Risky Business: Creative Development in Digital Media

In their exploration of the digital media space, Internet-based companies such as Amazon challenge the traditional paths of media production, distribution, and exhibition through their unique approach to creative development. Catering to the expansion of an active viewership and an increasingly fragmented market, Amazon’s model appropriates Hollywood risk mitigation strategies, social networks, marketing campaigns, and transmedia storytelling techniques for the digital media age. In doing so, they popularize new standards of contemporary media culture and the evolution of the consumer-producer relationship. This project will explore such trends as a byproduct of digital media integration among Internet-based companies and its impact on the industry’s creative output.