Innovation
Technological The method of launching a new idea into the market. A new idea or way to do something. and developments in social media have meant that media narratives have changed to include new forms of audience interaction.
For example, video games allow players (the audience) to make decisions which determine how the narrative progresses.
Interactive elements in television viewing also affect narrative construction, for example viewers watching the Olympics have been able to select, via the Red Button or online on the 大象传媒 Sport website, a particular event to watch. They may even have chosen the camera angles or selected certain shots.
The 大象传媒 News Olympic Studio. Viewers could select which camera shots they wanted to watch.
This viewer selection process means that each member of the audience has the potential to construct their own narrative of an event.