media unit 4 aos 1

agency and control?

• Agency — the ability of audiences, producers or institutions to act independently, make choices, and use media in the way they choose (e.g., creating, sharing or interpreting content).

• Control — the power to shape or restrict how media is produced, delivered or consumed (e.g., algorithms, ownership, classification rules).

• Relationship — contemporary media is a negotiation where audiences exercise agency over what they consume, while institutions still hold control through platforms, policies and distribution systems.

• the changing relationship between the media and audience

What are the general facts of the case?

• Media shifted from traditional to digital platforms — moving from newspapers, radio and TV to online, mobile and interactive media.

• Audiences now access content instantly through smartphones — removing limits on time, location and device.

• Web 2.0 created participatory media — audiences can upload, comment, share and create content.

• Algorithms shape visibility and trends — influencing what becomes popular or viral.

What type of influence is being shown? Who is being influenced?

• Technological influence — new digital tools change how audiences consume and produce media.

• Social influence — audiences follow creators, trends and communities online.

• Informational influence — digital media spreads information faster and more widely.

Who is influenced:

• General audiences adapting to new platforms and consumption habits.

• Media institutions forced to change production and distribution models.

• Content creators who rely on algorithms and audience engagement.

Outline who is involved

• Traditional media institutions — TV networks, newspapers, radio broadcasters.

• Digital platforms — YouTube, TikTok, Instagram, streaming services.

• Audiences — consumers, sharers, commenters, creators.

• Technology companies — those designing algorithms, apps and distribution systems.

• the influence of both the media and audience (media influence)

• Audience & media influence — both the media and audiences hold power: the media shapes attitudes through messaging, while audiences respond, share, interpret and influence what becomes visible.

• Changing relationship — audiences were once passive receivers, but digital platforms now give individuals agency to create, comment, and spread content, shifting power away from traditional institutions.

• TAC 20‑Year Campaign link — TAC uses emotional storytelling and cross‑platform distribution to influence road‑safety behaviour, while audiences amplify the message by sharing, engaging and spreading it across social media.

What are the general facts of the case?

• The video reflects on 20 years of TAC road‑safety campaigns — showing how messaging evolved over time.

• It highlights real survivors, families and communities affected by road trauma — making the message personal and emotional.

• It demonstrates the long‑term impact of TAC advertising — showing how attitudes toward speeding, drink‑driving and seatbelts changed.

• It positions TAC campaigns as contributing to a reduced road toll — linking media influence to real‑world behavioural change.

What type of influence is being shown? Who is being influenced?

• Emotional influence — real stories, trauma and personal experiences make audiences feel the consequences of unsafe driving.

• Social influence — the video shows how community norms around road safety have shifted over decades.

• Authoritative influence — expert voices, statistics and government messaging build trust in TAC’s advice.

Who is influenced:

• Road users across all age groups and demographics.

• Victorian communities who engage with TAC messaging across platforms.

• Policy and media institutions responding to public attitudes shaped by TAC campaigns.

• the influence of both the media and audience (audience influence)

• Audience influence — contemporary audiences have strong agency: they choose what they consume, interpret messages in personal/social contexts, and actively participate by liking, sharing, commenting, and creating content.

• Power shift — audiences are no longer passive; they can pressure institutions, shape trends, and even influence production decisions, as seen when fans saved Brooklyn Nine‑Nine.

• YouTube case study — platforms like YouTube allow a single creator or viewer to reach millions, showing how audience engagement (views, shares, reactions) can amplify messages and impact media visibility and decision‑making.

What are the general facts of the case?

• Brooklyn Nine‑Nine was cancelled by Fox in 2018 due to declining traditional broadcast ratings.

• Fans organised a global social‑media campaign using hashtags like #SaveBrooklyn99.

• The campaign trended worldwide within hours, gaining support from celebrities and cast members.

• NBC revived the show within 48 hours, proving audience pressure can directly change institutional decisions.

What type of influence is being shown? Who is being influenced?

• Social influence — fans collectively used social media to pressure institutions.

• Audience agency — audiences actively shaped production outcomes rather than passively consuming content.

• Technological influence — platforms like Twitter amplified audience voices at scale.

Who is influenced:

• Media institutions — Fox and NBC changed decisions based on audience backlash.

• Producers and networks — forced to respond to fan expectations.

• General audiences — empowered by digital platforms to participate in decision‑making.

Outline who is involved

• Fans and online communities — organised and amplified the campaign.

• Fox Broadcasting Company — cancelled the show.

• NBC — revived the show due to audience pressure.

• Cast, celebrities and influencers — boosted visibility of the campaign.

• Social media platforms — enabled rapid spreadability and global engagement.

Link to the YouTube Audience Influence Video

The video explains how modern audiences have agency, showing that:

• Audiences are active participants who interpret, share and create media.

• Platforms like YouTube and Twitter amplify audience voices.

• Audience actions can reach millions and influence institutions — exactly what happened with Brooklyn Nine‑Nine.

• how media is used by globalised media institutions, government and individuals

🌍 Globalised Media Institutions

• Globalisation allows media to be shared instantly across countries through digital platforms.

• Platforms like TikTok use algorithms to control what content is promoted, shaping global trends and visibility.

🏛 Government Use of Media

• Governments use media to inform, protect and influence the public through campaigns and public service announcements.

• Regulation ensures harmful or illegal content is controlled, especially on fast‑moving digital platforms.

👤 Individuals in the Media Landscape

• Individuals create and share content globally using platforms like TikTok, YouTube and Instagram.

• Creators influence trends through user‑generated content that can go viral internationally within hours.

📱 Case Study — TikTok (Globalisation)

• TikTok distributes media globally through its algorithm‑driven For You Page, prioritising engagement over location.

