The Four Affordances of the Digital Mediums: Pandora & Spotify

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Even though Pandora and Spotify serve the same purpose, to listen to music, they differ in the analysis of their services considering the four affordances of digital media. Pandora and Spotify (desktop versions) utilize the four affordances in contrasting ways, and attract different users based on their conveyed functionality. In this day and age, we, consumers, are accustomed to getting what we want instantaneously because so much is available to us via the internet. The more creative and strategic way that Spotify uses the four affordances, especially the encyclopedic and participatory affordances, in comparison to Pandora, allows for its popularity and success.

Regarding the procedural affordance, the medium’s ability to “represent and execute conditional behaviors” (Murray 51), Pandora and Spotify differ in their algorithms. Pandora adopted the Music Genome Project by which Pandora can indicate songs that are similar in their musical attributes. “The Music Genome Project compiles information on songs, first categorizing each one by genre. A musician then analyzes every song for up to 30 minutes at a time, finding unique characteristics with which to further categorize the music by ” (http://www.diffen.com/difference/Pandora_vs_Spotify). On the other hand, Spotify uses technology from “Echo Nest”,“a music analytics firm… which learns about emerging genres by having machines read music sites and analyze how various artists are described”, to formulate profiles for users based on their music preferences. Additionally, Spotify operates by collaborative filtering, natural language processing, and the “open-source software Kafka to manage the data in real-time” (https://qz.com/571007/the-magic-that-makes-spotifys-discover-weekly-playlists-so-damn-good/). Both Pandora and Spotify’s incorporation of these algorithms provide its users with simplistic interaction with the medium, keeping them coming back for more.

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Spotify’s algorithms go through this system to create each user’s personal profile and individualized “Discover Weekly” playlists that appear with new music every Monday. 

In the 21st century, successful forms of digital media, give its users the ability to interact with the medium by manipulating, contributing, and having effect on the content. This form of interaction is known as the participatory affordance. Pandora and Spotify are participatory mediums in that they do not function without the users’ participation and interaction with the platform. Music cannot be played, and personal playlists (on Spotify) or stations (on Pandora) cannot be created without the users’ manipulation. Spotify permits its users to listen to whatever they want, whenever they want, create playlists, and follow other users. In contrast, Pandora is a more passive radio service. Pandora’s users select a station and then the algorithms take it from there and select the rest of the songs, making it clear that Pandora’s participatory function is not as powerful as Spotify’s. Although, pandora’s users can customize their personal radio stations by giving a thumbs up or thumbs down to songs that they listen to, and they can create different stations based on genre, artist, or song.

Nowadays, “participation in digital media increasingly means social participation” (Murray 56). On Spotify, users can create collaborative playlists where any user can contribute. Also, users can follow each other and listen to each other’s playlists, and share their playlists with each other on multiple forms of social media. Spotify unquestionably has a more significant element of social media as this notable concept of user connection is nonexistent on Pandora. The only social feature that Pandora provides is the ability for its users to share links to their stations that they create via their social media accounts.

Furthermore, the spatial affordance constitutes the idea of “navigable space”. Pandora and Spotify are both transparent in their navigation, and utilize similar visual design concepts and conventions. Both are aware of users’ previously established “table-like grids for web pages” and assignments of “specific horizontal and vertical areas to specific purposes such as a site logo, a navigation menu, or a news box” (Murray 75). The navigation on Pandora is less confusing than that of Spotify’s because it has less to offer, so it does not need to put as much information on its page. The left item bar on Spotify provides easy-to-access links to playlists, songs, albums, etc… Pandora also has this left item bar, but it only gives access to stations created. When using the Browse feature on Spotify, users can find newly released music, top charting music, music based on genres and moods, and discover new music based on their listening history.

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Spotify’s home page and the left item bar with its easy-to-access links.

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Pandora’s home page and the left item bar with the user’s created radio stations.

Moreover, Spotify’s music catalog is twenty times larger than Pandora’s, and is constantly adding new songs every day. Its extensive music library exemplifies its greater encyclopedic affordance in terms of its capacity. The encyclopedic affordance is comprised of three features: “its capacity…its extensive range of legacy and computational media formats and genres…and its ability to represent any process through logical symbolic representation” (https://inventingthemedium.com/glossary/#encyclopedic). Although Spotify has a twenty million more songs than Pandora does, Pandora is better for music discovery, as users cannot play specific songs that they want. When listening to a song on either Pandora and Spotify, the user is presented images of the album’s cover that the song belongs to.

Pandora and Spotify are clearly digital adaptations of radios and CDs, and the more recent digital medium: iPods. Through my analysis of Pandora and Spotify, the four affordances work together to generate function for these services; and no one affordance can exist and function without the other. Personally, I have always been more addicted to Spotify than Pandora because I can listen to any song whenever I want. I never really hit it off with Pandora for the sole reason that I was not able to listen to a specific song when I wanted to listen to it. It now makes sense to me why I would create a station on Pandora with a song I wanted to listen to, but was rarely given the exact song and rather songs that were similar to it. Spotify has had my greater appreciation, but now its earned my admiration from a functional standpoint. By using Pandora, the user has to give up a bit of control, which grants Spotify the upper hand because users “want control over their media, instead of being controlled by it” (Rosen 15).

 

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