Everyone is either chasing, participating in or gathering an audience. Having an audience fulfills many different purposes. Whether two or three people or millions, unless your a monk your engaging with audiences everyday.
Historically media has chased audiences to attract them to propositions aimed at gaining or creating economic traction. There is a wide range of media and communication studies regarding models about the term “audience” and its role in any kind of mediated communication. These studies are ongoing and with the mass adoption of social media the dynamics of “audiences” are changing including what and how to attract them and create an affinity to them for multiple purposes.
The high adoption rate of convergent technology amongst the masses has changed the way “media” is accessed and the worlds largest companies and broadcasters are continually looking and reviewing the way that they use these mediums to feed the ever hungry audiences the diet of media they desire.
News items are always in demand from audiences all over the world and the hunger for news will never cease. News items that were once only broadcast through the news programs of television and radio stations now make ready use of all the technologies available. People (audiences) are also not only the receivers of news, but they have; through the use of convergent technologies, become news machines themselves. It is now not uncommon for a ‘person on the street’ to witness a newsworthy event unfolding before their very eyes, this can be recorded on video phones for example and within minutes be uploaded onto internet websites like Youtube. People all over the world are becoming empowered, thus enabling them to broadcast stories that might otherwise be suppressed to a global audience.
Is The Audience Dyanmic Changing?
Audiences will always seek (if not demand) the best possible experience when using the media for information or pleasure. The human brain feeds off ‘experience’, sight, sound, emotion and a host of intellectual and sensory mores need to be satisfied. This drive and search pushes the boundaries to which the media and entertainment industries constantly try to meet. However there is a new industry emerging, it is the industry of “conversations initiated and ignited by people and spread to their “connection”, the new audience.
In today’s world we have the greatest choice of channels of communications to choose from than at any other time in history. It has never been easier for the individual to create and reach an audience. Major media, both print and broadcast, are trying to figure out how to capture this new medium but the “new audience” is rejecting the institution media, its content, methods and attempt to pull people into their audience.
The new audience gets attention from individuals who attract them to their content and conversations centric to an affinity of information. The new audience trust their connections and followers more than they do the traditional media regardless of the medium used. The new audience is actually the old audience but now empowered to create their own audience with people who they relate to in a human rather than institutional ways.
This new dynamic is disrupting not only media industries but all business which have followed the institutional media ways and methods of creating an audience. Unless businesses learn the new way they may just loose their current audiences to the influence of the new audience. Get it?
What say you? See Summary Video of the 4 Elements below