hannahchisholm - Tumblr blog

[hannahchisholm]

☞Thank you, this concludes my blogs for audience studies! ツ ☜

[hannahchisholm]

Week 11: Conclusion: Audience Agency in New Contexts

Professor Good stated the last chapter comes full circle with Livingstone’s work in this final week (November 21 lecture). Sullivan states that our understanding of media audiences has had considerable shifts throughout history (Sullivan, 2013 p.240). This is due to new technologies for creating and distributing data, more access to information and expansion of entertainment. Overall the new digital age has created more opportunities for audiences and has been shaped by digitalization and convergence (Sullivan, 2013 p.241). Sullivan states due to the increase of creating and distribution, audience expectation has also increased. The term transmedia production reflects the use of multiple media platforms or technology in order to craft a narrative. In the past there were only single mediums like radio and television but now there are multiple mediums as individuals have become attached to media use (Sullivan, 2013 p.241). 

An example of paratexts which is the textual material that surrounds media narratives and informs us about them is Disney World. Prior to visiting the amusement park, individuals already know information about it through commercials, media images, news stories and other messages that reflect the experience. Sullivan states the advancement of technology, portable screening devices and transmedia has neglected the research of audience activity in the 21st century (Sullivan, 2013 p.242). Due to the pattern of long tail leading to fragmentation, audience attention is spread out between popular and niche content options. This is leading to audience polarization because audiences are avoiding distasteful or offensive media content decreasing diversity (Sullivan, 2013 p.243). We navigate all the potential choices usually though information systems such as google which is bundled with forms of surveillance that tracks users, which is truly interesting. Sullivan expresses that Google does not require outside research, as the user interests are much more precise as well youtube also measures user data (Sullivan, 2013 p.245). Audience measurement will only advance and surveillance online will also increase in the future. Livingstone interrogates how the conversion of prosumers put data on the internet to be monetised and how that will impact the future of media (Livingstone, 2019 p.171). Livingstone questions how much power media audiences truly hold as our content is valued and monetised by users we provide it to (Livingstone, 2019 p.171). In this digital age Livingstone suggests there’s a comparison of power between audiences and companies and audiences and the power the negotiate themselves (Livingstone, 2019 p.173). He also states that there is an unsettled nature of the route audiences will take, based on the rapid shifts that have occurred in society (Livingstone, 2019 p.183). Overall the text expresses significant shifts of audience concept throughout history. Sullivan states the key is to start with our everyday, lived experiences as the departure point for deeper analysis of the audience experience (Sullivan, 2013 p.247).  

References:

Livingstone, S. (2019). Audiences in an age of datafication: Critical questions for media research. Television & New Media, 20(20), 170-183.

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

[hannahchisholm]

Week 10: Online, Interactive Audiences in a Digital Media World

Taking a look into today’s society and digital age, it is evident that media has a huge influence in our day to day lives. Sullivan suggests that digitalization is a term that refers to the standards of media images and sounds that are recorded and transmitted (Sullivan, 2013 p.216). He states that in order to understand audiences in the digital age we must look at the technology shift as well. The shift of technology can also be called convergence, which is when media content is able to be displayed on a number of devices rather than only on DVDs or compact discs (Sullivan, 2013 p.216). He also says convergence is more than technological advancements but representa a cultural shift as consumers seek new information making connections among new media.Two important trends of digitalization are audience fragmentation and audience autonomy, that are shifting the orientation of media to audiences. Audience fragmentation refers to the scattering of fragments of media channels and platforms, resulting in audience measurement almost obsolete (Sullivan, 2013 p.217). Since there are so many media channels and technologies in today’s society, to measure audiences one requires larger samples which is more costly and a slower process (Sullivan, 2013 p.217). Audience autonomy reshaped media audiences describes how contemporary characteristics of the media environment, serves to enhance  what audiences have control over the process of media consumption (Sullivan, 2013 p.217). Therefore it is harder to advertise to viewers since on demand companies like Netflix is time shifting programming. 

