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1.
Amy Jo Coffey 《媒体管理杂志》2013,15(2):81-90
Abstract In what has become an increasingly multilingual United States, growing numbers of television advertisers have begun targeting foreign language speakers. Because of the increased cost and effort in crafting unique ad campaigns, however, the factors behind this investment decision are explored. Using an online survey, advertisers (N?=?1,150) were asked how they valued various demographic audience traits as they considered potential target markets. T tests revealed significant differences between foreign language and non-foreign language advertisers' audience preferences. Logistic regression showed that, contrary to previous audience valuation findings, household income was not a primary factor in foreign language audience investment decisions. Rather, advertisers who valued household income more were less likely to invest in foreign language audiences in the United States, with language dependency and cultural traits predicting a greater likelihood of investment. The Audience Investment by Isolation Model is offered, which can help explain the investment decision-making process by advertisers as they weigh demographic audience traits, audience isolation strategies, and costs. 相似文献
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Leroy T. Laase 《Communication Studies》2013,64(1):9-12
Adlai Stevenson's speech strategy in the 1956 campaign was radically different from his 1952 approach. How Stevenson conducted his second campaign and why it failed is the subject of this article. The author wrote his dissertation on the 1952 campaign, and in 1956 traveled with Stevenson on his Ohio tour. 相似文献
3.
《Communication Teacher》2013,27(1):37-40
Courses: Basic course; public speaking; business and professional speaking; persuasion. Objective: Students will adapt their presentations to specific audiences by making use of various audience analysis and adaptation techniques. 相似文献
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Kristin S. Vonnegut 《Communication Studies》2013,64(1-2):73-88
Rhetors have long used the letter form to overcome difficult situations. This essay considers the difficulties inherent in the form when used by a female rhetor. During her career as an abolitionist, Sarah Grimke attempted to use the apostolic letter to appeal to divergent audiences yet discovered, that the form and its attendant persona limited her audience appeal. In her work as a woman's rights activist, she reformulated the private letter and developed a persona that allowed her to empower herself as well as her audience. 相似文献
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Jena Barchas-Lichtenstein John Fraser Patti Parson Rebecca Joy Norlander Julia Griffin Nsikan Akpan 《Journalism Practice》2020,14(6):643-663
ABSTRACT This article—co-authored by a transdisciplinary team of social scientists and journalists in the United States—traces changes to the news landscape in recent decades, and asks: How are legacy media producers grappling with these new realities? As part of a four-year collaboration on young adult news consumption, we take a participatory action research approach to this question, tacking back and forth between newsroom concepts and anthropological ones in pursuit of a synthesis that strengthens both. Starting from anthropological frameworks of participation, the authors argue that broadcast videos typically position their audiences as overhearers rather than interlocutors, while the reverse is true for social media, and that these tendencies shape audience expectations. We find that many audiences have what we call poetic motivations: they are drawn to stories that exemplify their genre. For example, the participatory nature of social media genres translates well to a more candid style that can incorporate live questions and other direct participation. The study reported here focuses on STEM news, but many of the findings apply to news production in general. Our reflective methods can also be applied more widely in the field of journalism to synthesize perspectives from theory and practice. 相似文献
7.
