(The Turkish Online Journal of Design, Art and Communication, 2012-04) Öz - Taş, Perihan; TR111982
In parallel with technological advances, the rapidly changing nature of the motion picture
where each new mode of production brings with it a new kind of viewership. Each new kind of viewership leads to the re-definition of the cinema audience. Before digital technology was developed and took over, the relationship between the audience and film was passive; with the passage to digital technology, however, this situation changed, and the audience took on a more active role, becoming “subject”. In the development of digital technology, television,
video, 3-D cinema and “interactive cinema” the position of the audience gradually shifted, thus
the need for new definitions. Audiences today are no longer “just anyone in the crowd” –
which was the case during the film era. Now, they hold a much more active role; they have
become an “interactive cinema audience”. However, it is important to reflect on the changed viewership and see how an active audience positiong hasd influence the experience of watching a film. The aim of this study is to look at the changing production structure of cinema and see how digitalization has influenced viewership.
