Audience Power Essay (WIP)

"The internet has given audiences much more power than ever before." To what extent do you agree with this statement?

I mainly agree with this statement. From the late 20th century to the present 21st century, the media has played a significant role in our lives. Providing a form of entertainment, education and escape. It's always been that producers make content and consumers are exposed to it and allow it to either maintain or change their views. This is now changing. 

The producers of the media began to create a pattern to follow when producing content by labelling their consumers with the 'Hypodermic needle Theory'. This came into play in the 1930's. This was the time before the internet was created and the audience had barely any interaction or power over the media and what was published. Without the use of mobile phones or portable cameras, the audience could only read newspapers or listen to the radio to stay updated on current events. This shows that the media did not give their audience power, if anything the audience gave the media power by believing and following their views.

In the present, the internet has given audiences the freedom to be 'citizen journalists'. Now, everyone has the potential to be a producer of media that could change the world. The audience can publish from true experience. This can be a good benefit for audiences but also a bad benefit. Many citizen journalists are biased in their views and by being a member of the public themselves, their audience is more likely to relate to their opinions and believe what they are told. This can produce a false reality and strengthen the naivety of the viewers. For example most people will believe anything they read on the internet whether it's Facebook or YouTube.

With the creation and evolution of the internet, people have been given the power to upload and share content in different forms. The media of the internet immensely dwarfs the media of reality. More people can read or subscribe to a newspaper/magazine online rather than buy a physical copy every week. 

For example, the music industry. Vinyls, CD's and album's are all accessible online. Many apps and phone deals promise free music and streaming services for your favourite songs. Even in your car the radio is optional with the existence of the auxiliary port. You can play your own playlists of songs instead of sitting through that one tune that seems to nag you wherever it can. Unfortunately this does mean that some artists do lose profits from those who can illegally pirate their music online.

Not only does this affect the consumers but also the producers or prosumers who are hoping to distribute their own media via the internet. YouTube, Daily Motion and other social media platforms are the base to many 'bedroom bands'. This can kick off a future career in the music industry for them as anyone can view what they put out. Examples of this would be Walk off the Earth, Max and Harvey and Jacob Sartorious. All consumers who've made names for themselves in the world from broadcasting off social media. 

In the film industry, this is quite similar. Movies are advertised consistently until word of mouth takes hold and the viewers are given control over whether the film succeeds and makes gross profit or not.