Mcquail+scrøder The Audience Flashcards
Author
Mcquail
Types of mass media audience
Source and level
Source - where the demand is created either by society(receivers) or media(senders)
Level the process operates, either micro or macro
Type 1 of mass media - social group or public
macro and society - audience share at least one social or cultural identifying characteristic - local, political or social groups. - want to watch and read something which fit to their belief.
Marketers and media: investigate similarities and show support for the shared value. (seen in local television (more entusiasme when the local team commentate on the win. ) studentradio, newspapers (different political attitudes) and magazines.
Type 2 of mass media - The gratification set of audience
Micro and society - Audience identified by a specific need - different for each audience which need the media fullfil. News can for some be for relaxing and some be for keeping updated.
Type 3 of mass media - The medium audience
Media and macro. Audience identified by choice of medium. Need arrived because of attractive context available or fit his life.
Marketers: look what kind of people use that medium to adapt.
The channel or content audience
Media and micro - Consumers of a particular media or product. - e.g. love a specific tv show or movie serie. ( fans )
Marketers: investigate what relevant media would interest a consumer of one specific media. E.g. movies. Show relevant trailers for new movies that fit the theme, people who watch the movie.
Mcquails different views on audience - audience as a mass
Seen as a big mass (diverse and widely spread.) Passive receiver - only reacts instead of act. Precise message because often no intended feedback = dont know is intended message is received - victims of mass media
-E.g. hitler.
Mcquails different views on audience - Audience as a market
Audience seen as potential or actual consumers. - want satisfied consumers to earn money. The audience may not have same characteristics, only that they use the same medium. Goal to influence or persuade the audience by media - branding - need.
Mcquails different views on audience - Audience as a group
Audience as groups with similarities e.g. looks, values, background.
Media adjust for characteristics of groups. Not always all in the group who accept the message because there at not all the same ( not always groupthink)
Medias power is affected by different perspectives and social interplay among them.
Schrøder - Encoding vs decoding
Encoding meaning in a commercial is what happens in a media agency – decoding is agents, audience who interpret the meaning of the commercial based on their background and social groups they belong to.
Schrøder - thoughts
Different approach to analyse the audience: interviews, surveys, observations, focus groups etc.
Different approaches to reach the audience.
Powerpoint notes - mangler
mangler
