Audiences: The End Of Audience - Shirky

Question 1

Why is the mass amateurisation in the contemporary age effective

Answer 1

• Amateur products can be distributed both quickly and on a global scale
• Digital distribution enables audience feedback

As a result, peer-to peer digital networks now compete with, and in some instances have usurped, the reach of traditional mass broadcasting providers

Question 2

Shirkey cites the following fatal flaws in the structure and scope of traditional mass media activity

Answer 2

• The high overhead costs of traditional media
• The slow decision ,making process

Question 3

Broadcast media

Answer 3

Broadcast media, act like a megaphone enabling one-to many communications. Information, in a broadcast relationship, will usually flow in one direction, from sender to the receiver

(television and radio)

Question 4

Communications media

Answer 4

A two way relationship in which senders and receivers are engaged in private conversations

(Telephones and faxes)

Question 5

Digital communication convergence

Answer 5

Digital technologies have merged broadcast and communication media effects. Emails, for instance, can be both private and public - they can also have single or multiple recipients

Question 6

Gate keeping

Answer 6

Limiting access to information - usually affected by traditional media broadcasters to maintain the quality of their products

Question 7

Mass amateurisation

Answer 7

The use of digital media by everyday audience to produce broadcast media

Question 8

Second screening

Answer 8

Viewing traditional media while also engaging with accompanying content on another device. For example, using a mobile phone to join a twitter conversation whilst watching a television show