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- Report
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Rethinking global media
- 31/10/2011
Digital technology is acting as a modern-day Tower of Babel
Creative commons (2011) ©Scope
From Japanese soap operas on YouTube to real-time Twitter updates of revolutions-in-progress in the Middle East, digital media and communications technologies are having a dramatic impact on the complex system of practices and developments broadly termed ‘globalisation.’ With access to entertainment and information from around the world, audiences themselves are becoming as complex, fragmented, and difficult to pin down as their media tastes and practices.
This report examines audiences in light of these changes, calling for not only a new approach to the global audience, but a new way of thinking about the very concept of ‘audience’. -
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