Jennifer Brannock Cox 《Journalism Practice》2020,14(5):537-555
ABSTRACTHearken is a proprietary news engagement platform growing in popularity. Under the Hearken approach, audience members are invited to participate in the newsmaking process. Hearken strives to assist news organizations in providing local and hyperlocal content that meets audience needs and demands while preserving elements of the journalist’s role as gatekeeper. Hearken has also worked to help news organizations reach underrepresented populations with mixed results per its own anecdotal analyses. This study employs a quantitative content analysis comparing one year’s worth of coverage at four different local NPR affiliates in the United States to provide a breakdown of Hearken content versus traditional reporter-driven content in the following four categories: emphasis on hyperlocal coverage, story topic prevalence within local and hyperlocal coverage, emphasis on coverage of underrepresented communities, and story topic prevalence within coverage of underrepresented communities. Findings reveal listener-driven Hearken content favors hyperlocal news on lifestyle issues while reporter-driven stories emphasize state-level governance and politics as well as local crime. These indicate a stark contrast between the content audiences want and that which journalists tend to report. The nuanced normative implications, possibilities and limitations of Hearken’s model of “deep participation” are addressed in some detail. 相似文献
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《Communication monographs》2012,79(1):39-47
This article seeks to isolate factors associated with effective and ineffective campaign speeches made by Adlai E. Stevenson in 1956. To distinguish effective from ineffective speeches, the author solicited the judgments of 105 campaign associates, Democratic and Republican politicians, journalists, and students of public address. Eighty‐seven replies were received and sixty‐four were sufficiently complete for analysis. There was high agreement that six speeches were effective and six ineffective. Factors associated with effectiveness (their opposites with ineffectiveness) included the following: single issue discussed; relatively uncontroversial subject; constructive material emphasized and refutation de‐emphasized; responsive and sympathetic audience; speaker spent great deal of time editing and revising but little on basic draft; revisions were to clarify and identify with audience rather than to qualify remarks; emphasis on solutions rather than problems; introductions contained humor, irony, and satire; presence of direct ethical appeals; emphasis on values rather than needs; frequent alterations in text during delivery. The author also found several factors common to both effective and ineffective speeches. These included, among others: foreign or domestic issue; size of audience and size of auditorium; length of speech of introduction; length of program prior to speech; logical organization; poor use of summaries and transitions. 相似文献
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Susan K. Opt 《Communication Teacher》2017,31(2):85-89
Courses: Introduction to Communication, Public Speaking, Persuasion, Business Communication.
Objective: This activity increases students’ understanding of audience adaptation and improves their ability to adapt presentations to specific audiences. 相似文献
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David H. Ostroff 《广播与电子媒介杂志》2013,57(3):367-380
This study examined the effects of television network affiliation switches that took place in the Miami market in January, 1989. Results indicate viewer loyalty to local news, especially early local news, although not necessarily to local stations, and probably little to network news. Network affiliation results in primetime audiences significantly larger than those of independent stations. The findings demonstrate that structural variables are stable and predictable indicators of audience behavior. 相似文献
11.
Melvin H. Miller 《Communication Studies》2013,64(5):283-288
The speaker‐audience relationship was of interest to Dickens throughout his life. This paper discusses his observations of other speakers and suggests reasons for his own remarkable rapport with his audiences. 相似文献
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《Communication monographs》2012,79(1):50-53
From the turbulent seventies in California emerged two very different men with two widely divergent solutions to the problems of troubled times. Through violent invective Dennis Kearney won an immediate popular following for a vague political program directed against surface evils. Henry George, with less understanding of mass audiences, won acceptance for his thoughtful economic analysis more slowly. But by 1886 George had learned much about popular speaking, while Kearney's hollow rantings had lost their appeal. George's long‐range influence was in part the result of his new‐found skill with mass audiences. 相似文献
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ABSTRACTBuilding upon the sociotechnical perspective presented by Lewis and Westlund (2015, “Actors, Actants, Audiences, and Activities in Cross-media News Work: A Matrix and a Research Agenda.” Digital Journalism 3 (1): 19–37. doi:10.1080/21670811.2014.927986), this study examines organizational dynamics, technological affordances and professional challenges of engaged journalism practices by analyzing how Hearken, one of the most celebrated audience engagement companies, and its tools and services are being implemented in 15 U.S. news organizations. This framework identifies Hearken and organizations like it as important “external actors” providing technological “actants” that are shaping how newsrooms report the news by providing ways for audiences to be brought into producing the news, particularly during the earlier phases of the reporting process. Based on in-depth interviews, we find that nearly every news organization in our sample reports some measure of success by using Hearken for involving audience members throughout the production of news. At the same time, we also identify how this implementation is significantly shaped by organizational imperatives and the models particular organizations create for producing audience-centric news work. Ultimately, this study presents a partial update to the decades-long literature on participatory journalism by suggesting that engaged journalism practices actually create opportunities for meaningful audience involvement. 相似文献
14.
Edward W. Borgers 《广播与电子媒介杂志》2013,57(3):239-240
The current emphasis placed by the television industry on the development and production of public affairs programing has led to increased reliance upon perhaps the oldest, most simple, and least costly form of informative programing: the interview. This recent attention should not be allowed to obscure two facts: 1) the average interview program, valuable as it may be, rarely attracts audiences (and sponsors) to the same extent as does an “entertainment” program; and 2) some programs are exceptions. For eight years the “Paul Coates Show” has fascinated a loyal audience that has amply repaid the program's sponsors. Why has this particular program done so well? Mr. Coates, a widely‐read newspaper columnist, does not fit the stereotype of a television “personality,” neither are his questions so probing as those of some other television interviewers. In an attempt to uncover the factors underlying the popularity of the “Paul Coates Show,” Dr. Borgers has analyzed the structure of a number of programs and has arrived at some useful conclusions. 相似文献
15.
