To what extent has new and ddigital media given younger audiences the opportunites to shape their own media representations?

With web 2.0. becoming increasingly more popular, audiences around the world have become UGC focused, creating their own ideas and opinions and social networking sites and blogs have only added to this as audiences become more and more confident in expressing their opinions and shaping their own representations. However there is also the danger of the oppositional,negotiated reading being taken inn the wrong way of that of the intentional meaning.

Social networking sites such as Facebook and Twitter have given users much more of a voice, therefore critical thinking among audiences has seen a rise. The Hyperdewrmic Model assumes that the audience is passive with no opinions on the text but with opinions becoming the social networking "norm" a negotiated/oppositional reading is a more likely outcome.

UGC has also given younger audiences the opportunity to shape their own video reviews on certain texts allowing a more nnegotiated reading which then allows audiences to gain individual gratifications from texts.

On the other hand with opinions so free to be spoken, there could be a risk of audiences misinterpreting representations in the media, taking it offensively even though it may not be intended that way.