Audience: Active, Critically Aware and Discriminating?

Henry Jenkins said that audiences are active, critically aware and discriminating. I have to say i agree with him. Many audiences today involve themselves in the event they are viewing or a fan of. For example, enthusiastic audiences shout at the screen, or the performers, or on a radio show they will call in or text in, and with advances in technology viewers can participate interactively through their televisions. People who regularly watch sports events play that sport as a hobby and gain personal satisfaction, or have a great knowledge of the sport.

A critically aware audience will discuss a recent movie or programme with friends/family and extremists will give their opinions on forums or possibly surveys, determined to get their point across.

Small portions of audience can also be discriminating in going out of their way to slate a show or event, maybe try to get a programme/film pulled off air or slam it in comparison to one of their more preferred media products. 

Adorno and Horkheimer

‘The principle dictates that he should be shown all his needs as capable of fulfilment, but that those needs should be so predetermined that he feels himself to be the eternal consumer, the object of the culture industry.’ – Adorno and Horkheimer. Suggesting that mass consumers feel like they need more, and by getting more makes them happy, as it proves their needs can be fulfilled. This then makes the consumer want the products even more.