05 - Media & The

Audience

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Exam 1: 09/27

Assignment 1: 10/13

Last time on T205

Audience

Information-Processing

Tasks

Encounter Message

Filter Message

Match Meaning

Meaning Construction

Analyzing Exposure

Physical Exposure +

Perceptual Exposure +

Psychological Exposure +

Conscious Awareness of Message

= Attention

Automatic State

Attentional State

Transported State

Self-Reflexive State

Today

How do the

media

researchers

see the

audience?

How does the

media industry

see the

audience?

Mass audience >

Niche audience >

Connected convergent audience

Audience Producers

More Media Literate

Smarter Consumer

Successful Producer

Audience

Mass Audience

Niche Audience

Something

New

Attracting Audiences

Conditioning

Audiences

Audience

Audience Last time

Mass Audience

Not size but

type

Heterogeneous

Anonymous

No interaction

No social organization

Industrialization =

mass audience

Western-centric

Evidence?

Hitler

Kate Smith

War Of The Worlds

Danger!

Friedson (1953)

Complex Web of Social

Interrelationships

No Mass Communication –

No Mass Media?

Niche Audience

Markets

and

Producers

know

there is

no mass

audience

Targeted Messages

Buy Products

Identifying Niches

Geographic Segmentation

Who is local?

Current State

Demographic

Segmentation

Gender

Ethnic Background

Age

Income

Education

Soap Operas

Dynamic System

Social Class

Segmentation

More than income

Lower > Middle > Upper

The American Dream

Geodomographic

Segmentation

Neighborhoods

Prizm

Geographically-centric

Psychodemographic

Segmentation

Demographics

Lifestyle

Product usage

Twelve American

Lifestyles

VALS typology

Connected convergent

audience

Network

connections

Heterogeneous Aware

Identified

Constant Interaction

Social Connectedness

Always On

Always Connected

Always Talking

But who is listening?

Attracting Audiences

Currency of Attention

Eyeballs

Attention = Action

Action = Purchase

Appeal to Existing Needs

and Interests

How do you know what the

audience wants?

What is currently popular?

Narrow Exposure Repertoire

How many

channels do you watch?

Cross-Media and Cross-

Vehicle Promotion

Find New Audiences

Silos

Media

Consolidation

= Cross media

promotion

Examples?

Media Differences Blurring

Media Convergence

Conditioning Audiences

How much do you watch?

Watch?

Continual Reinforcement

Who is

Reinforcing?

Inertia

Audience

flow-

through

Inertia

in the

age of

the

control

Inertia in the age of the DVR

How do the media researchers see

the audience?

How does the media industry see

the audience?

Mass audience >

Niche audience >

Connected convergent audience

Segmentation

Challenge!

What is the Mass

Media Industry?