THE NOTION OF THE AUDIENCE LESSON 1 .pdf

Notion Audience

1. LESSON 1
The Notion of the Audience

2. The Concept of Audience
“…anaudiencemaybeanygroupofpeopleexposedto
media.Someaudiences(suchasthoseforsports
eventsorconcert)arephysicallypresentatthemedia
event.Otheraudiences(suchasthosefornovels,
television,radio)arenot.Additionally,audience
membersneednotundergotheexperienceatthesame
time(forexample,noteveryonereadsthebookorsees
themovieatthesametime.”

3. Areas of Differences between
Audiences of Different Media
•Level of activity and engagement with the
media and information text
•Level of interaction with fellow audiences
•Location and space occupied
•Amount of time devoted to watching or
viewing
•Accessibility and proximity

4. Typology of Audiences
a.audience as “the people assembled” and paying attention to
a media performing before them
b.audience as “the people addressed,” referring to a group of
people who were imagined by the communicator in the
creation and dissemination of the text, such as the women
who the advertisers think should be patronizing their product
c.audience as “happening,” which could be the experience of
reception alone or with others as an interactive event like a
live streaming in the Internet of a global event, such as the
Miss Universe or the address of the President of the United
States
d.audience as “hearing’’ or “audition” which refers to
participatory audience experience, a high degree of
engagement like in a noontime show broadcasted live, and
the audience participation is embedded in the show

5. Activity
Classifyingisawayofcategorizingagroupor
somethingusingcommon characteristics.
Beyondwhatwehavediscussed,thereare
otherwaysofclassifyingaudiences.Thinkofa
wayyoucanclassifyaudiences.

6. Mass Audiences
ØThe media can be experienced by people even if they are
alone. Simply put, we can be in various parts of the globe,
separate by seas and continents, but will still be receiving
exactly the same thing.
ØExamples are: CNN live coverage of a spectacular event,
or a local news channel but broadcasting through satellite
to reach out to OFWs in different parts of the world.
ØScholars agree that when we listen to a song in Spotifyor
watch a video clip in Youtube, we become part of the
mass audience in many ways like the thousands gathered
for the Wimbledon Finals in England or a concert of
Madonna in Barcelona, Spain.

7. From Mass Audience to
Audience Segments
Ø“As the media have become bigger business, the term
‘market’ has gained in currency. It can designate regions
served by media, social-demographic categories, or the
actual or potential consumers of particular media services
or products. It may be defined as an aggregate of actual
or potential consumers of media.”
ØSegmenting audiences tailor the content to a specific
segment of society, thus improving the quality of the
content that will most likely be relevant and appropriate to
the needs and desires of the target audience.