The document discusses several media and audience theorists. Noam Chomsky argues that media institutions see audiences as commodities to sell to advertisers. Stuart Hall identified different ways audiences can interpret media texts. David Gauntlett argued that the internet has shifted culture from a passive to an active "making and doing" culture. Don Tapscott and Anthony Williams' book Wikinomics explores how companies have used mass collaboration through open-source technologies like wikis.

1. Theory stuff To underpin your understanding

2. Synergy
• Often as much money can be
made from the related products
marketed alongside a major new
film as the film itself.
• Usually not produced by film
studios themselves but franchised
out.
• The planning, marketing &
coordination of release dates along
with tie ins & spin offs are crucial
aspects of modern media activity.
• Eg Harry potter world, this is called
synergy & is crucial to media
institutions success.

3. Diversification
• This is when companies
diversify into different realms,
sometimes by taking over or
merging with other companies..
• Horizontal integration- when
companies expand sideways
eg Sherlock holmes game
onfacebook to promote film.
• Vertical integration - when a
company takes over all the
processes of production &
distribution, eg murdoch's
news international owning sky,
times, sun etc.

4. Audiences
• demographics react differently
to the same products.
• Early studies of audiences
tended to focus on passive,
non discerning, mindless
viewers accepting what is fees
to them.
• Now we realise audience
theory is more complex than
this.
• Audiences are capable of a
high degree of self
determination.

5. Chomsky
• Noam chomsky is a theorist who
contends that the ral product is the
audience itself.
• He says that media institutions
should be seen as businesses who
are engaged in driving audiences to
the real drivers of media activities,
the advertisers.
• He claims that programmes and films
are made to deliver audiences into
the advertisers hands.
• With product placement as well as
adverts becoming more ubiquitous
this theory gains more credibility.
• http://www.chomsky.info/

6. Stuart Hall
• Identified 3 main perspectives that audiences can
'read' texts.
• Preferred or dominant readings- those that are
closest to those intended by the producers.
• Negotiated readings - female watching a male
protagonist.
• Oppositional or resistant readings-audiences own
life experiences are at odds with the text. Eg
crime drama watched by prisoners.
• Hall's essay challenged all three components of
the mass communications model. It argued that (i)
meaning is not simply fixed or determined by the
sender; (ii) the message is never transparent; and
(iii) the audience is not a passive recipient of
meaning.
• http://en.wikipedia.org/wiki/
Stuart_Hall_(cultural_theorist)
•

7. David Gauntlett
• Gauntlett developed the theory of web 2.0
first devised by Tim o'Reilly in 2004.
• In 2008 Gauntlett proposed 'the Make and
Connect Agenda', an attempt to rethink
audience studies in the context of media
users as producers as well as consumers of
media material.
• This argues that there is a shift from a 'sit-
back-and-be-told culture' to a 'making-and-
doing culture', and that harnessing creativity
in both Web 2.0 and in other everyday
creative activities will play a role in tackling
environmental problems.
• These ideas are developed further in
'Making is Connecting'.
• http://theory.org.uk/david/
•

8. David Gauntlett
• Gauntlett developed the theory of web 2.0
first devised by Tim o'Reilly in 2004.
• In 2008 Gauntlett proposed 'the Make and
Connect Agenda', an attempt to rethink
audience studies in the context of media
users as producers as well as consumers of
media material.
• This argues that there is a shift from a 'sit-
back-and-be-told culture' to a 'making-and-
doing culture', and that harnessing creativity
in both Web 2.0 and in other everyday
creative activities will play a role in tackling
environmental problems.
• These ideas are developed further in
'Making is Connecting'.
• http://theory.org.uk/david/
•

9. David Gauntlett
• Gauntlett developed the theory of web 2.0
first devised by Tim o'Reilly in 2004.
• In 2008 Gauntlett proposed 'the Make and
Connect Agenda', an attempt to rethink
audience studies in the context of media
users as producers as well as consumers of
media material.
• This argues that there is a shift from a 'sit-
back-and-be-told culture' to a 'making-and-
doing culture', and that harnessing creativity
in both Web 2.0 and in other everyday
creative activities will play a role in tackling
environmental problems.
• These ideas are developed further in
'Making is Connecting'.
• http://theory.org.uk/david/
•

10. David Gauntlett
• Gauntlett developed the theory of web 2.0
first devised by Tim o'Reilly in 2004.
• In 2008 Gauntlett proposed 'the Make and
Connect Agenda', an attempt to rethink
audience studies in the context of media
users as producers as well as consumers of
media material.
• This argues that there is a shift from a 'sit-
back-and-be-told culture' to a 'making-and-
doing culture', and that harnessing creativity
in both Web 2.0 and in other everyday
creative activities will play a role in tackling
environmental problems.
• These ideas are developed further in
'Making is Connecting'.
• http://theory.org.uk/david/
•

