Back to the Future…of media?

Back to the Future 2 screenshot

It’s 2015. I know this is significant to those of you who, like me, have seen Back to the Future 2 and are wondering where your hoverboard is but also slightly relieved we’re not dressing like this. What I’m more concerned about is this:


Meme made by Kae McKenzie

This is my friend’s baby girl and she is not going to grow up as a couch potato victim of monological media (monological meaning one-way conversation and typical of broadcast media). She’s going to know what it’s like being a “prosumer” – this new-fangled word where we are both consumers and producers of media content. And she won’t have to navigate this bumpy transition like we did because it will have already happened. It is happening now though. I’m particularly moved by this evidence of dialogical exchange between a TV show producer (Marc Guggenheim of Arrow) and a fan on Tumblr.

Okay.  That’s fair.  What did he do that was problematic and/or threatening?

First off, I just want to say that I think it’s hilarious that you’re asking what he did that was problematic or threatening, when you have actually responded to women giving you specific examples in the past with scorn and a certain level of derision, but for the sake of discussion, I’ll lay it all out anyway. (click to read more)

I wouldn’t have known about this particular exchange if it hadn’t been reblogged by my friend on her Tumblr and then shared to me in a TV shows discussion group on Facebook. This is only further evidence that we not-so-audience aren’t isolated anymore! So you’re telling me I can talk to anyone about TV???



  1. A very effective take on the emerging issue of user empowerment. Your meme is very well implemented, complimenting your argument in an initially humorous, but informative manner. It really made me as the viewer, think about how common user interaction will be in the mainstream media in the coming years. Framing that through the perspective of your friend’s daughter kept your argument engaging and personal.

    Your inclusion of Marc Guggenheim’s comments are evidence enough that fans are having an extraordinary impact on the different layers of mainstream media. This constant intrusion of users, however, can have a profoundly negative impact, something I would have liked to see further explored in your post. Here is a link to an article on Joss Whedon choosing to leave Twitter over this kind of user intrusion:

    Otherwise a very well-written and engaging post. A pleasure to read!

  2. I like the way that you have portrayed Back to the Future 2, your meme is also very spot on, the back to the future pic is making me think of how TV was back then, but these days there are many forms of how to watch your favorite TV show or movie, and that if you miss it on TV you have a backup plan. Well done, and there is everything to like about this post.

  3. Great post on audiences, and great meme creation. I particularly like how you took the topic of how audiences engage with and use media technologies now and critically thought about it to apply it to the future. You also include some outside sources and examples, like the Tumblr conversation, something that couldn’t have happened several years ago but now can because audiences aren’t just mono-logical anymore.
    Great post!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s