NM3420 AUDIENCE CONTEXT ANALYSIS

1. 2 NM3420 AUDIENCE CONTEXT ANALYSIS HISTORY AND CONCEPT OF THE AUDIENCE

2. New Media Communication http://Nm3420.Wordpress.com brought to you by the Department of

3. Last Week • The importance of audience analysis skill: Business VS Art • Effects of media to the audience • Different audience interpret what they see/hear differently • Assignments + Final Project = 65%

4. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION • Audience is a theoretical abstraction = its nature and character are defined by social, cultural, political environment • Audience changes over time

5. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% Presentation I : 10%: Individual 5th February

6. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% Presentation I : 10%: Individual 5th February 1.1 Select the App Make sure you can get access to the target audience of the App because you will need to interview them! The target audience is not always the one that is using the App

7. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% Presentation I : 10%: Individual 5th February 1.2 Analyze the App • Explain as if I have NO idea about the app and the topic around the App! • - The more details you put in, the More points you will get What problems the App is trying to solve?

8. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% Presentation I : 10%: Individual 5th February 2.2 Define the target audience How to Target?

9. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Targeting First you Segment then you Target First you group then you pick! The magic words: BE SPECIFIC

10. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Segmenting Methods Can be anything

11. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Segmenting Methods

12. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Segmenting Methods

13. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Class Activity Tell me what is Wrong with these examples? What can you improve?

14. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% The target audience behavior? Size of the target? ETC 2.2 Analyze the target audience from the secondary research

15. Audience Theories Audience Theories Frameworks Psychology Anthropology Sociology 2 1 3 • Audience • Relationship between the audience and the media • Relationship of the audience, media, and context of viewing behavior • Demographics • Psychographics • Media uses • Media effects • Culture • Society

16. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% Presentation I : 10%: Individual 5th February Talk to me through all your process!

17. OVERVIEW • History and evolution of the audience (Exam) • Types of the audience (Exam) • Continue the activity from last week

18. What is Audience?

19. The notion of audience has shifted continually through human history in response to the social and cultural dynamics of human societies.

20. HISTORY OF EARLY AUDIENCES Greek and Roman Audiences: Public Performance and Oral Performance Print and the Shift Toward Mediated Audiences Liberalism, Democratic Participation, and Crowds in the 19th Century Motion Pictures and the Rise of the Mass Audience

21. HISTORY OF EARLY AUDIENCES 1. Greek and Roman Audiences: Public Performance and Oral Performance Audience = = Audio (audire) Auditorium

22. HISTORY OF EARLY AUDIENCES 1. Greek and Roman Audiences: Public Performance and Oral Performance • Creation of the phonetic alphabet system • Greek words could be transferred onto portable media parchment papyrus

23. HISTORY OF EARLY AUDIENCES 1. Greek and Roman Audiences: Public Performance and Oral Performance Aristotle Greek Philosopher (384 BC - 322 BC)

24. HISTORY OF EARLY AUDIENCES 1. Greek and Roman Audiences: Public Performance and Oral Performance Logos rationale persuasion The Rhetoric Pathos emotion Ethos identity

25. HISTORY OF EARLY AUDIENCES 1. Greek and Roman Audiences: Public Performance and Oral Performance message speaker audience immediate response

26. HISTORY OF EARLY AUDIENCES 1. Greek and Roman Audiences: Public Performance and Oral Performance • Developing effective styles of public speaking. • Institutionalizing and ritualizing public speech and audience participation through stage dramas and other public performances. • Focus of intellectual and political activity. • No physical or social separation between the players and the viewers. • The public was an active partner, free to comment, to be commented upon, to assist, or to intervene.

27. HISTORY OF EARLY AUDIENCES 2. Print and the Shift Toward Mediated Audiences GOOD or BAD?? >>> Originator message VS Audience printing press

28. HISTORY OF EARLY AUDIENCES 2. Print and the Shift Toward Mediated Audiences Johannes Gutenberg German blacksmith, goldsmith and publisher (1395 - 1468)

29. HISTORY OF EARLY AUDIENCES 2. Print and the Shift Toward Mediated Audiences • No longer relied upon the spoken word for the transmission of others’ thoughts • Audience can consume messages in private • The book brought about the first separation between the originator of a message and the message receiver. • Knowledge and experience could be captured, preserved, and widely disseminated, lessening the absolute important of the messenger. • The power of the monarchs and the church began to wane.

30. HISTORY OF EARLY AUDIENCES 2. Print and the Shift Toward Mediated Audiences message message media writer audience

31. HISTORY OF EARLY AUDIENCES 3. Liberalism, Democratic Participation, and Crowds in the 19th Century • Development of power from centralized authorities to smaller democratic collectives and reform movements throughout central Europe. • Elite-sanctioned (or sponsored) events such as a public hanging or the annual ritual of carnival of the working and lower classes. • The working-class crowds began to form a more coherent political force in the 19th century.

32. HISTORY OF EARLY AUDIENCES 4. Motion Pictures and the Rise of the Mass Audience Kinetoscope W.K.L. Dickson (Edison’s Team) Fred Ott’s Sneeze 7th January 1894

33. HISTORY OF EARLY AUDIENCES 4. Motion Pictures and the Rise of the Mass Audience Auguste and Louis Lumière French photographers and filmmakers (1862 - 1954 and 1864 - 1948)

34. HISTORY OF EARLY AUDIENCES 4. Motion Pictures and the Rise of the Mass Audience La Sortie des usines Lumière à Lyon (Workers Leaving The Lumière Factory in Lyon)

35. HISTORY OF EARLY AUDIENCES 4. Motion Pictures and the Rise of the Mass Audience Carmencita (1894) Directed and produced by William K.L. Dickson Employed by Thomas Edison

36. HISTORY OF EARLY AUDIENCES 4. Motion Pictures and the Rise of the Mass Audience L’Arroseur Arrosé (The Sprinkler Sprinkled)

37. HISTORY OF EARLY AUDIENCES 4. Motion Pictures and the Rise of the Mass Audience • Silent films were particularly popular among urban immigrant workers who could not afford the higher ticket prices of stage performances. • Widen to the middle-class audience. • Elite concerns regarding the power of demagogues over the suggestibility of the crowd mind shifted toward concerns over these new forms of mass media.

38. HISTORY OF EARLY AUDIENCES 4. Motion Pictures and the Rise of the Mass Audience message message media sender audience

39. HISTORY OF EARLY AUDIENCES Comparison

40. Conclusion Time change Media change Audience change

41. HISTORY OF EARLY AUDIENCES Discussion question: How about TODAY and THE FUTURE?

42. This?

43. References: Bencharongkij, Yubol. Audience Analysis. Bangkok: Chulalongkorn, 1991. Sullivan, John L. Media Audiences: Effects, Users, Institutions, and Power. Los Angeles, CA: Sage, 2013.

44. Culture COMING UP NEXT...

45. THREE MODELS OF THE AUDIENCE James G. Webster (1998) • audience-as-outcome • audience-as-mass • audience-as-agent