The digital economy has transformed the creative industry in three key ways: 1. It has increased demand for creative labor and new types of digital jobs. 2. It has allowed the rise of new types of creative laborers like YouTube stars and Chinese social media influencers who make profits. 3. It has changed the structure of the media industry through four waves of digital transformation, including new models enabled by big data analysis like how Netflix uses viewer data.

1. Digital Economy
Design One Presentation
Yue Zhang
28426592
http://www.ignitenewdevelopment.com/ignitenewdevelopmentblog/2015/11/
10/marketing-a-bigger-piece-than-you-thought

2. Topic：Digital economy transformations on the creative industry
• Digital economy
• Creative industry : “an industry where brain work is preponderant and
where the outcome is intellectual property”（ Howkins , 2001)
• According to the Digital Transformation of Industries（2016），“The
media industry has already been transformed by several waves of
digitalization，digital has become so important that the boundary between
the media and technology industries has broken down. This has
implications for both traditional media companies and digitally native
startups.”
The ‘digital economy’ has been defined by the Australian Government as
‘the global network of economic and social activities that are enabled by
information and communications technologies, such as the internet,
mobile and sensor networks.’ (Alrc.gov.au, 2009)

3. Digital economy improves and requires employment
•European Commission accompanies with
companies to deliver over 250,000 extra
training courses and thousands of new digital
jobs due to expansion of the coalition which
needs workers with digital skills in shop and
factory （ (Digital Single Market, 2014) ）
• https://youtu.be/qHnCZKY4K9g（Grand
coalition for digital jobs）

4. •Change the structure of the industry brings
the change of the demand of the new kinds of
work .
•According to the World Economic Forum
（2016）,digital transformation significantly
influences the employment and produce high
demand of workers in high creativity which
produces lots of new jobs.
Increase of employment
contributes to the creative labours

5. Creative labours
A work by who “does a
skillful job in showing the
analytical and empirical
relevance of a recent area
of research and in enticing
a wide range of readers,
given its theoretical
breadth（David
Hesmondhalgh and Sarah
Baker. 2011 ）
http://images3.ehaus2.co.uk/macmillan-
images/m/978023/9780230222007.jpg

6. According to He（2016）， There is a“ 29-year-old woman from
Shanghai who started posting humorous videos online six months ago
has become one of the most high-profile cyber celebrities in mainland
China.” Her name is PapiJiang .In her videos, “Jiang mocks everyday
life, relationships, movies and social issues by mimicking a gossipy
white-collar in Shanghai and talking in a mixture of Shanghai dialect,
English and Japanese.”
https://www.businessoffashion.com/articles/opinion/op-ed-chinas-ordinary-big-influence-papi-jiang-vlogger-2
Creative Labours examples

7. http://www.scmp.com/tech/start-ups/article/1930019/chinas-top-cyber-celebrity-papi-jiang-shanghai-has-vc-firms-linin
Creative labours
make profits
which improves
the development
of creative
industry

8. Creative labours via social media
•Example: PewDiePie Youtube
According to Garo-falid（2017）, Felix Kjellberg is known as the king
of YouTube who is famous as his another name PewDiePie
·Over 48 million fans
·Number one subscribed person on the channel for his Let’s Play
commentaries.
·13 billion video views
·The World’s 100 Most Influential People’ by Time magazine.
He comments on the game in a funny way by uploading the video
onto the his own subscriptions of his Youtube
https://www.thesun.co.uk/tvandshowbiz/1776577/pewdiepie-felix-
kjellberg-youtube/

9. https://www.thesun.co.uk/tvandshowbiz/1776577/pewdiepie-felix-kjellberg-youtube/
Video accessed at :
• https://youtu.be/ATYXYBLD5uI
Broadcast original content via platforms

10. Digital economy waves on the
media industry
• According to World
Economic Forum（2016）
There are four waves of
the digital economy ：
• 1.Napster and file sharing
• 2.mobile and social
• 3.Big Data
• 4.Internet Of Things
http://reports.weforum.org/digital-transformation/digital-trends-in-the-media-industry/

11. Big data and analysis application in
media industry
David Carr （2013）claims “In
any business, the ability to see
into the future is the killer app,
and Netflix may be getting
close with House of Cards.”
Big bets are now being
informed by Big Data, and no
one knows more about
audiences than Netflix.
Netflix Use Steam media and
massive data analysis to
create what the audience
expect to watch by observing
the audiences’ habits and
comments.
https://aotw-pd.s3.amazonaws.com/media-youtube/Se44ed4KBMA.jpg

12. Conclusion
•Digital economy changes the structure of industry by
promoting creative industry offering new employment for the
creative labors and providing good environment .
•Digital economy brings the transformation wave of
technology which benefits to the transmission of content
information in media industry
•The creative industry benefits from both the production of
the creativity and the communication of the transmission of
digital economy.

13. Reference List
• Ignite New Development. (2017). Marketing A Bigger Piece Than You Thought. [online] Available at:
http://www.ignitenewdevelopment.com/ignitenewdevelopmentblog/2015/11/10/marketing-a-bigger-piece-than-you-
thought [Accessed 11 Jan. 2017]
• Digital Transformation of Industries. (2017). Four digital trends reshaping the media industry. [online] Available at:
http://reports.weforum.org/digital-transformation/digital-trends-in-the-media-industry/ [Accessed 11 Jan. 2017]..
• The Sun. (2017). Here’s everything you need to know about the YouTube star Felix Kjellberg. [online] Available at:
https://www.thesun.co.uk/tvandshowbiz/1776577/pewdiepie-felix-kjellberg-youtube/ [Accessed 11 Jan. 2017].
• Hu, H. (2016). China’s top cyber celebrity? ‘Papi Jiang’ from Shanghai has VC firms lining up as brand valuation hits record
US$1.84 million. [online] Available at: http://www.scmp.com/tech/start-ups/article/1930019/chinas-top-cyber-celebrity-
papi-jiang-shanghai-has-vc-firms-lining [Accessed 11 Jan. 2017].
• LUBATKIN, E. (2016). Op-Ed | China’s Cult of the Ordinary Commands Big Influence. [online] The Business of Fashion.
Available at: https://www.businessoffashion.com/articles/opinion/op-ed-chinas-ordinary-big-influence-papi-jiang-vlogger-2
[Accessed 11 Jan. 2017].
• Alrc.gov.au. (2009). The concept of the digital economy | ALRC. [online] Available at: http
• Digital Transformation of Industries. (2016). Digital Transformation of Industries. [online] Available at:
http://reports.weforum.org/digital-transformation/ [Accessed 11 Jan. 2017]. s://www.alrc.gov.au/publications/3-policy-
context-inquiry/concept-digital-economy#_ftn1 [Accessed 11 Jan. 2017].
• John Howkins, J. (2002), ‘‘The Mayor’s Commission on the Creative Industries’’ ‘‘Comments in Response to The Mayor’s
Commission on the Creative Industries, 12 December 2002’’, www.creativelondon. org.uk. Reprinted by permission of
Creative London.
• YouTube. (2017). Grand coalition for digital jobs - one year on!. [online] Available at: https://youtu.be/qHnCZKY4K9g
[Accessed 11 Jan. 2017].
• Digital Single Market. (2014). EC joins forces with companies to deliver over 250,000 extra training courses and thousands of
new digital jobs. [online] Available at: https://ec.europa.eu/digital-single-market/en/news/ec-joins-forces-companies-
deliver-over-250000-extra-training-courses-and-thousands-new-digital [Accessed 11 Jan. 2017].