11. • In 2007, Gauntlett published online the article Media Studies 2.0, which created some discussion amongst media studies
educators.
• The article argues that the traditional form of media studies teaching and research fails to recognise the changing media
landscape in which the categories of 'audiences' and 'producers' blur together, and in which new research methods and
approaches are needed.
• Andy Ruddock has written that Gauntlett's "ironic polemic" includes "much to value", and acknowledges that the argument "is
more strategy than creed", but argues that audiences still exist, and experience mass media specifically as audience, and so it
would be premature to dispose of the notion of 'audience' altogether.
• Gauntlett's website is really worth looking at, he has videos like this on where he explains his ideas.
• http://www.youtube.com/watch?v=SPuV1PvDlqE&feature=youtube_gdata_player
• Here http://www.makingisconnecting.org/gauntlett2011-extract1.pdf you will find an extract from his latest book where he
explains about web 2.0
•

12. Tapscott & Williams
• Wikinomics: How Mass Collaboration Changes
Everything is a book by Don Tapscott and Anthony D.
Williams, first published in December 2006.
• It explores how some companies in the early 21st
century have used mass collaboration (also called peer
production) and open-source technology, such as wikis,
to be successful.
• Tapscott and Williams have released a followup to
Wikinomics, entitled Macrowikinomics: Rebooting
Business and the World, which was released on
September 28, 2010.
• According to Tapscott, Wikinomics is based on four
ideas: Openness, Peering, Sharing, and Acting Globally.
The use of mass collaboration in a business
environment, in recent history, can be seen as an
extension of the trend in business to outsource:
externalize formerly internal business functions to other
business entities. The difference however is that instead
of an organized business body brought into being
specifically for a unique function, mass collaboration
relies on free individual agents to come together and
cooperate to improve a given operation or solve a
problem. This kind of outsourcing is also referred to as
crowdsourcing, to reflect this difference. This can be
incentivized by a reward system, though it is not
required.

13. Tapscott & Williams
• Wikinomics: How Mass Collaboration Changes
Everything is a book by Don Tapscott and Anthony D.
Williams, first published in December 2006.
• It explores how some companies in the early 21st
century have used mass collaboration (also called peer
production) and open-source technology, such as wikis,
to be successful.
• Tapscott and Williams have released a followup to
Wikinomics, entitled Macrowikinomics: Rebooting
Business and the World, which was released on
September 28, 2010.
• According to Tapscott, Wikinomics is based on four
ideas: Openness, Peering, Sharing, and Acting Globally.
The use of mass collaboration in a business
environment, in recent history, can be seen as an
extension of the trend in business to outsource:
externalize formerly internal business functions to other
business entities. The difference however is that instead
of an organized business body brought into being
specifically for a unique function, mass collaboration
relies on free individual agents to come together and
cooperate to improve a given operation or solve a
problem. This kind of outsourcing is also referred to as
crowdsourcing, to reflect this difference. This can be
incentivized by a reward system, though it is not
required.

14. Tapscott & Williams
• Wikinomics: How Mass Collaboration Changes
Everything is a book by Don Tapscott and Anthony D.
Williams, first published in December 2006.
• It explores how some companies in the early 21st
century have used mass collaboration (also called peer
production) and open-source technology, such as wikis,
to be successful.
• Tapscott and Williams have released a followup to
Wikinomics, entitled Macrowikinomics: Rebooting
Business and the World, which was released on
September 28, 2010.
• According to Tapscott, Wikinomics is based on four
ideas: Openness, Peering, Sharing, and Acting Globally.
The use of mass collaboration in a business
environment, in recent history, can be seen as an
extension of the trend in business to outsource:
externalize formerly internal business functions to other
business entities. The difference however is that instead
of an organized business body brought into being
specifically for a unique function, mass collaboration
relies on free individual agents to come together and
cooperate to improve a given operation or solve a
problem. This kind of outsourcing is also referred to as
crowdsourcing, to reflect this difference. This can be
incentivized by a reward system, though it is not
required.

15. • The book also discusses seven new models of mass collaboration:
• Peering: For example, page 24, "Marketocracy employs a form of peering in a mutual fund that harnesses
the collective intelligence of the investment community...Though not completely open source, it is an
example of how meritocratic, peer-to-peer models are seeping into an industry where conventional
wisdom favors the lone super-star stock advisor."[4]
• Ideagoras: For example, page 98, linking experts with unsolved research and development problems. The
company InnoCentive is a consulting group that encapsulates the idea of ideagoras.[5]
• Prosumers: For example, page 125, where it discusses the social video game Second Life as being
created by its customers. When customers are also the producers, you have the phenomenon:
Prosumer.
• New Alexandrians: This idea is about the Internet and sharing knowledge.
• And many other subjects.
• The last chapter is written by viewers, and was opened for editing on February 5, 2007.