Key concepts of Audience and Institution

1) What was the relationship between audience and institution in the pre-digital age?

Large economically powerful organisations packaged content and sold to carefully selected audiences. This means that these economical organisation had control of the way content was packaged in which changed the way people thought about the news.

2) The article gives a lot of examples of major media institutions. Choose three examples from the article and summarise what the writer is saying about each of them.

TheMailOnline - receives more income when a reader stays on the page for longer, this means that there will be more images and videos. Also more controversial headlines will be used so a readers interested on the website is sustained longer

Sky One - needs income from subscribers. As a result this institution will invest in programming to sustain a loyal audience. This loyal audiences are more likely to invest in subscriptions as they would like to guarantee early access to shows they enjoy

ITV - relies on income from advertisers. This means ITV show content that appeals to a mass audience rather than a niche audience.
3) The article ends with a section on the digital age. Summarise this section in 50 words. 

The audience relationship with institutions is always changing as technology is advancing.Audiences have more freedom to access products rather not take in what they are told. Modern audiences are now expected to directly communicate with institutions and are able to contrast their own media products for themselves.
4) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media institutions hold sway?

I believe that as there are more and more technological advances , audiences will find more ways to communicate with instituions and have a say with the media products produced by institutions.