Commodity Audience 200309 CT
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Transcript of Commodity Audience 200309 CT
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The Commodity Model:
Audience as Value
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Content
Introduction
Commodity Model (Present)
Commodity Model & Limitations
Evolution of Commodity Model
Case Study: MediaCorp TV & MOBTV
Conclusion
References
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Relationships
Advertiser Audience:Capture audiences awareness
Audience Media:Foundation of economic power
Audience is an asset/property
Advertiser Media:Provide financial support
Government protects local medias economic interestsby ensuring that the broadcasters are still working on an
advertiser-supported system.
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Dallas Smythe
Audience Commodity
all non-sleeping time is working time
Work time is devoted to the production of commodities,producing and reproducing labour power.
Time away from work, but not asleep is sold as a commodityto advertisers.
By consuming media, audience performs labour for the
advertisers and media.
Zz.
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Commodity Model
Broadcaster
AdvertiserAudience
$$$Ratings
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In reality, the broadcasters cater to the advertisers, instead ofto fulfill the publics wishes.
Broadcasters are expected to maximise their audiences andsell them to anyone who is willing to pay.
Broadcasters are trusted with the responsibility of publicinterest and compelled to provide programmes
Commodity Model & its Limitations
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Commodity model exists in a world whereby media is financiallysupported by advertisers.
With the introduction of new media, the concept about commodityvalue of audience will change.
One approach - the value of audiences to advertisers (ratings).
Other approach - ability of audiences to pay fees (direct payment).
In both cases, the audience will still be the key source of revenue.
Commodity Model: New Media ENV
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MediaCorp TV & MOBTV
MediaCorps Revenue = Mainly from advertisers.
MediaCorp introduced MOBTV(MediaCorp Online Broadcast Television).
Audiences are able to pay directly for programme viewing.
MOBTV subscription fees = Revenue to MediaCorp.
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Commodity Model: New Media ENV
Broadcaster
AdvertiserAudience
$$$Ratings
$$$
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Conclusion
Model evolves to suit the conditions of the new mediaenvironment.
Sustainability of the commodity model is constantly challenged,esp in a technologically advanced environment.
Money is still an independent variable.
Definitions and concepts of audience value and mediaenvironment are subjected to changes.
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References
Kellner D and Durham M, (1991), Media and Cultural Studies, pp 230-321
Webster, J. G, (1991), Audience Models in Communications, Policy
Chang, De Li, Making identical audience commodities across countries by globalsports: NBA and global advertising in Taiwan and the UShttp://lass.calumet.purdue.edu/cca/gmj/OldSiteBackup/SubmittedDocuments/archi
Cynara M. Medina, Ugly Betty and The Latino /A Commodity Audience, Downloaded on 9March 2009,http://www.allacademic.com//meta/p_mla_apa_research_citation/2/5/9/6/3/pages259631/p25
Glass G, (2006), Audience Labor: The Asymmetric Production of Culturehttp://www.geof.net/research/2006/audience-labor
Gould, Stephen J. ; Gupta, Pola B. (2006), Journal of Advertising, "Come on down":how consumers view game shows and the products placed in them.http://www.accessmylibrary.com/coms2/summary_0286-15385145_ITM
http://lass.calumet.purdue.edu/cca/gmj/OldSiteBackup/SubmittedDocuments/archivedpapers/spring2004/grad_research/non_refereed/chang.htmhttp://www.allacademic.com//meta/p_mla_apa_research_citation/2/5/9/6/3/pages259631/p259631-1.phphttp://www.geof.net/research/2006/audience-laborhttp://www.accessmylibrary.com/coms2/summary_0286-15385145_ITMhttp://www.accessmylibrary.com/coms2/summary_0286-15385145_ITMhttp://www.geof.net/research/2006/audience-laborhttp://www.allacademic.com//meta/p_mla_apa_research_citation/2/5/9/6/3/pages259631/p259631-1.phphttp://lass.calumet.purdue.edu/cca/gmj/OldSiteBackup/SubmittedDocuments/archivedpapers/spring2004/grad_research/non_refereed/chang.htm -
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Thank You!
Presented by:
Adrian NgBertrand Tay
Charine Tan
Ken Chua
Nicole Lee
Pearlyn HoonVernia Lim