'END OF AUDIENCE' THEORY - CLAY SHIRKEY

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KEY IDEAS:
//There is no such thing as passive audiences anymore. We are more active audiences now because of technology.
//Technological developments have changed the relationship between media producers and audiences, changed our expectations of interaction with products.
//Industries have to make their products interactive in order to maintain engagement among audiences. 
//In the past media producers created content for audiences, now content can be created by audiences.
//Prosumers have different motivations to professional media producers.
//This can create cognitive surplus, where potentially large numbers of people give their time and expertise to create something (e.g. Wikipedia).
//Audiences can no longer be seen as a singular mass of people. Audiences engage differently with media products across different platforms, with some audience members now creating or adapting media products themselves. 
//Audiences like to 'speak back' to the producers of media.

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