THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian PowerPoint™ Prepared by Amy M. Carwile Texas A&M University at Texarkana This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Chapter 12: Mass Audiences Thematic Chapter Overview Media Technology Media Economics Media & Democracy Audience Fragmentation Media Effects Media Tomorrow Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Discovering Mass Audiences Audience Research Evolution Survey Industry Nielsen Arbitron Gallup Pew Harris Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How has audience research changed since the Pulitzer era? To whom do polling companies sell their information? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Audience Measurement Principles Probability Sampling Sample Size Magic Number: 384 Sample Selection Margin of Error Confidence Level Quota Sampling Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Audience Measurement Principles (continued) Evaluating Surveys How many people were interviewed? How were they selected? When was the poll taken? Who paid for the poll? What was the sampling error? How was the poll conducted? How were the questions worded and in what order were they asked? Latter-Day Straw Polls Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

What could make an election race too close to call? With what kind of audience research do you find quota sampling sufficient? For what would you prefer probability sampling? Why are straw polls statistically problematic? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Measuring Audience Size Newspaper and Magazine Audits Circulation Audit Bureau of Circulations Broadcast Ratings Nielsen Media Research Radio Ratings – Archibald Crossley Broadcast Ratings – A.C. Nielsen Demographic Breakdowns Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Measuring Audience Size (continued) Criticism of Ratings Broadcast Ratings Council Discrepancies and slanted results Sample selection Hyping and respondent accuracy Zipping, zapping, flushing Engagement Ratings Television engagement Internet engagement Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

How do broadcasters and advertisers use ratings? What do engagement ratings measure? And how? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Audience Measurement Techniques Basic Tools Interviews Diaries Meters People Meters Overnights Portable Meters Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Audience Measurement Techniques (continued) Internet Audience Measures Media Metrix Multimedia Measures Anytime Anywhere Media Measurement (A2/M2) Mobile Audience Measures Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

What tools do ratings companies use to measure broadcast audiences? How much confidence do you have in internet site ratings? Do you see approaches like Nielsen’s Live Plus Seven attractive to advertisers in this age of on-demand broadcasting? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

POINT Accumulating massive mounds of data as a marketing and advertising tool does not work well with new social media. COUNTERPOINT Traditional quantitative research tools remain valuable in sorting and making sense of information however it is accumulated, whether by surveys or from social medial. Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Measuring Audience Reaction Focus Groups Sit-Down Interviews Galvanic Skin Checks Prototype Research Movie Screenings Publication Prototypes Television Pilots Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Do you foresee a rise in sit-down interviewing for audience research? Why is analysis important in non-statistical research with focus groups? If you were a television programming executive, would you make decisions based on galvanic skin checks? What role should an audience have in determining the mass media’s literary content? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Audience Analysis Demographics Cohort Analysis Generation X Baby Boomers Postwar Generation World War II Veterans Depression Survivors Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Cohorts Targeted by Pentagon U.S. Military Recruitment Urbanization Ethnicity Income Beltway Boomers Suburban White/Asian Upper-middle Kids and Cul-de-sacs White/Asian/ Hispanic Big Sky Families Town/Rural White Midscale Blue-Chip Blues White/Black/ Shotguns and Pickups Lower-middle Suburban Pioneers Bedrock America Downscale Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Audience Analysis (continued) Geodemographics Jonathan Robbin’s Prism Blue-Chip Blues Young Suburbia Golden Ponds Blue-Blood Estates Money and Brains Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Audience Analysis (continued) Psychographics VALS Belongers Achievers Societally Conscious Emulators Experientials I-Am-Me’s Survivors Sustainers Integrateds Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.

What are common demographic breakdowns in survey research? Think about a person your grandparents’ age and plug them into the VALS category that today fits them best. How did you come to that conclusion? Copyright 2013, 2011, 2009 Pearson Education, Inc. All Rights Reserved.