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Technology Facilitated Audience Empowerment

Technology Facilitated Audience Empowerment. Gemma Downing, Harrison Neale, Craig Walker. Argue that, facilitated by technological developments, media power is increasingly shifting into the hands of the audience

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Technology Facilitated Audience Empowerment

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  1. Technology Facilitated Audience Empowerment Gemma Downing, Harrison Neale, Craig Walker

  2. Argue that, facilitated by technological developments, media power is increasingly shifting into the hands of the audience • Argue that the idea of technology-facilitated audience empowerment is a myth: power remains in the hands of media organisations

  3. What is technology facilitated audience empowerment ? • Technology facilitated audience empowerment = New Media • Highly personalised, interactive • Subjective and fragmented. • PULL • http://www.youtube.com/watch?v=0cKpvwlSGOI

  4. New Technology Enables creativity • The evolution of the web 1.0 to web 2.0 has had a great impact on creativity • Provides new ways for people to share their ideas and get them recognized • Feedback on ideas can be gained much more easily • For example, Kickstarter

  5. Kickstarter • Allows people to share the ideas and get funding for them • Allows the creation of media products without having to work with big media companies • Gives the creator much larger control over the creation of their products

  6. User generated sites are provided by traditional media organisations • Youtube, Flickr and Wikipedia • McLuhan and Williams- Patterns of use and therefore power relations still exist • Frankfurt School- Constantly surrounded by media, so how can technology empower us?

  7. Allows for better competitiveness against larger corporations • Cloud computing allows smaller companies to compete more effectively • Free software is now almost as effective as paid for software • Different free media outlets allow for small companies to get their work to consumers more easily • Indymedia (Devereux 2005)

  8. Indymedia • A network of individuals, independent and alternative media activists and organisations, offering grassroots, non-corporate, non-commercial coverage of important social and political issues. (Indymedia, 2012) • Folllows in the footsteps of radical journalism (Atton 2002) • Gives ordinary people a voice on topics that big media organisations may not want to cover

  9. Greater access to new developments • Larger profits to reinvest into research and development • For example, Facebooks purchase of Instagram • Was seen as a new social network, concern over rival bids (Kedrosky(BBC), 2012) • Bigger co orperationshave the power to act as they wish.

  10. Final Thoughts • How is user generated content monitored? Should it be? • Does money equal power? • Can technology change the ever-present hierarchy of media? • Has a rise in technology allowed for bigger businesses to flourish? • How does new media affect your life?

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