Producing New and Digital Media: Your Guide to Savvy Use of the Web, 1st Edition (Paperback) book cover

Producing New and Digital Media

Your Guide to Savvy Use of the Web, 1st Edition

By James Cohen, Thomas Kenny


266 pages

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pub: 2015-09-02
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Producing New and Digital Media is your guide to understanding new media, diving deep into topics such as cultural and social impacts of the web, the importance of digital literacy, and creating in an online environment. It features an introductory, hands-on approach to creating user-generated content, coding, cultivating an online brand, and storytelling in new and digital media. This book is accompanied by a companion website—designed to aid students and professors alike—that features chapter-related questions, links to resources, and lecture slides. In showing you how to navigate the world of digital media and also complete digital tasks, this book not only teaches you how to use the web, but understand why you use it.


  • For students- a companion site that features research resources and links for further investigation
  • For instructors- a companion site that features lecture slides, a sample syllabus, and an Instructor’s Manual.
  • Features a unique approach that covers media studies aspects with production and design tutorials.
  • Covers up-to-date forms of communication on the web such as memes, viral videos, social media, and more pervasive types of online languages.


"Finally a handbook for the modern web and media literacy. Cohen and Kenny tackle an Internet-sized number of topics, but do so in a thoughtful, entertaining and enlightening way. They're clearly not only writing as observers of digital media, but as full participants. Read this book and become an active digital citizen."

- Lance Ulanoff, Chief Correspondent and Editor-at-Large,

"It seems that from the moment a person flipped on a webcam, talked about their life and uploaded it to YouTube, Jamie Cohen was there to say, 'This is important.' Not only is this book well-researched, but it beats with the hearts of authors who truly care. Mr. Cohen and Mr. Kenny were there for the birth of digital media and their book defines the generation that first chose YouTube over television."

- Steven Tsapelas, Co-Creator of We Need Girlfriends

"You hold in your hands the map for the uncharted territories of the Internet. The authors have written the Rosetta Stone for the language of the Internet. Cohen and Kenny have drastically reduced your chances of accidentally sending someone an inappropriate photo of yourself via Twitter DM."

- Veronica DeSouza, Senior Editor at

"The online video landscape is incredibly difficult to navigate, and Cohen and Kenny are its Lewis and Clark. The pair explores, documents, and provides meaningful, actionable insight about this fast-paced and bourgeoning industry with a style that makes the complex inner workings of the ecosystem easy to understand."

- Josh Cohen, Founder of and The Streamy Awards

"A must read for anyone looking to get a job in new media or even just try and keep track of all the incredible things the Internet has brought us over the last couple decades. Contrary to what you might hear, the Internet IS serious business, and trying to understand how it’s grown and changed in its very short history is the best way to keep up with where it's going."

- Ryan Broderick, Reporter for Buzzfeed News

Table of Contents

1 – Introduction

  • What is new and digital media?

2 – Creativity in the Online Environment

  • Participation with the online environment

2.1 – Digital Environments and Communities

  • Social media communities: the beginnings of Facebook
  • Twitter
  • History of the hashtag
  • How is the hashtag used?
  • YouTube
  • The community of YouTube
  • Tumblr
  • WordPress
  • User generated communities: Reddit
  • Image forums: 4Chan
  • Gaming communities

2.2 – User Creative Expression

  • Writing
  • Photos
  • Video
  • Sound
  • The creators
  • Geeks and nerds
  • Khan Academy

2.3 – Short form creativity

  • Instagram
  • Vine
  • Snapchat

3 – Web Literacy

  • How do webpages appear on my computer?
  • Why your IP address matters
  • Data we see and data we don’t
  • Files on the web
  • Data traveling around the world – the physical properties of the web
  • Data in many forms

3.1 – Understanding Hypertext and a Lesson on Web Code

  • Why is it important to understand web code?
  • "It looks like an alien language!"
  • Color and further customizations
  • The cPanel and installing WordPress
  • WordPress basics
  • WordPress attributes
  • HTML5
  • Becoming literate

3.2 – Data, The Cloud, and Digital Files

  • Citizen journalism and the sharing public
  • Codecs
  • The Cloud
  • The Internet of Things

4 – Memes and Visual Online Languages

  • What’s a meme?
  • I can haz memes?
  • Visual language
  • The language
  • The meme environment

4.1 – The Visual Meme on the Web and in Real Life

  • Technology and access trends
  • Tropes and classic memes updated
  • Pranks as memes
  • Memes in real life

4.2 – The Memes of the Online World

  • Remix memes
  • Memes and sociocultural significance
  • Memes are culture

5 – Viral Videos

  • The viral video
  • The viral video recipe

5.1 – Internet People and the History of the Viral Video

  • The short history of the viral video
  • Internet people – the originals

5.2 – What Makes a Video Go Viral?

  • Get over it
  • KONY 2012 - The thirty minute viral video
  • Reselling deodorant through virals
  • Viral hoaxes and successes
  • Virality is You

6 – Multimedia Storytelling

  • The ever-evolving multimedia storytelling environment
  • Early digital storytelling
  • The Gap – 2000 - 2005
  • Broadband video hosting
  • The new land of multimedia storytelling

6.1 – New Narrative Programming in the Digital Space

  • Writing the character of the web
  • The Beta Person
  • How can you make webseries?

6.2 – YouTube and Personalities

  • Who creates this content?
  • The personalities
  • Who are these vloggers?
  • Tutorial vlogs and personalities
  • Can vloggers make a living on YouTube?

6.3 – The Remix Culture

  • Participating in creative ways
  • Remix everything
  • Remix styles
  • Some pitfalls – How to remain trouble free?

6.4 – The Business of Multimedia Storytelling

  • The digital platform
  • Web channels
  • Identifying branded entertainment or sponsored content
  • High-end webseries
  • Multichannel Networks
  • YouTube as network

7 – The Online Personal Brand

  • Becoming aware of your brand

7.1 – Online Identity

  • Understanding the personal brand
  • Employers searching for your name
  • The public you
  • Discovering who you already are in the online space
  • Digital media personal review
  • Creating your online brand
  • What is your digital footprint?
  • Social media management
  • Connecting with others in your brand

7.2 – Creating Content and Understanding SEO (Search Engine Optimization)

  • Creating content for your brand
  • Creating a home page for your website
  • Creating a blog for your website
  • Creating a podcast for your website
  • The online resume
  • Using LinkedIn for online branding
  • Optimizing your content
  • Measuring your success

7.3 – Using This Book to Your Advantage

  • Having organized your digital footprint
  • Think first, post second
  • Skipping the line

8 – Conclusion

  • Always be creating



About the Authors


James (Jamie) Cohen is the program director for the Molloy College New Media Program. He was formerly the director of web and digital media at the Hofstra University School of Communication. He has been published several times on media literacy and digital curation.

Thomas Kenny has co-authored both the new media minor and major at Molloy College, designing both production and studies courses. Since 2008, Tom has held the position as television studio and media facilities manager for the Communications Department at Molloy.

Subject Categories

BISAC Subject Codes/Headings:
LANGUAGE ARTS & DISCIPLINES / Communication Studies