Notes on institution and audiences

(Page 122-126 of textbook)

Convergence- This describes two phenomena: First, technologies coming together, for example, a mobile phone you can use as a still and moving image camera, download and watch  moving images on, use as a MP3 player and recorder and access the internet with. Second, media industries are diversifying so they produce and distribute across several media- for example, a newspaper with an online version and audio podcasts or the coming together of videogames with films.

Institutions- When we use the term institutions in Media Studies, we usually mean the people who have a role in the production of media texts. That covers a huge amount of ground, as you can imagine. A brief list might include:
Companies/organisations
Producers
Distributors
Marketing.
So we're talking editors, directors, producers, scriptwriters, screenwriters and so on and so on.

Audiences- This is a huge area of Media Studies with many variant and competing approaches and so its important to be precise witth the focus on this section which is the relationship between audience and institution.