Technology
The Technology used for this independent website is the internet and digital video.
Before the internet there wasn’t really a platform which allowed niche and specialist groups to share their interests with such a massive, global audience. So this technology isn’t replacing anything because it is revolutionary. It is relevant and significant because it allows more people to access information about their niche interests, and it allows groups to reach a global audience to increase their popularity.
Media Content
Apart from the website the only other media involved is video clips and photos – keeping it very simple.
The website www.fork-you.com
The website is an introduction to metal (spoon and fork) bending by using mind power to soften the metal and then just move it into different shapes with your hands. The process is put into 5 stages; Prepare, The Party, Channelling, The Bending and Beyond. It is clearly an independent website indicated by many features. For example, the language is incredibly informal with lots of little comments and tips - ‘Oh how I love web 2.0’, and there is a few lines underneath a video, describing what the person did wrong. It is also uses first names of the 2 creators ‘Kat and Jasper’, the very basic and small advertisements also show it is not for any commercial gain. The website looks very basic as well, it is al black with white text – which in a way is good because it keeps it simple and literally does just give information to readers.
Other features include e-cards and wallpapers, with an e-card you can add your own message as well and is obviously a good form of viral-marketing. Wallpapers are also a good form of viral-marketing because it provides both parties with benefits – viewers get free ‘merchandise’ and fork-you.com gets free advertisement. The website also gives links to many other websites on related topics – this includes scientific research and sceptics. So by including all of these it means that viewers can keep an open mind as it allows them to make up their own minds – it doesn’t force opinions on them and openly admits that believing in the paranormal isn’t for everyone.
Video Clips
The one video clip (that the website displays twice) is very low budget and is merely one person bending a spoon close to a camera lens. However, it does show how easy it is to bend the metal, so it serves its purpose. However, there is a comment underneath saying that the bender hasn’t followed all of the recommended steps. This is a clear indicator that it is an independent website, because as the website is an introduction to bending it really should show how to do it step-by-step.
Photographs (Shown above)
The photographs are used to show how creative the spoon/fork bending designs can be, and the photographs do look quite professional – they all have nice lighting and are on plain black backgrounds. I think these are good because they break up the text and make the idea seem more ordinary and less alien and paranormal. The section called FAQs (frequently asked questions) also gives information from a viewer’s point of view – as obviously a lot of people wonder the same things about metal bending. Viewer’s can also order mugs and T-shirts which is great way for them to share and show their niche interests, and also provides the website creators with more money.
Audiences
Social class, age and gender are irrelevant for the audience for metal bending, because it is such a niche interest. Audiences are using it gain more information on their hobby, or even to start from scratch (step-by-step guide). It also means that they can communicate with people who have the same interest as them which is great because it is probably quite a rare one – the website details sessions where people can get started bending together.
The website offers them a whole new experience (of the paranormal) and makes them realise that they are not alone and there are many people with the same specialist interest as them – which is probably quite comforting.
Institutions
There aren’t any major institutions involved because it is an independent site. There are a few, small advertisements but there are probably just to cover the cost of the website, and are barely noticeable. Free wallpapers and e-cards allow the website to viral-market – as viewers friend’s may see the wallpaper or be sent an e-card and get involved.
The creators aren’t interested in fame – ‘Being recognised IRL (in real life) gives me the horrors’. They are merely using the internet to distribute, and the website to exhibit their interests, experiences and all the information they have, to anyone who is interested and wants to learn more. This is further backed up by the fact that you can e-mail them to ask any questions you have, and there is an FAQs section for common questions.
Key-Concepts
Fork-you.com demonstrates interactivity, immediacy, Democratisation, Horizontal Networking, Reach and Narrowcasting/Fragmentation.
Democratisation
As an independent website it is an example of democratisation because it is not a big broadcaster creating and exhibiting the content. It is the public creating a website for the public - the internet is enabling anyone to ‘get in on the act’.
Reach
There is much more scope for wider audiences because this niche interest has a website. Now it can accessed from anywhere in the world which means that many more people will get involved and its popularity could easily dramatically increase. This is particularly useful for independent producers with very low budgets.
Narrowcasting/Fragmentation
Metal benders are, obviously, a very niche group and the targeting of them via this website makes it a narrowcaster. This has the effect of fragmentation because it break sup the audience and now metal benders are a group – which will probably grow, depending on the website’s (and similar ones) success.
Horizontal Networking
This website is very informal and uses the first names of the creators – indicating that the media was intended for a more ‘peer to peer approach’. There is also little indication of any financial game – merchandise and advertising are probably just used to cover the cists of running a website.
Interactivity
The website entirely encourages you to get involved and try it out for yourself, so it is sort of interactive in that respect. Although, the website involves the viewers also by encouraging them to e-mail with Qs and has a lot of them on the website.
Immediacy
As a website it is immediately an example of immediacy – as viewers can access information about metal bending at any time of day wherever they are, giving them instant gratification.
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