Audiences Flashcards
What are the audience theories?
Uses and Gratifications (active) Reception theory (active) Hypodermic needle (passive) Two-Step Flow Cultivation (passive)
What is the uses and gratifications theory?
Individuals use the media in the expectation that will fulfil psychological needs. Entertainment + diversion Information + education Social interaction Personal identity
What is Hall’s reception theory?
Audience is actively engaged in the interpretation of media texts - idea that individuals interpret texts in different ways.
What is the hypodermic needle theory?
Model of communication suggesting that intended message is directly received and accepted by receiver.
What is the two-step flow theory?
Ideas flow from the mass media to opinion leaders and from them to less active sections of the population.
-Opinion leaders select and adapt messages in line with their own agenda.
What is the cultivation theory?
TV cultivates the minds of viewers over a long period of time.
What are the three segmentation methods?
Demographics
Psychographics
Geographics
Define psychographics
Segmentation through the study of personality, values, opinions, attitudes, interests and lifestyles.
Define demographics
The characteristics and make-up of a sample of the population - e.g. age, gender, nationality.
Define geographics
Collecting and analyzing information according to the physical location of the customer - often used in marketing.
What are the two audience research methods?
Qualitative
Quantitative
Define qualitative
Market research method that focuses on obtaining data through open-ended and conversational communication.
Define quantitative
Quantitatives methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys.
What marketing techniques are there?
Targeting
Guerilla marketing
Viral marketing
Define targeting
The way media producers aim products at specific audiences.
Define guerilla marketing
Advertisement strategy to promote products or services in public places (streets) - involves getting the attention of the public in unusual ways.
Define viral marketing
Method of marketing where consumers are encouraged to share information about a company’s goods or services via the internet.
What audience research institutions are there?
BARB
RAJAR
Pamco
Nielson
What is BARB?
Broadcasters Audience Research Board
What is RAJAR?
Radio Joint Audience Research Limited
What is PAMCo?
Publishers Audience Measurement Company - governing body which oversees audience measurement for the published media industry.
What is Nielson?
Leading global information and measurement company - provides market research, insights and data about what people watch, listen to and buy.
Define moral panic
The way that the media stirs up intense feelings because of the way it covers a news event or issue.
Define niche audience/market
A small segment of an audience with specific tastes and interests.
Define preferred reading
The interpretation of a media text that the producers intended the audience to have.
Define primary research
Original and new research that is carried out to answer particular questions or issues.
Define secondary research
Involves the collation and analysis of research that already exists.
