On-line media has changed consumers behaviour and audiences responses over time by having a wider range of on-line media such as, having interactive web pages such as BBC iplayer. You are now also able to download films online, this allows people to have different views and opinions as they may think that this is morally right. The more information given to us via this on-line media, the higher our expectations become. This means that our demand for more presented information with increasingly high production values and entertainment expectations increases massively.
Knowledge society is as the electronic media changes and shapes our cultural perspectives, society if moving from an industrial to an information based society. Nowadays we have much more information to access with the rise of the internet which increases access to global media and ranges of information sources.
A man called Marshall Mcluhan charted the way media has been shaped and how we understand and receive information in the three following steps: Tribal Era, Gutenberg Age and Electronic age of detribalised man.
In the 1940's it was believed that media messages are injected to the audience this is known as the hypodermic needle model, and the consumers are known as passive.
In the 1950's the gratifications theory came about, the audience was then seen as active consumers. This means that they were able to pick what media we consume. We had lots of different reasons for doing this, such as entertainment, escapism and information etc.
Globalisation has happened because of on-line media such as the internet, and this has made products accessible all over the world. For example a film
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