The Future of Audiences (eBook)

Ranjana Das is Senior Lecturer in Media and Communication at the University of Surrey, UK. Brita Ytre-Arne is Associate Professor of Media Studies at the University of Bergen, Norway.

Foreword 5
Acknowledgements 9
Contents 11
Editors and Contributors 14
List of Figures 18
List of Tables 19
Part I Crossroads 20
Chapter 1 A New Crossroads for Audiences and Audience Research: Frameworks for a Foresight Exercise 21
Contexts of Knowledge Within Audience Research 25
A Critical, Agentic, Trans-media Framework 30
Optimism, Pessimism and the Agentic Audience 34
Introduction to the Parts and Chapters of This Book 35
References 37
Chapter 2 Designing a Foresight Analysis Exercise on Audiences and Emerging Technologies: CEDAR’s Analytical-Intuitive Balance 43
A Foresight Analysis 43
Exercise 1: From Theme Mapping to Trend Analysis 46
Exercise 2: Stakeholder Consultations 48
Exercise 3: Horizon Scanning 52
Conclusion 56
References 56
Part II Interfaces 58
Chapter 3 Audiences’ Coping Practices with Intrusive Interfaces: Researching Audiences in Algorithmic, Datafied, Platform Societies 59
Trends 63
Trend 1: Audiences Are Increasingly Confronted with Intrusive Digital Media 63
Trend 2: Audiences Are Developing Coping Practices to Deal with Intrusive Interfaces 66
Trend 3: New Media Literacies Are Being Developed that Shift Attention Towards Intrusive Digital Media and Address Their Political as Well as Ethical Implications 70
Conclusion 72
References 72
Chapter 4 ‘The Deal Should Be Fairer!’ Stakeholder Discourses on Intrusive Media Platforms and Interfaces 77
Approach 79
Media Intrusions Are Recognized but Not Integrated into Stakeholders’ Practice 81
Discursive Positions Concerning Media Pressures and Intrusions 83
Discussion 87
Conclusion 88
References 91
Chapter 5 The Co-option of Audience Data and User-Generated Content: Empowerment and Exploitation Amidst Algorithms, Produsage and Crowdsourcing 94
Two Approaches to Co-option 96
Algorithmic Exploitations of Audience Data Through Datafication 99
The Duality of Co-opting User-Generated Content: Audience Creativity Between Recognition and Exploitation 103
Co-opting Audiences’ Knowledge and Skills: Crowdsourcing in Glocalization Business Strategies 106
Discussion and Conclusion 107
References 109
Chapter 6 Algorithms and Intrusions: Emergent Stakeholder Discourses on the Co-option of Audiences’ Creativity and Data 115
Methodological Approach to Stakeholder Consultations 117
Negotiating the Co-option of Data and Content Within Processes of Produsage 118
Stakeholder Perceptions of Control and Privacy on Algorithmic Platforms 121
From Media to Digital Data Literacies and Regulatory Difficulties 124
Discussion and Conclusion 127
References 130
Part III Engagement 134
Chapter 7 Emerging Trends in Small Acts of Audience Engagement and Interruptions of Content Flows 135
One-Click Engagement 139
Commenting and Debating 140
Small Stories 141
Conceptualizing Small Acts of Engagement 143
Small Acts of Engagement, Big Interruptions in Media Power? 146
References 148
Chapter 8 Interruption, Disruption or Intervention? A Stakeholder Analysis of Small Acts of Engagement in Content Flows 153
The ‘Real-Time’ Audience: How Editorial Analytics and Online Comments Provide Media Producers with a Continuously Updated View on Their Audience 155
Adjustment and Control of Content: How Production Routines of Legacy Media Change 158
Audience Engagement Between Creativity and Economy: How Audience Creativity Enters Economic Relations 162
Interruptions of Trust and Trustworthiness: Transformations Related to (Dis)Trust in Audience–Institution Relationships 164
Conclusion 167
References 171
Chapter 9 Bridging the Gap Between Micro and Macro Forms of Engagement: Three Emerging Trends in Research on Audience Participation 173
Emotions 178
Individualized Collective Action 180
Emerging Critical Literacies 182
Conclusion 185
References 186
Chapter 10 Stakeholder Discourses About Critical Literacies and Audience Participation 190
Micro and Macro Social Actions, and the Role of Critical Literacies 190
Dis/Connections Between Stakeholder Conceptualizations of Micro and Macro Levels of Action 193
Interfaces and Literacies 196
Knowledge Exchange and Collaboration 200
Discussion and Conclusion 202
References 204
Part IV Futures 207
Chapter 11 Audiences, Towards 2030: Drivers, Scenarios and Horizons of the Future 208
Approach to Horizon Scanning 209
The Two Dimensions 212
The Technological Dimension 214
The Public Life Dimension 218
The 16 Drivers 221
Economic Drivers 222
Political Drivers 224
Societal Drivers 226
Technological Drivers 228
Four Scenarios: The Boundaries of an Analytical Space 230
Scenario 1: High Uptake of Technological Developments, Well-Functioning, Participatory Public Life, Engaged State Liaising with a Variety of Sectors 230
Scenario 2: Resistance to and Lower Uptake of Technological Developments, Well-Functioning, Participatory Public Life, Engaged State Liaising with a Variety of Sectors 232
Scenario 3: High Uptake of Technological Developments and Increasingly Small State, Corporatized, Public Life 233
Scenario 4: Resistance to and Lower Uptake of Technological Developments and Increasingly Small State, Corporatized, Public Life 233
Conclusion 240
References 242
Chapter 12 Everyday Lives of Audiences in a Future Europe: Tracing Emerging Issues from Scenarios to Experiences in 2030 251
Horizons for Audiences in 2030: Emerging Issues 252
Fictional Imaginaries in Foresight: A Methodological Rationale 256
Very Young Audiences, Their Parents and Teachers 259
Discussion 260
Ageing Audiences and Their Children 262
Discussion 264
Conclusion 265
References 266
Part V Agendas 270
Chapter 13 Interfaces and Engagement: From Implications to Responsibilities 271
Implications Arising Out of CEDAR’s Work: Locating Responsibilities 273
Interfaces 273
Organizations 275
Audiences 276
References 279
Chapter 14 In the Interest of Audiences: An Agenda 281
Five Priorities for Audience Analysis 283
Analysis of Audience Experiences and Newer Literacies in the Face of Intrusive Technologies 283
Analysis of Political Dimensions of Resistance to New Media and Emergent Technologies 285
Researching Both Fundamental and Emerging Experiences with Newer Technologies 288
Critical Investigation of the Co-option of Audiences’ Attention, Data and Productive Labour 289
Doing Audience Research in the Interest of Audiences 291
Conclusion 294
References 295
Index 299