The influences of media are growing exponentially along with the technology development in the last several centuries. Media evolves originally from the books, magazines, visual and audio recordings to television, radio and films, and now to the new media relying on the digital technologies. Nowadays, almost everyone lives with the support of new media in the daily life. Accordingly, the research of media is also dependent on the evolutions. Thus, this essay will discuss the impacts of new media on audience research from the respects of both values and challenges. 1. Audience Research Audience research, in the qualitative research background, involves a relatively small amount of participants aiming to generate a more detailed and in depth interpretation of the participants’ attitudes and experiences with the respect of a specific topic (Kim Schoder, 2003). Besides, audience research is also regarded as a communication research method which is employed on the basis of a specific segment of audience (Livingstone, S., 1998) in order to get the knowledge of the audience’s attitudes, preferences and interests, etc. The segments of audience may vary on the researchers’ strategies of grouping. The audience can be segmented based on their race group, age, career categories, level of education and income, etc. The purpose to conduct an audience research is to better understand the target audience and provide an effective strategy for the project. It provides researchers an opportunity to acquire a heightened understanding of the audience’s meanings beyond their surface response, their motivations to take a specific action, feelings and experiences regarding to this specific incident. The term ‘audience’, based on the definition of John ... ... middle of paper ... ...er to do in the age of the Internet?. European journal of communication, 19(1), 75-86. Marie Gillespie (1995) Television, Ethnicity and Cultural Change Psychology Press Shaun Moore (1993) Interpreting Audiences London: Sage Manovich, L. (2001). The language of new media. MIT press. Press, A., and Livingstone, S. (2006). Taking audience research into the age of new media: Old problems and new challenges. Questions of method in cultural studies, 175-200. Silverstone, R. (1999). What’s new about new media? New Media & Society, 1(1), 10-12. Tracey Jensen (2011) ‘Watching with my hands over my eyes: shame and irritation in televisual encounters with bad mothers’ Radical Psychology Vol 9 Issue 2 available online The Big Opportunity: Audience Research Meets Big Data, Retrieved from www.rajar.co.uk/docs/news/IPABIGOPPORTUNITY.pdf last accessed on 28th May 2014.
According to Alan B. Albarran’s book Management of Electronic Media, when looking for a target audience we should consider both Demographic research, which “presents quantitative information (data based) on the media habits of audiences” and Psychographic research, which "goes beyond numeric information to offer qualitive information about audiences,
The United States is the biggest economical power in the world today, and consequently has also the strongest and largest media industry. Therefore, it is essential to take a look at the crucial relationship between the media and the popular culture within the social context of the United States for a better understanding of the issue. For a simpler analysis of the subject we shall divide the media industry into three main branches: Entertainment, News and Commercials (which is the essential device for the survival of the industry, and shall be considered in integration with Entertainment). Researches have shown that the most popular reason behind TV viewing is relaxation and emptying the mind.
In this audience analysis, I have addressed a situation in which I am called on to present quarterly sales information at an in-person meeting to a group of stakeholders, including managers, salespeople, and customers. I will explain how I will address the communication to this audience by answering the following questions: (1) What characteristics of the audience must I consider?, (2) What communication channels are appropriate? (3) What are some considerations to keep in mind given the diversity of the audience?, and (4) How would I ensure that my message is effective?
White, A. V. (2006). Television Harms Children. Opposing Viewpoints. Television. San Diego: Greenhaven Press. (Reprinted from Mothering, 2001, 70)
For years, the population has been exposed to different forms of media. Newspapers, magazines, television, films, radio, and more recently the Internet are ways of promoting ideas, spreading news, and advertising products.
The media play an indispensable role in modern life, and are considered amongst the most powerful and inaccurate sources of social information, education and entertainment. Our mass media is an electronic (TV, film, video, videogames, internet) visually dominated media with print (newspaper, magazine)...
In Understanding Media: The Extensions of Man, he proposed that we focus on the way each medium changes cultures and traditions and reshapes social life, rather than the content. He describes the content of the medium as a “juicy piece of meat carried by the burglar to distract the watchdog of the mind.” (McLuhan, 32). To him, focusing on the medium was important because he believed that different types of media change the balance of our senses. We start isolating and highlighting different senses.
Hartley, John (2002), Communication, Cultural and Media Studies: The Key Concepts, London, Routledge, pp. 19-21.
Currently, our society is changing again with the onslaught of electric media, namely computers and the Internet. We must continue to analyze this technology with the realization that the medium is the message, or else we will never fully understand our culture or the effect of technology on it and on our lives.
Nightingale, V & Dwyer, T 2006 ‘The audience politics of ‘enhanced’ television formats’, International Journal of Media and Cultural Politics, vol. 2, no.1, pp. 25-42
· James Curran & Michael Gurevitch: (2000): Arnold Publishers “Mass Media And Society: Third Edition”
...ely available and accessible from everywhere. New media has introduced innovative platforms and ways to consume media products, they have been embedded into our social context that we are unaware of the different ways we are constantly relying on technology. This leads us to call for more contemporary studies towards new media audiences for a more in-depth analysis and how they have merged the different contexts of media consumption.
This brings us to the two factors that influence an audience when presenting information through a media: the vividness of presentation and the position of a story (Baran 302). These factors, along with others, induce the audience to feel as if a particul...
Hence, the power of media has touched its apex in today’s age. Its societal, political and economic functions reflect its unparallel capacity to affect the human life in all spheres.
Media technologies are becoming an important aspect of today’s society. Each and every day, people interact with media of many different forms. Media is commonly defined as being a channel of communication. Radio, newspapers, and television are all examples of media. It is impossible to assume that media is made up of completely unbiased information and that the media companies do not impose their own control upon the information being supplied to media users. Since many people use media very frequently, it is obvious to assume that it has affects on people. According to the text book Media Now, "media effects are changes in knowledge, attitude, or behavior that result from exposure to the mass media," (386). This leaves us with many unanswered questions about media and its influences. This paper will look at how the effects of media are determined and explore the main affects on today’s society - violence, prejudice, and sexual behavior.