Audience Analysis Research Articles

Exploring the Construction of ‘National Unity’ in Malaysia: Framing Analysis of Texts and Audiences

This paper examines the construction of ‘national unity’ within the culturally diverse society of Malaysia. It does so through a framing analysis of 102 recent Malaysian government advertisements. Audience responses, based on a series of focus group interviews, were also analysed. Although the power of visual advertisements comes from its capacity to blend fact and emotion, to engage audiences, and to add the narrative complexity of ethnicities, this paper also discovers a struggle over the meaning when the frames become contested. The findings suggest that multiple, often conflicting frames are involved in making sense of ‘national unity’ for different stakeholders, yet contested narratives of nationhood and ethnic identity is a central theme of the analysis. This paper contributes to a critical understanding of ‘national unity’ beyond culture, images and identity of multi-ethnic groups from two different narratives: the government through which discourse is constructed and the presence discourse of ethnicity.

Behavioural segmentation analysis of online consumer audience in Turkey by using real e-commerce transaction data

Behavioural segmentation analysis of online consumer audience in Turkey by using real e-commerce transaction data

ANALYSIS OF THE ROLE OF THE REGIONAL UNIVERSITY AT THE SUPPLEMENTARY EDUCATION MARKET

Positioning university as one of the participants of the regional vocational education market suggests using relevant analytical data and managerial solutions in he following areas: 1) analysis of the market and current and future demand parameters; 2) forming supply based on market asks no on provider’s abilities; managing educational process economics from the point of view of the market; 3) Managing educational process from the market point of view. He article looks into above mentioned aspects of positioning using the example Kemerovo State University (further referred to as KSU). For research purposes the structure and market boundaries are limited to the following parameters: 1) vocational secondary education - target group age 6-18 years old; 2) supplementary professional education - target group age - 25-64 years old. The article falls under research category. The aim of the article is to look into Kemerovo regional market of supplementary education. The results will be used for repositioning KSU at this market and altering content and organizational structure of supplementary higher education. Conclusions are made on the basis of target audience analysis, mathematic modeling of basic prerequisites for regional development, content analysis of demand for supplementary education using methods and instruments of search requests via Internet. The results of the research demonstrate incomplete balance between regional latent demand (search for courses) for supplementary education on behalf of target audience and university supply. Based on the research results authors suggest areas for altering university management policy in forming market offer in the field of supplementary education.

Identitas Diri dan Makna Guru Profesional sebagai Komunikator Pendidikan (Perspektif Fenomenologis)

In communications education, teaching and learning process is a process of communication that puts the teacher as a communicator or message source education. A communicator of education is required to have professional skills review which is known with academic competence. So the teacher said as a professional teacher if have pedagogic competence, competence personality, social competence and professional competence. Besides the social reality a teacher could must maintain status and role of social by a good attitude and action, teaching profession because in different employees generally. Employees other than teachers, when it had been completed the responsibilities of work in the office can home without Having to act and act like in the office when you're hearts social environment. A teacher with identity he always keeping good temperament in the social environment of the school and environment place he worked. Of course this is a long process in the construction of identity a teacher, teaching experience, time and the decade has passed an externalization process of internalization and its importance on identity that brought. Thus meaning the identity of the teacher to make as a source of Inspiration in school life and social life. And this certainly is correlated with him self as a communicator from the education to make him self not only as a communicator from the education not only as the Source of message but someone (a teacher) that has credibility communicator namely traffic rhetoric, listeners which is good, persuasive, performance keeping, audience analysis, language keeping the body language and use media right so that the process of communication education he becoming the credible communicator.

Is there a Field of Tourism Studies?

This paper questions the status of tourism studies and invites academics to participate in an international "collective reflexivity". The author proposes conceptual and methodological tools for scientifically analysing the tourism studies area. The article articulates three dimensions of scientific activity most often treated separately: the institutional and cognitive dimensions and the analysis of audiences. The study suggests that the concept of field proposed by Bourdieu as well as the notions of “configuration” and “interdependency chains” proposed by Norbert Elias allow tourism scholars to account for these dimensions.

