The head programmer for Fox Television Network similarly has a readout that gives an in-depth analysis of audience behavior, interest, and sentiment. Writers for the blog website Gawker watch real-time web consumption statistics on all of their posts-and they instantly learn how to craft content to best command an audience. This social data layer reveals so much about our behavior that it programs programmers as much as they program us. And like anyone suddenly thrust in the spotlight, we’ve been learning a lot, and fast. The audience, once passive, is now cast in a more central and influential role than ever before. Today the very act of consuming media creates an entirely new form of it: the social data layer that tells the story of what we like, what we watch, who and what we pay attention to, and our location when doing so. In just one generation the Internet changed the way we make and experience nearly all of media.
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