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Audiences’ Communicative Agency in a Datafied Age: Interpretative, Relational and Increasingly Prospective

Ytre-Arne, Brita and Das, Ranjana (2020) Audiences’ Communicative Agency in a Datafied Age: Interpretative, Relational and Increasingly Prospective Communication Theory.

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This article develops a conceptualization of audience agency in the face of datafication. We consider how people, as audiences and users of media and technologies, face transforming communicative conditions, and how these conditions challenge the power potentials of audiences in processes of communication—that is, their communicative agency. To develop our conceptualization, we unpack the concept of audiences’ communicative agency by examining its foundations in communication scholarship, in reception theory and sociology, arguing that agency is understood as interpretative and relational, and applied to make important normative assessments. We further draw on emerging scholarship on encounters with data in the everyday to discuss how audience agency is now challenged by datafication, arguing that communicative agency is increasingly prospective in a datafied age. Thereby, we provide a theoretical conceptualization for further analysis of audiences in transforming communicative conditions.

Item Type: Article
Divisions : Faculty of Engineering and Physical Sciences > Mechanical Engineering Sciences
Authors :
Ytre-Arne, Brita
Date : 24 August 2020
DOI : 10.1093/ct/qtaa018
Copyright Disclaimer : © The Author(s) 2020. Published by Oxford University Press on behalf of International Communication Association. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (, which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.
Depositing User : Clive Harris
Date Deposited : 08 Sep 2020 13:41
Last Modified : 08 Sep 2020 13:41

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