Directed Study Week 8 – Audiences, Technology and Consumption

In this weeks lecture we explored the concept of audiences, technology and consumption. We looked into how technology advancement has enabled the production of media texts to fit around our busy lives. Audiences now have more access and options to choose from. Therefore, consumers are able to engage in media at their own pace. Audiences now have the ability to be more active in their approach, they can now use social platforms to share and respond to the media sources. This has made it easier for companies to form target groups and predict behaviours. Through this synergetic relationship between technology and the music industry, convergence has helped understand audiences.

This week’s reading explores the characteristics of a transnational youth net-radio audience and their associated values, beliefs, behaviour and culture practice. As technology has progressed the way in which radio and popular music practice cultural views, has continued onto new platforms. For example, the introduction of YouTube and Facebook has allowed audiences to respond to media sources on a public platform. An effect of this can be that some cultural practices can transform or become benign. The reading suggests that the youth are more favourable of technological advancement as ‘growing number of youths are disappointed with traditional radio formats’ (Baker, 2010:124). This could explain that ever-changing environment within the media industry and that has a younger audience they are more inclined to want various platforms to respond to.

In addition to this week’s key reading, I found a text that linked to the concepts of technology and audience. Geib, Jackob & Quiring (2012) investigated the impact of technology journalist’s conceptualisation and it’s influence on the audience and industry. They found that ‘journalists picture themselves in a key role as a clandestine deciders who shape the audience’ (Geib et al, 2012:1058).  The study helps understand that ultimately the audience has most power and their choice to engage in a media course is constructed heavily on how the source is mediated. Through technology and convergence, one could argue that it has become somewhat easier to identify what an audience will be looking for.

 Bibliography:

Baker, A. J, (2010). College Student net-radio audiences: A Transnational Perspective. Radio Journal: International Studies in Broadcast & Audio Media. 8 (2), pp.121-137

Geib. S, Jackob. N & Quiring. O (2012). ‘The impact of communicating digital technologies: how information and communication technology journalist conceptualize their influence on the audience and the industry’. New Media Society pp. 1058-1076.