Social and Behavioral Sciences Commons^™

New Perspectives On Audience Activity: ‘Prosumption’ And Media Activism As Audience Practices, Brian O'Neill, J. Ignacio Gallego, Frauke Zeller

Books/Book chapters

Until relatively recently, the subject of social relationships, constituted in and through audience practices, has been a minor part of audience research studies. This chapter explores how social relationships and forms of audience agency change and / or evolve, through the usage of both traditional and ‘new’ media. In a media environment where traditional and new media worlds collide, the potential of audience practices to rework, not only media-audience relationships, but also wider social relationships, is now an important research theme. Two key examples of mediated relationships between social actors in conditions brought about through transformations in media culture are …