- Discuss how by producing their own music with software like Cubase and Sony’s Acid Music Studio 7, audiences are becoming active producers, which is described in David Gauntlett’s theory of Media Studies 2.0.
- Give examples of those who benefited from the audiences as producers idea. E.g. The Arctic Monkeys (fans distributing their music on internet), Sandi Thom (produced live performances via webcasts from her flat in South London) or any similar examples you might know of.
- Relate Richard Sennett’s (sociologist) notion of the ‘Craftsman / Craftspeople’ to the idea of audiences as producer. Sennett suggests that people are making/creating more in the 21st century, which has lead to higher self-esteem and improved personal well-being. Therefore it can be seen as advantageous if audiences are making their own music. Remember Sennett isn’t necessarily referring to the music industry, so it is up to you to make and explain the connection.
- Give some evaluation of Gauntlett’s theory. Are audiences really producers? Do you make your own music/media? In 2007 less than 1% of YouTube users uploaded their own content onto the site. Are social networking sites really helping audiences become more active, or are they just a new method for the big 4 to target audiences with sites like MySpace Music and Spotify?
- Discuss the advantages of digital radio.
- Discuss that with radio podcasts on the BBC iPlayer/website audiences can listen to some radio shows at the time they choose. This goes back to Gauntlett’s idea about time no longer being a significant boundary in regards to media consumption.
- Discuss the advantages and disadvantages of convergence technology.
- Highlight the price war between mainstream CDs and downloads. Both are very cheap these days, which benefits the consumer/audience.
- Make sure you answer the question. If you are being asked about audiences it is unlikely that you will have to discuss Sony’s vertical integration strategy and mergers.
- Audiences have benefited from illegal downloading and peer-to-peer file sharing as a lot of music is now free (e.g We 7) and there are more live gigs and festivals for them to go to and watch their favourite bands/artists (e.g. The Download Festival, The Electric Proms and The Latitude Festival).
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