end of audience theories

• digital natives


  young people who grew up surrounded by technology and media
• 'we the media'

  
  

  • phrase suggesting social media allows audiences to be producers
  • idea that e-media and Web 2.0 challenges hegemonic power structures in which powerful conglomerates monopolise media structures
  • the result is a more balanced, pluralistic media context
• web 2.0


  refers to applications on the web that allow users to interact to user generated content, design, and callobration; includes the function of social media websites
• convergence


  • putting separate elements together
  • the use of different technologies or platforms to produce and distribute media products
  • e.g have camera, microphone, lighting, social media, internet all on our phones
  • the use of different technologies and platforms to produce and distribute media products
• prosumer


  people who consume and produce media products
• mass amateurisation - shirky


  • term that refers to the fact that prosumer content is now more dominant than professionally made content
  • now people can make media in their spare time and reach a mass audiences

  (e.g. create and distribute content)
• cognitive surplus - shirky

  • combination of leisure time and the tools to be creative
  • Shirky recognised people were “pooling their spare time and talent” to create their own media content
  • people globally now use their free time to develop collaborative projects online
• user generated content 


  social media allows users to be more interactive

  leave comments, share images, videos, leave reviews
• shirky end of audience

  mass amateurisation

  cognitive surplus
• shirky - end of audience theory


  Shirky argues that audiences are no longer passive due to the way social media operates.
• Web 3.0 


  developments of Web 2.0 in which user experience of the internet is more personalised