Importance of Public and Audience in a Media Convergence Culture

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SCHOOL OF MEDIA, CULTURE AND CREATIVE ARTS

ASSIGNMENT COVER SHEET

To be attached to all assignments

(ALL SECTIONS MUST BE COMPLETED)

STUDENT NAME:………HAO JING WEI………………..………………………………………………………

STUDENT ID:……………15646457…………..……………………………………………………………………

UNIT NAME AND NUMBER:…MCI212 Consumers, Audiences, Publics and Users

DUE DATE:…Critical essay 15 October 2012 (by 4pm via email) …………………….

WORD COUNT:…1800 – 2200 words ………….………………………………………………….

TUTORIAL DAY AND TIME:………11am to 2pm, Wednesday, C25………….............

TUTOR’S NAME:…Ms. Lai Jia Weng …………………………………..

IT IS ESSENTIAL THAT YOUR TUTOR’S NAME IS ON ALL SUBMITTED ASSIGNMENTS

DECLARATION:

I declare that I have retained a copy of this assignment.

I have read and understood Curtin University policies on Plagiarism and Copyright and declare that this assignment complies with these policies.

I declare that this assignment is my own work and has not been submitted previously in any form for assessment.

Signature:………Hao Jing Wei……. Date: ……….15.10.2012…………

Audiences and Publics Are Important in Media Convergence Culture

Introduction

After we have studied about consuming culture through module 1, now all of us should know about consumption better. As we know audiences and publics are important parts in consuming culture - such as audiences purchase goods, shopping, living, traveling, education, services and so on, the world especially the consumption world is all about audiences and publics, at the same time they play a very important role in convergence culture as well.

In today’s increasingly digital cultural, the way consumers consume and the way publics and audiences communicate are totally different from the traditional media times. Nowadays, people require both of physical and mental for life satisfaction such as purchase more healthy foods, watch digital TV, go to higher education, have internet services and so on.

Convergence culture is the outcome of the rapid development of new information and communication technologies. According to “…Media convergence must also be seen as having a cultural logic of its own, blurring the lines between production and consumption, between making media and using media, between active or passive spectatorship…”(Deuze, 2007, p.74)

From this quote we know that media convergence makes several changes between production and consumption, between making media and using media, between active or passive spectatorship of mediated culture.

In this essay there are four main points to discuss how audiences and publics play roles in convergence culture.

Discussions

Firstly, the role audiences and publics play has been changed from passive to active.

With the high technology development of media, new media has become more and more important than old media. Back to 20th century, old media such as TV was the main trend in the world and controlled audience. For instance, as we know all the TV programs will follow a fixed schedule, audiences only can watch whatever the TV programmes show, once you miss the show, then you will miss the show ever, unless the TV channels broadcast again.

While nowadays, with the digital TV appeared, the audiences have become from passive to active. First of all, the digital TV can broadcast programmes at the same time, and based on “…Another huge advantage of digital television is that digital data takes up less bandwidth, meaning more channels can be broadcast at the same time. This gives viewers much more choice in what they watch and allows for follow up channels which broadcast the same programs as their namesake, just an hour later…”(Davies, n.d.) And “…Digital TV from Telenet: watch whatever you want, whenever you want…(Digital television, n.d.).

These mean the audiences can watch different shows at the same time, as well as they can switch programmes to...
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