Culture is a reflection of the societal conformities and ideologies. Individuals using this culture that is prevailing in the society develop their personality based on societal culture and their micro environmental factors. Culture has two fundamental derivations (Williams, 1958). It is a denotation of the known meaning, semantics and the hidden ideologies of the motifs and beliefs in the societies. Individuals of each society have certain social conformities by which they interpret these meanings and ideologies.
These cultures are reflected using tools based on technological development and different mediums (Williams, 1958). Audiences are developed based on this cultural and technological development. Modern day audiences are tech savvy. They are more attuned with active audience concepts and notions. Producers and audience share increased connectivity owing to social media development and other digital tools. It is imperative for producers to embrace the new development and ensure that they take into consideration viewpoint of all the audiences (Bury et al., 2013).From this analysis it is quite clear that the advent of social media has increased interactivity between producers and audience.
Digital audiences have developed owing to the advent of social media in the societies. It has empowered the audience and has given more autonomy for the active audience. There has been increase in cyber celebrities and bloggers whose viewpoints are considered in creation of media. Producers have now started to develop content that are more attuned for the target audiences. A number of metrics has been developed by established agencies for the segregation and profiling of audience. The potential issue with the current system is that modern day producers can largely omit the audience requirements by considering celebrity audiences.
With availability of data they cannot understand the exact requirements of the audience. There are also a number of varied opinions that make it hard for producers to develop content. Development of proper media asset management plan and creation of better web analytical tools are recommended to deal with the issue. To conclude the relationship of modern-day audience and producers has changed phenomenally in the current times. This is a positive attribute only some pitfalls need to be avoided to deal with some of the rising potential issues.