Changing patterns of audiences' engagement with global media

What is it about?

This article examines how the spread of mobile devices impacts the patterns of African audiences' engagement with global media -- and how the BBC leverages this to enhance its influence in the continent. It highlights new dynamics in which both the media and audiences use digital devices to enhance their experiences.

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Why is it important?

This research provides new insights into how advances in technology has shaped media-audience relationship, with the media expanding its influence and the audiences becoming more active in using their interpretative and creative powers to enhance their agency. It also illustrates the efficacy of Stuart Hall's encoding-decoding model in enhancing our understanding of audiences' consumption of media even in a digital age.