End Of Audience Theory by Clay Shirky

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- Shirky believes that audiences are no longer passive.

- Passive audience: Does not actively engage with a media text. They just observe and do not question the message sent by the media and accepts it the way the media outlet intended.

- Active audience: Actively engages with the media consumed. Interprets the meaning of the text in their own way. The develop an interpretation of the text based on their experiences or cultural background.

- Technology has changed our behaviour, instead of just consuming media passively, we also contribute to it.

- Traditional media (newspaper, magazines) are declining because they prefer to be able to interact or express their opinions online with new media.

- Audiences like to 'speak back' to the producers of media. Social media allows audience to give feedbacks to producers through social media which results in the equality of power between them. (Prosumerism)



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