Consider theoretical perspectives in relation to the impact of new/ digital media in your case study. E.g. Representation of certain groups as a result of changes, Marxism & Hegemony, Liberal Pluralism, colonialism, audience theories etc.
Marxism – proletariat who are the passive working class people, have gained power due to new and digital media. For example, Gillmor talks about the concept of “audience revolution” which suggests that audiences are no longer “passive” but due to social changes have become “active” and have the ability to reject a certain text and have an oppositional reading. Also they are equally able to construct media products like the producers and make them appear to the wider audience e.g. due to UGC they can make use YouTube and upload their videos online and pass their message across. This shows how new and digital media is benefiting their audience as they have gained more rights.
Hegemony – use of ideologies which producers use to maintain control. As the reception theory states, individual interpretations will vary according to personalities and personal experiences. This suggests that they can reject dominant ideology and accept alternatives or subcultures. For example although homosexuality is seen legal, it’s still seen anomie (not normal) in wider society however if you belong to a gay and lesbian households your acceptance of alternatives will increase. This shows how personal experiences effect you interpretation of a text. Hence, media is increasingly beginning to show alternatives and subcultures more frequently, which makes the audiences aware about contemporary society.
Plurism- society has become diverse in terms of what values that holds; also they have been fragmented into smaller groups. As a result there’s more competition amongst institutions to entice as many audiences, possibly niche audiences as possible. This is a good thing for audiences as they have more variety to choose from, which suggests that they have become increasingly important in shaping what the media produces.
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