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Digital technology is any process that humans use to convey media. It is an important part of societal operations because it benefits teachers, students, artists, audiences and producers. Regardless of the approaches used, digital technology benefits users in positive and negative ways. Digital technology consists of diverse phenomena such as internet, television, films and books. Artists and audiences use digital technology to convey their messages and talents in form of music and films. A fundamental factor that captured the attention and triggered the response of many people regarding digital technology is the massive financial investment and loss by the entertainment industry. The music industry faces several challenges with its finances brought about by the copyright legal mechanism. To some extend it is useful while to others it is stressful because of the various alternative models such as free downloading and streaming. Copyright is basic in promoting knowledge but it is not the solitary method that the society uses to promote information distribution. It defines protection schemes for publishing industries and authorship as well as audience access. This paper describes the economic impacts copyright has on authors, publishers, the public and the market (Maxwell 2004).
Individual artists work hard to pass and share their talents with the public but most times get disappointed because of the copyright models that publishing companies and the public decide to use. On the other hand, within the print publishing structure, the provided platforms give an analysis on the impacts of low and elevated levels of protection. Due to the explosion of free streaming and downloading of copyright materials such as music, films and books, the public gain authorship because they are able to access information and make new ideas out of it. Copyright has several positive effects to artists and publishing companies as well as to the public. For example, it has positive effect on job creation, investment and innovation of information and communication technology. In places where copyright is made flexible, different services reach the market diversely in that more technology is developed from the raw ideas of artists. This way, one idea creates other useful information by involving many people who give their contributions to better the ideas at hand hence creating job opportunities for many (Fishman, 2011).
In addition to this, it allows consumers to record and store original content, meaning they gain exclusive rights of reproduction and public performance of the content. Secondly, when the public have these rights, publishing and information technology companies claim that they get more people to train perfect their skills before they go out to perform and reproduce the content they gathered. For this reason, these companies have incremental investment benefits through the training they give to the public. Lastly, production companies benefit from copyrights when they host second-hand content for reproduction and performance. They have to raise the quality of the content and ensure improvement in uniqueness to maintain originality. This is to capture the attention of a wide variety of consumers regardless of the fact the information is second-hand. Investors also need to identify uniqueness in the content to be reproduced so they can give their approvals. Despite this, the original artists who practice hard work and dedication should improve their performance to keep up with the competition such that no matter how many times their content is reproduced; the public will still recognize them as the original artists and grant them the power of authorship. The digital technology models give artist a better chance to keep their work original until it reaches the public such that no one has the right to reproduce it without their authorization (Fishman, 2011).
This is because once the content is programmed in the computer; the public can only view it as computer generated content that the public can only access with proper documentation. While there are positive effects on artists, production companies and the public, negative effects seem to cause more problems for artists and production companies. Individual artists work tirelessly hard to pass and share their talents with the public but most times get disappointed because of the copyright models that publishing companies and the public decide to use. On the other hand, within the print publishing structure, the provided platforms give an analysis on the impacts of low and elevated levels of protection. The explosion of free streaming and downloading of copyright materials such as music, films and books causes artists to lose their authorship because the public is able to access information and take credit for their hard work. Through the rights to reproduce and perform in public, original artists tend to lose their authorship in that if the second-hand is better than the first information, it will receive more grading and appreciation by the public than the first hand information, meaning the work of artists go unrecognized despite their hard work and dedication (Crews 2011).
Secondly, when first hand content reaches the public and they are able to make new ideas out of it, information technology companies will tend to concentrate on improving their skills and ignore the new upcoming artists who are not good enough and need nurturing. This means that the information technology companies will give out original information that will develop new and better ideas hence ignoring artists who can also grow and become better if given chance and time. Information technology companies will favor second-hand information that brings more ideas for business and increase profit rather than single original information that will only make single and constant profit. Lastly, production companies that also want to make money and reach a wider market will concentrate on producing quality content that appeals to the market and fits the preferences of consumers. This means that when original artists release first-hand content and the same content is released by other upcoming artists who took the original content and developed several new and unique ideas from it, the production company will settle for the content that will bring in more profit and ignore the first-hand content. From this, it is evident that the public and production companies prefer quality, quantity, and not originality (Crews 2011).
While these are facts that undeniably affect the entertainment industry, only artists lose their rights and profits through copyright. Downloading and streaming affect artists because the public gets to access their ideas before they develop them hence causing the public to taking advantage of artists’ hard work. Even though, in other places where limitations of copyright are wide, the creativity and originality of artists is protected such that they have the chance to improve their skills and become better because production companies give their full attention to nurture talents and skills. It is recommended that downloading and streaming should be restricted to post-release and selling of artistic work. Internet selling is necessary to ensure that producers and artists protect their rights and originality while reaching the public. On the other hand, it is wise that artists embrace the opinion of the public regarding their work to encourage them to perform better. This way, they will be able to reach out and influence new upcoming artists into creating their own unique and relevant ideas rather than own ideas of other people (Crews 2011).
Artists get to gain publicity and good grading in terms of performance, this creates better working opportunities for both artists and production companies. Developments in digital technology affect the lives of ordinary people diversely such that they get to try out new models because they are always on the front position of change. Through their trials that may succeed or fail, their results support artists and performers to improve their skills and find direction towards developing new content. Through these attempts, artists get to relate positively with the public regardless of whether they have better ideas than the original content that only artists have right to do. The copyright marketing and legal strategy for advanced digital technology should favor artists, producers, performers and publishers such their original content and information is only accessible with their authorization. The government should not allow any background activities that violate the rights and authorship of artists. This way, entertainment industries will be able to maintain originality and creativity while encouraging new upcoming artists to improve their skills with assurance of protection (Associated Press 2011).
In conclusion, digital technology is a means of communication and learning in the contemporary person’s life. Despite the negative impacts it has on education systems and individual lives, it also contributes positively towards the growth of the entertainment industry. The methods of copyright have denied artists their rights and helped them grow and improve their skills. From the losses and gains of artists, they learnt to exercise their legal rights by developing favorable working conditions that would benefit them and the public. This way, it not only earns them relevant profit and publicity, but respect and public appreciation as well.
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