Media content in the digitalised world is nowadays able to reach bigger number of audience than ever before. The content is frequently reproduced online via social media and web portals. The growing number of media pl...Media content in the digitalised world is nowadays able to reach bigger number of audience than ever before. The content is frequently reproduced online via social media and web portals. The growing number of media platforms and the smartphones presence in millions of consumers＇ hands, has also stimulated growth in the level on interactivity between the media and the audience. Newspapers, radio, television and even specific programs are now entering the cross-media processes that enables direct communication with the audience, and allows participation of content-users in many ways. Audience is increasingly contributing to design content, production and also distribution in social media. This paper examines the dimensions of audience participation in five Albanian television channels and their online websites. Via the exploratory analysis used as a methodology to examine over three hundred audience participation encounters, the article discusses the audience behaviour and reaction on these particular websites on a period of five weeks across October to December 2016. The analysis focuses on audience active participation on specific sections of the websites. Interesting results emerge as the audience shows different perspectives via its participatory activities online, which can be classified into four main roles： consumers, citizens, commentators, and activists. The paper discusses the characteristics and insinuations of each of these emerging roles.展开更多
文摘Media content in the digitalised world is nowadays able to reach bigger number of audience than ever before. The content is frequently reproduced online via social media and web portals. The growing number of media platforms and the smartphones presence in millions of consumers＇ hands, has also stimulated growth in the level on interactivity between the media and the audience. Newspapers, radio, television and even specific programs are now entering the cross-media processes that enables direct communication with the audience, and allows participation of content-users in many ways. Audience is increasingly contributing to design content, production and also distribution in social media. This paper examines the dimensions of audience participation in five Albanian television channels and their online websites. Via the exploratory analysis used as a methodology to examine over three hundred audience participation encounters, the article discusses the audience behaviour and reaction on these particular websites on a period of five weeks across October to December 2016. The analysis focuses on audience active participation on specific sections of the websites. Interesting results emerge as the audience shows different perspectives via its participatory activities online, which can be classified into four main roles： consumers, citizens, commentators, and activists. The paper discusses the characteristics and insinuations of each of these emerging roles.