This idea is present throughout the article by Athique, who suggests Youtube content is of free charge to viewers, therefore creating inquiry to consumers when content if provided for free (Athique, 2018 p. 60). Media holds many questions towards digital economics and the way the internet puts audiences and their content into consideration and the data they produce (Athique, 2018 p. 59). User generated content is a topic Sullivan expresses as transformative from autonomy. The example of World of Warcraft was discussed in lecture as a globally popular online game that users can build, create and alter their own worlds being an example of Sullivan’s principle (November 14 lecture). Professor Good expressed that user generated content is created, stored and distributed and the content is being consumed and created in this digital age (November 14 lecture). Truly, the new technological capabilities turn consumers into users and individuals become more actively involved in shaping our media and network usage. An example of participatory culture where consumers are invited to actively participate in the circulation of new content is the phone app TikTok. Recently I have grown interest in this media platform and notice the participation, recirculation and the spectatorship users create for themselves in this media. The app enables prosumers to create a short video that captures video and audio editing representing unique content. It also empowers individuals to engage and interact with the audience, surely representing participatory culture (Sullivan, 2013 p.219). Not only do audiences leverage power in media but they also become accustomed to a high level of interactivity online, leading to crowdsourcing Sullivan suggests (Sullivan, 2013 p.225). Crowdsourcing is when a company of institution takes a function once performed by employees and outsources it to a large network of people, transforming media audiences (Sullivan, 2013 p.225). Professor Good commented on the Star Wars remake scenes that fans had made entirely crowdsourced relying on the power of the internet (November 14 lecture). Sullivan also used the example of Wikipedia as crowdsourcing as it allows anyone to access the web and edit the encyclopedia (Sullivan, 2013 p.227). An example of crowdsourcing that I experience daily is youtuber RemLife who vlogs her daily life, diet transformation and fancy lifestyle regularly updated online. The content appears in journal format and the activity is recorded of the vloggers daily experiences and truly crowdsources in an information source of media. Undoubtedly this chapter outlines recent networking and online audiences of today. New media technologies and implications they cause media audiences are relative to their power as media producers. The shift in the 21st century and new concepts as audiences of media are generally significant in this digital age and what it holds in the future.

References:

Athique, A. (2018). The dynamics and potentials of big data for audience research. Media, Culture and Society, 40(1), 59-74.

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

[hannahchisholm]

Week 9: Media Fandoms and Audience Subcultures

The topic of fandom and fan culture truly interests me and increased my interest towards this topic incredibly. Sullivan suggested the fan refers to a religious membership, belonging or devotion to something with excessive enthusiasm (Sullivan, 2013 p.192). Professor Good suggested a super fan is of religious membership to a certain phenomenon (November 7 lecture). Fan stereotypes were also studied depicting negative outlook of fans as extreme or psycho specifically with unappealing distortions of attitude and behaviours portrayed as brainless consumers (Sullivan, 2013 p.193). Also, Fandom is associated with the cultural tastes of subordinated formations of the people particularly those disempowered by any combination of gender, age, class and race (Sullivan, 2013 193). Fans interact in several different ways with the media and with other fans as well. Sullivan suggests there is a social and interpretive aspect. The social aspect involves the interaction of sharing media with others and going to conventional events of fan culture. Interpretive aspect refers to an analysis of media fans, to better understand them generally (Sullivan, 2013 p.195). Twitter is a typical media platform I observe fans interacting with each other, Trump’s comment section for example displays positive encouragement on certain views presented to the audience. Although, social interactions online can also lead to fan activism such as the “sharpiegate” controversy Trump created. The cultural hierarchy relates to this scandal, which is the negative perceptions that arise due to materials fans select to rally about (Sullivan, 2013 p.196). 

The weekly article also relates to this about fan support on the Veronica Mars movie which accomplished fan funding with credit from kickstarter (Navar-Gill, 2018). This was significant due to the interaction of fans and the media leads to understanding fans more greatly. Also the article expressed two interviews, affirmational compared to transformational with experiences of the kick starter campaign and reactions to the film itself (Navar-Gill, 2018). The textual poaching of fanzines, fanfic and filking are another important part of fan culture that Sullivan addresses. Poaching is the action of consuming a literary work which is similar to the practice of poaching, inhabiting the text one encounters (Sullivan, 2013 p.203). Fanfic is short stories that feature favourite characters from chosen fan texts, written in a creative way. All fanfic are extensions of the original work and sometimes fill in the gaps of the narrative (Sullivan, 2013 p.204). An example of fanfic I enjoy is twilight as the series is a film I truly enjoy and did not feel gave me enough details of the narrative. Truly fanfiction opens up new possibilities of ideas and backstories that make an exciting and creative way to satisfy fans.

Fanzines refers to fans before the internet had produced newsletters and magazines called fanzines featuring a variety of different types of content such as updates and news on fan media text (Sullivan, 2013 p.203). In today’s society, they continue this method using websites with news and information of the organization’s, an example I think of is Pokemon go, a popular reality mobile game. The website based on popular fandom game, features creative content, news information and links to other content related to the primary text. Another part of fan culture is filking which is the process of fan music making, such as poems, lyrics and original music (Sullivan, 2013 p.204). Sullivan uses the example of Star Trek fans creating filk tunes with thoughtful lyrics to allow fans to expand their experience (Sullivan, 2013 p.205). Truly fan and fandom culture is an interesting topic and each source provides a closer look at the ideas of the media audience.

References:

Navar-Gill, A. (2018). Fandom as symbolic patronage: Expanding understanding of fan relationships with industry through the Veronica Mars Kickstarter campaign. Popular Communication, 16(3), 211-224.

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

[hannahchisholm]

Week 8: Reception contexts and Media Rituals

The text proposes that media reception happens at specific times, in physical spaces and can play a powerful role in shaping our understandings of media content (Sullivan, 2013 p.162). We experience media texts between two elements, particularly spatial or physical context. The physical dimensions of the location such as in a family room compared to a bedroom, and if viewing the media on a small or large piece of technology creates a difference. Spatial context is similar to social context where spaces are defined by the people and relationships found in the location of the media experience, such as being with family and loved ones (Sullivan, 2013 p.163). For example, when I encounter a spatial media experience within my home with my family, my deep connection socially may create my experience of the media to be encountered differently than if I was viewing the media alone in my bedroom. Watching Big Bang Theory with my family compared to when I am alone, involves commentary and laughing compared to watching on and off in silence. These are each a different viewing experience, with either high or low interaction with the television show. 

