Developments in new/digital media mean that audiences can now have access to a greater variety of views and values. To what extent are audiences empowered by these developments?

Developments in new/digital media mean that audiences can now have access to a greater variety of views and values.  To what extent are audiences empowered by these developments?

Audiences are able to access more texts due to the birth and continued growth of web 2.0 ( Tim O'Riley). Web 2.0 is described as a medium that allows audiences to become producers of media texts. As a result of audiences being able to produce media texts, they are able to promote their own views and values. There are huge amounts of views and values available on the internet through "web-based software such as blogs". This is supportive of pluralism, which is a society of competing groups and interests, none of them predominant. To an extent this is correct when regrading web 2.0 and new/digital media.

Audiences have been empowered by the ability to challenge organisations and get the truth out of situations where it wouldn't necessarily of been known to the public. For example Ian Tomlinson's death was initially reported down to him collapsing and first aiders not being able to resuscitate him, whereas the truth was that he was hit by a policie officer and had a heart attack as a result. His family has since been able to seek justice as a result of the user generated content. Another example of how audiences have been empowered by the developments in new/digital media is the Arab Spring. Arab spring is where several North Africa countries held a series of protests, aimed at their displeasure at the governments of their respective countries.

Audiences are able to produce media texts, but one view on this is that they are only able to imitate and replicate media texts of traditional media. This view supports the marxist view, that the media is controlled and dominated by a few. Web-based video websites such as youtube, allow for both ammuatures and traditional media to run parallel with each other.  Some of the amateur content is described ans "trivial" and "dumbed down". This  once again supports the marxist view that the media have dumed down their output. Even though amateurs are allowed to produce and publish content, the majority of views of web-based services such as youtube are still for traditional media outlets, for example catch up television or music videos. The way that the media texts are being consumed are changing but people are still consuming the same traditional media.

Audiences have been given power to an extent, but the power is still being held by the few dominant in the media industry.