Using Information in Contemporary War

ABSTRACT: The Islamic State of Iraq and the Levant (ISIL) has sophisticated propaganda capabilities and expertise that can be turned against it. The United States should draw upon its expertise in political communication and psychological operations as well as adapt Russian precepts of operational shock and reflexive control to complement traditional military approaches. ********** The requirements for defeating the Islamic State of Iraq and the Levant (ISIL) have many facets: a coherent policy, a confluent political strategy, traditional military and kinetic operations, and effective information warfare (TW) strategies. Despite their dominant role in ISIL's playbook, IW strategies are too often ignored. The group has used information warfare to expand its battlespace beyond the borders of Syria and Iraq to every television set on the planet--reaching anyone with Internet access. (1) American IW response must be as aggressive and strategic as kinetic military operations. Congress recognized the need to broaden military authority to counter ISIL messaging after US Special Operations Command commander General Joseph L. Votel argued the Department of Defense required more authority to counter recruitment and reduce the flow of foreign fighters. (2) This article, therefore, focuses on communication strategies and tactics the US military might employ in close coordination with kinetic operations as well as political and diplomatic efforts. We first examine the broader precepts governing information warfare, then apply them to define potential options for defeating ISIL. Fundamental Assumptions about Winning the War What steps will achieve battlefield dominance against ISIL in information warfare? One key lies in aligning a counter-ISIL narrative with our military objectives and the political goals of regional allies, which requires defining assumptions about US intentions. (3) First, battlefield victories--including victory in the information environment--are vital. Second, taking sides in the long-standing tensions between Sunnis and Shiites or making US policy the issue in the conflict should be voided. Third, the prominent public role Muslims should take in articulating a counter-narrative that discredits and delegitimizes the religious and political dogma of ISIL should be recognized. Public demonstrations denouncing ISIL require words and deeds to contribute significantly to success: Western countries should provide behind-the-scenes leadership and support, but Muslims must lead. The United States must clearly define the stakes, narratives, themes, and messengers, requiring careful target audience analysis (TAA) for language and content. (4) No single narrative or messenger fits every strategy. Components must be consistent, coordinated, and tailored to each target audience. Communication strategies must respect current political and military realities. Iraqi Sunnis comprehend ISIL brutality; however, they will not risk their lives to destroy ISIL to restore the status quo ante of Shiite repression. A winning IW strategy requires fresh approaches. Western commercial advertising methods do not work for politics or for changing behavior in military conflict zones. Consumers represent groups who have already decided to purchase. Brand advertising seeks to increase the hit rate of customers in a target group. A successful commercial ad campaign may change the minds of 10 percent of customers. But as Steve Tatham points out, a 10-percent change in the behavior of an insurgent group or hostile community is highly unlikely to be game changing in the context of the wider conflict. (5) The United States should not confuse political communication with commercial advertising. Branding and commercial advertising are the kiss of death for information warfare. Strategic Considerations for Information Warfare We define communication as words, deeds, images, or symbols that shape public opinion and attitudes to change behavior in order to achieve specific effects or end-states. …

Making sense of a bromance: Talking with straight men about I Love You, Man

Abstract This article explores the relationship between mediated bromance narratives and shifting constructions of heterosexual masculinity through a qualitative, cultural studies audience analysis of I Love You, Man (Hamburg, 2009). We conducted one-on-one interviews with 38 straight-identified male college students in which respondents were asked to discuss their reactions to the film, their friendships with men (including gay men) and their use of the bromance discourse. The film’s depiction of male bonding and the bromance discourse itself, we argue, spoke most productively to the men seeking to reconcile their investment in traditional norms of manhood with emerging incentives to renounce such norms as regressive.

Measuring Motivations for Popular Music Concert Attendance

An understanding of consumer motivations for event attendance is important to designing product offerings, planning event programs, and effectively marketing them to potential audiences, yet audience analysis in reference to the market for live music concerts is extremely sparse. The purpose of this study was to understand consumer's motivations for attending a popular music concert and to develop a valid and reliable scale to empirically measure these motivations. A multiphased approach was adopted. First, focus groups were conducted to explore motivations for popular music concert attendance. Second, drawing from literature and focus group findings, a pool of items was developed and evaluated to establish face validity. Third, a pretest was conducted (n = 60) and exploratory factor analysis performed to ensure items adequately explained motivation dimensions. Finally, an online questionnaire was administered to the general public (n = 502). Content, criterion, and construct validity as well as internal consistency were examined and the psychometric properties of the scale assessed to determine the accuracy and reliability of the concert attendance motivation scale (CAMS). Focus group findings revealed 10 primary motivations for concert attendance. The empirical data also supported the notion that the CAMS is a multifaceted construct, comprising 10 dimensions.

The Influences of Sports Viewing Conditions on Enjoyment from Watching Televised Sports: An Analysis of the FIFA World Cup Audiences in Theater vs. Home

This study investigates how experiences of viewing sports content in a movie theater differ from typical television viewing conditions in a home. The results of analyses showed that the viewing condition (theater vs. home) influenced audiences’ sense of presence when watching mediated sports, which, combined with the attractiveness of the game, would determine the suspenseful nature of the media experience, as well as the subsequent enjoyment.

A comparison of the traditional and online media audiences in Spain

This study is a comparative analysis of traditional media audiences and their digital extensions. The purpose of the analysis is to determine if there is a relationship between the audience of a newspaper, radio, or television and that of its digital counterparts. In order to explore if there is a relationship between online and traditional audiences, a quantitative analysis is carried out by applying the Pearson correlation coefficient to the audience information obtained from the General media survey (EGM, Estudio general de medios). The results show that a correlation does exist between online and traditional audiences in the types of media analyzed (Pearson’s r = 0.682).

The big data public and its problems: Big data and the structural transformation of the public sphere

The use of algorithms to mine big data for media preferences presents a transformation in the structure of the public sphere that is amplifying the tyranny of the majority. Whereas previous scholarship has lamented the fragmentation of the public sphere caused by the use of big data to inform audience analysis and media production, I argue here that fragmentation itself is not an implicitly bad thing for public debate, as fragmentation can encourage participation from the otherwise disempowered. Instead, I suggest that the use of big data to inform media production causes problems in the public sphere not because it fragments public debate, but because it somewhat paradoxically recentres public engagement around the complementary interests of the broad majority and profitability. The problem for public engagement is not that there are no overarching or all-encompassing media structures anymore but rather that these systems are informed by algorithms that promote a particularly populist ‘profitable and normal’ media experience.

‘Explode All Our Metaphors’ – On the Potential of Sound in Media and Audience Studies. An Interview with Martin Barker

In this interview Martin Barker discusses his recent studies concerning audience experiences of organised sound. Complicating a multi-sensory approach, he engages with a number of contested notions in the field, such as liveness or visualisation, and suggests that empirical work is necessary to better understand what they mean for the audiences – but methodologically, such empirical work is not without challenges. Reviewing a number of interdisciplinary publications, Barker argues that research of sound can help open up the field of audience studies, but to do that, we need a careful, historical analysis of sound audiences across time and place.

“It’s Irrelevant to Me!” Young Black Women Talk Back to VH1’s Love and Hip Hop New York

The reality television show Love and Hip Hop New York enjoyed immense popularity during its fourth season. The show, which profiles the love and relationship experiences of its Black and Latino cast, overwhelmingly perpetuates stereotypes of people of color through a narrow lens of Black masculinity and femininity. This article uses critical discourse analysis to unveil the ways in which the show invites its cast members to create hegemonic representations of themselves. It also argues against the effects model in hip-hop scholarship—which dogmatically asserts that these types of representations are inherently harmful to Black youth. Using audience analysis, the article works to add complexity to the findings of the critical discourse analysis by inviting young Black women to talk back to the representations transmitted by the show.

Feature-based vs Goal-based Categories: The Effects of Spanning in Both Systems Simultaneously

Previous research suggested that category spanning causes products to receive lower evaluations by audiences. We question this notion and propose that the effects of category spanning depend on the category system in which spanning occurs: in a system where memberships are determined by shared features, spanning can engender ambiguity and decrease products’ appeal; however, in a system where memberships are based on audiences’ goals, spanning can imply versatility and lead to better evaluations. Furthermore, we argue that these effects are different if products concurrently span categories in both systems. Our analysis of audiences’ evaluations of products in the commercial music industry supports these hypotheses: spanning categories in a goal-based system has a U-shaped effect, and whereas products with focused features benefit from having more goal-based memberships, products with heterogeneous features benefit from having fewer. The implications of these findings for the organizational literature are ...

Animation Programs of Islamic Television : A Study of Al-Hijrah Television Channel

This paper focuses on animation programs presented on al-Hijrah television channel. Al-Hijrah is the Islamic television channel in Malaysia. This study is a programs analysis of the target audience and the topic of the animation programs to find out whether al-Hijrah uses animation as a tool for distributing the Islamic message in an attractive format to audience. The main finding is that al-Hijrah allocates animation not only for children but to the general audience too. Animation of al-Hijrah are not only religious programs, they are a combination of religious and life matters.

ПРАКТИКИ ИССЛЕДОВАНИЯ АУДИТОРИИ В ВЕДУЩИХ РОССИЙСКИХ ТЕЛЕКОМПАНИЯХ

The paper covers the modern practices of application of the audience measurements results within large Russian TV channels. The audience measurements are the important source of parameters for mass media performance evaluation. They got traction in all segments of mass information, among which television is the most popular, effective from the point of view of impact and affecting the wide range of target groups. The goal of the research presented by the author in this paper is the study of one of the elements of television company performance – media measurement based on the practices of the audience research in the leading Russian TV companies. To implement the target goal, the author carries out the in-depth interviews with the heads of the audience research departments within Russian TV channels. The in-depth interviews touched upon such subjects as the structure of the audience inner analysis department, types of research carried out or ordered by a television company, the department staff duties, the influence of obtained data on a TV channel viewing grid, and the special aspects of obtaining media-measurements in the regions. The author analyzes and summarizes the obtained data, considers the main directions of the research results application in the TV channels activity, which are the important integral part when studying the whole media-measuring field. The author is the first who attempts to study the audience analysis practices within media companies basing on the experience of the audience measuring departments within Russian television channels. Based on the results of the research, the author determined such problems as the insufficient knowledge of audience in the regions, the limitation of research activity of many channels only by the “TNS Russia” data secondary analysis. The author specifies the differences in the research activity and the application of media measurement data within commercial and state television channels.

