What is this unit all about?
The Media industry is one of the most rapidly changing industries on earth. It evolves quickly and the relationship it has with its audience is constantly changing. In this unit of work you will study:
1. The Media Industry's changing ability to exert power over its audience.
2. The level to which audiences and media institutions exert agency in many different situations.
3. How the relationship between the media and audiences has changed over the course or recent media history.
4. How and why media in Australia is classified, regulated and censored.
5. How the globalisation of media industries has changed how audiences interact with and receive their media.
6. Potential legal and ethical issues that have arisen from new media institutions and practises.
1. The Media Industry's changing ability to exert power over its audience.
2. The level to which audiences and media institutions exert agency in many different situations.
3. How the relationship between the media and audiences has changed over the course or recent media history.
4. How and why media in Australia is classified, regulated and censored.
5. How the globalisation of media industries has changed how audiences interact with and receive their media.
6. Potential legal and ethical issues that have arisen from new media institutions and practises.
Agency and Control
Agency: The ability to act and make choices. audiences and institutions can have agency. They can use the media as a platform however they choose. Maybe to express themselves or communicate a message
Control: The ability to exert power over somebody's actions or choices. When audiences or media institutions have control they may be able to change someone's opinions or shape how messages are communicated.
The level of power and control the media possesses has always been long debated. Many theories have tried to explain how the media is able to influence, and the level of agency an audience has in their relationship with the media. You can read about these theories here
In the early decades of mass media communication the media was considered to be very powerful, however in recent decades, as mass media communication has become more globalised, audiences have gained ever increasing agency and the media they consume has had to adapt accordingly
Control: The ability to exert power over somebody's actions or choices. When audiences or media institutions have control they may be able to change someone's opinions or shape how messages are communicated.
The level of power and control the media possesses has always been long debated. Many theories have tried to explain how the media is able to influence, and the level of agency an audience has in their relationship with the media. You can read about these theories here
In the early decades of mass media communication the media was considered to be very powerful, however in recent decades, as mass media communication has become more globalised, audiences have gained ever increasing agency and the media they consume has had to adapt accordingly
Media Globalisation
Media content has always been a sense 'globalised.' Movies, television, video games, etc have always a global reach (especially western ones). However, since the late 90s (and the ever increasing influence and capabilities of the internet) audiences have been able to access news, opinions, voices, content, entertainment, etc from anywhere in the world at the touch of a button. Industries that were once very localised (such as television) are slowly turning into worldwide global institutions. Think about how anyone with a Netflix account anywhere in the world can watch their TV programs all at the same time.
However, there are some growing problems with Media Globalisation. These can be:
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1. Cultural imperialism - this is the cultural dominance of by powerful nations over weaker nations via the unequal flow of film, television, news, music etc from Western countries (predominantly American). We can see the effects of cultural imperialism here in Australia such as our mis-spelling of words like 'color', our ever expanding obsession with American fast food, our fashion influences such as the 'Rachel haircut' in the 1990s, or our recent adoption of Haloween (a popular American tradition).
In her research paper titled 'Globalisation of media: Key Issues and Dimensions' Mizra Jan notes that; "it is seen as a cause of cultural erosion and change. So many media products and cultural influences flow into some countries from the United States that traditionalists fear American ideas, images, and values will replace their own. Some of the fears seem trivial to U.S. observers, as when French authorities fought to keep American words such as “drugstore” and “weekend” from creeping into common use by French people. However, some consequences of media flow can be deadly serious. Some poor countries in Africa epidemics of infant diarrhoea and death when mothers gave up breast-feeding for bottle-feeding, which they had seen in European and American television and advertising" 2. Integrity and diversity of news media - the mediums from which we receive our news are constantly changing. according to research that Reuters undertook in over 26 countries, 64% of 18-24 year olds gets their news from the Internet. This can be problematic for a few reasons. Firstly, of the 4600 news and information sites on the internet, the top 7 sites collect 80% of the online traffic. So the idea that internet news is diverse may be simply an illusion. Secondly, the onus is now on audiences to decipher whether the news they are reading on the internet is reputable/truthful or fake news/paid content. The rise in fringe values and beliefs such as flat-earthers or anti-vaxxers can be directly linked to the increased reach of conspiracy theory news sites. Lastly, Online news is quite often tailored for the user based on their interests and values. This can cause what is known as the 'echo chamber effect' where the values/beliefs of the reader are repeated back to them via social media feeds or bespoke news applications such as Apple News, leading the reader to believe their values/beliefs are dominant. 3. Erosion of government power - as media and communications continue to transcend geographical boundaries, the power of the government weakens. Globalised media possess the potential to spread democratic values and beliefs which would be less welcomed in countries with differing political and economical ideologies. The media can also empower and encourage participation from marginalised groups from around the globe. This can be seen in movements like the Occupy movements of 2011 that protested the top 1% of the powered population controlling in excess of 40% of the world's wealth. Another example of how globalised media can erode the government's power is via circumnavigating regulation. Each county has media regulatory laws that often reflect the values and ideals of that country. Australia for example has laws that ensure local content is produced which is under threat due to the dominance of Internet streaming from overseas. Another regulatory example from Australia is our Laws regarding the depiction fo suicide on television that again is undermined by media content from overseas that do not have the same laws. 13 Reasons Why was screen on Netflix Australia despite it contravening our own regulatory standards. |
