Television Audience
Television viewing has become a very common thing in the entire world today. In fact, Television viewing is perceived to be having the largest audience as compared to any other forms of media. In the current media ecosystem the content in televisions is distributed through various platforms such as wed, TDT, mobiles and so on. This has provided an increased level of interactivity that has led to an increase in the level of connections of programs and networks with television audiences. Public and commercial broadcasters are both developing cross media processes that lead to the enhancement of audience participation. These networks provide a variety of initiatives that enable the audience to engage through sharing, promoting, criticizing and commenting on programs and at the same time elaborating their material or even getting involved in production, design or even the distribution of the television content. The paper will look at the ways through which television audiences are active. The television audience that will be focused on is that in Australia.
For regular television viewers a mere glance at the TV set is enough to reveal the latest developments in a narrative form whether it is a narrative in the news or a favorite soap opera. The meanings of what is broadcasted appear given and they are unavoidable they are often in existence within the program and they come out as one watches. Taking these meanings into account it means that watching television by the audience is just a routine and a process that is effortless by the audience. Therefore the process of viewing television is often termed as a relaxing and mindless experience .even though during the early years of television it was new and starling it has now rapidly become wallpaper in most homes attracting a very large audience. There are several strategies of audience participation through cross media activities that promote the different audience images. These can be categorized into different roles such as consumers, citizens, collaborators, players, fans, commentators, activists and benefactors.
The active audience
Human beings are termed either as active or passive with regards to their environment. Whether under the influence of hegemony and sociological theories, research shows that media has an effect on a change in attitude or behavior. The audience is therefore regarded as homogeneous and vulnerable which means that it can be manipulated easily in the face of an all-pervasive and powerful mass media like television (Hearn, 2011). The active audience theory brings the argument that an audience does not juts receive information presented to it passively rather, it is actively involved often in an unconscious way in making sense out of the message within their own social and personal contexts ( Hennerberger, Xu & Franklin, 2001).The decoding of messages that the audience received is often influenced by things like values, education, interest, experience and so on.
There are three arguments that are put across for active engagement of audiences with the mass media particularly the television. First of all the audience are expected to interpret what they have seen in order for them to construct as something that is orderly and meaningful regardless of how routine the interpretation might be. Secondly the audience should make sure they diverge in whatever they interpret thus leading to a generation of understanding from the particular text. Third, the viewing experience is at the interface between the televisions (and how they interpret the information) and the lives of the rest of the viewers with all the experiences, concerns and knowledge involved. Viewers can therefore be distinguished based on whether they orient to the content or the medium used and whether they experience a freedom sense and control or lack this altogether (Livingstone, 2000).
Audience participation in television
The current system of broadcasting in Australia and the rest of the world have undergone changes in various aspects that have shaped its structure and functioning. These changes include number of channels and the platforms of distribution. For instance in Australia there is the national broadcasters, main commercial broadcasters, regional and remote area commercial broadcasters and community and discontinued channels. Apart from this there is also the innovation in the business models and formats, politics as well as the regulation of the audiovisual industry. There has also been a renewed relationship between the media like television and its audience.
We can say that television in Australia is now benefiting from the advantages that are being provided by internet use, through the incorporation of online services and the use of web as a...
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