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Media

In: Other Topics

Submitted By fatemeh84
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Media Consumers
Team report, IMMAA 2007

© Media Management Center
Media

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
© Media Management Center
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,”
© Media Management Center
Media

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 clock hours daily clock © Media Management Center
Media

Team Approach
• Beyond descriptive studies – what are
Beyond
what the important questions to ask? the • Focusing on three main areas:
– Defining audience
– Audience measurement
– Historical & critical perspectives

© Media Management Center
Media

Defining media audience
• What do we need to know about
What
audience? audience? • Who benefits from certain definitions of
Who
audience? audience? © Media Management Center
Media

Defining media audience
• Napoli: Different ways audiences are
Different
perceived and measured perceived • Media Management Center (Malthouse /
Calder): Toward a deeper understanding of how consumers relate to a medium to • Picard: Factors that influence adoption
Factors
of new media products of © Media Management Center
Media

Audience measurement
• Why are audiences measured?
• How are audiences measured?
How

© Media Management Center
Media

Audience measurement
• How audiences are measured currently:
– Webster et al., 2006 (3rd edition)
– Neuman, 1991
– Kent, 1994
– Buzzard, 1990

© Media Management Center
Media

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? © Media Management Center
Media

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
© Media Management Center
Media

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
© Media Management Center
Media

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 © Media Management Center
Media

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