Audience Research Influences

It is desirable to develop demographic and psychographic profiles of these likely consumers (the target audience).

Media: Now-a-days right from children to elders, all are greatly persuaded by each and every kind of media. Especially, they are easily influenced by television, mobile, computer and internet allowing them to imbibe all that is shown without segregating as good and

‘Employing a qualitative methodology, underpinned by a constructivist world view, has provided the means to generate rich, deep and contextualised understandings of the research issue, and an appreciation of the socially constructed and experienced realities of the participants.’ (Highfield 2012)

Utilizing the new sensation of technological media, with its instant projection to a broader audience base, can be both advantageous and unfavorable. As media is frequently updating

Defining the intended audience effectively (Department of Health and Human Services, n.d.). This begins with dividing the audience into groups, which share similar characteristics (Slater, 1996). This can be done by researching demographics, through surveys designed to measure psychosocial factors, involvement, and behaviors, and focus group discussions (Slater, 1996).

I engage with the evidence of a focus group I conducted to discover how an audience

Media is all around us and individuals seek gratifications from using it, “In the era of mediatization, the vision of what the media do with audiences and what

The media is a very influential aspect of modern day society that is involved in our everyday life and surrounds us invariably through different forms like social media and television ads. This century the advance in technology has initiated

in Rethinking the Media Audience: The New Agenda, edited by Pettri Alasuutari. New York: Sage Publications.

Audience. Identifying your audience will affect your rhetorical aim, therefore, it is a very important step, example, for this journal the audience is students and their professor teaching

Throughout the session, the discussion will be recorded so that the data can be analyzed. As a short one hour session can often take a few hour hours to transcribe – producing large amount of pages (Rabiee, 2004), it is crucial to have an effective method for analyzing the data. To review and analyze the data, the data will undergo an “Ethnographic Content Analysis” which is an approach developed by David Altheide. Ethnographic Content Analysis consists of repetitively reviewing the data and taking into consideration underlying context within each answer, patterns will emerge (Altheide, 1996). The researcher will have a complete understanding of what the participants are trying to express; ‘quotations illustrative of key points are selected

When group dynamics work well, the partakers work together with the researcher, taking the investigation in new and frequently unanticipated directions. They are also good for giving a lot of the participants the courage to speak, especially for those who may not feel confident enough to speak in a one – to – one interview (Kitzinger, 1995). However, focus group methodology has its limits. The focus collection depends heavily on supported discussion to harvest results; therefore, the enablement of the dialogue is critical. The worth of the discussion rests upon the skill of the mediator, who should be well qualified and preferably distant from the target populace, yet not linked with the researchers (Leung and Savithiri 2009). From the groups, words and expressions were extracted for coding into groups of meaning and themes were then

Audiences fall under four different types of categories with varying degrees of expertise and knowledge. They are described as follows.

Four theorists are the contributing authors of the active research theory. These authors evolved the role audience play and their ability to actively engage with communication medians. The idea of deconstructionism was the focus of the work of Jacques Derrida and Michel Foucault during the 1960’s. Later in the twentieth century theorist Raymond Bauer developed The Obstinate Audience. In the early 1980’s a theorist by the name of Stuart Hall challenged the traditional theories of an audience role in the media and developed his encoding/decoding theory. Each contributed to the current understanding of the active role audiences engage in when information is presented.

What do we really mean by television? The way we watch television has drastically changed over the last fifteen years due to new technologies such as digital television and services providing on-demand access. These drastic changes have had a huge effect on viewers and have “allowed online streaming platforms to dominate and revolutionize the way the audience consumes” (Aliloupour) media, ultimately allowing the viewer to be in total control of how, when and where they want their content. The idea of only being able to watch television on a television set is now a thing of the past. Due to technology, the audience now has a vast variety of options on how they can access content. By using scholarly articles, research in new media and Internet sites I will be analyzing current television and where the future of television will be heading.