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• MEDIA TEXT


  Any media we wish to examine
• CONSTRUCTIONS


  These create representations
• REPRESENTATIONS


  Constructions of certain aspects of reality and the elements that make up reality
• SEMIOTICS


  The study of signs and their meaning in society
• CLIFFORD GEERTZ


  Regarded culture as a historically transmitted pattern embodied in symbols
• GENRE


  Came from the French word meaning KIND or CLASS
• NEWS


  Have critical importance to community and national life
• HARD NEWS


  Usually found in the first page of a newspaper or what makes up the headline of a regular episode of prime television news
• SOFT NEWS


  Also called human interest stories
• INVERTED PYRAMID


  A metaphor that best describes how information should be prioritized in a news article
• FEATURES


  Extensions of soft news in the sense that human interest angle is played up and presented in a longer and more elaborate format
• EDITORIALS


  Express an individual or organizational point of view
• OPINION ARTICLES


  Reflect the views of the writer, or the stand of one organization other than the media institution disseminates it
• INVESTIGATIVE REPORTS


  Have a very specific relation to power structures because it focuses on finding, reporting, and presenting news that the authorities try to conceal
• ADVERTISEMENTS


  Messages that are created to sell a product or a service
• ENTERTAINMENT


  Came from the French word meaning "to hold the attention, keep busy, or amused"
• FORMATS


  Templates that provide a working structure for media text
• FORMULA


  An established procedure in achieving something
• AUDIENCE


  A highly valued concept in media and information; also defined as the receiver, reader, listener, viewer, and spectator
• LIVE AUDIENCES


  Engage with a specific form of entertainment: singing, clapping, and/or waving their hands
• TELEVISION AUDIENCES


  Are also able to engage but in a limited way
• SPACE AND LOCATION


  Bear on the behavior of the audiences
• SEGMENTING AUDIENCES


  Customizes the content to a specific sector of the society
• AUDIENCE RESEARCH


  Traditionally about gaining insight on audience preferences
• MARKET RESEARCH


  A convenient way of knowing how markets thrive and how consumers behave and exercise their consumption preferences
• SOCIAL RESEARCH


  Learning about social groups or specific population segments to learn about their preferences, tastes, values, and habits
• CROSS-CULTURAL CONSUMER CHARACTERIZATION

  • THE STRUGGLER
  • THE MAINSTREAM
  • THE ASPIRER
  • THE REFORMER
  • THE EXPLORER
  • THE SUCCEEDER
  • THE RESIGNED
• TRADITIONAL SEGMENTATION MODEL

  • UPPER MIDDLE CLASS
  • MIDDLE CLASS
  • LOWER MIDDLE CLASS
  • SKILLED WORKING CLASS
  • WORKING CLASS
  • POOREST OF THE POOR
• Features of MEDIA TEXTS:

  • Have a physical form
  • Have economic value
  • Are sites for the creation and production of meaning
• METHODS OF AUDIENCE RESEARCH

  • SURVEY
  • RATINGS ANALYSIS
  • OBSERVATION
  • FOCUSED GROUP DISCUSSION
• TYPES OF READING


  • DOMINANT READING
  • NEGOTIATED READING
  • OPPOSITIONAL READING
• TYPOLOGY OF AUDIENCES

  • AUDIENCE AS THE PEOPLE ASSEMBLED
  • AUDIENCE AS THE PEOPLE ADDRESSED
  • AUDIENCE AS HAPPENING
  • AUDIENCE AS HEARING OR AUDITION
• Swiss Linguist FERDINAND DE SAUSSURE


  developed semiotics
• SURVEY

  the most common method of audience research; mostly done through questionnaires
• RATINGS ANALYSIS

  this is the analysis of the audience size, and composition data produced by audience measurement firms
• OBSERVATION 


  Can be formal, and informal. Through the use of a pen and paper/notebook
• FOCUSED GROUP DISCUSSION 


  it is conducted with a small group of 6 to 10 people led through by a skilled facilitator
• THE STRUGGLER 


  they live for today and make few plans for tomorrow
• THE MAINSTREAM 


  They are those people who live in the world of the domestic and the everyday
• THE ASPIRER 


  they are the materialistic, acquisitive people, who are driven by other's perceptions of them rather than by their own values