jake morosini a level media

1. CLAY SHIRKY’S
END OF AUDIENCE
THEORY
BY: JAKE MOROSINI

2. DEFINITIONS
• Passive Audience – An audience that just likes to mindlessly
watch a film, listen to music, or read a magazine and let it sink
into their brains.
• Active Audience – An audience that wants to interact with what
they are watching or reading. Liking, commenting, and sharing
are all forms of active audience interaction

3. EXPLOSION OF
TECHNOLOGY
Audiences now expect to like,
comment, and share. Audiences
expect certain levels of interaction
with what they are reading,
watching, or listening too. This is
due to the explosion of
technology, which has changed
our expectations and behaviour.
An example of this is the
‘Megatron Challenge’ created by
Nicki Minaj in order to promote
her new song.

4. NEWSPAPER AND
MAGAZINE
CIRCULATION
DECLINING
Newspaper and magazine
circulation has been declining
in general because audiences
no longer like to just read,
they like to interact as well.
Here is a chart showing the
decline from the 1950s.

5. COMMUNICATION ADVANCES
Shirky believes that audiences like to
speak back to producers. In the past,
you used to have to wait for producers
to send us their messages, movies,
magazines, tv programs, etc. But
because of social media, audiences can
now interact and communicate with
them and tell them what they like and
don’t like.