development of the new/ digital media

The development of the new/ digital media mean the audience is more powerful in term of consumption and production. Discuss the argument for and against this view.

A pluralist prospective would argue that the audience has a lot more power and control over the internet because of all of the benefits and advances of the technology and new media we use in society. The devolvement of new digital media has changed over the last few decide in society, as recently in society people have the right to do and say anything through the media, as some case it creates new and creates issues in society like Rodney king. However, in the eyes of a Marxism they believe that the gatekeeper have control over the media, they are the main source and control on what people watch, say and do in society.

A pluralist perspective would argue that the audience is more powerful in term of consumption and production. As the audience will feel and think that they have freedom to speck their right and views, they’ll ‘conform, accommodate or reject’ others (Gurvenitch). As we live in a society which normal people can become ‘citizen journalism' by recording video; and write thing on blogs, and placing it on to social networking sites like Twitter and Facebook. This will show that the audience using the internet are the producers of the information we hear and see in society, as they are the producers and millions of people rely on for important news and information. As the information we find out are from ordinary and normal people, as they are the people who produce the news and content.as in the words of (Al Gore) ‘The internet is an empowering tool’ as he saying that the internet is rapidly powerful and allows many people to use the internet to create content for millions/billions of people around the world.    

As people uses UGC to write their views and opinions to talk about. I.e. the domestic scenes which happened in 2012, the Arab spring protest which affected millions of people in Egypt, Tunisia and Libya. As many people took control and wrote many things about the government and the recent event which happened during the actions in these countries. In these Arab countries, as millions of people communicated with others about the scenes which happen in Egypt and Tunisia, as now people saw all the sad events in these countries due to the government and they ways and policy and also in Iran in 2009 also, if the technology and new /digital media was not invested at time, we would receive the news and information from these countries as this show a sense of realism and show the audience what is going on in these countries. As these people had control on the internet from the information they used and found on certain social networking site and also video sharing sites like You Tube and Facebook.

A Marxist will argue that the gatekeeper have the control on the media and everything, we use and do in society every day, as they’ll feel that the media and the audience have a voice will make the media down from all the things we use like You Tube as people can place videos and write comments on to create something or want a outcome on, an effect on a society. A Marxist perspective is that a mass media live in a class divide society. Google have made 50 billion dollars of revenue and Facebook have made five billions of dollar, means that both website generate such a mass audience.as they’ll feel that business will receive less money, ‘ innovation entrepreneurism’ if society is getting money use these site and write information on it.

   

On the other hand a Marxists would argue that even though ordinary and normal people are creating the content and news as they are getting the money for this. They feel that they are getting the money for  produce these information, as people will still feel that the buying a newspaper will still good information source as people will still purchase it and still, as this is where they’ll make their money and sales.  So most of the information will be left wing and in favour of the government or a person the newspaper like. One of the biggest media institution, News Corporation still charge for the online content because they know that people would still buy it even though they charge every month for the information people still “A minority of media producers always serve a majority of consumers” (Pareto’s Law) The reason why this would support a Marxists prospective is because it says a small amount of media producers always serve the big amount of consumers. So many people are in charge of the things we hear

I believe that audience have much more power over the internet, due to UGC and citizen journalists. Ordinary people are creating their own content and news for the media which they can hear and shown around the world about many different social networking sites like Twitter and Facebook then. As they have the power and control sand the free right to have a voice and freedom to speech. As the internet have the biggest control in society nowadays