Henry Jenkins’ article on convergence “Buying into American Idol” theoretically illustrates the changing role of audiences as harboured through converging media.

Using American Idol as an example, Jenkins illustrates the imperative of networks and in particular advertisers to ‘listen’ to the viewers and in some way, heed to their demands. Reality Television shows such as American Idol, are tools in which viewers assert power over traditional media. For example, Idol bases its entire existence upon audience participation and community building. These audiences have the power, through mobile phones, the internet and other technologies, to gather in communities with common interests and thus agendas. These communities can be as large as entire fan base online networks and forums and as small as the household living room. Where a family has power structures and a moral economy, which as we have learnt through ‘domestication’ can determine the adoption of media; a community of avid fans and watchers can determine how the network and the sponsors structure their show and position their advertisements. It was interesting to read how emotionally involved and affected Idol viewers were, to the point of being patriotic. The example of how At&T as a sponsor of Idol was negatively affected by public backlash to ‘unfair voting’, illustrates how ‘debates about Idol are debates about the terms of audience participation in American media’.

This article helped me understand the forces which drove the popularity (if not overkill) of reality TV. In essence, reality TV was an attempt by traditional broadcast television to accommodate the challenges of digital technologies. In an environment in which networking and online community growth is thriving, a show which can not only interact with but also empower its audience would be successful.  

I do believe though that in as much as the Idol audience feels empowered, it is still running the rat race. Any group of people who can so easily succumb to the movements of the media to the point of total involvement and dependence upon (for social scenarios and day to day life) is by no means self-regulating.

Jenkins, Henry, “Buying into Amrica Idol: How We are being Sold on Reality Television” In Convergence Culture: Where Old and New Media Collide. New York, NYU Press, 2006, 59-62