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17 Cards in this Set
- Front
- Back
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traditional views of audience
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3 Views of the audience
1. Victim 2. Consumer – the idea that different channels compete for the attention of the audience 3. Coin of exchange – people want to buy stuff so media puts out stuff for them to buy |
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lifestyle research
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Lifestyle research involves studying a wide range of social positional variables
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Lifestyle research levels
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-Societal level
Used for international comparisons -Cultures within societal level Used to compare differences among Americans -Individual level One person’s specific, personal identity |
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Disadvantages and advantages to lifestyle research
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Disadvantages
1. Many categories can be formed 2. Categories may not be mutually exclusive 3. Categories will change over time Advantages 1. Taste and culture reliably segment audiences |
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History of the TV audience
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TVs were a decorative piece of furniture, which occupied a regal space in the living room
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"the electronic hearth"
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TV became the new reason for families to gather together, the new "fireplace"
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media multitasking
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1. Condemnatory families engage in media-multitasking
2.Recent research shows that half of the time is spent engaged in another activity |
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household centrality
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How central or pervasive is the TV in the home
Research shows high centrality 1.The TV is left on an average of 8 hours and 15 minutes each day 2. 64% of kids report that the TV is left on during meal times 3. Household centrality is higher among low SES families and single-parent families |
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Cooper & Tang experiments (why audiences choose to watch TV) background and method
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Background
-Research question: WHY do audiences choose to watch tv? -Uses & gratifications vs. Structuralist approach Method - Survey of 1488 people at a University (students and staff) |
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Cooper & Tang experiements (why audiences choose to watch TV) results
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Factors that predict watching TV (strongest to weaker) :
-Exposure to internet -Ritualistic motivations -Audience availability -Cost (people that paid more watched more TV) -Age of viewer (as people grew older then tented to watch more TV) -Instrumental motivation -Gender of viewer Factors that do not predict watching TV: -Income of viewer -Number of channels available |
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Cooper & Tang experiements (why audiences choose to watch TV) conclusions
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No single theoretical construct explains the complexities that determine exposure to TV
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interaction potential
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-How sociable we make our media experiences
<----------------------------------------> Alone Viewing Party |
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Structural typology of social uses of media
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Media provide a time frame and routine for daily activity
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Relational typology of social uses of media
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Content is used as a conversational piece
Ex: -Parents use TV to reference sensitive topics -Children use TV to ask questions, or initiate play with siblings |
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Affiliation or avoidance typology of social uses of media
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-The degree to which we share physical space with others when using media
-Research on affiliation: When watching TV, compared to playing, there is a dramatic increase of physical contact between parent and preschool-aged children -Research on avoidance TV viewing is positively related to family tension TV viewing is higher in homes with an alcoholic father |
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gender schema theory
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-Our gender schemas steer our processing of information about males and females
-As gender schemas form, we judge whether or not something is appropriate for our gender -Media help inform our gender schemas |
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gendered audience
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A gendered audience is based on:
-Daily routines -A certain kind of media content -NOT on the sex composition of the programs characters |
