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  1. 1. Audiences <ul><li>Aims of Lesson: </li></ul><ul><li>To examine the role of audiences in today’s </li></ul><ul><li>digital world. </li></ul><ul><li>Prepare for timed essay. </li></ul><ul><li>Starter Activity </li></ul><ul><li>List the advantages of music consumption for </li></ul><ul><li>audiences. </li></ul><ul><li>Give examples to back up your points. </li></ul><ul><li>E.g. </li></ul><ul><li>Try before you buy / 30 sec preview - iTunes </li></ul><ul><li>Free music - We 7, Lime Wire. </li></ul><ul><li>Only need one piece of hardware - Sony Ericsson phone / iPhone </li></ul>
  2. 2. Audiences as Producers New digital technologies have lead to changes and new practices of established music labels, as well as audiences. Due to easily accessible music software and the internet, audiences can now produce and distribute their own music without having a record contract. Audiences have become active.
  3. 3. Arctic Monkeys Fans of the band copied their demo CDs onto their computers and shared them on the internet. Fans were acting as marketing / promotion team. As a result when they release their first album under the independent label Domino , it went straight to number one. The Band were also promoted on MySpace.
  4. 4. Sandi Thom Originally signed to a small independent label (Viking Legacy), she staged a series performances from the basement of her flat in Tooting in 2005 via the internet (webcasts). This lead her to become signed by RCA (Sony).
  5. 5. Important Names Shawn Fanning - Founder of Napster You Tube / My Space - User-generated content sites audiences have used to upload their own material which have been bought up by big conglomerates. Cubase - Computer program for music production / recording.
  6. 6. The Theories Media Studies 2.0 - David Gauntlett (Media Theorist) In contemporary society audiences have a more sophisticated understanding of the media. They also have access to the means of production and are therefore becoming active users of the media, rather than passive consumers.
  7. 7. The Craftsman - Richard Sennett (Sociologist) In the 21st century people are starting to make things and are becoming more creative. Websites like YouTube and MySpace have allowed audiences to distribute their work. This has lead social well-being and increased self-esteem.
  8. 8. Evaluation How do you feel about these theories? Is this really happening in society? Are audiences becoming active producers as well as consumers? Are they any problems with this notion of the active audience?
  9. 9. However <ul><li>Only a small amount (Less than 1% in 2007) of YouTube </li></ul><ul><li>users upload their own content/material. </li></ul><ul><li>Big institutions have latched onto the success of social </li></ul><ul><li>Networking sites at the expense of the independent artist. </li></ul><ul><li>E.g. The Big 4’s merger with MySpace to create MySpace Music. </li></ul><ul><li>Therefore it could be argued that the vast majority of </li></ul><ul><li>audiences are just consumers, and the idea of them as </li></ul><ul><li>producers is highly exaggerated. </li></ul>
  10. 10. Essay Question Discuss the advantages and disadvantages for audiences in the digital and online age. In groups discuss and write down points and examples that you would include when answering this question.
  11. 11. Timed Essay Discuss the advantages and disadvantages for audiences in the digital and online age. Use the terms below to structure an essay plan for the timed essay you will write next lesson. production distribution consumption Media Studies 2.0 social networking sites digital radio file sharing music downloading convergence technology advertising the big 4 introduction conclusion iTunes limewire Richard Sennett webcasts Shawn Fanning We 7