End of Audience Theory - Clay Shirky

• Shirky believes that there is no longer such thing as a passive audience. He thinks we are more active.
• He believes due to a progression in technology we are more inclined to share, comment and like. Technology leads to us expecting to engage with content.
• Newspapers and magazines sales are declining, whilst technology is only growing. Technology has many more interactive options for audiences to take part in.
• He also believes that audiences like to speak back to the producers of media, and that they are able to do this through the use of social media. This enhances the audiences power and control over the media. Perhaps there is more equality in power now.
• This means that everyone can have an opinion on something, which was not possible before. Everyone can become a journalist or critic if they want too.
• However, he does say that it doesn't mean that everyone will be heard equally. The most popular opinions will still get the most attention.
• The internet allows people to find niche communities where their views may be shared by others who feel the same way. They don't need to conform to mainstream ideas anymore.
• In conclusion, Shirky argues that the internet has changed how audiences interact with media. It has given them greater choice, accessibility and participation. However, some argue that these changes aren't necessarily positive ones.
• Shirky argues that the audience is no longer passive but active. He says that the audience is becoming increasingly involved in the production process. For example, YouTube stars create videos themselves and upload them onto the platform. These YouTubers then make money from advertising revenue generated by these videos.