In this weeks lecture, the question was asked “If not us, who?” discussing the role of the audience, particularly ‘who’ has user empowerment, access and participation in the media today. It was established that over time, the position of audiences has evolved, to now having the ability to ‘physically’ influence what we consume. This consequently explores the ever-changing relationship between media technologies and audiences.
My grandmother is constantly calling me, asking for ‘tech savvy’ advice. Growing up with the development of the radio and television, she comes from a monologic audience. That is, an audience that merely receives information and cannot engage with it on their own terms. Just last week she asked me what a “tweet” was and why they’re always coming up on the news. The concept that people could immediately and physically give their opinion on a topic being discussed is completely foreign to her, and many others accustomed to a monologic role.
On the other hand, my younger sister is the perfect example of the other side of the spectrum. She has been brought up in a dialogic world, whereby media flows between the audience and the producer. Compared to a conversation or dialogue, it relies on input from all parties involved. She is only in primary school and her class already has a shared blog where they post their homework and discuss relevant topics. Not only does this demonstrate the way in which society encourages interaction with media platforms but the way in which the dialogic seems to be overtaking the monologic audience.
Although monologic roles still exists, they have transformed to include dialogic aspects to keep up with their developing audiences. Media platforms such as Twitter offer people a way to not only be the consumers but the producers of what we receive, clearly offering the audience more power than ever before. Take the iPhone for example. The ‘Siri’ feature allows a user to literally talk to a phone that talks back! Who knows what will be next?