The fragmentation of audiences due to modern multichannel and multiplatform media has lead to a decline in shared experiences. In times past, much of the population would have watched the Morecambe & Wise Christmas Special. This created common cultural experiences for a nation; reference points, shared feeling and identity.
These days, the population has grown but most programmes struggle to manage a few million viewers. Viewing habits are diffused; it’s more difficult to share experiences and feel a common identity as a result. Yet while technology may fragment audiences, it also holds the potential to rekindle these shared experiences once more.
Yesterday was Eurovision day; not a high-point of musical talent perhaps but it still draws significant audiences. It’s the first Eurovision contest since Twitter really hit the mainstream and a huge number of users simultaneously commenting on the event was clearly in evidence. A sizeable chunk of my Twitter followers were commenting with celebrity Tweeters such as @wossy creating a lot of activity.