This relates to the article of the week because it investigates how the experience of viewing sports in a movie theatre is contrary to viewing a sport at home (Kim, K., Cheong & Kim, H., 2016). Due to the atmosphere of the audience experience, the quality of sound, comfort, advancement of technology and cheering viewers alters the audience experience. The article also expresses that audience members feel more physically present during the event while in the movie theatre compared to a living room where there less attention to the experience (Kim, K., Cheong & Kim, H., 2016). Another important context Sullivan mentions is time when looking at media reception (Sullivan, 2013 p.165). The text suggests that there are routines and daily schedules people have, and we utilize our free time with media use. The way I fit media exposure into my busy life is during short breaks in my day I tend to scroll through social media, instagram especially. As time progresses and technology advances, so does media use and it is a large part of our everyday lives. Sullivan suggests, we also use media to structure our day into time segments (Sullivan, 2013 p.165). For example, when I view wheel of fortune with my mother every night at seven at night, I appointment view my favourite programs.

However Sullivan states that time shifting is more frequently used in societies media exposure on more web-based forms of media (Sullivan, 2013 p.165). For example, when I watch my favourite youtube channel, “AdelaineMorin”, I am viewing the material at a time that is convenient to me and on what media platform, usually on my phone.Sullivan also addressed what roles are played in the role of television and how humans engage with one another in society (Sullivan, 2013 p.174). He used the term time-space distanciation, being the actions that shape the forces that are of distance away from everyday physical and situational localities (Sullivan, 2013 p.175). An example of this is how when I watch the weather network the host on the show welcomes the audience and asks them how their day is, appearing casual and engaging. To add, Sullivan speaks on the blend between public and private spaces, and how television history reflected equivalent everyday household items like microwaves and toasters. The term mobile privatization reflects this theory and refers to the distinct social roles being changed by the electronic media served as both mobile and home centered living (Sullivan, 2013 p.175). Not only does reception context refer to private, public, notions of time, and social environments, but the consideration of rituals shape media reception as well. Professor Good suggested viewing television itself is a ritual, and media events are also viewed as rituals as well (October 31 lecture). Media events such as Bell Let’s Talk is an example of a ritual I participate with in annually as well as users all around the globe. Sullivan refers to rituals as a significant tool to understand the meanings behind human behaviours and cultures (Sullivan, 2013 p.178). Professor Good stated that rituals involve holy days which are no pre planned or scripted and bring people together (October 31 lecture). For example eating dinner with my family and having the six o-clock news on while eating is a ritualistic event. Although it is a common practice that families may do, it is a relevant ritual activity my family also incorporates in our daily lives. Overall each source explored the idea of context within the audience reception studies.

References:

Kim, K., Cheong, Y., & Kim, H. (2016). The influences of sports viewing conditions on enjoyment from watching televised sports: An analysis of the FIFA World Cup audiences in theater vs. home. Journal of Broadcasting & Electronic Media, 60(3), 389–409.

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

[hannahchisholm]

Week 7: Interpreting and Decoding Mass Media Texts

Sullivan suggests semiotics is the study of everything that can be used for communication such as words, images, traffic signs, flowers, music and more (Sullivan, 2013 p.136). Also the approach can be seen as a relationship between a sign and a signifier, which refers to the different meanings that are given to something compared to another. For example, when I see a white dove I think of a magic show I saw in my past, although when someone else sees a white dove, it may represent freedom. The photo of the white dove does not change, yet an audience’s experience with the symbol creates their own meaning that refer to the white dove. Therefore there is a link between signs and referents with the outcome of social relations (Sullivan, 2013 p.138).

Professor good stated, signs and referents appear natural, and used the meaning of a chair as an example (October 24 lecture). The text suggests that Stuart Hall used two determinants in any communication, encoding a message to the audience and the message received being the decoding process (Sullivan, 2013 p.140). The topic also suggests there are four modes of audience reception. The first mode, transparent, shows how the audience reads the text as life. In this audience reception, viewers find themselves able to relate to what they are viewing or experiencing in comparison to their own lives (Granelli & Zenor, 2016). Truly I am transparent when I watch the television show Lucifer, due to relating strongly to the main female character. I relate to her emotionally, intellectually and spiritually, therefore a strong connection with my audience experience with the protagonist. Referential mode is how the viewer observes the text as life-like, therefore being able to interpret a television show similar to their own values (Granelli & Zenor, 2016). For example when I watch the series, How to Get Away with Murder, the felonies and wrong the characters commit, seems justified with my own values with doing the right thing although it is not reality. The audience reception mode of mediated is how an individual exhibits media based on its production and rejects the fictional text despite the rational fact that there is no harm because it is make believe (Granelli & Zenor, 2016). An example where I rejected the fictional text is in the film called Downsizing which was about humans had the option to become microscopic and priced items would be made small too and be cheaper to save money overall. In my opinion I did not enjoy my audience experience and did not believe the reality portrayed was rational. Discursive is the last mode of audience reception where the audience analyze the meaning intended in the text (Granelli & Zenor, 2016). An audience may reject the message the media is trying to portray, being unable to connect with the meaning regardless of the text. Truly Granelli suggests these modes of audience reception are significant in audience experience of texts. This article relates to professor goods comment on how the television show Dexter interprets the character with the audience (October 24 lecture).

