Week 3 Reading Reflections (KV)

Overall, I think McQuail offers a solid history of audiences and audience research. Below are my thoughts regarding the Week 3 readings.

1.) I agree with Jina that the current media climate is probably closest to Core-Periphery model. However, I would adjust the model to have arrows pointing outwards and inwards. Though there are plenty of avenues that take us away from mainstream content intended for the masses there are plenty of pipelines that bring us back to mainstream content such as social media, advertising, text messages, and news alerts. For instance if there is a massive earthquake in Portland, even if I am cut off from the  mainstream television diet, I will invariably be connected back to the mainstream through my social media feed, text messages from friends, etc.

I also agree that it is impossible (or at least virtually impossible) to get to the breakout model. Though audiences have more choice and the ability to transcend both spatial and temporal boundaries while consuming/interacting with media, we still use tools made by mass media organizations. For example the software on our mobile phones are made by Google, Apple, and Microsoft, three of the largest media corporations who want to lead us back to content in hopes of A.) making money, B.) learning more about us to make more money in the future, C.) ensuring we share content w/ our friends, so money can be made yet again.


2.) On page 132 (Chapter 8), McQuail states, " An additional and paradoxical consequence of oversupply is that it increases the need on the part of audiences for the gatekeeping services that

were traditionally  supplied by the old media by way of their selecting, editing,packaging, and marketing activities."

I think this is a really interesting/important point because in a sense McQuail is stating that media organizations are off loading certain labor costs to consumers. Every time we rate something on Netflix or Amazon, create Wikis for products/services we're essentially providing media companies two services: 1.) we're offering them free labor to get something done they didn't do themselves, 2.) We're giving them free audience data through our hard work.