COM275Notes - Communication 275 February 14, 2007 Media...

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Communication 275 February 14, 2007 Media Audience Audience Types: Society Media Macro i. Social Groups or public iii. Medium or channel audience Level: Micro ii. Gratification set iv. Audience for particular medium Source - who creates the demand for the content? Society seeks out content from the media Level - The level of analysis Macro - focus on large societal structures Micro - focus on the individual Social Group or Public Source= Society; Level= Macro Pre-existing audience group based on a common interest seeks out media to satisfy interest Subgroups might be: Political Religious Regional Professional or social networks Medium or Channel Audience Source= media; Level= macro Audience groups that become enamored of a particular medium or genre Medium identification becomes part of identity and forms a group Readers – (example: Oprah’s Book Club) Gamers – (example: HALO) Science fiction junkies – (example: Star Trek Conventions)
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Gratification Set  Source= Society; Level= Micro Individuals choose media to solve pre-existing needs (drive theory) Information Social connection Relaxation Media content must cater to those felt needs Audience for Particular Media Source= Media; Level= Micro Individuals who become enamored of a media product Programs (90210, Star Trek, Madden, hockey) Celebrities (Britney Spears, Slayer, Tom Cruise) Often mimic star pattern in dress, speech, consumption Who is the audience for this? YouTube series LonelyGirl15 Began in June 2006 Gained massive popularity Half million viewers per day Extensive blogging Revealed as a hoax in LA Times Creative Artists Agency February 19,2007 Uses and Gratifications Gratification Set Source= Society; Level= Micro Individuals choose media to solve pre-existing needs (drive theory) Information Social connection Relaxation Media content must cater to those felt needs Television Uses - Greenberg
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Learning Environment Social (How do you ask someone out on a date?) Habit It’s just something you do. Companionship Imagine: lonely people Hanging out with friends and family Arousal Horror films Relaxation Escape Using the TV to block out other things Escaping from the “negatives” in your life (ex: You have a paper to write) Passing Time Video Game Uses and Gratifications – Sherry Challenge Personal motivation Competition Social challenge (“I wanna destroy my roommate”) Arousal People really get into it Example: Wii Diversion Fantasy Social Interaction Think: multiple counsel HALO Similarities: -Social interaction -Passing Time -Arousal ++Movies were not originally made to watch in a theatre. Differences:
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COM275Notes - Communication 275 February 14, 2007 Media...

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