 The list of various audience interpretations based on moral judgement identified if Dexters murders were righteous, professor Good stated (October 24 lecture). Also, Sullivan suggests that audiences also draw outside experiences, influences and knowledge into interpretations of texts (Sullivan, 2013 p.154). The process of connecting our experiences of media together is called intertextuality, the fundamental interdependence of all textual meaning upon the structures of meaning proposed by other texts (Sullivan, 2013 p.154). Sullivan states that connecting the text you are interpreting with other content or information, is a primary pleasure from consuming popular media. For example, searching online for the most popular restaurant nearby is an example of intertextuality because it may lead you to find more information and details on other hyperlinks that connect with your experience. Most definitely, texts are polysemic and can be interpreted in various ways by different viewers.

References:

Granelli, S., & Zenor, J. (2016) Decoding “The Code”: Reception theory and moral judgment of Dexter. International Journal of Communication, 10, 5056- 5078.

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

[hannahchisholm]

Week 6: Uses and Gratifications

Uses and gratifications theory seeks to understand mass communications unlike other communication theories that ask what media does to individuals. The approach takes an essentially functional perspective on audience activity to understand why people do what they do (Sullivan, 2013 p.113). Truly since we are all unique individuals we consume specific media types to suit our own desires. Professor Good stated that audiences are powerless, that media determines their thoughts and behaviours, which is the problem with audiences as objects and masses (Oct. 24 lecture). Katz et al. suggested individuals bring to their media use a pre-existing set of expectations and desires, termed as needs (Sullivan, 2013 p. 114). In my opinion out of the five needs conducted to better understand the use of media amidst audiences, I use media mostly for social and cognitive needs. Since I do not get to see many family or friends who live far away, I use media to strengthen contact with family, friends and the world. For example using facebook to exchange photos and messages with my family that lives in England. Also I use cognitive needs for media to strengthen my knowledge, information and understanding on facts and trends in society. For example I use instagram to view which fashion trends are relevant to gain skill on style. The text states, uses and gratifications relies upon the self- reports of individuals, information about individuals’ inner states of mind is only accurate insofar as they can readily identify their needs and can recall them (Sullivan, 2013 p. 122). 

Truly the uses and gratifications approach consists of the origins, expectations and patterns with need gratifications as its outcome. Maslow’s theory of needs, can help understand the confusing concept of needs within uses and gratifications. The theory suggests, basic survival needs such as food, water and shelter are met, new higher order needs emerge (Sullivan, 2013 p.115). Sullivan suggests early research showed media users bring their own needs to their media that shape their motivation for experiencing different kinds of media (Sullivan, 2013 p.116). Early examples of uses and gratifications include Herta Herzog explored the uses of radio daytime serials for female listeners in the 1940s. The motivation daytime radio gave female listeners truly relates to the motives underlying my own media choices. Lately, I enjoy to consume a specific female motivators youtube channel which motivates me to view in both as a ritualized audience and an instrumental audience. By viewing the media to start my day with a positive outlook, I view the channel habitually and to consume time while eating breakfast being a ritual. In contrast, by viewing the influencer I am also an instrumental audience, as I search for messages and informational material in a purposive way (Sullivan 2013, p.117). Sundar and limperos state in their article Uses and grats 2.0: New gratifications for new media, potential gratifications in four classes of affordances (Sundar & Limperos, 2013 p. 512).  Professor Good also stated the four classes of affordances are modality, agency, interactivity and navigability- based gratifications which uses the acronym MAIN (Oct. 24 lecture). Sundar and Limperos suggest that modality refers to the methods of presentation of media content appealing to different aspects of the human perceptual system (Sundar & Limperos, 2013 p. 512). The article advises we should process information from one modality different than the other, that presenting knowledge in multiple modalities, is not just convenient but cognitively and perceptually important (Sundar & Limperos, 2013 p. 513). An example of my own audience experience in relation to modality gratification is viewing the coke 2019 Super Bowl commercial. Since the article refers modalities as unique to the internet such as animation, this animated commercial truly spoke to me which evoked my response and attention. The intriguing video presented various demographics and cultures of individuals which sent the creative message that coke is for everyone, through the animated. Agency based gratifications allow audiences to be an active source of information and anyone can be a gatekeeper of content on the internet (Sundar & Limperos, 2013 p. 513). An example when I showed agency gratification was when I posted my trip to Florida and shared information on how good of service, amount of positivity and amazing my trip was to others. 

