Technological changes have enabled easier access to media through more distribution channels like cable TV, satellites, and the internet. This greater access allows audiences to consume a more diverse variety of content and become more knowledgeable about different media texts. As audiences become more sophisticated due to their wider exposure, media producers must now cater to and reward this increased audience awareness through intertextual references and connections between different works.

1. Prompt Q4: In what ways do audiences and industries operate differently in a postmodern world? Postmodern media

2. What is a ‘postmodern world’? It is a world changed by technology – the historical argument, this is a postmodern era Technological change has enabled easier access to cultural works – through satellite and cable TV and the potential to access large numbers of different types of channels (e.g. GOLD, Comedy Central, E4, Sky 1, Sky Classics, Watch) In turn, that easier access enables audiences to become more aware of a wider range of texts Greater audience sophistication forces / enables producers to use and reward audience knowledge

3. Intertextuality in ‘The Matrix’ http://showintale.blogspot.com/2007/04/matrix-intertextuality.html ‘Back to the Future 3’ http://www.youtube.com/watch?v=gqvK80XGJkA&feature=related http://www.youtube.com/watch?v=i1almB9zxX4