There are many studies done in relation to future relationships of audiences and the new media since they shift focus depending on the availability of new media. Because of this, the report aims to establish the future trend and the challenges the audience will experience with the developments of new media. Therefore, the focus will be on the available literature in finding the consistency of their study in relation to the area of study.In attempts to understand the evolution of new media and audiences, Napoli (2008) proposed an evolution audience model that referred to the notion of the dominant framework used by the media stakeholders in conceptualizing audience evolution in response to changes in the environment. The environmental changes related to diversity in technology transformed the audience consumption and gathering information from different dimensions. The new technological changes in the media interact with one another as the developed new media affects the consumption and provides new means of gathering information. The study revealed causal relationships between the traditional declining exposure metrics and the emergence of a new audience behavior. From this study, it is clear that the entrance of new media technologies affects the audience consumption as it creates an environment for exploitation. Because of this, developments of new media affect the audiences’ ability to capture information as they create increasing interactive media environment. The low rates of audience consumptions affect the media penetration and do not acquire new audiences. There are other research findings revealing that new media attract audience attention and they are more likely to adopt what it initiates (Annette & Clyde, 2004: 355). This is a confirmation of study conducted by the above subject.Seiter (1998:67) study on the new media audience and technology found a relationship between new media technology and new audiences. The study revealed that new media technologies come with new programs designed to a certain category of audiences, which is their target.
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Appendix 1: Sample Interview Transcript
1. Are you an audience of new media?
2. What is your take on new media is in terms of the programs thy implement?
Its programs restricts individual and requires parental guidance.
3. Where do you use new media or how do you apply it in your daily life situations?
It can be applied everywhere since I can watch television through my handset
4. Do you think people react the same to new media contents?
No, people react differently to media contents depending with the subject matter and the nature of the program.
5. What do you think has led to new media?
Advancements of technology
6. What is your preferred new media channel?
7. What are your reasons?
It offers in-depth information through visual aids like pictures and sounds.
8. What are the future challenges to the new audiences owing to the development of new media?
Future audiences will be challenged on the media to choose and the programs to watch
Appendix 2: Coding of the Interview Findings
Are you audience of new media
Take on new media is in terms of the programs thy implement
Restrict individuals (7)
Requires parental guidance (6)
Suits every demography (4)
Where do you use new media or how do you apply it in your daily life situations
House unit (6)
Do you think people react the same to new media contents
What do you think has led to new media
Advancements in technology (10)
Need to accommodate all interests (5)
What is your preferred new media channel?
Cable connection (5)
What are your reasons for the above answer
In-depth information through pictures (7)
Easily accessible (5)
Offers reference (4)
What are the future challenges to the new audiences owing to the development of new media?
Choosing the best content or program to watch (10)
Dealing with reliability of information (5)
Adapting with the move (5)
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