how online media has changed consumer behaviour and audience response over time.

TV

The way we consume tv has changed drastically over the past years.
The democratisation of media is part of web 2.0 which means anybody can use any type of media. It is also alot easier to access - a new era of online media.

web 1.0 was newspapers and tv and this alone has restricted viewings for consumers. you could only have what was presented to you and you had no choice in the matter therefore we had no comparisons. Web 2.0 is contemporary media and this is alot to do with internet. This has made some media forms alot more accessible. giving us more choice and variety of what we want. This is made more accessible with programs such as bbc i player , itv player, 4od etc. these websites contain catchup programmes, series' of all programmes shown and can allow us to pick and choose what we would like to watch. This also allowed us to produce and distribute our own media in greater numbers and have greater autonomy.

Tv democratisation is a massive change in the world of media. Things such as Sky, sky plus, sky hd, virgin media, ntl etc. have emerged giving us much more freedom just from our television in our homes. You can access libraries of programmes and stop pause rewind etc. You can record something on your televison if you miss it without using any sort of disc or tape. Online tv is increasingly popular due to its free and easy access you can make choices. this is also media convergence the way that tv has converged with certain channels advertising advertising their online content.

The Uses and gratifications theory states that the audience is not passive and easily effected by the media text. Suggesting the audience is Naive and gullable to the ideologies shown in certain media texts and taking these and using them in their collective identitys. Back to the uses and gratifications theory, it states that the audience is not passive, but an active audience, being able to see through what the text is representing and assessing the situation represented in the text ourselves , not always agreeiing with the media. For example on television when we see programs such as skins we do not immediately think somethings a good idea because they do.  We will look at their choices and learn from them maybe, or maybe not , depending on  the individual.

Chris Andersons 'The Long Tail Theory'. Has shed light on the niches and the internet has changed this subject alot allowing us to have more access to less popular niche programmes/channels. There are many online channels and libraries of such media where you can find such specialised products that you can find exactly what you want down to animals, wild animals, vets, weddings, brides, reality tv, game shows, whatever you could possibly want you could find and more and more people are realising this making niche products more popular. Whereas channels such as bbc1 get millions of views niche channels collaborated together generate a similar amount of views.