End of Audience Theory - Clay Shirky

What is his theory?

- Young people are watching less tv due to the fast, interactive media that has become available (social media). 

- The traditional forms of media have gone and are less popular. 

- Because on social media we can not only consume media but create it ourselves, we can share stuff quickly and it can become popular fast despite any quality. 

- We have become balanced to the skill of sharing media and receiving it. 

- Media has become affordable and accessible (free if you have a phone).

One to one communication used to be the only way available. For example the telephone (you could only have a conversation with one person not share anything other than words).

One to many communication was used in things such as radios and TVs. This allowed many viewers and listeners to engage in media. 

Many to many communication is most popular in modern day. This is things such as instagram and other social medias that can be used to show media to many people and many people can create the media. The internet allows people to have power in sharing media and opinions (can be used to make changes). More media means more argument (more things for people to disagree with. There is a dark side to the internet where negativity is strongly used. 

Traditional medias have had to change the way they are consumed due to the progression of technology (for example streaming platforms like Netflix, Disney + etc).

Technological convergence (how can we use it). This is to do with technology advancing and how on one gadget people can engage with so much media (iPhone). 

Prosumer is a producer/consumer (we all make and consume media). This is how the internet has allowed people to become both. 

Examples of social media artists trying to engage their audience, be active, interact and create. 

I'm going to be looking at Holly Humberstone's social medias.

On her instagram she often posts promoting her songs and music videos. She post a lot of behind the scenes footage from music videos giving audiences a sneak peak and getting them exited for the song to come out. 

On her tiktok she post lots of videos of her singing her songs more personally and also behind the scenes stuff. She also makes tiptoes whenever a new song comes out explaining what inspired the song and the story behind it which is interesting to fans and if someone relates to the story it may make them want to listen to the song. 

She also has a YouTube in which she posts YouTube videos, behind the scenes, live performances....similar themes seem to echo between her social medias. 

She has a website however she only sells merchandise and live show tickets. It has a cool graphic visual and is quite simple leaving links to her social medias. It also allows you to preorder her album that is not released as of yet. 

You can tell she try to convey and emotional aspect throughout her social medias making her connection with her audience more personal and special. She does this by mainly doing behind the scenes posts well as just posting media of herself as she used to before she gained traction.