The ever changing and evolving nature of technology in the media has paved the way the audience interacts with different media platforms and as a result have altered the audience’s role in media.
The audience are no longer just consumers, as the nature of the converging media has allowed the audience to also become the prosumers. We are all given the ability to create and produce content which can be viewed by audiences who also have the ability to produce content.
Audiences can make articles, blogs, youtube videos and music to be open to be viewed by an audience. Messages or content are no longer strictly able to be produced and then heard exclusively by big companies through different platforms such as TV news or online articles on the Daily Telegraph.
People are able to express themselves online and showcase their talent in whatever form of art making there is to get their work out there. Some of the world’s biggest stars today were not long ago just making videos over youtube or filming cheap home mad films before being discovered and catapulted into stardom. Others don’t get so lucky and probably just get roasted on the comment section.
Thus it is obvious that the role of the audience as a result of media convergence has allowed for people to not only play the role as the consumer, but also the prosumer.