This allowed me to be a gatekeeper of information to the public with advertising details on the gratification I experienced as anyone can do or be a gatekeeper on media sources. The article states interactivity is the affordance that allows the user to make real time changes to the content in the media, it allows users to interact with and through the medium (Sundar & Limperos, 2013 p. 515). For example, video games are an example of interactivity where users may use abilities to alter graphics or text and share images and chat, being interactive. Lastly, Navigability is the affordance that allows the user to have movement through the medium, giving the ability for a more hands on experience while moving in the space created (Sundar & Limperos, 2013 p. 516). Navigating through media creates a unique and personalized experience for each user, such as their process of looking for a hotel online by navigating through sources.

References:

Sundar, S., & Limperos, A. (2013). Uses and grats 2.0: New gratifications for new media. Journal of Broadcasting & Electronic Media, 57(4), 504-25.

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

https://www.youtube.com/watch?v=CiEcW_YEs3E

[hannahchisholm]

And That’s Part 1 of the Blogs Complete! ツ

[hannahchisholm]

Week 5: Media Ratings and Target Marketing

Audience ratings have changed over time, the question what if ratings and marketing has turned us into data was suggested by professor Good (Oct. 3 lecture). Truly I believe television ratings are not an accurate representation of the true amount of activity people spend consuming tv shows. Especially in my experience for example, when I put on the cable television in my house while studying, it is only background noise. Viewership is measured through ratings, which media companies rely on in order to sell consumers to advertisers (Sullivan, 2013 p.82). The ratings are calculated through what shows are being watched by what demographic which is sold to media companies (Sullivan, p.84). The Nieslon family is a popular measuring system of ratings in America, using audimeters, diaries, peoplemeters, household meters and PPMs (Sullivan, p.91-92) In terms of validity and reliability, I find all of these methods are not the most accurate. Generally, people are lazy and would not record answers precisely, log in or log out always, or actually pay attention to certain shows that they are tuned into. Ratings are also annoying because if there are not enough ratings on a specific show it could get cancelled from low popularity. This has happened to me on Netflix several times where some of my favourite shows were taken down due to not enough interest in the show. In Nielson’s benefit, their system works to quantify audiences to aim to make the most profits (Buzzard, 2015 p.513). Using their rating systems that do not involve human involvement, avoids human error which should work the best in my opinion, which was discussed in the article (Buzzard, 2015 p.513).

The discussion of quantifying audiences was relevant in seminar as we discussed operationalizing audiences which was also discussed in lecture (Oct. 3). Measurement is defined as a process of assigning numbers to objects, according to some rule of assignment (Sullivan, 2013 p. 90). We calculate the amount of people tuned into a television show and base that number off as what tv shows are most popular. Professor Good stated we quantify audiences because numbers are easy to understand, they can be plugged into mathematical equations, and their practical and help streamline (Oct. 3). Meehan likens audience measurement to toothpicks, stating ratings are numbers advertisers will buy (Sullivan, 2013 p.82). Generally, ratings are a priority and influence outcomes as a result.  

The system of collecting data on ratings reminds me youtube and the system youtubers use to become more popular or well known. To become famous on youtube I notice vloggers begin and end their videos asking their viewers to like, comment and subscribe to their channel. Truly this process aims to attain feedback from their viewers on what the most popular videos are, how they feel about their experience and if they can their follow or subscribe. The interaction between viewers and vloggers, demonstrates to youtube what you like to engage in and further recommends similar videos you may like within their system. This relation to target marketing connects to audience as agents, which is you choose what you like to watch because you like it (Oct. 3 lecture).  

The question, “what if ratings and marketing have made the planet unhappy?” was asked by professor Good (Oct. 3, lecture). This was also a topic of discussion in my seminar where most people said the focus of ratings can take away from the content provided for the viewers. Also it was said that ratings are helpful to maximize profits therefore it should not make the planet unhappy. The demographic’s that tv shows aim to please, are usually clear. For example there are hispanic shows such as Modern Family and Jane The Virgin that are of hispanic background to vary in the variety of shows to offer. Certainly there are specific shows aimed to please certain demographics diversely meeting the wants of the public, making some marketing towards the planet happy.

Mobile privatization is a concept brought up in the text, a pattern of social life characterized by high mobility, a divide between work and leisure typically (Sullivan, 2013 p.80). I experience this concept with my job, when I am at work I am productive and am closely monitored by employers and when I get off work it is a time for leisure and relaxation. I was asked to watch some training videos at home when not being paid, I refused this request as I stated when I am home I am not issued to do unpaid work. Also I am more productive during the day than the night, it is a pattern for me to be less productive once I am home for the night. This susceptibility is due to mobile privatization as it is a divide between work and home (Sullivan, 2013 p.80).

Thanks for viewing, see you after reading week for more!

References:

Buzzard, K. S. (2015). The Rise of Market Information Regimes and the Historical Development of Audience Ratings. Historical Journal of Film, Radio and Television, 35(3), 511–517. doi: 10.1080/01439685.2015.1052219

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

[hannahchisholm]

Week 4: Public Opinion and Audience Citizenship

Public opinion is a group consensus about matters of public concern that is developed in the wake of informed discussion (Sept. 26 lecture). Therefore the majority opinion on an issue is taken as more important over the minority opinion. The history discussed in lecture referred to how high class men were only able to attend public events of discussion and concern which was biased (Sept. 26 lecture). This was an unfair system that has thankfully altered, although minority opinions are unfortunately unheard or unspoken. The topic of minority opinions leads into the spiral of silence theory, one of the most recognized theories in communication research. It Is defined to be when people become silent when possessing minority opinions (Sept. 26 lecture). The article “What Do We Fear? Expected Sanctions for Expressing Minority Opinions in Offline and Online Communication” looks into reasons why people act this way, finding out why their not engaging in political discussions to help figure out how to encourage them to participate and contribute to public deliberation (Neubaum & Krämer, 2018). It suggests people have concern that their opinion is unlike the majority. Those on the side of the majority are more likely to express opinion than minority opinion, most staying silent all together. Therefore the minority group becomes less visible in public opinion over time and majority opinion becomes more and more pronounced. Noelle-Neumann (1974) considered this to the individuals fear of isolation due to social standards and the risk of isolation from others from being the odd one out (Neubaum & Krämer, 2018). The theories predictions are currently being challenged by the rise of the social environments on social media. There are participatory websites engaging a mass population of people to exchange opinions and discussion to compare virtual discussion rather than human behaviour in social environments where silent theory is shown (Neubaum & Krämer, 2018). Some studies showed that virtual minority opinions were more willingly expressed online than face-to-face offline opinion. Another study showed less willingness to express opinion online than face-to face when talking to family and friends (Neubaum & Krämer, 2018). Based on the situation, it would influence the individual’s behaviour on controversial discussion which is a pressing challenge for research. Due to the key point in the silent theory, humans steadily holding a fear of isolation, a need to not be rejected by others but to be popular and respected, this can actively be seen in the lack of public opinion on online platforms such as twitter or facebook. Rarely do you see a minority opinion posted due to the fear of isolation or hate the person may receive in return, a post can be achieved and saved forever once it is posted creating an extreme insecurity. In seminar students discussed face-to-face minority opinion is easier to express based on the size of public, relationship with discussion partners and the degree to which public can react immediately would differentiate the situations whether they would voice their opinion or not. This relates to the bandwagon effect which is when individuals hear news reports of opinion polls that differ from their own opinion, causing them to shift their outlook to match the majority opinion. Although due to the silence theory, individuals are still less willing to express their opinion generally due to the fear of isolation.

Certainly, news shapes public opinion and based on lecture the example of Donald Trump’s sharpie-gate false news was a good example of shaping public opinion (Sept.12 lecture). An example of audience experience I witnessed similar to this is the woman who threw chairs off her balcony in Toronto. This news story came about with several different headlines and pieces of information, contrasting information on her sentencing, some news reporting injuries and some not. Truly the headlines being prioritized are unbalanced and false information is represented throughout as well.

Sullivan has a section on sampling and survey participation, conducting surveys through telephone and gathering survey data (Sullivan 2013, p.63). Surveys are beneficial because they possess beneficial information towards the interest towards a topic however the drawbacks include lack of land-line telephones in today’s societies and what the best way to conduct a survey is. According to Sulivan face-to-face interview is the best interaction as you may ask in depth questions compared to telephone surveys being quick and to the point (Sullivan 2013, p.64). Mail-administered surveys are also beneficial because they are cheap, however the response rates are low. In my opinion with the advancement of new technology the use of mass media is a great way to reach out to audiences. In my experience I have received a review to fill out online on my contentment on my laptop service when it was broken. The online survey came through email and I found the method simple and quick and beneficial towards their company. Undeniably, technology is a major advancement in the everyday culture and it affects traditional media forms conduction of surveys for example, in result.

See you next week!

References:

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

Neubaum, G., & Krämer, N. C. (2018). What Do We Fear? Expected Sanctions for Expressing Minority Opinions in Offline and Online Communication. Communication Research, 45(2), 139–164. doi: 10.1177/0093650215623837

[hannahchisholm]

Week 3: Effects of Media Messages

Sullivan urges that Cooley defines communication as a system where human relations take place and develop and convey them through facial expressions, words, attitudes, tone of voice and other symbols through space and time (Sullivan 2013, p.27). Cooley was one of the first theorists to link people’s developmental psyches and views with their close surroundings like social feedback and the messages portrayed through print, telegraph, telephones and new mass media forms (Sullivan 2013, p.27). Also, there are some negative effects to media, such as superficial information. An example where media conveyed negative and superficial information that I experienced is in specifically feminine modeling on instagram. Needless to say, individuals tend to stalk and follow celebrities, sports stars and models on instagram. Naturally we may look up to them, identify or feel a connection with those people. The unrealistic body types and editing that goes into posts that the public view in today’s world create a negative and superficial idea that we need to look a certain way to be beautiful. This is certainly in relation to Cooley’s idea of poor message portrayal through mass media sources (Sullivan 2013, p.27).

