NM3420 AUDIENCE CONTEXT ANALYSIS

1. 3 NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE AS CONTEXT FOR COMMUNICATION

2. Last week.... AUDIENCES Interpretation - Audience see things differently - Audience interpret your work differently - They don’t see what you want them to see So, in order to send the message effectively you will need to know >> WHO is your audience by analyse it? Then there will be a higher chance for them to see your work and to appreciate your work

3. Why care about targeting audience? • Media • Target so that you Know your audience! • >>> Help your Design • >>> Help select the right media channel >>> Create impact • >>> Convey the right meaning! • >>> Better communication • >>> Avoid miscommunication • AND SO MUCH MORE.......... This is NM class!!! WTF ?? !!!!! (What’s This For ?? !!!!)

4. Today.... • Targeting • Segmentation • History of Audience

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

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

7. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Segmenting Methods

8. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Examples of Segmenting Methods

9. WHY? Segmentation To help you to know, WHO are out there! EG. 10 years ago, there wouldn’t be ‘social media addicts’ group Don’t forget that people change!

10. Many Products seem to target EVERYONE. You Cannot target EVEYONE! Yes everyone can use, yes everyone can eat BUT only some people will CHOOSE to use and consume the products, those people called the TAERGET!

11. Water Do you think different brands target different audiences? How?

12. Water Target differently • Appeal to different group(s) of people • Your target would prefer your product than others Mass Everyone / Anyone

13. Do Not Jump to conclusion so quickly! What Evidence? Stat? Pictures? Books? Articles? Survey? Interview? Youtube VDO? Google? Ads? Official website? Company’s vision? Financial statements? Campaigns? ANYTHING!

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15. Water

16. Water

17. Let’s guess the price ($) Fine – $5 per 750 ml Bling H2O – $40 per 750 ml 10 Thousand BC – $14 per 750 ml

18. Acqua di Cristallo Tributo a Modigliani $60,000 per 750 ml

21. Today.... EXAM History • 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 Targeting Assignment • Segmentation Methods: dividing audiences into groups • Targeting: Selecting the group(s) • 5% Class exercise

22. What is Audience?

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

24. 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

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

26. 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

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

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

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

30. 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.

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

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

33. 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.

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

35. 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.

36. Now you have different Classes of people, if you want to analyse audiences What might be factors you should consider?

37. 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

38. 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)

39. 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)

40. 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

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

42. What is the First Sci-fi movie?

44. 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.

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

46. HISTORY OF EARLY AUDIENCES Comparison

47. Highlights HISTORY OF EARLY AUDIENCES Time change Media change Audience change

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

49. This?

50. Recap 1. What is the differences between Segmentation and Targeting? 2. What is the differenece between mass targeting and targeting everyone?