Digital media has made music more accessible than ever with software packages and online gismos able to aid in creation and production. New technology gives audiences power in terms of production as institutions are continuously developing and creating new technology to meet consumers needs ,as this also allows intuitions to broaden their audiences as they target younger generations for example developing new apps for the I pad and I phone which targets all generations. User generated content allows audiences to become powerful in terms of consumption and promotion for example audiences can share music files by downloading music illegally, this allows them to carry portable gadgets around such as mp3’s and iPods this also works out cheap for consumers as they have access to download music illegally.
Pluralism in new and digital media for music means that audiences have a choice of the music they want to listen to as they can use the internet to download the music they want as this also effects music artists, as buying CDs from shops has become less popular as downloading is also cheap and easy to access as now YouTube has become another downloading resource for audiences
YouTube has become a social impact upon the world, it allows audiences to upload, share and view vidoes.Audiences can also broadcast their own music as they can upload their own videos on to YouTube. It has become a big development of new and digital media which allows audiences to become more powerful in terms of consumption and production as for example Justin Biebers’s success was built on YouTube and broadcasted to the world as he uploaded his videos onto YouTube before he was famous and became famous form youtube.Social networking sites also allows audiences to broadcast themselves, before facbook became popular, my space was the most popular social networking site which allowed audiences to upload videos and become famous like Justin Bieber however YouTube has become a social networking site of its own as it allows a wide variety of user generated video content, audieces can access movie clips,tv clips, music videos, As well as ametuer content such as video blogging and short original videos however At some point YouTube had to stop broadcasting music as records were released before the actual release date of singles and record companies were not happy. YouTube has now banned any copy right of music as audiences cannot access the music before it is released.
Many people use ITunes to download music, iTunes is a digital media player application, used for playing and organizing digital music and video files. ITunes allows audiences to download applications for the iphone, ipod touch and ipad.Itunes also allows audiences to download music, music videos, television shows, iPod games, audio books, Ebooks, podcasts, feature length films, movie rentals and ringtones. Many People choose to download illegally as it is cheap and accessible for audiences to gain access. Although the impact on the way in which audiences now consume the media products has increased as it is a lot cheaper, accessible, portable as audiences now have ipods,mp3's as well as mobile phones such as Sony Ercisson have been designed as music phones as they have good qualities to listen to music as well as having easy access to downloading music.
The impact of new and digital media invites the Marxism theory as institutions control what consumers get for example YouTube has the most largest audience of user generated video content as now VEVO has merged with YouTube .VEVO is a music video website as this allows audiences to access more music downloads .Although Apple dominate the download market this gives less choice for audiences and controlled by their institutions. However the new YouTube downloader encourages audiences to download illegally as consumers find it cheaper and easier to access although this can also invite the hypodermic needle theory as audiences are being controlled by what they listen to and see on TV as they want to listen to it again and then download the music they want to listen to as this also invites hegemony as it subordinates social groups represented negatively in music videos as these representations reach a global audience and therefore have more impact.
However social networking is revolutionising the music industry as the new social networking site ping was launched in September 2010 and has already attracted more than 1 million users. Ping is a social networking site which focuses purely on music, it is based on iTunes it lets users follow their friends and favorite artists to discover what music they're talking about, listening to and downloading It is taking on established rivals such as Facebook, MySpace and Twitter. Social networking sites allow audiences to find out what your friends are listening to or what other people who like the same music on the other side of the world are recommending. Although twitter is big competition for ping as it is a very celeb populated social networking site as celebrities post up regular videos and photos for fans this allows the music industry to become globalised as this broadens their audiences as this invites globalization as social networking and YouTube give new artists a huge global audience .
To conclude I believe that the development of new/digital media means that audiences is more powerful in terms of consumption and production as they can decide what they want to listen and when as well as populating a company as this also allows other companies to compete to develop the latest technology for audiences as audiences are controlling institutions to develop better technology and access to downloading music however audiences may not be powerful in terms of consumptions and promotions and institutions control most of what audiences get or have access to although Institutions have to develop the latest technology to compete with other companies as well as meeting consumer needs audiences do not control which apps are available as well as the content of copy right on YouTube although it is very accessible for consumers it also controls what consumers get and how as well as Apple which dominate most of the download market this gives less choice for audiences and controlled by their institutions.
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