ARTS1090 Lecture Notes - Lecture 10: Audience Measurement, People Meter, Media Consumption
15 May 2018
School
Course
Professor
Audience - methodologies
Audience measurement: The ratings
Methodologies: Diaries, telephone polling, "peoplemeter"
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Audience figured in relation to practices of marketing
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Audience figured as passive
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Method fails to capture the complexity of viewing
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Audiences - Interview Research
Desperately seeking…active audiences
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'Uses and gratifications' research (1970s)
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Typical explanations: surveillance, curiosity, diversion, escape, personal
identity, self-meaning, facilitate personal relationships, assumes are media
consumption is goal directed…gratifying some internal psychological need.
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Understanding the "Active Audience"
Paradigm shift - "second generation audience studies"
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How do people use/engage with media
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How people read and negotiate meaning
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Strategies and tactics
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Methodological - from experiments, questionnaires, etc to ethnography
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Revaluing the popular, revaluing marginalised groups…resistance
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The Active Audience
Investigate the interplay between identity, interpretation and use of media.
Social uses of television
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Women and media
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Children's television
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Child as competent viewer, social capital
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Globalisation
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Ethnography
Naturalistic ethnography
Research conducted in natural setting
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Participant-observer
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Inside accounts
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Understand people's subjective experience of reality
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Holistic understanding of the media use
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Week 10 -Lecture
Sunday, 13 May 2018
9:08 pm
