Episode 10: Dynamic and changing relationships

Knowledge and Skills

Key Knowledge

Key Skill

discuss the dynamic and changing relationship between the media and its audience

agency: the ability to act and make choices
control: the ability to exert power over others
Tension exists for agency and control in the media between producers, audiences and institutions
This tension has changed over time - your parents had a different relationship with the media than you do - mainly because of the rapid change in technology
As a rule of thumb, the last generation had less agency over the media they consumed. This was because of lack of choices and a limited way to interact with the media.
It could be said that the media had more control over audiences in this time. It could be argued this is because the media had more power and also audiences acted in a more passive way
For this generation, it is seen that they have more agency over the media. Because of technology changes, audiences have more choice, can interact with the media in different ways and can also create and distribute their own media thanks to new social media platforms.

How has the relationship between audiences and the media changed over the time?
The relationship between media and it's audiences is dynamic, in that it is constantly changing and in flux. Discuss.