ID’s (definition, significance, examples)
: Like demographics, is a system to find out what kinds of people are
watching what kinds of programming. Psychographics is much more complex and
specific that demographics which only focuses on sex, age, race. Criteria for segmenting
consumers by lifestyle, attitudes, beliefs, values, personality, buying motives, and/or
extent of product usage.
Examples: would be a program aimed towards a certain religion, or maybe even
political stance. “Oprah” or “Daily Show” could be examples that cater to
: 1980s, during avent of cable, networks construct notion of
appealing to specific demographic, particular product for particular group,
sponssorhhip became a matching exercise for sponsors, stations, and networks
1980s, during the advent of cable, when networks began to
devote their programming to niche
audiences. This is when entire networks would
appeal only to a very specific demographic. (better #s over bigger #s)
Significance: forced sponsors to match up with particular
stations/networks, and also fragmented audiences.
Examples: MTV or Cartoon Network; appeal to certain demographics and
at times purposefully turn away unwanted viewers
: Common set of beliefs or principles that the majority of a
society or group shares. What the media represents; benefits rich, powerful (ideas on
race, class, ethnicity, sexuality)
Significance: This ideology may either influence the content of the
programming or even dictate particular readings of the text.
Examples: “Leave it to Beaver” or even “Extreme-Makeover Home
Edition.” Dream of suburbia, upper-middle class w/ two kids
: Age where TV has been converged (yielded into the same) with
many other forms of media, including DVDs and Internet.
Significance: sphere of influence of media is greatly expanding.
Example: After viewing “Lost” on television, a fan can purchase the DVD,
watch it on his/her iPod, or even view clips on the Internet.
: When the viewer fully shares the text’s code, believes and
absorbs all the values and ideas put forth. Total believability.