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 audience would not have power to what the institutions would show as to audience having no way to contact or want. This would be using the process of giving media products and seeing if the audience would want them or not. This would work by sales figures and viewer-ship of what audiences would. The relationship between audience and institution was not that close as there was no voice and it was the elites who had the power and targeted specific target audiences. Media institutions had power to do this as they controlled the magazines, films and music. 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.
media

Example 1:
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

The writer is saying that their audience are mainstreamer who invest in the programming and also because of the loyalty that they give. It shows the institutions is powered because of these audiences being loyal to Sky.

Example 2:
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

The writer is saying that the institutions had control over all different platforms where the audience has the power too now and that they are getting larger and more valuable than ones with niche audiences.

Example 3:
Most institutions do this by creating a brand image. Creating a brand helps an institution market its products to the audience by associating them with a distinct and unique ‘personality’. Just look at the different brand personalities of supermarket advertising, for example,where Waitrose is represented as a sophisticated, affluent gourmet experience, while Asda (or Aldi) is associated with the family values of economy, good value,and unpretentiousness.

The writer is saying that the institutions need audiences if they are to generate profit and that would mean they need viewer-ship and it would mean thats why they are giving access and why they are giving a lot of content so more audience come.

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

This section of the article is about audience having the power to communicate with the media institutions this would be by giving access. This section explains that audience have the power to now look at content which would cost more than what it is expected. We have different institutions which are giving offers to audience however you can see that they will drop prices and try to gain these audiences and then higher the prices for the viewer-ship. This would also means that they can use the digital devices like smart phones and tablets and it has moved entertainment to be on the go.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?

In my opinion i believe that audience and institution will never be fair as institution will always use audience for the money to grow. They would give this representation that we have the power but really they know its a good out come for them. increasing the power of the audience would be good because then we get more access and news and i do believe that we are getting more content with news but not with control of music, film and magazines. We have access with all news content in my opinion as to people wanting to be updated.