This is the second stage of the internet, it's has more user generated content and is more advanced than just having a plain webpage with information. It has enhanced the growth of social media and has got audiences interacting more.
Prosumer - Both a consumer and producer of media texts, this is seen as a step beyond the consumers of traditional film trailers.
Audience's now are prosumers as they watch the films but also share content related to films and then are distribution this information to other consumers
Examples:
•Hashtags
#
•Links
•Buying
tickets
•Social
media pages
•Shares
- We, the audience, make things popular
Disadvantages:
•Created
cultural chaos
•Celebrates
the 'Power of active users' ignoring the commercial structures that help to
shape those powers
•Creates
a 'cult of the amateur' that devalues the professional
•Removes
gate keepers, talent and expertise are devalued in favour of those who shout
the loudest
Reception Theory
This is a version of the audience response to a media text. It's the idea that some messages have a range of possible meanings; some are intended by the producers, some are read into by the audience.
Encoding - Originator of a message has a point they want to get across
Decoding - The audience viewing the media text will decode the message in a variety of ways depending on:
Reception Theory
This is a version of the audience response to a media text. It's the idea that some messages have a range of possible meanings; some are intended by the producers, some are read into by the audience.
Encoding - Originator of a message has a point they want to get across
Decoding - The audience viewing the media text will decode the message in a variety of ways depending on:
- Social background
- Context
- Pre-existing beliefs
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