OCR newspapers media audiences

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  • Newspapers Media Audiences
    • Categorisation
      • The Publishers Audience Measurement Company Ltd (PAMCo)
        • Social Class = A-E
      • Guardian audience is MUCH younger and more up market, London based and more male
      • G = progressive, fashionable, tech-smart, well travelled, affluent, well educated, influential, passions
        • Postmodern culture = people can make their own identities, so targeting is not as effective
    • Targeting and addressing
      • Online audience is much less loyal
      • Daily Mail tabs
        • Sports = green
        • Femail = pink
        • TV and showbiz = red. Associated with trashy news/ red tops
        • Science is VERY dramatised
      • 'Constructing audiences' can have affects on them - Bandura (human values can be altered directly by the content
        • Gerbner (heavy users of TV have 'mean world syndrome' - cynical and mistrusting attitudes towards others - the Mail does this
      • Consumerism - the media should SERVE them, not the opposite
        • Political and historical contexts explain the extent to which these groups are portrayed equally - multiculturalism and sexuality etc
      • Feminism - men cannot patronise them or put them into fixed gender roles - g's - women's page = integrated
    • Technologies, consumption and response
      • PRINT
        • Designed for a more detailed analysis -guided by t he print layout and love the images
        • House style and clear values encourage loyalty and familiarity
        • Filter then publish
      • ONLINE
        • Websites and SM offer 24 hour immediacy
        • Instant choice, interactivity and navigation
        • Higher audience expectation Sharky = publish THEN filter
      • Social and cultural - rising audiences
        • Cultural/ economic' political - resist moving completely online
          • Print offers legitimacy and authority over online news
          • Economic - Data mining from online advertising - targeted and easier
    • Audience Interaction and Prosumers
      • Hall's typology of interpretations
        • Dominant/ hegemonic = accepts message and ideological assumptions created by the words
        • Negotiated = accepts the ideology, but not the message entirely
          • Affected by age, gender, culture, beliefs, mood, life experiences
        • Oppositional = disagrees with messages AND ideologies
      • Jenkins - Participatory Culture
        • online comments
        • Audiences


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