Media Audiences & effects-Students Notes ( Jan-April 2016 Sem)

Audience and its characteristics the roles of

This preview shows page 13 - 17 out of 29 pages.

AUDIENCE AND ITS CHARACTERISTICS The Roles of Audience Behaviour Research Media-centered goals -Measuring actual and potential reach for purposes of book- keeping and advertising, that is, for sales and ratings. -Managing audience choice behaviour. -Looking for new audience market opportunities. -Product testing and improving effectiveness. Audience-centered goals: 13
Image of page 13

Subscribe to view the full document.

-Meeting responsibilities to serve an audience perspective. -Charting audience motives for choice and use. Uncovering audience interpretations of meaning Exploring the context of media use There are inter-related reasons for media audience research. The audience is becoming more fragmented in social composition, although its members still need guidelines for their choice of media content. Distribution of media content is becoming more separate from production. The distribution still need to gain and keep the attention of audience of known characteristic by profiling and packaging the offer in terms of style, tastes, genres, special interest and presentation. According to Denis Mc Quail there are several ways of defining audiences based on the various choices of media channels and audiences interest. They include: 1. Audiences as an aggregate of spectators readers, listeners, viewer etc This refers to the total number of people reached by media content or who are exposed to particular message. For example people listening to a popular radio programme although they could be spread across the country or even continent. 14
Image of page 14
It also refers to the total number of people who have demographical characteristic of interest to the sources. These are listeners, viewers or readers matching demographic profile of interest to advertisers. 2. Audience as a Mass The term mass has got two connotations: It refers to a mob which is unruly and ignorant, lacks in both intelligence and rationality. Mass also connotes strength and solidarity of workers. But in mass media, mass refers to a large audience reached by media; a multitude of millions that can be reached at once. Characteristic of a Mass Audience It is large in size, lager than most groups. It is dispersal over a large geographical area. Its members are usually unknown to each other or to whoever brought the audience to existence. They lack self-awareness and identity. It lacks social organization i.e. it’s incapable of acting together in in an organized way. It is marked by a shifting composition within changing boundaries. It did not act for itself, but was rather acted upon. 15
Image of page 15

Subscribe to view the full document.

It is heterogeneous; because it consists of a large number it has different traits and characteristic. Its compositions are always changing especially due to media fragmentation.
Image of page 16
Image of page 17

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern