The (R)evolution of Audience Power

Or does the rise of user-generated content signal a radical power shift between media organisations and their audiences?

Nonfiction, Computers, Application Software, Multimedia
Cover of the book The (R)evolution of Audience Power by Saskia Scheibel, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Saskia Scheibel ISBN: 9783640956265
Publisher: GRIN Verlag Publication: July 12, 2011
Imprint: GRIN Verlag Language: English
Author: Saskia Scheibel
ISBN: 9783640956265
Publisher: GRIN Verlag
Publication: July 12, 2011
Imprint: GRIN Verlag
Language: English

Essay from the year 2011 in the subject Communications - Multimedia, Internet, New Technologies, grade: 'Distinction' (< 1,3), London School of Economics (Media and Communications), course: The Audience in Media and Communications, language: English, abstract: 'Will the internet set us free?' is the provoking question McChesney (1999) raised a decade ago (pp. 119). By this he means if new modes of communication will relativise the supposed dominant power of media organisations. It would not be the first time in the history of media that a new form of media challenges the power of established media organisations (Curran, 2002). Especially with the rise of user-generated-content - finally enabling the audience to create their own meanings (Bruns, 2007) - has undeniable potential to break with old power structures in favour of the audience. This power shift, however, might just be a moment of euphoria rather than a long-term condition since it seems unlikely that big corporate media organisations will witness their disempowerment passively. The following discourse will illustrate why a power shift between media organisations and their audiences is, indeed, visible but cannot be considered radical. This notion will be supported by examples of empirical research taking into account the complex nature of power relations and the contradicting views related to media power before and after the rise of user-generated-content.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Essay from the year 2011 in the subject Communications - Multimedia, Internet, New Technologies, grade: 'Distinction' (< 1,3), London School of Economics (Media and Communications), course: The Audience in Media and Communications, language: English, abstract: 'Will the internet set us free?' is the provoking question McChesney (1999) raised a decade ago (pp. 119). By this he means if new modes of communication will relativise the supposed dominant power of media organisations. It would not be the first time in the history of media that a new form of media challenges the power of established media organisations (Curran, 2002). Especially with the rise of user-generated-content - finally enabling the audience to create their own meanings (Bruns, 2007) - has undeniable potential to break with old power structures in favour of the audience. This power shift, however, might just be a moment of euphoria rather than a long-term condition since it seems unlikely that big corporate media organisations will witness their disempowerment passively. The following discourse will illustrate why a power shift between media organisations and their audiences is, indeed, visible but cannot be considered radical. This notion will be supported by examples of empirical research taking into account the complex nature of power relations and the contradicting views related to media power before and after the rise of user-generated-content.

More books from GRIN Verlag

Cover of the book Ausfüllen eines Überweisungsträgers (Unterweisung Bankkaufmann / -kauffrau) by Saskia Scheibel
Cover of the book Ethik und Interkulturalität in einer globalisierten Wirtschaft by Saskia Scheibel
Cover of the book Exegetische Überlegungen zu dem Gleichnis vom Senfkorn und vom Sauerteig by Saskia Scheibel
Cover of the book Sokrates als Inbegriff des Philosophen by Saskia Scheibel
Cover of the book Ethische Aspekte des Investments by Saskia Scheibel
Cover of the book Kommunikation aus dem Blickwinkel der Systemtheorie und des symbolischen Interaktionismus by Saskia Scheibel
Cover of the book Die Besteuerung der privaten Lebensversicherung nach altem und neuem Recht by Saskia Scheibel
Cover of the book Mit Gewaltfreiheit gegen Gewalt? by Saskia Scheibel
Cover of the book Die Gesamtschule - eine geeignete Institution zum Umgang mit Heterogenität? by Saskia Scheibel
Cover of the book Analyse der normierten Vorgaben der DIN-Norm 33961 hinsichtlich der Einstellung der Mitarbeiter und Kunden in einem Fitness-Studio anhand des Thermalsolbades in Salzgitter by Saskia Scheibel
Cover of the book Innovationsdynamik und Innovationsförderung in der europäischen Stahlindustrie am Beispiel Deutschland by Saskia Scheibel
Cover of the book Geschichte und Theorien zur Entstehung von Kriminalität und ethische Beleuchtung eines anonymisierten Beispiels by Saskia Scheibel
Cover of the book Benachteiligtenförderung in der beruflichen Bildung - Beitrag der Wissenschaft an der Forderung nach Berufsausbildung für alle by Saskia Scheibel
Cover of the book Möglichkeiten und Grenzen von Freiarbeit im Religionsunterricht - Untersucht an Unterrichtsbeispielen zum Thema Einführung in die Bibel by Saskia Scheibel
Cover of the book Energienutzung in der Antike - Die Hypokaustenheizung by Saskia Scheibel
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy