Presenting a Model to Understanding the Mentality of Audiences

Hamid Eskandari,Hamidreza Hosseini Dana

doi:10.7596/taksad.v7i3.1546

Hamid Eskandari, Hamidreza Hosseini Dana

Open Access

https://doi.org/10.7596/taksad.v7i3.1546

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Abstract

As one of the key elements of mass communication process, the audience has always been of interest to mass media researchers and practitioners. The audience is important considering the realization of the economic goals of the media and the originality of the media content. This study used the ideas of previous studies in the field of communication and cultural studies, presented a model for understanding the public perception (PP), and modified the production of television programs using Delphi method according to the opinion of the experts that was finally approved by them. Experts' views and opinions were obtained with the questionnaire tool, the model was presented and with a total 78% of the opinions was confirmed in three parts of the accuracy of the components, relationship, and the explicitly of the model in describing the process. Thus, considering the fluidity and history of PP, it is suggested that PP should be constantly monitored and examined according to three factors - mass media contents, opinions of the experts, and published contents of social networks.

Highlights

The issue of addressing and attracting audience has always been a serious concern for media authority
Without knowing the model, the experts' views were taken in the process of identifying the audience's mindset and tastes with in-depth interviews
The present study was conducted to increase the number of audience attention and increase its attention to the messages on the television

Summary

Introduction

The issue of addressing and attracting audience has always been a serious concern for media authority. Producing media content with any quality, with no audience is futile and useless. Media practitioners always try to use the produced content by producing the audience's desired content. According to Marshall McLuhan, the media itself (not the message and its content) fondles the audience. One can state that the audience is the center of attention and media activity Since its economy depends on it, the media examines how to meet the demands and needs of audience, advertisers and society Media practitioners always raise their revenues from advertisers by increasing the number and quality of the audience's contact with their media. The problem of recognizing the audiences and their tastes are seriously considered

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