Sullivan also issues the concern over how media affects the public with the example of the Virginia Tech shooting where a young man went on a shooting rampage (Sullivan 2013, p.25). In lecture, professor Good stated the assumptions pointed towards the effect that gun related video games had to influence such behaviour, which tended to not be the only encouragement towards his crime committed (Sept. 19 lecture). Another example in relation to this idea was the Payne Fund studies. There was a link to adolescence behaviour and going to the movies, although children’s attitudes are based off the environment they develop in, therefore films would have a small influence. Both these ideas raised emotional contagion of public stress and concern over the influences of mass media (Sullivan 2013, p.33).

In regards to news, people like to get credible and consistent information. There are factors that make people more or less persuaded that Sullivan touches on. Cognitive dissonance, source credibility, personality, cognitive consistency each are elements of persuasion an audience can experience (Sullivan 2013, p.36). The portrayal of a topic from someone can be depicted as more credible and influential if the person is agreeable and amiable. For example, the War of the Worlds broadcast aired a broadcast weekly about strange objects landing in space, or aliens landing on earth, although it was just a drama broadcast of superficial information (Sullivan 2013, p.34). However, people who tuned into the station randomly depicted the information as real credible information which put them into a panic, having a huge effect on the public. An example similar to this idea is fake news on Facebook, as the platform is “prone to spreading extreme content”. In 2016 russian agents used facebook to the US elections and to this day the media continues to spread untruths and sharing misinformation. Surely media depicts deceiving facts that consequence in a nervous, panicked or insecure public.

In the article, Brown states identification is the process of confirming the perceived identity of a mediated person both during and after media consumption which commences when media consumers begin to assume the identity of the persona by sharing or adopting the persona’s attitudes, beliefs, values or behaviours (Brown, 2015). Through my media consumption, I identify myself with youtuber Aspyn Ovard and tend to follow her lifestyle and assume a similar identity with her. She enjoys travelling, beauty tutorials, fashion and recently had an adorable baby. Daily I view her through social media and watch her videos on Youtube without missing a single one (Brown, 2015). I live with similar beliefs and values she has and tend to model myself after her. She truly inspires me and is someone I enjoy to view.

References:

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

Brown, W. J. (2015). Examining Four Processes of Audience Involvement With Media Personae: Transportation, Parasocial Interaction, Identification, and Worship. Communication Theory, 25(3), 259–283. doi: 10.1111/comt.12053

Tune in next week for more!

[hannahchisholm]

Week 2: History and Concept of Audience

To kick off the school year Brock University conducted exciting events for orientation week, the first week back to school after summer break. Advertised on Brock News website, a schedule called “Badgerfest” with all the fun activities planned for each day of the week was posted. I decided to take part in attending the concert on Saturday night, being the big finale of orientation week, premiering Boogie Wit Da Hoodie whos show became sold out quickly. Taking part in this concert was both a temporal and physical audience experience as I was paying attention to the same thing at the same time as others while standing in a crowd physically (Sullivan, 2013 p.2). The news on the event was being advertised and run by Brock’s Student Union using social media site Instagram which gave updates that audiences could discuss in the comments their questions or concerns. This use of media was very helpful as there were many concerns that became a discussion matter as the event took place.