Book Review: Popular Media, Social Emotion and Public Discourse in Contemporary China, by Shuyu Kong

Popular Media, Social Emotion and Public Discourse in Contemporary China. Shuyu Kong. London, UK: Routledge, 2014. 168 pp. $140 hbk.China is global force that has risen to prominence in the last two decades, and books that provide insights into the various aspects of media in China are needed to better our understanding of the changes that have been taking place there. Hence, Shuyu Kong's highly readable book, Popular Media, Social Emotion and Public Discourse in Contemporary China is welcome addition to the existing literature in this field. She captures the trials and tribulations, hardships and benefits, and joys and sorrows experienced by people in rapidly changing China through an analysis of audiences' emotional online responses to variety of media content in modern-day China. The author has effectively portrayed the changing media content and habits and public opinion within the historical, political, and socioeconomic context of country in transition.Many factors have led to wider choices in media content for viewers in China. These factors include commercialization of media, increasing popularity and diffusion of the interactive aspects of the Internet and social media, investment of domestic private capital, and participation of non-state business organizations in television content production. The book is divided into six chapters, each focusing on case study of specific type of media content, including film, television drama, reality shows, dating shows, and military and spy shows. Several of these shows are directly connected with important social issues confronting the Chinese. Some of the shows are local adaptations of shows that are popular in America, Russia, and other countries. The book is based on extensive research and analysis of the media content and its context, reviews of the shows, and discussions by fans of the films and television shows in online forums.The market economy in China provides more freedom to media content producers. However, the state keeps close watch or is itself involved in the production of content. Kong observes that state monopoly has been replaced with a new kind of commercial monopoly based on capital-albeit frequently mixture of political and economic capital leading to the growth of blockbuster megafilms such as Aftershock (Tangshan da dizhen). Aftershock, joint production of Tangshan municipality and two other firms, cost 120 million yuan and deals with the 1976 earthquake in Tangshan that took 240,000 lives. The film was government effort to reconstruct the image of Tangshan. Based on novella, the film emphasized family values and morals and allowed the nation to mourn the tremendous loss they had suffered in this natural disaster. Crying Your Heart Out (Youlei jingling liu), TV drama, one of the many in the 1990s on the theme of laid-off women workers, received high audience ratings and provided audiences with similar opportunity to empathize with others who had suffered job losses. …

Многоуровневая модель ценообразования меню сетевого предприятия на рынке общественного питания

Для большинства потребителей цена является ключевым фактором при выборе товаров-субститутов, производимых под разными брендами. Конечно, на спрос достаточное влияние оказывают конкурентные преимущества марки, имидж, сервис и локация, но основным инструментом в конкурентной борьбе за клиента всегда было и остается ценообразование. По причине сложной макроэкономической ситуации в российской экономике потребители могут пренебрегать качеством сервиса и даже удобством покупки в пользу более выгодной цены. По данным статистики, в начале 2015 г. значительно снизилось потребление некоторых групп товаров повседневного спроса, которые находятся в относительно дорогом сегменте: свежие фрукты и овощи, свинина и говядина, некоторые молочные продукты, спиртные напитки. Премиум-сегмент значительно уступил товарам эконом-класса. В этой связи ценообразование для бизнеса должно стать стратегическим комплексным решением, итогом тщательного анализа рынка, структуры издержек компании, изучения целевой аудитории, спроса и конкурентов. Автором разработана многоуровневая модель ценообразования меню сетевого предприятия, состоящая из следующих этапов: финансовый анализ, многомерный АВС-анализ, конкурентный анализ, маркетинговый анализ. Модель, исследованная и апробированная на опыте крупного российского бизнеса, рекомендуется в качестве эффективного инструмента по разработке цен меню крупных сетевых компаний, отличающихся сложностью организационной и территориальной структуры и бизнес-функциями.

Flipping the Audience Script

This article describes a flipped classroom activity that requires students to integrate research and audience analysis. The activity uses Twitter as a data source. In the activity, students identify a sample, collect customer tweets, and analyze the language of the tweets in an effort to construct knowledge about an audience’s values, needs, and attitudes. The article first presents an overview of audience analysis frameworks. It then presents a step-by-step tutorial for integrating the activity. The authors also provide business communication instructors with resources for implementing the activity including video lectures, handouts, and instructional guides.

Bringing Sexy Back: To What Extent Do Online Television Audiences Contest Fat-Shaming?

Bringing Sexy Back: To What Extent Do Online Television Audiences Contest Fat-Shaming?