Creating any new media artifact is a complex project involving completion of many interrelated but distinct tasks. Each task can be associated with a role and a format that have been developed over time based on the methods associated with specific modes of communication. Role is determined primarily by the knowledge and skills needed to complete the task, while format is determined by the needed result of the task. For example, consider the creation of a song as a culminating musical media artifact. One task that usually must be completed is to write words for the song. This task may be completed by a songwriter, who is someone with the knowledge and skills to put words together in a way that is not only meaningful but sounds pleasing when set to music. The songwriting task results in lyrics that may be performed and published.
In traditional musical media, a different person would likely specialize in the methods appropriate to each of these tasks. In new musical media, digital tools make it possible for one individual to excel in multiple roles and formats. In any case, the quality of a song depends on the knowledge and skills of one or more individuals and their ability to take on all the roles and formats involved in completing these tasks. Focusing on the importance of tasks led to the realization that while new media products differ across modes, many tasks serve similar functions across modes even though the specific knowledge and skills required may be somewhat different in each mode. DYN has found it useful to group the tasks into five categories of common methods across different modes of new media communication: writer, artist, performer, builder, and manager.
Writer
Writing tasks are rooted in the verbal mode but extend across all modes of new media communication. Writing tasks across modes of communication differ most obviously in how words are presented to the audience. In the verbal mode, text may be presented typographically or orally. In the visual mode, text is combined with graphics and images to communicate a message. In the musical and cinematic modes, most words are presented aurally to the audience and combined with music and motion. In the procedural mode, words are often presented to the audience both aurally and visually. Writer roles include blogger, copywriter, songwriter, screenwriter, and critic.
Artist
Artistic tasks are rooted in the visual and musical and extend across all modes of new media communication. Artistic tasks are similar to writing in that both involve creating original content, but they differ in how they communicate messages to an audience. While written communication depends primarily on the meaning of the message, artistic communication depends primarily on the aural or visual appeal of the message. Across different modes of new media communication, artist roles include graphic artist, photographer, musician, camera person, and animator.
Performer
Performing tasks are distinguished by use of the voice and body to communicate a message to an audience. Performers usually interpret messages created by writers or artists, although one individual may create a message as a writer or artist and communicate the message as a performer. In the verbal mode, however, performing tasks are often extemporaneous to some extent. For example, an interviewer or reporter usually begins with written questions but adapts based on each response and a host or master of ceremonies may begin with some prepared comments but adapts based on events and audience reaction. Across other modes of new media communication, performer roles include model, singer, rapper, actor, and voice actor.
Builder
Building tasks are similar to performing in that both primarily involve working with content originally created by others. While performers typically use the voice and body to interpret messages created by writers and artists, builders use a variety of tools to manufacture or manipulate content created by writers, artists, and performers. Across different modes of communication, the tools used in a medium largely define the building roles. For example, individuals who manipulate sound are often called engineers at least in part because they have traditionally used relatively complex electronic tools. Builder roles include web developer, sound engineer, recording engineer, video editor, and programmer.
Manager
Managing tasks involve the coordination of all roles and formats to ensure a new media artifact is completed and distributed to an audience. Because managers are usually responsible for the overall production of a new media product, the formats associated with managing roles are usually culminating, rather than intermediate, artifacts. As a result, managing roles may appear at first glance to be the easiest to pin down, but in fact there may be multiple managing roles involved in the production of a single culminating artifact and the specific responsibilities of managers often differ significantly across modes of new media communication. Manager roles include event coordinator, art director, music producer, director, and game producer.