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Convergence: The International Journal of Research into New Media Technologies
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Working Notions of Active Audiences

Further Research on the Active Participant in Convergent Media Industries

Vilde Schanke Sundet

University of Oslo, Norway, v.s.sundet{at}media.uio.no

Espen Ytreberg

University of Oslo, Norway, espen.ytreberg{at}media.uio.no

Recent research on the media industries has been centrally concerned with the blurring of boundaries between production and reception in an era of digitalization and convergence. The article argues for a need for research to consider more closely the importance of notions of the ‘active audience’ within today’s media industries. Overall conceptual work has been done on ‘convergence culture’, and much scholarly debate currently centres around the pros and cons of convergence; whether it empowers ‘produsers’ or the industries themselves. Important as they are, these debates run the risk of stagnation if they are not informed by further empirical research on the concrete ways that media institutions put ‘activity’ to strategic use. The article reports from a survey on how notions of activity, sociability and technological novelty function as strategic ‘working notions’ for Norwegian media industry executives.

Key Words: activity • communities • convergence • digitalization • institutional strategies • media industries • participation • platforms

Convergence: The International Journal of Research into New Media Technologies, Vol. 15, No. 4, 383-390 (2009)
DOI: 10.1177/1354856509342339
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