Trandall6’s Blog

Week 8: Couldry, The Extended Audience

Posted on: May 8, 2009

Couldry, N. 2005, ‘The Extended Audience: Scanning the horizon’, in G. Marie (ed.), Media Audiences, Open University Press, Berkshire, pp. 184-220.


Tim Randall




Hi this week I will be talking about the text The Extended audience by Nick Couldry. The author is primarily discussing how there is a different type of media audience than in the past in today’s media world. This is the result of new technologies that have led to different mediums and different locations of use. The author mentions the view of Abercrombe and Longhurst that there is now a “diffused” media audience which is always around some type of media. Furthermore Abercrombe and Longhurst argue that technology has lead to the power relationship of the media producer over the audience as being no longer relevant. While the author acknowledges that there has been a proliferation of the mediums and locations of media use he argues these power relationships remain. Therefore he proposes that we rename this period of audience activity that of “extended” audiences. While I agree with the author’s argument I feel to some extent the power of traditional media producers is slightly less in today’s media climate.


The author uses evidence to support the assertion. Firstly he uses a statement by the philosopher Foucault to support his argument that states that those that hold power in society do so by it being supported by the activities of everyday people. He argues this is how media institutions keep their position of power over today’s extended audience. I found this to be a very good point but it raises the issue of did the public give the media the power first or has the media convinced the public to support it. Furthermore the author argues that even today the media institutions still decide on what is considered news. I notice the same news across a vast number of different outlets so I agree that in this era that power remains. Moreover it is outlined that currently audiences make trips to film sites. The author argues this is because they enjoy the unusual experience of being at a place that they usually view from a distance, an example of an audience/producer distinction remaining. The author also discusses web cam technology and argues that even when using it the distinctions of celebrity producer and everyday audience member remain. While I find both of these points interesting I feel that further evidence is necessary to convince the reader of the thesis. Overall however I find the thesis logical and believable.


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