Readings #11 – IL PUBBLICO NON E’ UNA COMMODITY

Un articolo di CarrieLynn Reinhard, Roskilde Universitet, sulla fine dell’audience come commodity e l’avvento dell’audience attiva. (pdf)

Abstract: “Traditional discourses of the relationship between media producers and
consumers have been challenged as of late in post-industrialized
countries.  The blurring of established consumer/producer identities
due to changes in the mediascape, forecasted for decades, has changed
how both academics and media professionals characterize the role of
people in media engagings.  The initial conceptualization of
“audience-as-commodity” was challenged by increased recognition of the
audience as active consumers, or “audience-as-agent”.  Recently this
recognition has led to the Hollywood media industry’s cooptation of
these consumers, conceptualizing the people who engage with their media
products as a combination of the previous two, or
“audience-as-pusher”.  This paper is an account of this discourse swing
through the description of case studies that demonstrate the
utilization of interactive marketing schemes to co-opt pre-existent and
emergent audience activity(s).  The emergent conceptualization and its
relationship with previous ones present academics with challenges and
opportunities for theorizing and studying the relationships between the
media industry and the people in their everyday lives.“

Bella lezione di Dan Gillmor segnalata a modo suo da Graziano.

Altre segnalazioni: dalla pseudopolitica (tato, scacciamennule, corrado), alla politica straniera della ricerca (alfonso, asa) e alle letture dei lettori (vitadiunio, loriscosta, lsdi).