Consider the effects so far, and possible effects in the future, on media institutions involved in your case study (media production).
Considering my case study is based on audience responses to media institutions and its texts, recently audience have become more “active” in the sense that they question the text. This is explained by the reception theory- different audiences interpret texts differently based on individual experience and their intellectual levels. This may be seen as a major concern for institutions as they are constantly threaten by active audiences rejecting media products. Statistics show that citizen journalism has increased which will put pressure on institutions to sustain their survival in media- this will become increasingly difficult as people are going out there and constructing their own products. Furthermore this has become even easier for active audiences to spend their message across due to the UGC – such as YouTube which allows us to upload videos for free.
Threat to media institutions –
· Competitors
· Active audiences producing their own products; mutualisation
· Democracy
· OFCOM – censorship
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