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ST_FA15_Understanding Audiences and Media Landscape

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Nicole Cox

on 20 August 2015

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Transcript of ST_FA15_Understanding Audiences and Media Landscape

Why is the audience important
* Understanding audiences is important because if we don’t understand to whom we are speaking (or writing), we run the risk of losing them...

When we consider the audience AND the changing media environment, it becomes evident that it's increasingly difficult to reach audiences in an effective way.
But what about the changing media landscape?
• In considering our audiences, we must ask:
Understanding Audiences and the Media Landscape
* What the audience already knows
* What’s been in the news/pop culture realm
FOUR major roadblocks to reaching audiences:
•Main Idea=

“Our focus should not be on emerging technologies but on emerging cultural practices. Rather than listing tools, we need to understand the underlying logic shaping our current moment of media in transition. These properties cut across different media platforms and different cultural communities: they suggest something of the way we live in relation to media today.” -Jenkins
8 Properties of the changing media landscape:
1.) Innovative
2.) Convergent
3.) Everyday
“Continuous Partial Attention"
4.) Appropriative
5.) Networked
6.) Global
7.) Generational
8.) Unequal
Digital Divide vs. Technology Gap
• All of these components can make it very difficult to reach audiences, and to reach them in the way that we intend as writers...

• ...This is where good writing
comes in!

Broadcast Media...
“Portable sources of entertainment and information distributed by wired and wireless radio and television stations and networks, sound and video recordings, and the mobile Internet.”
Seven types of Mass Media:
• 1.)
• 2.)
• 3.)
• 4.)
• 5.)
• 6.)
• 7.)

Seven types of Mass Media:
• 1.) Print media
• 2.) Recorded media
• 3.) Film media
• 4.) Radio media
• 5.) Televised media
• 6.) Internet media
• 7.) Mobile media

Mobile Media
That's a big risk to take.....
Considering the audience helps avoid the Similarity Assumption
Audiences are incredibly diverse
Need to question who is in the audience, whether it's the pre-existing audience or the audience you hope to reach.
The Writing Process
"A set of behaviors common to all writers. Writers may vary the order of the stages and repeat some of them, but each stage is essential to producing a good message." (Yopp & McAdams, p. 9)
SEVEN Stages to the writing process...
...but choose the process that works best for YOU.
1.) Information Gathering
2.) Thinking and Planning
3.) Listing
4.) Writing the message as you would tell it
5.) Rewriting
6.) Sharing
7.) Polishing
Democratic potential/appeal?
Marshall McLuhan

"Global Village"
1st screen
2nd screen
3rd screen
4th screen
Full transcript