Week 6 – Response to Randy’s response

In my opinion, producers of media content do try to carry out some ideas, especially as you pointed out in advertising. Even though this happens to some extent, and some ideas are accepted, it is important to remember that the postmodern culture is very self-reflexive and critical. As Barker pointed out, the audiences are active. They will reject what they do not like, or disagree with. It is important to note, also, that advertising is not a one way thing. Large scale market audits are done, and advertisements promote basically what people want to hear, even if in a sense it sometimes does create a need that didn’t exist.

As for technology, I can imagine 3D television coming some day, but I feel like a growing trend that will affect our interaction with media is our more direct influence on the content itself. A little power is already given to audiences. We can for example vote for the best singer or for the one to be kicked off of the stage. The mere ability to choose a program, do go from one channel to another is already going in that direction. Some technologies are being put in place so that the viewer of a sport will be able to choose what angle he sees it from, and switch from one camera to another.

As things go, and because of the evolution of multimedia, the viewer will have a greater influence on the creation of the content itself, as time goes by.