Clay Shirky argues that audiences in today’s online age are no longer passive consumers of media content. How far is this true of online audiences ?
Nowadays; the online audience is mostly teenagers behind their screen commenting on content creators social platforms like Twitch, Instagram, Youtube. The main social platform where the most interactions happen between the fans and the content creator is Twitter.
There are a lot of PROSUMERS online which mean that active consumers can then make their own videos and then influence their consumers that spark new views and opinions which will then create a fued or rivalry between major fandoms. This supports the argue that audiences today are no longer passive consumers of media content.
PSI (Parasocial interactions) forming a friendship with a content creator and having the viewer feel as if they've experienced everything that their favourite content creator has been through; highs and lows because they have tuned into all of their vlogs.
Attitudes target audience which is people from the LGBTQ community are not really seen as passive consumers as of lately due to the fact that they have been targeted by many online factors addressing their situation. The gay community are often targeted by big brands like playstation trying to normalise
Money can be a factor in the production of digital media content and how accessible it is to consumers
- Younger audience can have a chance to view the newspaper allowing them to also share their thoughts creating a more active audience and having more data. Biometrics are on all social media apps so that the ads that are shown have relevance.
-Producers are the products for companies like YouTube. Having an active audience that likes, and views the creators content like Zoella for example generate money towards YouTube. Having that active audience helps companies make money so the idea of 'liking, subscribing, sharing etc' is pushed onto viewers forcing them in a way to become active consumers.
Audience behaviour has changed due to the internet and the ability for audiences to create their own content at home thanks to the lower cost of technology. This new audience doesn't just consume media, but also produces it – creating the term 'prosumer'.
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