Question Response

Developments in new/digital media mean that audiences can now have access to a greater variety of views and values. To what extent are audiences empowered by these developments?

Over the last few years; new and digital media has developed to a large extent – opening up audiences to a greater variety of views and values. Web 2.0 has played a large part in the development of new and digital media as it allows audiences to become producers of media texts.  Due to the fact that it democratises the media as anyone who has access to the internet can create and publish texts. As a result of this, there will be more content available; not just from the traditional media institutions feeding their opinions – which may sometimes be bias towards a certain institution or group (for example; a political party, social group or television station) – but also the diverse public who’s opinions on a certain matter will vary person to person. This empowers audiences as it allows them to feel comfortable with their views as there will always be someone with something similar, additionally, this allows them to form communities with people who have a common interest – this is most likely to be done though social networking such as Facebook or Twitter.

Additionally, UCG has become a significant part of the internet as it allows people to create their own media products. This empowers the audience as it gives them a sense of freedom to upload what they want, whether it is trivial or with a specific meaning/message behind it. This also allows them and gives them a chance to challenge and rival the traditional media creators which gives the audience a sense of empowerment. Furthermore, cases such as the Ian Tomlinson case in 2009 have allowed audiences the chance to challenge authority. This case showed the benefits of UGC as brought to light an issue that was underlying and rarely spoken about. A vast number of people saw the clip on Youtube and witnessed police brutality, this created support for justice to be served for him and his family. As this case caused repercussions for the police service, this shows how the audience can be empowed by uniting to become a power that higher authorities will take notice of.