Active vs Passive Audiences

ACTIVE VS PASSIVE AUDIENCES

A passive audience is one which consumes a media product without really having to think very much, or do very much. Eg someone reading a magazine.

An active audience is one which consumes a media product whilst making active choices eg video game player.

Henry Jenkins argues that fans form a part of a ‘participatory culture’ in which audience are active and creative participants in a text

This means that many products offer audiences the opportunity to ‘DO’ something (either physically or mentally)

Jenkins also said that the whole world its now about “Spreadable Media”. This means that in some way, these media needs to be spread in some way to gain the publicity. He once wrote “if it doesn’t spread, its dead”, which shows that the more people who know about the media they are trying to spread they will make more money but if it doesn’t spread out to other audiences, it won’t. 

Jenkins believes that many people feel superior when spreading content, as though they are more knowledgable, and they are sharing their knowledgeable people. They feel like they are teaching people and it makes them feel superior. 

I researched Amy Winehouse’s website to see if she had anything which may appeal to the audience that brings them interest or something which they can interact with. I noticed she had a newsletter which you can sign up for and subscribe, which is showing there use of spreadable media if the person were to share her newsletter it would gain publicity, bring publicity to the artist and her website overall. As well as this, she has all of her instagram platforms which furthermore invites publicity. It is well known that Amy is not here anymore, however the money she raises goes  towards the Amy Winehouse Foundation, which says it is "Supporting, informing and inspiring young people".

For my own interpretation of using spreadable media in our own music video, when designing the website for it I would include the social media platforms with links to them on the top of the website, as well as this I would include awareness of his other songs which would gain more publicity for his star persona overall.