Institutional Context Part 2 -What Impact Has The Internet Had On Video Production? - Sam Dubery

In way, the online environment of the future is a logical extension of postmodernism within video production. As previous video programmes, such as MTV, most of our images come from the media, where the images are processed and recycled. In an online world, from radio to television generation, we can see the progression of increased pace of a number of senses that contribute to video consumption.

"Postmodern art relies upon the recycling of images from the past, and the strong assertion of intellectual property rights will remove much material from the hands of future artists and serve to limit social, political and artistic commentary."

Video is rapidly becoming the medium of choice upon the Internet and embedding your video within programmes, such as flash player, 96% of Internet users can view material within a click of their mouse, making the concept of video production addictive. Video is increasingly becoming an effective deliverer of images to the institutions target audience. institutional research shows that organization, creativity and the ability to think visually are important qualities of video production, which allows video to develop as a script.

The Internet allows video editing to take place, allowing creative use of music, video graphics and voice-overs which contribute to a videos success upon its' audience.Internet now becomes a form of broadcast television, allowing the audience to explore the Internet and video, against traditional paths of discovery and they can navigate through webs of information and make 'serendipitous discoveries'.

The Internet allows for a small amount of information to reach a significant amount of people or a 'mass' audience, where programmes designed for mass consumption will be favoured above those of a narrow appeal, making viewing videos and images on the Internet alot easier for the audience.