The night started with a bang, the crowd was lively and buzzing with excitement as official DJ Junaid opened the show with current popular rap songs. The crowd sang to the lyrics and jumped around as the show went smoothly for the most part. Unfortunately student union brought to the students attention that Boogie had not arrived yet, after over an hour had passed of the start of the concert. This disappointing news caused a roar of disruption in the crowd who yelled “boo” and provided bad behaviour as no one stood on the stage for a long period of time. This can be seen as a subtle example of crowd versus content, similar to greek audiences who created danger with rowdy behaviour disrupting performances in 4th-5th BCE (Sullivan, 2013 p.13). In lecture, rowdyism was described to be a sizeable amount of people acting out in the same zone (Sept. 12 lecture). This was similar to what I witnessed in my audience experience as the crowd became judgmental and shared complaints towards famous singer Boogie when he did not show up for his performance. Although people did not throw tomatoes, cause violence, smoke or drink in order to cause this bad scene, the crowd who acted out in complaints came to the performer’s attention when he arrived. As the event took place, I noticed the “doxa” and “episteme” as discussed in lecture (Sept. 12 lecture). The audience cheered for Boogie to perform already as they expected him to perform by that point in time. This can be described as the “doxa” as it was the popular belief between various people who attended the concert (Sept. 12). By the last bit of the concert people spread rumours he was not coming and some people left, this is the “episteme” which is the knowledge of the people informed by scientific principles (Sept. 12). Luckily Boogie made an appearance in the last 10 minutes of show time, putting on two songs for the crowd and expressed his apologies to the audience. He promised the spectators a remake concert the next afternoon in return for his mishap. Although the gesture was kind, his act of goodwill still brought abrupt commentary to not only publicly during the announcement but online discussion afterwards as well. The three models of audience can relate to this incident as the “Mass” of audience is the fans of Boogie across the world who hold different views about him (Sullivan 2013, p.6). Audience’s are seen as a big collections of consumers dispersed over space and time acting autonomously with some or no knowledge of each other, each having their own beliefs, culture, ideas and values (Sept.12). Fans of Boogie are an example of unique individuals each consuming the artist for various reasons or interests of different types. The “Agent” of audience is the members of the event who witnessed the event and took the result as either positive or negative based on how they wanted to experience it (Sullivan 2013, p.7). Audience as an agent is used to show how humans are free agents and we choose what media we consume, therefore the audience members who were at this concert chose to take part in the concert free of choice consuming it in any outlook they may had taken it. The “outcome” of audience members discussed negative feedback on the media and created abrupt comments expressed toward Boogie for his lack of appearance at the show. The audience as outcome describes the effect and power of media on individuals and society all together, as people act out based on comparisons of others on the media for example (Sullivan 2013, p.18). Issues such as the lack of appearance at his concert could of altered emotions of fans who reflected their complaints on the media, truly showing the power media has on people. Power can be looked at in this situation as the ability that Boogie had to get the audience to forgive him for his problem and change the way the audience experienced it, by promising them another show the next day to alter their negative feelings. This decision truly changed how I felt towards Boogie as I was appreciative and glad to be present the next day for another concert by him. Looking at what powerful audience members look at, Livingstone would say they are individuals who are asked about their experiences (Livingstone, 2010). If I was interviewed about my experience at the Boogie Wit Da Hoodie concert I would truly say that it was a positive, vital experience I am glad I took part in.

The audience notion called information-based view is a transaction between speaker and receiver focused on the content of the message and act of sending and receiving messages (Sullivan 2013, p.11). This can relate to Boogie’s message of apology to the audience for being late targeting to make them feel relief, however, noise may interrupt individuals with competing thoughts of anger towards Boogie for his mishap. The meaning-based view is interaction between sender and receiver is an ongoing process that can or can not be intentional (Sullivan 2013, p.11). Feedback is critical in this notion and Boogie may have made non-verbal signals while apologizing to the audience being unintentionally unapologetic. This can affect the duality of structure since Sullivan suggests that structures enables certain behaviours and social outcomes as well (Sullivan 2013, p.16), and Boogie was truly discussed online after his mishap with showing up late to his own concert. Although the concert was out of my power, or had no ability to alter decisions made or outcomes, I genuinely enjoyed my experience as an audience member at this concert.

In regards to the article this week, it suggested the significance of audiences needing to be given a voice. The article refers to the history of researchers presuming they knew what others were thinking (Livingstone, 2010). Livingstone suggested that when it comes to new technology in media, giving active audiences a voice is generally neglected (Livingstone, 2010). An experience I have that relates to this is when I see twitter posts, generally silly complaints or opinions are posted and looked over. Although twitter can actually be used in a positive way to voice opinions just like how Greta Thunberg uses it to post about being an environmental activist. Although many people use Twitter for nonsense, active audiences such as Greta Thunberg should not be neglected as the environment is an important issue.

References:

Livingstone, S. (2010). Giving People a Voice: On the Critical Role of the Interview in the History of Audience Research. Communication, Culture & Critique, 3(4), 566–571. doi: 10.1111/j.1753-9137.2010.01086.x

Sullivan, J. L. (2013). Media audiences: effects, users, institutions, and power. Thousand Oaks, CA: SAGE Publications.

See you next week!

[hannahchisholm]

Week 1: Introduction ツ

Professor Good suggested audience to be defined in many different ways, a recognition that people place into every situation or interaction they have, an established role people sometimes execute or the activity of paying attention and hearing what is spoken during an occurrence (Sept. 5 lecture). Daily I consider myself an audience member behind a screen with exposure to news or media platforms or during events or functions that come up in life. I hope to diversely analyze my day to day audience experiences and apply what we are doing in audience studies class to my observations.

In lecture we talked about what summer audience experiences we had. Many were discussed varying from music festivals, sports events or concerts and it was interesting to hear. Professor Good proposed we can be either a producer, consumer or prosumer (Sept. 5 lecture). Certainly I was a consumer this summer when I went to the movies to watch “Once Upon a Time In Hollywood”, a thrilling film starring Leonardo DiCaprio and Brad Pitt. As a consumer, one takes in content that someone has produced. I consumed the information, meanings and storyline of the film by viewing it and it was a pleasant audience experience. Next, an example of when I produced content to an audience is when I gave a dance performance on stage at a school competition, I produced content and entertainment to an audience. An example where I am a regular prosumer is producing content on Facebook, when I post photos I develop to my feed, I am a producer. When others engage and view the content I consume feedback from my followers and learn how they feel about the post, being an example of being a prosumer. Frankly we encounter countless audience experiences in our day to day lives that we may not perceive to be conducting, a fascinating conceptualization.

Thanks for tuning in! 

[hannahchisholm]