audience research

audience research
   Audience research has developed in two main interlinking strands: research by those working in the industry and research by academics. Industry research developed as a mechanism by which media producers and advertisers could both understand and shape media products for a knowable media audience. Such research has come to be dominated by a conception of the media user as part of homogeneous mass audience, one with similar uses, tastes, wants and desires that could be easily quantified. Those working in the more critical academic paradigm have come to problematize this notion, preferring instead a view of the media audience as heterogeneous and segmented. However, as the industry finds its notion of the mass audience questioned, the two strands have come closer together.
   Industry research, either undertaken in-house or contracted out to independent research companies, is often coordinated by joint industry research boards, such as the Radio Joint Audience Research (RAJAR) for radio, Broadcasters’ Audience Research Board (BARB) for television and Joint Industry Committee for Poster Audience Research (JICPAR) for posters. These produce audience data for their respective media, broken down into such divisions as social class, age, gender and geographical location. Such audience data is used by the industry, amongst other things, to improve the provision of its media output, to help fix advertising rates and to find the appropriate placing for advertisements. The methods used to collect such data tend to fall into two categories: random surveys of media users and ongoing panel surveys. While random surveys provide an instant snapshot of a media audience, panel surveys are able to offer a long term view by studying the same sample of media users.
   Against these more quantitative approaches, many working in the academic strand (for example, David Morley’s work on the family audience) have come to problematize the notion of a passive unsegregated audience. By using more qualitative styled approaches, attempts have been made to understand how different audiences understand and make use of the media. Thus, a more active view of a segmented audience has been obtained. Recent developments have seen a move away from studying the reception of the media by the viewer towards more ethnographic methods to study the way the media is used within a specific socialcultural context.
   See also: BARB
   Further reading
    Ang, I. (1991) Desperately Seeking the Audience, London: Routledge (critical account of the experiences of European and American broadcasters to conceptualize the audience).
   PAUL RIXON

Encyclopedia of contemporary British culture . . 2014.

Игры ⚽ Поможем сделать НИР

Look at other dictionaries:

  • audience research — ➔ research * * * audience research UK US noun [U] MARKETING ► the study of people who watch a particular television programme or film, read a particular book, etc.: »The channel carries out its own audience research. »Our audience research showed …   Financial and business terms

  • audience research — Research to establish readership, audience, and circulation data, which is vital information in advertising Research into television audiences is undertaken by BARB (Broadcasters Audience Research Board), into radio audiences by JICRAR (Joint… …   Big dictionary of business and management

  • audience research — noun The discovery of facts about an audience (esp of radio or TV programmes) such as age and behaviour patterns • • • Main Entry: ↑audience …   Useful english dictionary

  • audience research — /ˌɔ:diəns rɪ sɜ:tʃ/ noun research into the attitudes of an audience to an advertising campaign …   Marketing dictionary in english

  • Broadcasters' Audience Research Board — The group that commissions and publishes data on British TV audience research • • • Main Entry: ↑broadcast …   Useful english dictionary

  • Broadcasters' Audience Research Board — The Broadcasters Audience Research Board, or BARB, is the organisation that compiles television ratings in the United Kingdom. It was created to replace a previous system, where the BBC and ITV companies compiled their own ratings. It is owned by …   Wikipedia

  • Audience measurement — measuring how many people are in an audience, usually in relation to radio listenership and television viewership, but also newspaper and magazine readership, and increasingly, usage of websites. It often also includes demographic and sometimes… …   Wikipedia

  • research — re‧search [rɪˈsɜːtʆ, ˈriːsɜːtʆ ǁ ɜːr ] noun [uncountable] 1. study of a subject to find out new things about it or to test new ideas, products etc: • A leading pharmaceutical company will finance the research. • What sets us apart from the rest… …   Financial and business terms

  • Audience Measurement and Analytics Ltd. (Amap) — Audience Measurement and Analytics Ltd. (Amap)BackgroundAudience Measurement and Analytics Ltd., also known as Amap, began in 2004 on the basis of its research in India, which showed that a significant number of opinion leaders felt that the… …   Wikipedia

  • Joint Industry Committee for Radio Audience Research — JICRAR A committee composed of representatives of the Institute of Practitioners in Advertising, the Incorporated Society of British Advertisers Ltd, and independent radio companies. The committee provides information on the listening habits of… …   Big dictionary of business and management

Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”