Jacob L. Nelson 《Journalism Practice》2018,12(2):204-219
Non-profit news publishers, a small but growing piece of the news media environment, often explicitly attempt to build strong ties with their audiences. Many assume this approach differs from that of legacy newsrooms, which have historically kept the audience at arm’s length. In this article, I argue that this distinction has blurred. In-depth interviews with reporters and editors at a daily newspaper (The Chicago Tribune) and a local news non-profit (City Bureau) reveal that: (1) both organizations are pursuing a more collaborative relationship with their audiences; and (2) this pursuit is ill-suited for the traditional mass audience approach to news production. I conclude that journalists aspiring to work more closely with the audience find greater success when that audience is narrow to begin with. 相似文献
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This national survey of broadband users (N = 200) investigates people’s participatory behavior on Internet video websites by analyzing their use of interactive features. It seeks to identify a group of “interactive audiences” who take full advantage of web interactivity and may be most valuable to advertisers. This study defined audience interactivity based on people’s frequency in using interactive features and three groups were identified—non-interactive audience, average audience, and interactive audience. It compared three audience groups based on traditional audience valuation criteria such as demographics and media consumption levels, as well as newly proposed criteria including online engagement level and electronic word-of-mouth value. Results indicated that interactive audiences are younger, more engaged online, and have higher electronic word-of-mouth value than non-interactive audiences. Because audience interactivity is related to audience value, findings suggest that advertisers should invest more in this highly engaged and influential group online. The results also reveal the need for expanding audience valuation criteria, particularly in the online space, to include other variables such as online engagement level and electronic word-of-mouth influence. The study then offers practical implications for website managers and marketers. 相似文献
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ABSTRACT The model of intuitive morality and exemplars (MIME) predicts that moral representations in media content can activate related moral intuitions in audiences, and that audience members in turn are influenced by their moral instincts to select content featuring corresponding moral values. This proposition was tested and confirmed in a two-phase study. Content analyses measured the frequency of moral domain representations in top-rated popular TV serials from India and the U.S., while an implicit measure (MF-AMP) gauged the strength of corresponding moral intuitions in viewers and non-viewers of these shows. 相似文献
18.
ABSTRACTDeclining advertising revenue and print copy sales have propelled extensive paywall experiments in local newspapers to generate new revenue and fund local journalism. The success of these experiments is ultimately depending on whether or not they deliver the value that customers require. This article studies local newspapers’ potential to build successful paywalls by conducting a two-sided analysis of paywall value propositions and local news audiences’ responses to these value propositions. Drawing on mixed methods – in-depth interviews with 20 newspaper managers and a national survey (N = 1586) among local newspaper audiences – our study identifies a major gap between intended value of paywalls and customer value perception and behavior. These are misalignments between the intended attractiveness of paywalled content and audience attitude toward this content, and misalignments between access to paywalled content and use. Local newspapers’ offerings are particularly misaligned with younger, lower income and lower news interest customers. When these groups hit a paywall, they most likely bounce off. 相似文献
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Arthur A. Raney Sophie H. Janicke Mary Beth Oliver Katherine R. Dale Robert P. Jones Daniel Cox 《Mass Communication and Society》2018,21(3):296-319
This article reports the findings from a national survey of self-transcendent (or inspiring) media audience members in the United States. Exposure to self-transcendent content is socially significant because, theoretically, it can orient users toward matters beyond themselves, ultimately promoting connections with others and altruistic behaviors. However, to date, little is known about the daily audiences for such fare. Four primary questions guided the investigation: (a) What are the media sources and contents identified as “inspiring” by the audience? (b) Who makes up the current U.S. audience for self-transcendent media content? (c) What personality traits and viewer characteristics are associated with self-transcendent media consumption? and (d) What prosocial and altruistic behaviors are associated with self-transcendent media consumption? To address these questions, a nationally representative survey (n = 3,006) was conducted. The findings are discussed in relation to the growing body of scholarship on positive media psychology. 相似文献