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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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