WWW: A thoughtful, well-balanced essay demonstrating autonomy
EBI: Cover institutions in more depth. Google etc. vs traditional news institutions alongside Pareto's law etc.
36/48 - B grade
Write a new, detailed paragraph to add to your essay that addresses one of the EBIs specified in your feedback. This may be the other side of the argument (the idea that audiences are not empowered) or perhaps a new or improved example from the wider media. Make sure this is an extremely well-developed paragraph of several hundred words, encompassing media issues, debates, examples and theories wherever possible.
Pareto's Law states that the minority of (large) corporations serve the majority of the audience. It could be that this audience is engaged in taking advantage of the productions of these institutions due to the fact that they're aware that they're not the only people using the content provided. This would suggest that mainstream media, which is generally provided by the small proportion of larger institutions, heavily affects the likelihood of audiences feeling empowered of the progression of NDM. As a result of this, audiences may find comfort in this and feel empowered to be part of the mass audience of a popular website or service produced by a major digital institution. An example of this lies within the use of the multinational corporation Google by many different types of people (whether this be smaller businesses or consumers). However, on the other hand, audiences could feel as though they don't have freedom to choose from a variety of institutions and may find that they don't "fit in", so to speak, with the trends of mainstream media. They also may see this as, in actuality, limiting the variety of views and values they are exposed to since the media is now largely dominated by a few institutions rather than a variety. These are the types of audiences who may be looking to alternatives to the commonly used services provided by the largest institutions in the industry. Therefore, although at first glance, the development of the internet seemed like a whirlpool from freedom, it could be perceived by audiences that it makes the larger institutions more powerful and profitable than ever. With regards to News corporations, this idea seems to be increasingly true. Although currently the once-popular newspapers seem to be less successful, there have always been gamechangers who become the most popular news providers. Traditional news corporations still gain some of the market share. However, it seems to be the case that people are turning more to social media as opposed to print or broadcast production. This is particularly the case when citizen journalism, a form of user-generated content, takes place. Since it has become easier for everyday, ordinary citizens to record things, digitally, it's been an almost internet-fad to post the latest news - whether gossip or political - online, for the entire world to see. Therefore, this has allowed users to become more interactive with the news but in a more personal way, aside from institutions. This is, of course, a benefit for audiences as it can come either for free or at a low cost, is readily available and is usually uncensored. However, this can have negative impacts for the institutions who are trying to produce similar, if not better content than citizen journalists. These institutions have also attempted to join the digital world of news but it has come at the cost of having lower revenues from advertising which negatively affects the businesses' success. Therefore, in this instance, Pareto's law does apply in terms of the size of popular corporations. However, it doesn't account for the fact that these corporations are likely to change and develop as time goes on. The most successful business in the news industry, for example, even a year ago, may not be the same one gaining consumer exposure at this moment in time.
https://drive.google.com/file/d/0B0i5diL3vrEibm14cTNVNzVwQWc/view
https://drive.google.com/file/d/0B64RbqrUb7BqeDNqWjZlSm5hZVE/view
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