Text Analysis Question 52/17/2021 The significance the continuing development of digital media technology has for media institutions and audience is massive as it has been causing a major shift in both the institutions themselves as well as how audiences consume media. The continuing development of digital media technology allows anybody no matter how big or small to contribute their own media in what ever form they like. So for big media institutions this means that they paint by numbers strategy they have been successful off of for so long don't apply anymore, since now with such a low barrier to entry there is such a wide array of media being produced that now anybody can find something that is just personally tailored for them. Furthermore this means audiences attention spans are lower since they have to be stretched thinner with the vast number of possible media they could be consuming. And so, media institutions have to keep up with producing content that can be gripping and has a personal touch, since they are in competition with all the other millions of people who can now make media that can occupy the same role as their media once did. This competition can even extend to their own audience at times since now anyone can be a media creator, and so big media institutions are now having to deal with competition from everybody. And the significance of that is that now media institutions are becoming less relevant while media creators as individuals are being more relevant, since media creators can be more free in what they produce where as working inside of a media institution is often a slow and bureaucratic process. Finally, now the pool of a potential audience is far more vast due to the continuing development of digital media technology, since now almost everyone has access to the internet and therefore media.
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