NDM: Audience and institution

1) What was the relationship between institutions and audiences in the pre-digital age?
-The relationship between the two was seen as one-way, as the audience was seen as observing the institution constructing the texts passively. The audience are seen as passive observers as there were limited ways for audience to communicate to institutions. There would be a few ways such as magazines and newspapers letting audiences have letter pages fr the views of the audience to be written by them and for the magazines and newspapers to read. Another example would be Channel 4s 'Right to Play'(1982-2001) would have a 'video box' giving viewers the audience the ability  to video themselves and give their their comments.

2) What is the definition of a mass audience? Give an example of a media product or institution aimed at a mass audience.

-Mass audience means having a large amount of media technology or media outlets  to reach a large audience. I think the '(Country) gots Talent' franchise shows attract a large viewing from audiences and would be aimed at mass audiences as they are supposed to reflect the countries different people and what 'talents' they have .

3) What is the definition of a niche audience? Give an example of a media product or institution aimed at a niche audience.

-A niche audience would be those who interests rest in things not in the mainstream like Arthouse films or overly popular media but you may say also who indulge in things considered 'dying' in media such as DVD/CDs or magazines . DVDs as they are something not bought a lot due to other more popular technology such as streaming and downloadable media but niche audience are known to be more dedicated to buying these products themselves than downloading them onto their phones.  

4) How has digitisation changed the distribution of information and media products in the music, television and news industries?

- Digitisation changed distribution of information and different media platforms greatly. News has changed greatly, before, Int News/News was accessible through newspapers, radio and ,depending on time, radio. However, people can now listen or read to news on their phones, TV and on the Internet in depth while past news was given in short summaries and bulletins. Music ,today, is easily accessible and is easy to download it onto phones and streaming media outlets like Soundcloud and Spotify is available to large audiences worldwide. In the past, audiences had to wait for music to broadcast or purchase the songs on vinyl or CDs even wait for it to come on their radio. For Television industries there is a vast amount thats TV has done, which have vastly changed from the past. Now, Television had a vast amount of channels than the limited amount of channels allowed on T.Vs in the pas. Many channels have catch-up channels which allow audience to re-watch their content if missed and the ability to rewind or record television shows has changed from the inability to re watch shows in the past. Televison, much like News, has acceptability online and on phones such as with apps and catch-up internet sites of specific Television channels. 

5) How have developments in new and digital media helped make audiences active rather than passive?

-Audiences participation in digital media is large as many seek videos from audiences for stories such as in 
Audience are more active as they have been given a lot of power to post their views and opinions on social media platforms which allows them to voice their opinions be it wrong or right and those being targeted, i.e film producers or actors, can see what was the reviews of their films and what people thought. If done before audience can effect stories, productions of films or music if they are displeased, which may lead to a change on said media. 

6) Provide specific examples of how audiences are now active in the music, news and film industries.

- In film we see the audience having the ability to change other views of movies and so may change those reviews to what the audience says which they do through soxcial media such as Instagram and Facebook. News where people use their phones to video what they see and the use these videos to give the audience more insight into the stories. Also, many news anchors, MPs and Presidents all hold a social media platform of their own to share news to those around and use them to gain information and opinions from people who have what they do effect them.  Audience activity is majorly done through user generated content which is key to how they are able to spread their opinions. In music as most artist have major fan bases they all use social media to allow active use from their audiences. They would have Instagram or YouTube where viewers are able to comment on what they think of music or the artist themselves.

7) List THREE arguments that suggest the increasing power of audiences is a bad thing.

- As the audience is able to readily get information and source it out it is very easy for this information to become diluted and changed from the first factual source due to peoples ability to comment freely and censor what they want to see that fit their view point ans so false information is easilyshared. Is the audience a product of institutions, as the audiences involvement in institutions through UGC is cheap and available and so still involved with institutions. Increase in negativity and influencing agendas have led to audience debates which are very limited in information for that group doesn't allow it to extend further with other points. 

8) Have audiences or institutions benefited more as a result of the internet?

Social media is a user generated platform which allows audiences to post their views and opinions, share others and share information quicker. Because of this institutions products are always in the light and if the audience do not like that institutions product it may lead to damage to the company and no one will work with a failing company. Audience may go off and view the product ,i.e film, and from ones persons perspective they could either give good or bad opinions of the film, as sharing information is what platforms such as Twitter are about. As we know the problem with the power of one is that because such things on the internet are unnoticed others will share this new found information of this product and start sharing, changing and putting their own opinions about the product. This shows that audience do have a more beneficial stand point in the internet. The Netflix show spin off of popular Japanese manga 'Death Note' received a negative review due to the film erasing the Japanese characters ethnicity in place of others. Because of countless sharing from others and people writing think pieces about this it was given low ratings all round. Further showing how audience hold a lot of power in what they want to consume and what they want to make popular. However, sometimes institutions benefit also because of the audience. The audience can start using a certain word or start a certain dance move. Trend are a way for institution to make profit off their product by profiting off people from the internet. An example, maybe the poplar word '(ON) Fleek' which was used in a short video of a girl talking about her eyebrows. This word then became very popular on the internet and so many started using the words, big chain food franchises, music and food adverts, companies saw how poplar and used the word is among those who use it , teens/late twenties, and profited off them buy directing their products to them. Now, the girl, Peaches Monroe who made that word had yet too gain any money for the amount of times her phrase was used by big companies wanting to partake in the fun of the youth to gain access to them and get money. 
Companies such as American food chaines Wendy or McDonald all, and many more, have a Twitter account where they don't focus on serious advertisement formal tone but take on more laid back and witty with tweets that seem as though anyone would tweet them. They do this to create a bond with their audience who wait to get a witty comment of McDonald and them linking their comment. Creates a connection with the audience and product and thus more come to care for it and so they gain more money. Institutions have learned that larger audiences are known to be young, known to use media and have a lot of opinions and so profit of them and make them.