1 NM 3420 AUDIENCE CONTEXT ANALYSIS A Nutthacha

1 NM 3420 AUDIENCE CONTEXT ANALYSIS A. Nutthacha Wongjaturapat ‘Jib’ Sec. 401 Thursday 09. 00 -12. 00 hrs.

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Mark Allocation Class Activity and Discussion Assignments Final Project Final Examination 10% 45% 20% 25%

Grading System A 90 – 100 C+ 65 – 69 A- 85 – 89 C 60 – 64 B+ 80 – 84 C- 55 – 59 B 75 – 79 D 50 – 54 B- 70 – 74 F 0 – 49

Audience Context Analysis

Why is it Important? Business Art?

Example: Damien Hirst (British) “Art’s about life and it can’t really be about anything else … there isn’t anything else, ”

Damien Hirst: For the love of God “You can frighten people with death or an idea of their own mortality, or it can actually give them vigour. ”

Art VS Audience

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION 1. Who is the audience? 2. Why do you think the audience is attracted by the image? 3. What is the effect of the image? 4. What is the purpose of the image?

Art VS Audience Do you think he thought about his audience before he drew this?

Back to this Why is it Important to know your audience? Business Art? Knowing your audience will make your work worthy

Effects of media to the audiences

Effects of media to the audiences You have the power: ‘the capacity to achieve outcomes’ (Giddens, 1986) “�������������� ����������� " died, just like in the “ I stabbed him until he game. I tried to escape using the car, even though I don’t know how to drive. ”

Effects of media to the audiences You have the power: ‘the capacity to achieve outcomes’ (Giddens, 1986) “�������������� ����������� " died, just like in the “ I stabbed him until he game. I tried to escape using the car, even though I don’t know how to drive. ” “����� “I want to know whether I can control myself Like I can in the game or not. I believe in ������������������� myself, I think it’s easy, just I like keep winning ������� in the game” ������������ ������� ”

Effects of media to the audiences You have the power: ‘the capacity to achieve outcomes’ (Giddens, 1986) The War of the world broadcast: October 30, 1938 Emphasize the power of RADIO: Orson Welles

Effects of media to the audiences

Media Create effective, interesting, and compelling experiences for audience

‘Different people see the same thing differently’ One thing means different things to different people WHY?

Japanese New Year

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Media studies (communication) Audience studies (humanities) Cultural studies (society)

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Audience Theories Frameworks: When analyze your audience 2 3 1. Audience 1 - Demographics - Psychographics 1. Relationship between the - Media usage - Media effects audience and the media 2. Relationship of the audience, media, - Culture and context of viewing behavior - Society

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Audience is a theoretical abstraction = its nature and character are defined by social, cultural, political environment Audience changes over time

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% Presentation I : 10%: Individual 5 th February 1. Define: 1. 1 Select a mobile application Unpopular but useful 1. 2 Analyze the mobile application What? How much? What problem they are trying to solve? Functions? Advantages and Disadvantages? ETC. 2. Target Audience Analysis: Secondary 2. 1 Define the target audience Who? Apply theory 2. 2 Analyze the target audience from the secondary research The target audience behavior? Size of the target? ETC

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% Presentation II : 15%: Individual + Submit Hard Copy 19 th March 2. Target Audience Analysis: Primary 2. 3 Collect Samples from the target audience Choose sampling methods: 2. 4 Insight analysis Analyze the group of audience (At this point do not relate any information to the app, PURE target audience analysis) No assumption, Use evidence EG. Interview few target audience using open-ended questions: record all activities

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Audience Theories: Approaches Psychology Stimulus response theory Motivation theory Cognitive theory Anthropology Attitude-behavior theory Dissonance theory Consistency theory Sociology

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% Presentation III : 10%: Select one of the mobile application (Up to 3 members ) 2 nd April 3. Campaign: Creativity Based on the audience analysis from the both secondary and primary research, create an outline of a campaign that will help the mobile application raise awareness. Show the relationship of the selected elements and the behavior of the target audience.

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Final Project 20% 7 th May: Same Group as Presentation III From presentation III, Create a short video to promote the campaign The elements in the Video should have meanings and therefore match with the analysis. On the presentation date: 7 th May - Show the work - Explain how each element is used to help create impact to the audience. Final Exam 25%

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