• User‑generated content (e.g., dances, sounds, fashion trends) becomes internationally viral, shaping a shared global media culture.

individuals

👤 How Individuals Use Media

• Individuals create and share content easily on platforms like TikTok, YouTube and Instagram, giving them more agency than ever before.

• Barriers to entry are low — a smartphone is enough to reach global audiences.

💰 Influence & Monetisation

• Creators build large audiences and monetise through ads, sponsorships and brand deals.

• Advertisers target specific demographics using data such as interests, behaviour and engagement.

🌟 Influencers

• Influencers shape trends through relatable, authentic content that audiences trust.

• Sponsored posts influence purchasing and blur the line between genuine content and advertising.

🥤 Case Study — Charli D’Amelio x Dunkin’ Donuts

• Charli used TikTok to promote her signature drink “The Charli”, showing how individuals can influence consumer behaviour.

• Her collaboration boosted Dunkin’s sales and demonstrated the power of user‑generated content in shaping trends.

arguments

🧠 Key Ideas

• Participatory culture shifts audiences from passive consumers to active creators who share, remix and collaborate online.

• Collective intelligence allows users to pool knowledge and solve problems together through digital platforms.

🌐 How Audiences Influence Media

• Audiences shape culture by creating trends, sharing content and participating in online communities.

• Users engage in activism and public conversations, challenging traditional media control.

🏛 Relationship Between Producers & Audiences

• Producers and audiences interact more directly through comments, sharing and collaborative content.

• Low barriers to entry mean anyone can participate at any level, from casual posting to organising movements.

📱 Case Study — #FeesMustFall (Twitter Activism)

• The #FeesMustFall movement used Twitter to organise protests, showing how participatory culture amplifies voices.

• It demonstrates Jenkins’ theory: audiences can shape media, mobilise communities and enact real social change.

government

🏛 How Government Uses Media

• Governments use media campaigns to inform, protect and influence public behaviour (e.g., health, safety, awareness).

• Public service announcements help distribute important messages across TV, radio, print and online platforms.

🌞 Government Influence Through SunSmart

• SunSmart uses emotional + educational messaging to teach audiences about sun safety and skin‑cancer prevention.

• Multi‑platform distribution (TV ads, posters, schools, online) ensures the message reaches children, adults and families.

👥 Why This Shows Government Control

• Government aims to change behaviour by encouraging sun‑safe habits like Slip, Slop, Slap.

• Campaigns protect public health by reducing long‑term risks such as skin cancer.

🌟 Case Study — SunSmart (Slip! Slop! Slap!)

• The government used media to educate Australians about UV danger and promote sun‑safe behaviour.

• The campaign was highly effective because its simple message, strong visuals and wide distribution made sun protection a normal, everyday habit

• the rationale for regulating the relationships between the media and its audience in Australia

🏛 Why Media Is Regulated

• Media is powerful and can influence audiences, so regulation protects people from harmful or offensive content.

• Audiences need protection — especially children — from violence, explicit material and misinformation.

⚖ Who Regulates Media

• ACMA regulates broadcasting, online content, ownership and industry codes.

• Australian Classification Board classifies films, games and publications (G, PG, M, MA15+, R, X) and can refuse classification.

🏢 Industry & Self‑Regulation

• Advertising Standards Bureau handles complaints and ensures ads are legal, decent and truthful.

• Free TV Australia sets rules for classification, scheduling, news standards and advertising on commercial TV.

📜 Rationale for Regulation

• Protect audiences from harmful online content (e.g., Online Safety Act, Abhorrent Violent Material Bill).

• Protect Australian culture through content quotas like the 55% Australian programming rule.

🎯 Why We Regulate

• Diversity & localism — ensuring Australian stories, music and culture remain visible.

• Media ownership limits prevent companies from gaining too much power (minimum five independent media voices in metro areas).

• the issues and challenges relating to regulation and control of the media

🌐 Why Regulating the Internet Is Difficult

• Internet has no central control — content spreads globally, instantly, and across platforms outside Australia’s jurisdiction.

• Anonymity + encryption make it hard to identify users, enforce laws, or remove harmful content quickly.

⚖ Challenges for Regulators (ACMA + Online Platforms)

• ACMA’s system is slow compared to the speed of live streaming and user‑generated uploads.

• Platforms self‑regulate (e.g., YouTube flagging), but algorithms prioritise engagement, meaning controversial content spreads faster.

📺 Australian Law vs Online Content

• Classification system not built for Web 2.0 — traditional categories (G, PG, MA15+) don’t match fast, unfiltered online uploads.

• Prohibited content rules struggle to keep up with global platforms hosting R18+ or refused‑classification material.

📱 Case Study — Christchurch Livestream (2019)

• The attack was live streamed and rapidly shared, showing platforms cannot moderate violent content in real time.

• This led to stricter laws and faster takedown requirements, but challenges remain due to global distribution and massive volumes of user‑generated content.

● ethical and legal issues in the media

🤖 Key Ethical Problems

• Deepfakes create false content that can misrepresent people without consent, making it hard to trust what we see online.

• AI voice replication copies artists’ voices or public figures, raising issues of ownership, authenticity and identity.

⚠ Impact on Audiences

• Misinformation spreads quickly on platforms like TikTok, Instagram and YouTube before verification occurs.

• Audiences struggle to tell real from fake which shapes beliefs and public opinion.

⚖ Key Legal Issues

• Copyright + IP concerns when AI uses someone’s voice, likeness or creative style without permission.

• Defamation + privacy risks when AI-generated content harms reputations or uses personal data without consent.

🏢 Platform Responsibilities

• Platforms must monitor and label AI content but struggle due to the speed and scale of AI creation.

• Regulation gaps show that laws cannot keep up with rapidly evolving technology.