T 0 : Critically discuss the relation between the media and its audiences.

8/14/2019 T 0 : Critically discuss the relation between the media and its audiences.

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COMM 2071COMM 2071

MEDIA AUDIENCES

ANDCONSUMER BEHAVIOUR

TAN AIK BOON AARON

KOH CHIA YIN (XU JIAYING)

KOK XING HUI

MATTHEW NG SOO JIN

VICTORIA MELISSA WONG KAH WAI1


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Topic 0Topic 0Critically discuss the position of audience

determining the media.

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IntroductionIntroductionyMedia audience is important !

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The Ruling EliteThe Ruling Elite

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The Ruling EliteThe Ruling EliteThe audience is the public in whose name

programmes are made and laws arepassed.

y Audience : theonlypublicthat matterstherulingelite.

y Theyarethe receiversofmessagesand

meaningsfrom the media.

y Programmesand mediaregulationsare made with

theaudiencein mindpanderingtotheperceivedmoralandsocial wants. 5


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SOLD :AudienceAttentionSOLD :AudienceAttention

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SOLD :AudienceAttentionSOLD :AudienceAttentionThe audience is the commodity that

supports commercial broadcasting.

y Commodityrepresentsan economicvalueofthe

audience, without whichthere willbenocommercialbroadcasting.

y Thelinkbetweenthe mediaandtheviewerisaconsumer-productrelationship: theprogrammes

themselvesarenotforsalebuttheattentionofthe

audienceis.

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Audience : Media Battlefield?Audience : Media Battlefield?

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Audience : Media Battlefield?Audience : Media Battlefield?

The audience is the arena in which the

effects of mass communications areplayed out.

y Viewershipratingsplayahugepartinadvertisingdollars;low viewershipleadstoshowsbeing

scrapped.

y Thisassumptionstakestheaudienceasthe

judgeofwhatshows/newspaper/anyform of

mediasurvives,and whatdiesout. 9


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Existential Purpose?Existential Purpose?

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Existential Purpose?Existential Purpose?The audience is the home where the

meanings and pleasures of media use areultimately realised.

y Theaudienceis where mediauseisenjoyed;Itistheaudience whoultimatelyderivesthispleasure

andnottheotherstakeholders.

y Mediaexistssolelyforaudiencesenjoymentand

notfortheenjoymentofshow producers, writers,

soundcrew,ortheadvertisers.11


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Criticism: SimilaritiesCriticism: Similaritiesy The assumptions view media audiences:

ASA DEAD UNIT UNIFORMACROSSTHE BOARD

INCAPABLE OFTHOUGHTAND INDIVIDUALITY

Audiencebecomesacollectiveconscience without

varyingdemographicsandpsychographics.

Mark Neely,HeadofNeilsen Research:

Thesearesimple models.Thereisnoconception

ofmillionsofindividualsdoinga myriadofthings.

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Criticism 1Criticism 1y Audience is King

Theassumptionsfailtorealise medias

manipulativeabilityontheaudience

(seedingand marketinfluencethroughbranding).

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Criticism 1: ExampleCriticism 1: Exampley Greenprogrammes popularityafterintense

awarenessprogrammes.

y Saving Gaia

A Singaporean production that has beenshortlistedasfinalistsforvariouscategories

atthe New YorkFestivalAward 2008.

PopularityofsuchprogrammeshavegrownafterawarenesscampaignsinSingapore

startedextensivelyin 1991 with Cleanand

Greencampaigns withaspokes-frog, 14


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Criticism 1: CaseStudyCriticism 1: CaseStudyHagen-Dazs : inventing tradition

y Startedin 1961 andsoldat7 timesthepriceofnormal

ice-creams,thisbrandspent minimaldollarsonadvertising,butreliedonguerrilla marketingtocreatedemandfrom theaudience

y orkedentirelyon word-

of-mouththroughout 1960s

and 1970s.

y Receivedfreeadvertisingthrough40 percentshareof

noiseofnewspapercommentaries: "the 2nd mostintense

personalpleasureaftertheo-word."

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Criticism 2Criticism 2y Audience is Uniform

BlackSwantheory:

Theperceivedimpossibilityactuallycameto

pass.

Theassumptionsfailtorecognisethattheaudiencehas movedfrom masstoindividual.

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TheaudienceisuniqueTheaudienceisunique

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Criticism 3Criticism 3y Audience is Money

Thereisafailureofunderstanding medias

owninfluenceandaudienceslimitasa

commodity.

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Criticism 3: ExampleCriticism 3: Exampley SuperBowlcommercials:

y

Viewershiprate: upto90 millionAmericansonaverage.

y TVcommercialcosts US$3forhalf-

minuteair-time.y FirmsthatrunSuperBowladstendtoseea 1.2 to 1.3percentdifferentialintheirstockperformance.

BUTARE THERE RETURNS ONINVESTMENT?

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Criticism 3: StatisticsCriticism 3: Statistics

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SimplyhavinghighviewershipdoesntleadtoaSimplyhavinghighviewershipdoesntleadtoa

higherbrandawarenesshigherbrandawarenesstheaudiencefailasatheaudiencefailasacommodity.commodity.

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ConclusionConclusionSociologistHerbert Blumer

described mediaaudiencesin1950 as:

1. Comingfrom all walksoflife.2. Composedofanonymousindividuals.

3. Littleinteractionorchangeofexperience

between membersofthe mass.4. The massisverylooselyorganised andisnot

abletoact withtheconcertedness orunityof

acrowd. 22


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The EndThe End

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T 0 : Critically discuss the relation between the media and its audiences.

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