Download - 05 mediaandtheaudience
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05 - Media & The
Audience
They’re watching me!
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Class Business
Announcements
Congrats!
#IUT205
Exam 1: 09/27
Assignment 1: 10/13
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Last time on T205
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Audience
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Information-Processing
Tasks
Encounter Message
Filter Message
Match Meaning
Meaning Construction
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Analyzing Exposure
Physical Exposure +
Perceptual Exposure +
Psychological Exposure +
Conscious Awareness of Message
= Attention
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Automatic State
Attentional State
Transported State
Self-Reflexive State
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Today
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How do the
media
researchers
see the
audience?
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How does the
media industry
see the
audience?
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Mass audience >
Niche audience >
Connected convergent audience
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Audience Producers
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More Media Literate
Smarter Consumer
Successful Producer
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Audience
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Mass Audience
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Niche Audience
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Something
New
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Attracting Audiences
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Conditioning
Audiences
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Audience
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Audience Last time
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Mass Audience
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Not size but
type
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Heterogeneous
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Anonymous
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No interaction
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No social organization
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Industrialization =
mass audience
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Western-centric
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Evidence?
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Hitler
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Kate Smith
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War Of The Worlds
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Danger!
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Friedson (1953)
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Complex Web of Social
Interrelationships
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No Mass Communication –
No Mass Media?
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Niche Audience
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Markets
and
Producers
know
there is
no mass
audience
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Targeted Messages
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Buy Products
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Identifying Niches
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Geographic Segmentation
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Who is local?
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Current State
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Demographic
Segmentation
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Gender
Ethnic Background
Age
Income
Education
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Soap Operas
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Dynamic System
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Social Class
Segmentation
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More than income
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Lower > Middle > Upper
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The American Dream
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Geodomographic
Segmentation
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Neighborhoods
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Prizm
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Geographically-centric
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Psychodemographic
Segmentation
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Demographics
Lifestyle
Product usage
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Twelve American
Lifestyles
VALS typology
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Connected convergent
audience
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Network
connections
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Heterogeneous Aware
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Identified
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Constant Interaction
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Social Connectedness
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Always On
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Always Connected
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Always Talking
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But who is listening?
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Attracting Audiences
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Currency of Attention
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Eyeballs
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Attention = Action
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Action = Purchase
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Appeal to Existing Needs
and Interests
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How do you know what the
audience wants?
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What is currently popular?
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Narrow Exposure Repertoire
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How many
channels do you watch?
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Cross-Media and Cross-
Vehicle Promotion
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Find New Audiences
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Silos
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Media
Consolidation
= Cross media
promotion
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Examples?
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Media Differences Blurring
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Media Convergence
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Conditioning Audiences
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How much do you watch?
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Watch?
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Continual Reinforcement
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Who is
Reinforcing?
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Inertia
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Audience
flow-
through
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Inertia
in the
age of
the
control
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Inertia in the age of the DVR
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How do the media researchers see
the audience?
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How does the media industry see
the audience?
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Mass audience >
Niche audience >
Connected convergent audience
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Segmentation
Challenge!
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What is the Mass
Media Industry?