NDM: The key concepts of audience and institution

1) What was the relationship between audience and institution in the pre-digital age?

The relationship between audience and institution in the pre digital age is that they are both connected. It is necessary that all institutions needs audiences to make profit, however every institution also needs audiences who can access media in a traditional form such as newspapers or radios.

2) The article gives a lot of examples of major media institutions. Choose three examples from the article and summarise what the writer is saying about each of them.

ITV - itv relies on the income from the advertisers which shows that they appeal to a larger audiences

Sky One - need their income from subscribers to attract a higher audience and would gain quicker access to their shows 

The MailOnline - gain a higher income so they keep the images and videos on longer for the audience to read

3) The article ends with a section on the digital age

Audiences now have more freedom to media products, in today's society the developments of new and digital media allow audiences to access tv programmes, films and music on their smartphones. Also the ability to download files has changed and therefore has made it easier for audiences to view the media.

4) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media institutions hold sway?

I believe that audiences will continue having more power as the years go by, however the hierarchy will still remain the same where the major media institutions will still have the most power.