Essay Feedback: Development of new/digital media means the audience is more powerful in terms of consumption and production. Discuss the argument for and against for this view.

LR: You need to black up your points with more specific examples - rewrite your sentences with evidence to back up (where this is the case) Level: A- 42/48

From paragraph 2: Similarly, Krotoski (2012) states that the "web is more than an empowering tool, as it shows no authority". An example of this would be the Arab Spring which “tipped the balance of authority” (Krotoski 2012), as citizens challenged the authority by using social networking sites. In Tunisia, Facebook gave individuals the power to go against the regime by expressing their views on the way Ben Ali treated them. As a result, this led to online activist groups and copycat demonstrations in other countries such as Libya and Egypt. This generated an unstoppable awareness which was caused by the development of digital media. Significantly, it can be argued that battling against the authority has made it easier for citizens, as there is no hierarchy on the web. In relation to the Arab Spring, this increased democratization in Tunisia as citizens had the freedom to express their views globally and therefore challenge inequality collectively.

From paragraph 4: Individuals can now create the news themselves because of the developments in technologies, such as smartphones. Thus, this establishes the concept of UGC as consumers are now generating their own content. An example of this would be that the Asian Tsunami which effected many countries such as, Indian, Thailand and Maldives. Citizens took footage of the natural disaster in Thailand, which provided audience with a raw and hard hitting first hand footage. As a result, this led to a rise in UGC as people across the world was able to access the video through the social networking site, YouTube.

From paragraph 3: According to Marxist Millband, the media plays a vital role in spreading the dominant values of the ruling class, as they have control access over the knowledge the audience receive. An example of this would be the Mail Online which had an increase of 150 million monthly users. As the company takes a right wing perspective on fundamental issues around gender, sexuality, class and race, the audience are likely to passively accept these ideologies. Thus, this encourages people to accept that there is an unequal society between bourgeoisie and proletariats.

From paragraph 4: In relation to Katz and Blumler Uses and Gratification theory, the audience would use the media for diversion, personal relationship, surveillance or personal identity. Arguably, this could highlight that the audience are active agencies of a media text. For example, according to The Guardian 75% of students in Europe admit using Twitter regularly and 42% of under 20 year old use social media to stay up to date. By people using social media to interact with others, it gives them the opportunity to divert from their everyday routine and engage with the content, as society has now entered a digital age.

From Paragraph 2: Significantly, this establishes that the audience are more powerful in terms of consumption and production because of the rise of new and digital media. This has giving audiences the opportunity to to manipulate and reject the dominant ideologies produced by the mass media. For instance, according to The Guardian, Saudi Arabia has entered a digital generation which has empowered citizens positively. Social media has allowed Arabians to challenge the authority and to express their views on a certain issue, by using Twitter or Facebook. Significantly, there has been million tweets about "swap jokes,  whinging about salaries, government waste and inefficiently - and corruption". Undoubtedly, this highlights that digital media has positively impacted people to challenge the authority, instead of being restricted by agents of social controls.