The Media Consumer Theories and Emergent Constructs in Post-Post Modern Advertising in Nigeria

The media consumer, otherwise known as the audience is considered to react actively or passively towards media messages based on existing modern theories. However, the emergent constructs evolved primarily by the advertising media audience in reacting to media messages have deconstructed the pillars that exist as strongholds of modern media audience theories. This study is set to identify and justify the rationale for the evolvement of sociocultural factors among advertising media audience in Nigeria. The study adopts the analytical method in examining outcomes of media adverts in Nigeria. Expectedly, the opportunities created by the post-post modern era are explanatory of the fact that uncelebrated sociocultural factors are paramount in determining the significant level of influence of media adverts over the audience. The study concludes that the consideration of emergent sociocultural factors in addition to modern approaches in advertising will result to more effective media advertising in Nigeria and beyond

Understanding audience understanding

Communication study has approached the issue of audience understanding of messages from the perspective of the message and from that of the audience. On the one hand, the powerful-message construct paints the audience as passive recipients of the meaning presented in the media. On the other hand, the active audience construct places most interpretive power in the audience, stressing their selectivity of messages, their use of the media, their social positions, and their ability to generate new messages based on the media. A middle position sees audience understanding emerge from an interaction between messages and audience members

Audience responses to news media images of Pacific health

News media contain a multitude of images of Pacific peoples and health. This paper presents findings from a social psychological study of audience responses to such images. Two Pacific and two Palagi groups took part in discussions in which they responded to specific print media articles. These discussions were used to explore how different New Zealand audiences view and respond to the portrayals of Pacific people and their health. Responses from the Pacific and Palagi focus groups were compared showing both salience and difference in audience reactions. In appropriating aspects of news coverage, audience members do not simply regurgitate what they are shown by the media. They engage in complex dialogues with other audience members regarding issues raised by media coverage and in the process socially negotiate shared interpretations

The internationalization of the media: Does local values and cultures undermined?

The mixture of culture exists in this world as the effect of global media and the emergence of new technologies. Media plays an important role in displaying the good and the bad to the audience. The emergence of new technologies and the demand from audience has internationalized local media. In contrast, the internationalization of the media is said to undermine the local values and cultures. This paper focuses on the impact of the internationalization of the media and the role played by America as the world’s market dominance. Then, the previous researches in the effects of media internationalization to local people in various countries will be studied. This paper is also emphasized on the portrayals of imported programs especially western to Malaysians audience. This paper provides some solutions to prevent our values and cultures from being undermined by foreign media programs

Youth Media's Impact on Audience and Channels of Distribution

In partnership with the Open Society Institute, the Surdna Foundation supported a research and capacity building initiative focused on youth media's impact on audience. Social Policy Research Associates (http://www.spra.com), based out of the Bay Area, was hired to conduct a literature review of existing media evaluation models, develop a theory of youth media impact on audience, and create a toolkit, which was used to build the evaluation capacity of a regional group of youth media organizations

Reservoir hill and audiences for online interactive drama

This paper analyses the interactive experiences constructed for users of the New Zealand online interactive drama Reservoir Hill (2009, 2010), focusing both on the nature and levels of engagement which the series provided to users and the difficulties of audience research into this kind of media content. The series itself provided tightly prescribed forms of interactivity across multiple platforms, allowing forms of engagement that were greatly appreciated by its audience overall but actively explored only by a small proportion of users. The responses from members of the Reservoir Hill audience suggests that online users themselves are still learning the nature of, and constraints on, their engagements with various forms of online interactive media. This paper also engages with issue of how interactivity itself is defined, the difficulties of both connecting with audience members and securing timely access to online data, and the challenges of undertaking collaborative research with media producers in order to gain access to user data

Mass Media Research

Mass media are defind as media which have their proper program and constitute their own audience. Mass media research, accordingly, deals with the production of programs and the consumption of the audience. For both perspectives, research topics are justified, data sources are introduced, and recommendation for the research infrastructure are given. As for media production, the establishment of a central media content archive is recommended where content analytic time series of public agencies as well as of individual researchers are collected. Furthermore, the development of a unified content analytical system and the promotion of cross-national comparisons are recommended. As for media consumption, the provision of privately funded data for the scientific community, the promotion of cross-national comparisons and the linkage of programs and audience data are recommended.mass media, data archive, content analysis, survey research

Street cred : are media consumers craving more “authenticity” in the digital age?

Media organizations that provide news have traditionally relied on audience perceptions of truth and credibility to lure more readers, viewers, and listeners. The author explores whether authenticity has emerged in the digital age as an additional ingredient in media consumers’ daily decisions about where to turn – and where to return – for trustworthy information. As it becomes ever-more of a challenge for consumers to distinguish reliable information from “fake news” in the 21st century, audiences may be seeking content from media organizations that feels more authentic, genuine, and personalized. Three case studies drawn from new media, as well as legacy media, help illustrate what traditional and startup media institutions can do to better understand audience attitudes and behaviors: the HBO series “Last Week Tonight with John Oliver,” the online site Reddit, and the Pulitzer Prize-winning work of Washington Post reporter David Fahrenthold.Communication Studie