Interruption, Disruption or Intervention? A Stakeholder Analysis of Small Acts of Engagement in Content Flows
Abstract
This chapter builds upon central findings arising from the consultations with the stakeholders about audiences' engagement in the content flow. First, we note that increasing use of audience analytics tends to fragment the monolithic audience in tangible sub-communities.
Second, we discuss how production routines of legacy media change in response to small acts of engagement. Third, audience creativity enters economic relations and amateur production struggles with a tension between being creative and economic logic of production.
Fourth we look at transformation related to (dis)trust as a mutual dynamic that not only concerns audiences' trust or mistrust in legacy media, but which is increasingly significant in regard to media's trust in content produced by audiences as well.