7 NM 3420 AUDIENCE CONTEXT ANALYSIS USES AND

7 NM 3420 AUDIENCE CONTEXT ANALYSIS USES AND GRATIFICATIONS

Previously Dimensions of culture Barriers to Intercultural Communication §Anxiety §Assuming similarity instead of difference §Ethnocentrism o. Individualism o. Masculinity o. Power §Stereotypes and prejudice o. Distance §Nonverbal misinterpretation o. Uncertainty §Language o. Avoidance

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Analysis Audience analysis is like playing game You need to look at the details and put bits and bits together to get the big picture it’s like solving the puzzle. Now because you are not the creator, you look at the functions and the media to get their target audience In reverse, when you are the creator, you have your audience then you will need to form functions that will satisfy your audience.

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Overall assignment 45% Improving your analysis 1. Each point, back it up with reason(s) It can just be as simple as ‘because in order to pass each stage the user will need to know the name of the movie, those who like watching movies would enjoy the victory more than those who don’t watch. ’ They specifically target English Speaking because there is only English language available

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Overall assignment 45% Improving your analysis 2. Use linking words to show relationship

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Overall assignment 45% Improving your target Put your hands up if you have the following and keep it up, only put down when there is something you don’t have 1. True service customer 2. Aware of i. Service App 3. Have a smartphone 4. Have i. Service 5. Use i. Service 6. Use 2 or more services 3. Look for disadvantages What make the people who use True services + have smart phones + have credit card don’t download the App? What make. . . (Your current target). . . Don’t use the App?

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Overall assignment 45% Improving your target 4. Ask a lot of questions! Doubt more about the details of the App - In which group do you think this App would make most money from? - What is the purpose of creating the App? - How the App monetise? - Any Geographic information?

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Overall assignment 45% Improving your target During the design process, those people have a group of people in their head. 5. Use the functions to scope the target down -What are they specific functions? - Any highlights? - What need does each function trying to serve?

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Overall assignment 45% Improving your interview - Every Interviewee MUST have a smartphons - Give interviewees a list of questions in advance - “Where” to reach is very important - More information of your interviewees, what make you think they are your target?

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Overall assignment 45% Improving your interview - Imagine you deeply madly in love with your interviewees and you want to know everything about him/her!!! - He/she loves it when you talk about your App’s topic! So everything you ask has to be related to the topic and you will win his/her heart!!!!

Today Uses and Gratification Approach - Concept of the uses and gratifications approach - Discussion of your uses and gratifications

What is uses and gratification approach? A study about the effect of people on media Uses and gratifications theories consider how and why individuals use the media rather than considering the ways in which they are acted upon by outside forces.

Can the media manipulate you?

Do you have effect on the content of the media?

Uses and gratifications approach perceiving. . . Ø Audience as agent Ø Audience as active users of media

Uses and gratifications approach • The ‘uses’ approach assumes that people’s values, their interests, their associations, their social roles, are prepotent and that people selectively ‘fashion’ what they see and hear to those interests. Uses and gratifications approach suggests, audience select their media channels and contents for their needs at the particular time!

Uses and gratifications approach • U&G takes an essentially functional perspective on audience activity, looks to understand why people do what they do. Functional perspective thinks that people are rational when they make their decisions (They have reasons for it).

Uses and gratifications approach • Uses and gratifications approach are highly sensitive to immediate social environment. Audience changes as social environment changes, their choices then also change

Five basic assumptions of the U&G Katz, Blumler, and Gurevitch (1974) • User-centered approach ! 1. The audience is considered active, and media use is directed toward particular goals of the individual.

Five basic assumptions of the U&G Katz, Blumler, and Gurevitch (1974) 2. The individual selects different types of media in order to satisfy a particular need or desire.

Five basic assumptions of the U&G Katz, Blumler, and Gurevitch (1974) 3. Mass media compete with other sources of need satisfaction. This approach assumes that there are many way to satisfy the needs: media are competing to gain the audience. 4. Audience members are aware of their own individual needs and motivations in selecting certain media. They can report their reasons of choices correctly (One reason why we are interviewing people to see what they need)

Five basic assumptions of the U&G Katz, Blumler, and Gurevitch (1974) 5. Scholars who utilizing the uses and gratifications approach, do not make value judgments about peoples’ media choices, themselves. Instead, they try to understand the audiences’ orientation to certain media “on their own terms. ” We try to understand why audiences do what they do? In their environment and time

Five basic assumptions of the U&G Katz, Blumler, and Gurevitch (1974) Content in which media offer will base on the users’ needs

Reference: Sullivan, John L. Media Audiences: Effects, Users, Institutions, and Power. Los Angeles, CA: Sage, 2013.

Assignment Q & A Time