2 - Ang (1991) stated that through ratings, the actual viewers were invisible conceptually & technologically to the TV industry
Today, information sharing is valuable to defining audiences.
Lunt & Livingstone (1996) & Livingstone (1998) question the collective and unified nature of the audience
Leavitt - the label of audience is a "malleable category that encompasses varying behaviors yet unifies diverse participants around media and information while moving beyond statistical extrapolations and outdated abstractions."
Traditional ratings study audiences as a group exhibiting one behavior - watching a TV show (and by households with individual demos)
Yet with prosumption, a lot more activities take place with audiences and it's valuable to understand
Seles (2010) calls for expression over impression (exposure) because expression shows why audiences engage in 1st place (this sounds a lot like Abzug's call for psychographics)
Overview - Leavitt's article assesses the evolving technical and social ecosystem that mediates audience participation online
3 - Early Internet was textual communities of fans discussing TV
-users would go to these communities based upon the tropic, not because of social relationships - they would result from the shared interest in the topic
4 - Costello & Moore (2007) (p. 127) - how to define audiences - participatory behaviors can range from minimal involvement - gathering information to fully engaged fans interacting with celebs and other fans.
Costello & Moore assert that social connections are constructed as a result of users participating in a community interested in media
Leavitt argues that today, audiences as communities need to be reconsidered because social media are primarily personal relationships constructed in "mediated online platforms" (aka the interest driven community is not what draws people to social media 1st)
Gee (2004) - "affinity spaces" - audiences are no longer defined to a specific space. There are a wide range of behaviors spanning multiple platforms, differing in levels of engagement.
Leavitt agrees with Gee and says that this online group audience dynamic is impossible to define by typical definitions of community
5- He argues that social media have not replaced interest-based communities, but participation is affected with how users engage with media.
-the shift from interest based networks to social based
Dwyer (2007) - different behaviors - participants share information in a way reflective of their personal and social identity.
6 - Leavitt - In other words, "participation on SNS (social networking services) around television content must be understood within the context of how an individual user's network will perceive that participation."
SNS have fostered "audience information systems" (Napoli, 2011, p. 88)
7 - Bridge social media & communities to enhance the media ecosystem and formilate better experiences
-sharing is vital to growing and fostering a network
(Leavitt is a pro-configurable culture)
10 - social recommendations will play a role in users participating and consuming media
12 - It's a "heightened social system" (meaning enhanced and more democratizing)
No comments:
Post a Comment