Digital Media, Artificial Life, and Postclassical Cinema: Condition, Symptom, or a Rhetoric of Funding, (online), Leonardo Type, (Vol. 31, No. 5) Sixth Annual New York Digital Salon. Available from http://www.jstor.org.libraryproxy.griffith.edu.au/stable/1576594 . (Accessed on 16 October 2009).
Websites
Hayo, Wagenaar, 2003, viewed on 15 October 2009, <http://www.decadeofwebdesign.org/prints/wagen.html>.
Killer sites, 2006, Web Design Degrees: are they essential? Viewed on 14 October 2009, <http://www.killersites.com/blog/2006/web-design-degrees/>.
Knowledge Wharton, 2009, Managing Technology, Pennsylvania, viewed on 12 October 2009
<http://knowledge.wharton.upenn.edu/category.cfm?cid=14>.
The Artful Manner, 2009, Andrew Taylor on the Business of Arts and Culture, Canberra, viewed 13 October 2009, <http://www.artsjournal.com/artfulmanager/main/amateur-vs-professional.php>.
Web Design, 2000-2009, Web design: Degree of No Degree. Viewed on 14 October 2009, <http://www.allwebdesignresources.com/>.
W3Schools, 1999-2009, Full Web building Tutorials, viewed on 12 October 2009, <http://www.w3schools.com/>.
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