Has new and digital media had an impact upon ownership and control of the media institution(s) involved in your case study area? Explain in detail any impact and what exactly has changed.
Contemporary society is based on plurism where different institutions are completing amongst each other to create a unique selling point which will attract a wide range of audiences. This suggests that institutions are no longer homogenous. As a result producers feel that they have more control over audiences as they all offer different bits of information. Nevertheless this does create competition which makes it difficult for institutions to survive, this is evident as in the year 2008 60titles closed down out of the 300 that were available as the BBC shows. This reflects the impact new and digital media has had on ownership-many lost their jobs in this industry. Also due to UGC audiences have the abilities to create news which suggests that media institutions will be losing control in the long run, as consumers no longer dependent on the producers to gain information, they go out themselves and find the information. This is evident as Citizen Journalism has become more popular over the years, which once again indicates the problems producers are facing regarding their ownership in the market. To overcome these problems many institutions have attempted to merge together to maintain their survival in the market. For example in America the two biggest subscriptions based radio services are Sirius Satellite Radio (owned by Martine Rothblatt )and XM Satellite Radio, which have recently merged to form Sirius XM Radio to generate more audiences.
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