Media Essay

461 words - 2 pages

Media Consumers
Team report, IMMAA 2007

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Team Members
• John Lavine
John Lavine
• Mary Alice Shaver
• Phil Napoli
Phil Napoli
• Ed Malthouse
Ed Malthouse
• Bob Calder
• Limor Peer
• Rich Gordon
• Sora Park
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Media

Recent Studies in U.S.
• PEW, Biennial Media Consumption
PEW,
Survey, 2006
Survey,
• Ball State, Middletown Studies, 2006
• State of the Media, 2006
• Center for Digital Future, USC, 2005
• Carnegie Corporation, “Abandoning the
Carnegie
News,” 2005
News,”
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Main Conclusions
• Use increases for all media – media day
Use
• News online growing, though slowed,
News
supplementing other news sources
supplementing
• Young people moving away from
Young
traditional sources of news
traditional
• Young people - 20 media hours in 7
Young
20
...view middle of the document...

, 2006 (3rd edition)
– Neuman, 1991
– Kent, 1994
– Buzzard, 1990

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Historical perspective
• How do “audiences” evolve?
• How has our understanding of audience
How
change?
change?
• What trends do we see in audience
What
behavior?
behavior?

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Historical & critical
Historical
perspectives
perspectives
• Turow, 1997: Breaking up America – targeted
1997:
targeted
advertising
advertising
• Butsch, 2000: The making of American
2000:
audiences – passive / active and public /
passive
private
private
• Ang, 1991: Seeking audiences – cross
1991:
cross
cultural comparison of commercial and
public service TV
public
• Seiter, 1999 and 1991: ethnographic study of
1999
TV audiences
TV
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Watch for this…
• Metrics
– Circulation, readership, ratings, online
– ARF 2006: “Engagement is turning on a
ARF
prospect to a brand idea enhanced by the
surrounding context”
surrounding

• Methodology
– Surveys, observations, ethnography

• Define media usage?
– User generated content
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Next:
Next:
State of the Art Research…
• Ed Malthouse on “audience
Ed Malthouse on
experiences” – dimensions of
dimensions
consumer’s relationship with various
media and how they relate to usage.
media
• Phil Napoli on “processing audiences”
Phil Napoli on
– how media organizations use, misuse,
how
and make sense of audience
information that is available to them.
information
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Media

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