The audience fragmentation but also its reconstitution into shapes that only few years ago were unthinkable obliges us to question the very existence of the audience itself.
Is the common-sense understanding of “audience” simply an academic construction? (Staiger 2000) Maybe not but we have not to melt the audience with its representation
In Italy, for example, the exploring public of the satellite TV networks (but also of IpTv and some trends on the borders of TV such as YouTube) has constituted the topic of struggle between the “people meter” system defenders and Sky management (supported by many scholars)
A deep transformation Michele Sorice : Mobile Audiences
Is still the home the most meaningful place in which to study the audience? Are there other important places where people perform their role as audience members?
“ Is there only one site for studying the audience ‘close-up’ or is the point, precisely, to study the linkages between many sites in contemporary culture in order to grasp the contemporary audience?” (Couldry 2005).
In the interactivity framework the space of representation is often “doubled” and the interaction process too.
Interactivity breaks with the idea of the passive public.
But “active audience” doesn’t mean automatically “participatory” audiences
Does the Audience still exist? Michele Sorice : Mobile Audiences
Performances in a range of contexts are best made sense of in terms of what Giddens (1993) names the structuration of social practices
Contemporary audiences – and particularly mobile audiences – represent a complete example not only of the merger of creativity and reproduction but also of performativity and involvement as social practices.
Traditional audiences – based upon a rigid distinction between creativity and social reproduction – are dead.
This doesn’t mean that there are no audiences; just they are very different from some years ago.
This doesn’t mean that the active audiences are “always” composed by participants people
From Creativity/Reproduction to Performativity/Involvement Michele Sorice : Mobile Audiences
Theoretical background and methodology The Research
Researchers in micro-community of youths using iPod, PSP and Smartphone (to listen/view audio-visual contents)
Ethnographic description of the individuals using iPod, PSP and Smartphone (to listen/view audio-visual contents) in three railways stations, two airports, the Rome’s Tube and three stores with “in-store radio”
Sample of “observed” people accepting to be interviewed