AUDIENCE AS MARKETReach – how many people can we reach?Gross rating points – What percent of our audience have seen something once.CHAFFEE AND METZGERWhat is mass communication?On television it is considered as mass communicationOn the internet it is mass to a certain extent, mainly Media CommunicationT.S. Eliot: Television allows us all to “laugh at the same joke at the same time”Is “mass communication” still a useful term? Yes & No – EX: Cable yes, Internet no because it personalizes thingsMass Communication is much less massSources of information are no longer just journalists and actors, etc.Great specialization of content and audiences (niches)No longer simultaneously/synchronous intake (time)No longer limited by placeYou can watch a tv show halfway across the world.Which media personalities do you like?Scott DisickJay Z – intelligent, financially smart, creative, lucky b/c he has BeyoncéDrake – charismatic, intelligent, creative, intellectual, artsy, funny.Kanye West – arrogant, very witty with his words and sounds,Stephen A. SmithLebron JamesWhich do you dislike?Lil WayneSkip Bayless – ignorant, very biased, somewhat close-minded, etc.Lee CorsoDEFINITION OF MASS AUDIENCES/MASS COMMUNICATION (WRIGHT 1959)Communication that’s directed toward large, heterogeneous, anonymous audiences;Transmitted publiclyAre transient in natureReach public simultaneouslyThe communicator is often a large complex organizationSTRAUBHAAR AND LAROSE (2002)1) Traditional view: from one to many2) Involves the flow of informationJANOWITZ (1968)“Mass communications comprise the institutions and techniques by which specialized groups employ technological devises to disseminate symbolic content to large, heterogeneous and widely dispersed audiences”“COMMUNICATION” = “TRANSMISSION”HYPODERMIC NEEDLE/MAGIC BULLETMass Media -> ReceiverCLEGHORN (1996)“Mass” has turned into “Niche”BASIC QUESTIONSHow do you define “interaction”?Between two people (conversation, etc.)Connection between two entities, that is a social interactionAn exchange, need to have two entitiesCan be verbal (speaking)or non-verbal (shaking hands)INTERACTION IS MUTUAL OR RECIPROCAL ACTION OR INFLUENCE.What media are “INTERACTIVE”?Social MediaYou can like things on Pandora, You can rate things on AmazonRadio permit interaction by call-insNewspapers permit interaction by writing editorials, etc.Can social interaction be achieved through the media?Online support groupsArguments, Discussions, etc via Social Media outletsPARASOCIAL INTERACTION (1950s)What is it?When people develop social relationships about people (media characters) without even really knowing them.Fan girls know everything about Justin Bieber, yet he knows not one thing about the majority of them.“THE ABILITY OF ON-AIR PERSONALITIES TO OFFER THE ILLUSION OF A FACE-TO-FACE RELATIONSHIP WITH THE AUDIENCE”effective television and radio personalities are able to cultivate intimacy at a distancethey’re in Hollywood making their movies or whatever, etc and we’re spectating from a distance.COMM375: Lecture 2, 1.21.14AUDIENCE AS MARKET-Reach – how many people can we reach?-Gross rating points – What percent of our audience have seen something once.CHAFFEE AND METZGER-What is mass communication?ooOn television it is considered as mass communicationoOn the internet it is mass to a certain extent, mainly Media Communication-T.S. Eliot: Television allows us all to “laugh at the same joke at the same time”-Is “mass communication” still a useful term? Yes & No – EX: Cable yes, Internet no because it personalizes things-Mass Communication is much less mass-Sources of information are no longer just journalists and actors, etc.-Great specialization of content and audiences (niches)-No longer simultaneously/synchronous intake (time)-No longer limited by placeoYou can watch a tv show halfway across the world.-Which media personalities do you like? oScott DisickoJay Z – intelligent, financially smart, creative, lucky b/c he has BeyoncéoDrake – charismatic, intelligent, creative, intellectual, artsy, funny.oKanye West – arrogant, very witty with his words and sounds, oStephen A. SmithoLebron James-Which do you dislike?oLil WayneoSkip Bayless – ignorant, very biased, somewhat close-minded,etc.oLee CorsoDEFINITION OF MASS AUDIENCES/MASS COMMUNICATION (WRIGHT 1959)-Communication that’s directed toward large, heterogeneous, anonymous audiences;-Transmitted publicly -Are transient in nature-Reach public simultaneously -The communicator is often a large complex organizationSTRAUBHAAR AND LAROSE (2002)-1) Traditional view: from one to many-2) Involves the flow of informationJANOWITZ (1968)-“Mass communications comprise the institutions and techniques by which specialized groups employ technological devises to disseminate symbolic content to large, heterogeneous and widely dispersed audiences”o“COMMUNICATION” = “TRANSMISSION”HYPODERMIC NEEDLE/MAGIC BULLETMass Media -> ReceiverCLEGHORN (1996)-“Mass” has turned into “Niche”BASIC QUESTIONS-How do you define “interaction”?oBetween two people (conversation, etc.)oConnection between two entities, that is a social interactionoAn exchange, need to have two entitiesoCan be verbal (speaking)or non-verbal (shaking hands)oINTERACTION IS MUTUAL OR RECIPROCAL ACTION OR INFLUENCE. -What media are “INTERACTIVE”?oSocial MediaoYou can like things on Pandora, You can rate things on AmazonoRadio permit interaction by call-insoNewspapers permit interaction by writing editorials, etc.-Can social interaction be achieved through the media?oOnline support groupsoArguments, Discussions, etc via Social Media outletsPARASOCIAL INTERACTION (1950s)-What is it?oWhen people develop social relationships about people (mediacharacters) without even really knowing them.Fan girls know everything about Justin Bieber, yet he knows not one thing about the majority of them.o“THE ABILITY OF ON-AIR PERSONALITIES TO OFFER THEILLUSION OF A FACE-TO-FACE RELATIONSHIP WITH THE AUDIENCE”oeffective television and radio personalities are able to cultivate intimacy at a distancethey’re in Hollywood making their movies or whatever, etc and we’re spectating from a