The Degree of Audience Understanding Reception: The Potential of Digital Piracy Audio and Visual in TikTok

Abstract

Social media platforms are increasingly being used to digitally disseminate clips video, audio, or animation. Some account-generated profit or fame from remaking or editing content on the video-sharing social media platform TikTok. This article consequently situates remaking video for profit purposes as digital piracy a victimless crime and therefore still challenges entertainment industries. Little is known about the drivers of these cognitive processes, the current study investigated audience reception of content preferences (movies and series) to explain piracy attitudes and behaviour. This study addresses digital platforms and interactive audiences concerning Stuart Hall’s ‘Encoding/Decoding’ model. Thereby, this study provides a conceptual research design pathways for further analysis of audience’s attitudes toward digital piracy conditions. Results of in-depth interviews with 7 subjects showed that attitudes toward digital piracy mediate or negotiate reading. The audience is fostered by desire and preference to see content, above fear of copyright law effects or economic damage to the entertainment industry. In a call to rethink the notion of digital communication, this article offers a different perspective on the gaps and links between reception studies and current digital media. Suggests ways that social media could lead to a deeper and more complex understanding of audience reception perspective meaning.