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Media Audiences

'End of audience' theories

  • 3 things to know
  • Media One and Media Two

Overview

Digital natives, 'we the media', Web 2.0, convergence, and Shirky on mass amateurisation and cognitive surplus.

What you need to know

Answer each one before you reveal it.

Your recallNot started
Who and when

What two concepts did Clay Shirky develop?

Key term

What do 'end of audience' theories argue?

Key term

What is Web 2.0?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What term describes individuals who have grown up immersed in digital technology from an early age and are highly fluent in using digital platforms and devices?

    Model answer

    Digital natives.

  2. 2

    Why are digital natives considered particularly fluent in using digital media?

    Model answer

    Because they have been immersed in digital technology from an early age, making the use of digital media platforms and devices second nature to them.

  3. 3

    What does the phrase 'we the media' refer to?

    Model answer

    The concept that ordinary citizens can now produce and distribute media content themselves, challenging the traditional distinction between media producers and consumers.

  4. 4

    How does 'we the media' challenge traditional media structures?

    Model answer

    It undermines the distinction between professional media producers and passive consumers by enabling ordinary people to create and distribute their own content.

  5. 5

    Define Web 2.0 in terms of its key characteristics.

    Model answer

    The second generation of internet development characterised by user-generated content, interactivity, collaboration and social networking, rather than passive consumption of static web pages.

  6. 6

    How does Web 2.0 differ from the original web in terms of user behaviour?

    Model answer

    Web 2.0 enables active participation through user-generated content, interactivity and collaboration, whereas the original web involved passive consumption of static pages.

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Media Audiences

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AAccessing media forms the first component.
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CCritically evaluating content forms the third.

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