[full article and abstract in Lithuanian; abstract in English]
Innovations such as content management systems, social networking, and mobile applications create technical possibilities for members of the audience to participate in the creation and sharing of media content. However, the extent of these changes differs across different cultural contexts, media outlets, and social groups within audiences, and more research is needed to explain whether or not the power balance between media outlets and audiences is shifting.
The findings show that in Lithuanian online mass media, audience participation in the creation and sharing of media content is limited. While some technological means are incorporated into the news websites (e.g., forms for sending articles or visual material to journalists, comment forms and social media sharing buttons), most of them are based on the institutional strategy of the audience as a resource, scoured for information or activities in a highly monitored and controlled environment. So far, there are few signs of the alternative institutional strategy of mass media as a platform for independent and motivated audience participation.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Please read the Copyright Notice in Journal Policy.