NDM: The key concepts of audience and institution

1) What was the relationship between audience and institution in the pre-digital age?
"In the past, this relationship was seen as a power relationship, where most of the power was in the hands of the institutions. This model was based on the idea that the audience was passive and received information from powerful institutions."

2) The article gives a lot of examples of major media institutions. Choose three examples from the article and summarise what the writer is saying about each of them.
Google, Netflix, Facebook.
Google now owns youtube, Netflix now produces its own TV shows & facebook bought oculus rift. Shows how these mass companies are continuing to expand and adapt making them much more globalised, it suggests that we will be consuming media from a smaller variety of institutions.
3) The article ends with a section on the digital age. Summarise this section in 50 words.
The article suggests how organisations have to adapt to survive, they are finding more and more creative ways to stay in the market but to also attract more audiences.survive. "It is clear that not all traditional media forms, outlets or institutions will be able to maintain their place in the media marketplace. As audiences reject traditional TV programming, newspapers and cinema exhibition."

4) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media institutions hold sway?
I believe that institutions will always be most dominant between the relationship with audiences. As these companies start to become more and more wealthier, smaller companies on the rise give in as these big companies will buy them outright. I believe this will continue to happen in the future as companies like Google, Facebook & Apple are far too powerful in the industry.