The institutions are having to have difficulties, with such competition in new and digital media, institutions are struggling to keep up with the competition. They are trying so hard to appeal to to their audiences, that it is like audiences are in control of the institutions.
Audiences of these institutions in new and digital media are so involved in new and digital media that they love it, it is almost as if everything is based around them and they get all the satisfaction, whilst the instutions are struggling to keep appealing to the audiences.
In a way it seems as if in new and digital media, audiences have more power than the actual instituions whilst in traditional media, audiences could just take in information and it wasnt as fun, so institutions didnt have such a big audience.
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