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Audiences and Agency
The media industry is rapidly changing and now more than ever, Audiences have agency over how they consume and receive the media. There used to be tight control over what we saw and heard in the media because the media industry was traditionally controlled by media institutions and governments. The internet has given audiences more choice in the media they consume and for the first time, their own voice in the media. Here are some examples of ways that audiences have agency over the media they consume:
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The dynamic and changing relationship between audiences and the media
The globalisation of media content has caused extreme changes in long established industries. For decades audiences got their news from newspapers, then radio and television. Nowadays, you can get your news from almost anywhere. Big record companies no longer have control over the music industry. Independent movie making has boomed with users creating and releasing content online. Steam has opened up a huge market for independent video game titles. Podcasts are becoming even more popular than radio stations. Just have a look at these examples below:
Since the beginnings of mass media communication, it was theorised that the media was powerful and audiences had little agency over the media's control and influence. However, this relationship between audiences and the media is not as top down as it once was. In an increasingly connected and globalised world, the dynamics of the relationship between audiences and the media has shifted dramatically. Audiences are now more freely able to review, share, discuss, create, evaluate, distribute and consume the media in ways that were never possible.
We can analyse the dynamic and changing relationship between media and audiences by looking at the changing ways the media is produced, distributed, consumed and received.
Lets break down what each of there words means:
PRODUCTION - the making of media products. This has been changing and evolving with the rise of platforms like Steam, Soundcloud, Garageband, etc. Now more than ever, audiences are producing their own media products
DISTRIBUTION - the process of releasing and distributing a media product to the general public. This used to be very top-down... meaning that distribution was usually handled by media owners such as record labels and production studios. However the internet is a platform on which anything can be distributed and shared.
CONSUMPTION - this is the manner in which audiences 'take in' a media product. Whether we binge watch a series on Netflix or Disney+ or go to the movies with friends, buy a record at a music store or access any song ever recorded via Spotify or Apple Music. The way in which audiences consume is always changing.
RECEPTION - this is the way we engage with and react to the media. Whether that be through ratings, liking or disliking or writing reviews (think about Rotten Tomatoes!) Audiences now have tremendous agency in the way they receive their media.
CHANGING MODES OF PRODUCTION
The globalisation of media content has caused extreme changes in long established industries. For decades audiences got their news from newspapers, then radio and television. Nowadays, you can get your news from almost anywhere. Big record companies no longer have control over the music industry. Independent movie making has boomed with users creating and releasing content online. Steam has opened up a huge market for independent video game titles. Podcasts are becoming even more popular than radio stations. Just have a look at these examples below:
Since the beginnings of mass media communication, it was theorised that the media was powerful and audiences had little agency over the media's control and influence. However, this relationship between audiences and the media is not as top down as it once was. In an increasingly connected and globalised world, the dynamics of the relationship between audiences and the media has shifted dramatically. Audiences are now more freely able to review, share, discuss, create, evaluate, distribute and consume the media in ways that were never possible.
- We have access to media on demand, when we want it, at the time that suits us. This has seen the rise of internet streaming and the fall of typical commercial and pay television.
- The choice of content has ballooned and the accessibility of devices to consume that content on has increased. This has meant a drop in the tradition notion of a family all consuming the media from the one device (radio or TV)
- We can have our say with the media we consume. We can post comments, review and rate our media content. This has seen a huge rise in the influence of movie reviews, and the shakeup of long established industries like hotels and taxis.
We can analyse the dynamic and changing relationship between media and audiences by looking at the changing ways the media is produced, distributed, consumed and received.
Lets break down what each of there words means:
PRODUCTION - the making of media products. This has been changing and evolving with the rise of platforms like Steam, Soundcloud, Garageband, etc. Now more than ever, audiences are producing their own media products
DISTRIBUTION - the process of releasing and distributing a media product to the general public. This used to be very top-down... meaning that distribution was usually handled by media owners such as record labels and production studios. However the internet is a platform on which anything can be distributed and shared.
