Thoughts on Representation

There has been a significant shift in power from large media institutions to audiences, but this change is not completely true. Traditionally, institutions such as film studios and television networks controlled what content was produced, distributed, and represented. They decided which stories were told and how different social groups were portrayed. This gave them enormous influence over culture and public opinion.

Today, audiences have far more power due to social media and digital platforms. Viewers can instantly share opinions, criticise harmful representations, and organise campaigns that pressure institutions to change. For example, the OscarsSoWhite movement highlighted the lack of racial diversity in the Academy of Motion Picture Arts and Sciences and pushed the organisation to reform its membership policies. This demonstrates how audiences can influence institutional decisions and challenge traditional power structures.

However, large institutions still retain significant control. Companies such as Netflix and major Hollywood studios continue to control funding, production, distribution, and marketing. While audiences can voice their opinions, institutions ultimately decide which projects are approved and promoted. Therefore, power has become more shared between institutions and audiences, but it has not shifted entirely away from large media organizations.