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Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [1] most audience theory is concerned with people’s relationship to various forms of media. There is no single theory of audience, but a range of explanatory frameworks.
Audience fragmentation describes the extent to which audiences are distributed across media offerings. Traditional outlets, such as broadcast networks , have long feared that technological and regulatory changes would increase competition and erode their audiences.
The researchers used the qualitative method of conducting a survey to find the audience of the Algenix, Inc. Web site. Algenix is a biomedical liver disease management company. The study showed that an audience-driven design would do more to reassure the audience that personal information would not be collected without consent as well as ...
Audience segmentation is widely accepted as a fundamental strategy in communication campaigns to influence health and social change. [4] Audience segmentation makes campaign efforts more effective when messages are tailored to the distinct subgroups and more efficient when the target audience is selected based on their susceptibility and ...
Thus, the reception of media texts can vary widely, reflecting the diverse interpretations and experiences of different audience members. [ 12 ] One of the central tenets of reception theory is the concept of polysemy - the idea that media texts can have multiple meanings that are not dictated by the author or producer but are generated through ...
The fragmentation of audiences presented marketers with particular challenges. No longer were they able to communicate with mass markets via mass media; instead they needed to communicate with increasingly tightly defined market segments, using highly specialist media and communications disciplines.
Marc Pritchard wants the media industry to help him find more of the people who are likely to be his best customers. Pritchard, chief brand officer for Procter & Gamble, one of the nation’s most ...
The multiple audience dilemma is a communication theory that describes what happens when a person (or group) creates different images of themselves when communicating with different audiences. For instance, a study examined what happens when participants are asked to appear as a "nerd" to one audience and a "party animal" to another.