CONSUMPTION - this is the manner in which audiences 'take in' a media product. Whether we binge watch a series on Netflix or Disney+ or go to the movies with friends, buy a record at a music store or access any song ever recorded via Spotify or Apple Music. The way in which audiences consume is always changing.
RECEPTION - this is the way we engage with and react to the media. Whether that be through ratings, liking or disliking or writing reviews (think about Rotten Tomatoes!) Audiences now have tremendous agency in the way they receive their media.
CHANGING MODES OF PRODUCTION
The globalisation of media content has caused extreme changes in long established industries. For decades audiences got their news from newspapers, then radio and television. Nowadays, you can get your news from almost anywhere. Big record companies no longer have control over the music industry. Independent movie making has boomed with users creating and releasing content online. Steam has opened up a huge market for independent video game titles. Podcasts are becoming even more popular than radio stations. Just have a look at these examples below:
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Lil Nas X - Old Town Road: Lil Nas X was able to bypass record labels and rocket his country single 'Old Town Road' to the number one song in the US by cleverly using social media to his advantage. By pushing his Soundcloud track on Reddit and encouraging it to become a meme on TikTok, Lil Nas X was able to successfully bypass the traditional modes of distribution for music. This is a perfect example of how media globalisation has opened up new modes of distribution for artists. |
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EPIC games and Fortnite: Recently, Fortnite has dominated the cultural zeitgeist and changed the way video games are being made, distributed and received. Unlike most triple A titles, Fortnite is free-to-play. It makes its money by offering in game upgrades (also knows as micro transactions). However, Fornights success can be largely measured by the developer, EPIC games, ability to keep the game culturally relevant. They keep the game constantly updated and often include internet memes in the game design and create community events such as online in-game concerts. |
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CHANGING MODES OF DISTRIBUTION
Throughout the 20th century the media was traditionally distributed by globilised institutions. It was an expensive process. Newspapers needed printing presses and a network of distributors to create and share their papers. Television was broadcast via a cost-prohibitive array of infrastructure including towers and satellites. However, the rise of web 2.0 and new technologies have made it very simple for the audience to share and distribute their own or other people's content.
Throughout the 20th century the media was traditionally distributed by globilised institutions. It was an expensive process. Newspapers needed printing presses and a network of distributors to create and share their papers. Television was broadcast via a cost-prohibitive array of infrastructure including towers and satellites. However, the rise of web 2.0 and new technologies have made it very simple for the audience to share and distribute their own or other people's content.
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Henry Jekins, a media and communications professor and author of Spreadable Media: Creating Value and Meaning in a Networked Culture defines this as 'participatory culture.' This is a culture of spreading, sharing, engaging with and extending upon media products. Audiences may share media online, parody it, memeify it, talk about it, review it, react to it, etc. It is the audience that determines the value of the media. If it doesn't spread, its dead.
Watch the video to the right where Henry Jenkins discusses spreadable media and participatory culture. |
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The most viral video of all time???
Henry Jenkins mentions the example of Kony 2012. This was a 30 minute video created by the charity 'Invisable Children' in 2012 to try to bring awareness of African warlord Joseph Kony. This became one of the most viral videos of all time. People didn't just share the video, but they became obsessed with Joseph Kony. They donated money, rallied, protested, graffitied, put up posters and eventually Joseph Kony became so famous he became a joke, a meme. This is the ultimate example of participatory culture and spreadable media. In the end, it was the audience that distributed the message and turned it into a cultural phenomenon. |
CHANGING MODES OF CONSUMPTION AND RECEPTION
The manner in which audiences consume and receive their media is constantly changing. Lets look at television as an example. How have our consumption habits changed over the past 10 years with the rise of technologies and online platforms ?
How audience consumption of media has changed because of COVID19 by generation:
The manner in which audiences consume and receive their media is constantly changing. Lets look at television as an example. How have our consumption habits changed over the past 10 years with the rise of technologies and online platforms ?
- Scheduled vs on demand. In the past we had to watch television at a scheduled time. However, online VOD services like Netflix have allowed us to watch our content at any time we wish
- Small screen vs big screen. The popularity of smartphones has meant that most media content is viewed on smaller screens and is of a shorter duration in order to cater to our new media viewing environment. We are constantly distracted so shorter content tends to be our preference for what we consume.
- Viewing vs Binging. in order to cater for our shorter attention spans and appetite for on demand content, TV series are now usually released all at once causing audiences to binge watch an entire series in a short amount of time.
- Convenience vs inconvenience. The COVID19 pandemic has cause a change in viewing habits for movie going audiences. Some audiences are far less likely to go to a cinema to consume their films. Movie studios are regularly releasing their blockbusters online at the same time as in cinemas to cater for our appetite to view media within the home.
How audience consumption of media has changed because of COVID19 by generation:
