Out with the old and in with the new. Another example of how the creation of the internet and new forms of media have change they way we live our lives is evident in media. The traditional methods of accessing information has adapted to new platforms in order to satisfy our need for immediacy. Newspapers have seen dramatic decline in their loyal readerships as more and more people are sourcing elsewhere (online) for their news and information. Ticket sales in cinemas and DVD rentals are also decreasing as sites such as Quickflix.com as well as illegal piracy (watch-movies.net) are more efficient, cost effective and streamlined. Podcasts allow for radio to be streamed directly off the web and as well as the ability to connect buyers to sellers immediately through companies such as Apple iTunes and Amazon makes business tougher on traditional bricks and mortar stores. The rise of video directories such as Google Video and YouTube have also revolutionised the ways in which produsers express themselves. Often videos uploaded containing users own music videos, short films, viral marketing all seek out their own niche audiences. For the rising music star it allows and outlet to express themselves and find fans and other like-minded musicians. It also allows the possibility that somebody higher up can view and endorse their talents. For the cutting edge advertisers, they can upload viral advertisement in a cost effective way that will target a mass audience in an inexpensive manor. In the structures of old media, a select few dictate the content in which are seen by the public. The rise of TiVo in America and Foxtel Digital in Australia allow users to store shows for later viewing whilst eliminating the negatives of advertising which is inherent in free to air (FTA) TV. Further revolutionising this method as stated previously is internet users downloading whole seasons of their favourite series through torrents at a click of a mouse. A shift in the way that society has transitioned from passive viewers to active participants (as produsers) whom demand what they want, when they want. We as produsers and participants are actively controlling how society to suit our needs. Aligning itself with Chris Andersons Longtail theory is the process by which when society demands a change in the process currently delivered by the market leader or other company, another more niche program, software or company will arise to fulfill this requirement. Either for the greater good of the community or for their own self interest, if a high demand for a service or even a more streamlined version than the current model exists, then a high chance exists that that need will become fulfilled. Rather than passive, online audiences are now active and socially connected and have shown declining loyalties to other media forms (Jenkins 2004, 38)
Jenkins, H. 2004. The cultural logic of media convergence. International Journal of Cultural Studies, 7 (1), 33-43
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