Final answer:
Curran and Seaton's theory of power in media industries can be applied to online media by analyzing the concentration of ownership, control over content production, and the impact on audience perceptions and behaviors in the digital sphere.
Step-by-step explanation:
Curran and Seaton's theory posits that power in media is wielded through ownership concentration, control of production, and influence on audience perceptions. In the context of online media, ownership concentration is evident in the dominance of a few major corporations or platforms, controlling a significant portion of digital outlets or social media channels. This concentration affects the variety of voices and narratives available to audiences, impacting the diversity of information consumed.
Additionally, control over content production extends to algorithms and platform policies dictating what content reaches users. Algorithms designed by these powerful entities determine the visibility of content, influencing audience behavior and preferences by prioritizing specific information or viewpoints. This control can potentially lead to echo chambers or filter bubbles, limiting exposure to diverse opinions and fostering polarization among audiences.
Moreover, the impact on audience perceptions and behaviors is substantial. The controlled flow of information influences public opinion, shaping attitudes and beliefs. Advertisements, sponsored content, and targeted messaging further manipulate audience behavior and consumption patterns.
Analyzing these facets through Curran and Seaton's framework allows for a comprehensive understanding of how power dynamics manifest in online media, affecting content diversity, audience exposure, and behavioral outcomes. This analysis is crucial in recognizing and addressing potential biases, inequalities, and manipulations in the digital media landscape.