NDM: The key concepts of audience and institution

1) What was the relationship between audience and institution in the pre-digital age?

In the pre digital age, Marxism sum up the pre digital era with the big media companies proving the entertainment that they believe is suitable for viewers to watch and the audience powerless to change anything so the relationship between audience and institution was like teacher and their student the teacher runs the classroon telling everyone what to do and child has to obey by the rules set from the teacher.

2) The article gives a lot of examples of major media institutions. Choose three examples from the article and summarise what the writer is saying about each of them.

ITV relies on income generated by advertisers. This means that appeal to a large audience are seen as more valuable than ones with smaller niche audiences.

ITV focuses on the many and not the few to generate money.

The MailOnline receives more income the longer a reader stays on the site, so stories will feature lots of images and videos, and sensationalised or controversial.

Newspapers receive money from readers staying on the website so clickbait brings them in and pictures and the info they desire keeps them in.

Sky One needs an income from subscribers and may well invest in programming that attracts a loyal audience, who are more likely to invest in a long term subscription to guarantee early access to the shows they enjoy.

Sky One rely on customers getting subscriptions so that they can invest in programming which leads to better programming and an increase in customer loyalty.

3) The article ends with a section on the digital age. Summarise this section in 50 words.

It's all about how the media is changing from before, before it was the big companies having all of the control now we're in a new tech age with a pluralist view with the audiences having all of the power and the power to decide what they want to watch

4) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media institutions hold sway?

I believe in a very pluralist view on TV and how the audiences more than ever have all of the power when it comes to what they want to watch. TV companies are trying anything to get TV views up due to people all switching to online platforms instead with Netflix, Amazon Prime and the big one YouTube, and audiences are now becoming more tech knowledgeable when it comes to using the internet as well so more and more people will rely on the internet for their entertainment. So I believe that the relationship between audiences and institutions will be one sided when it comes who has the power and I believe it all belongs to the audience.