Order Description
?Technological change has been the key driver of the way audiences engage with the media?. Critically evaluate this claim.

I want the essay to argue against the topic question. That technological change has not been the key driver of the way audiences engage with the media.
That Culture is the key driver and determines/drives technology and change. “Cultural Determinism”.

3 Sources will be uploaded and must be referred to. 7 Academic Sources must come from beyond those.
Also an Essay Outline which was done earlier will be uploaded as a guide but as mentioned in feedback the point of “technology was not a key driver” was cited more than the positive.
Topic: Technological change has been the key driver of the way audiences engage with the media.
Introduction:
• Being digital is a natural force that cannot be denied (Flew 2014)
• Technological change has significant influence on social, cultural, economic, psychological, and political aspects
• Thus, technological change has been the key driver of the way audiences engage with the media.
• Technological change provide users with improved contact with networked media (Dijck 2009)
Technological change offers better access to easy-to-use and cheap technologies
i. People can have access to internet content via mobile devices (Flew 2014)
ii. Audiences can listen radio broadcasts through their mobile phones (Gould 2009)
• Developments in technology created increased non-networked programs (Gould 2009)
i. Audiences are not confined by physical reach of frequency (Gould 2009)

• Changes in technology influence the function and shape of audience (Gould 2009)
i. Online radio stations and websites created blogging, postings, and discussion functions of audience (Gould 2009)
ii. Changes in technology offers interactive features to audiences (ERNST & YOUNG 2011)
iii. Audiences are becoming more involved in content creation and programming (Gould 2009)

• New technologies offer audience an innovative way of engaging with the media (Gould 2009)
i. Invention of new technologies (radio and television) led to innovative forms of audience participation (Gould 2009)
ii. Emergence of websites led to creation of virtual radio broadcasters (Gould 2009)
iii. However, certain factors influence how audiences engage with the media (Dijck 2009)
• Cultural, economic, and labor relations perspectives influence how audiences engage with the media
A. Cultural perspective
i. Participatory culture highly encourages ordinary audiences to use media technologies (Dijck 2009)
ii. Socio-cultural experience influence how audiences interact with the media (Dijck 2009)
B. Economic perspective
i. Business organizations have incorporated new digital platforms in their activities and operations (Dijck 2009)
ii. The new digital platforms have created a new status of audiences who are becoming more active (Dijck 2009)
C. Labor relations perspective
i. Audiences devote varying efforts on the media (Dijck 2009)
ii. Professionals are more motivated to engage with the media than amateurs (Dijck 2009)

• Technological change has little impact on how audiences engage with the media (Branson 2012)

• Conclusion
A. Technological change has been the key driver of the way audiences engage with the media.
B. The change provides users with improved contact with networked media
C. It creates increased non-networked programs
D. It influences the function and shape of audience
E. The change also offers audiences an innovative way of engaging with the media
F. However, economic, social, and labor relations perspectives also influence how audiences engage with the media

References
Branson, K 2012, ‘Technology in media and communications catalysts, enabler, or driver of change?’ Middle East Media Educator, vol. 1, no. 2, pp. 109-115.
Dijck, J 2009, ‘Users like you? Theorizing agency in user-generated content’, Media, Culture & Society, vol. 31, no. 1, pp. 41-58.
ERNST & YOUNG 2011, Social media: New game, new rules, new winners, viewed 11 September, 2016, <http://www.ey.com/Publication/vwLUAssets/Social_media_-_New_game_new_rules_new_winners/$FILE/EY_Social_media.pdf>.
Flew, T 2014, New media an introduction, Oxford, Oxford University Press.
Gould, L 2009, ‘Beyond media ‘platforms’? Talkback, radio, technology and audience’, Media International Australia, no. 131, pp. 95-105.