Writing and Editing for Electronic Media Week 2: Audience issues

Writing and Editing for Writing and Editing for Electronic MediaElectronic Media

Week 2: Audience issuesWeek 2: Audience issues

• Early site not Mac compatible• Graphics, multiple windows and Flash animations required 56k modem: which only 1% of EU home users and 2% of US home users had.• Site required Macromedia’s Flash plugin which few had at launch

• Early site not Mac compatible• Graphics, multiple windows and Flash animations required 56k modem: which only 1% of EU home users and 2% of US home users had.• Site required Macromedia’s Flash plugin which few had at launch

BOO’s WoesBOO’s Woes

•First FM radio station, 1941•Digital radio licensed by US Federal Communications Commission, Oct 2002•61 years

•First FM radio station, 1941•Digital radio licensed by US Federal Communications Commission, Oct 2002•61 years

Longer established media ubiquitousLonger established media ubiquitous

Oxford Internet Survey, 2005Oxford Internet Survey, 2005

Dutton, W.H., di Gennaro, C. and Millwood Hargrave, A. (2005) Oxford Internet Survey 2005 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/oxis2005_report.pdf


Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf







S-Curve Pattern of Adoption:Growth Pattern for Many successful technologies

S-Curve Pattern of Adoption:Growth Pattern for Many successful technologies

UK households with Internet access 1998-2003, showing S-curve pattern of adoption

UK households with Internet access 1998-2003, showing S-curve pattern of adoption

Source: Office of National Statistics, October 2003Source: Office of National Statistics, October 2003

Standard adoption Standard adoption categoriescategories

InnovatorsInnovators Early adoptersEarly adopters Early majorityEarly majority Late majorityLate majority LaggardsLaggards

Netscape users, by version (Source: useit.com)Netscape users, by version (Source: useit.com)

theSun.co.uktheSun.co.uk

IE v6+IE v6+ Flash v7Flash v7 InternetInternet

theSun.co.uktheSun.co.uk

IE v6+ (77%)IE v6+ (77%) Flash v7 (60%)Flash v7 (60%) Internet @ home Internet @ home

(44%)(44%) = 22% UK = 22% UK

populationpopulation

(Example uses figures from (Example uses figures from 2004)2004)

bbc.co.uk/sportbbc.co.uk/sport

Shockwave v10Shockwave v10 Released 25 March 2004Released 25 March 2004 <3 months before Euro 2004<3 months before Euro 2004

Early CD-i titlesEarly CD-i titles

Caesar’s World of Caesar’s World of GamblingGambling

Palm Springs OpenPalm Springs Open Sporting News BaseballSporting News Baseball Audubon’s Birds of Audubon’s Birds of

North AmericaNorth America Stamps: Windows on Stamps: Windows on

the Worldthe World Time-Life PhotographyTime-Life Photography

BBC Multimedia CD-Roms BBC Multimedia CD-Roms (launched 1996)(launched 1996)

NoddyNoddy Live & Kicking: Show makerLive & Kicking: Show maker MastermindMastermind Pingu – A barrel of funPingu – A barrel of fun Wallace & Gromit: Cracking Wallace & Gromit: Cracking

animator / funpackanimator / funpack Doctor Who: Destiny of the Doctor Who: Destiny of the

DoctorsDoctors Attenborough’s AntarticaAttenborough’s Antartica Result (Sports Quiz)Result (Sports Quiz)

Personality variables Personality variables (early adopters)(early adopters)

Greater empathyGreater empathy Less dogmaticLess dogmatic Better at dealing with abstractionsBetter at dealing with abstractions More rationalMore rational Greater intelligenceGreater intelligence More favourable attitude to changeMore favourable attitude to change Better able to cope with uncertainlyBetter able to cope with uncertainly More favourable attitude to scienceMore favourable attitude to science

Personality variables Personality variables (early adopters)(early adopters)

Less fatalisticLess fatalistic Higher aspirations (educational, professional)Higher aspirations (educational, professional) More socially participative / connectedMore socially participative / connected More cosmopolitanMore cosmopolitan Greater exposure to change agents / mediaGreater exposure to change agents / media Quicker to seek & find info about innovationsQuicker to seek & find info about innovations Higher degree of opinion leadershipHigher degree of opinion leadership


% UK households with Internet access% UK households with Internet access % of men, % of women who use Internet% of men, % of women who use Internet Internet use by education: % ‘basic’; % ‘further’; % ‘higher’.Internet use by education: % ‘basic’; % ‘further’; % ‘higher’. % of those who are disabled% of those who are disabled % individuals who currently use Internet% individuals who currently use Internet % individuals who have never used Internet% individuals who have never used Internet % of those earning <£12,500 who use Internet% of those earning <£12,500 who use Internet % ditto for £12,500-£25,000% ditto for £12,500-£25,000 % ditto for £50,000+% ditto for £50,000+ % of those age 18-24 who use Internet% of those age 18-24 who use Internet % of those age 55-64 who use Internet% of those age 55-64 who use Internet % of those age 65-74 who use Internet% of those age 65-74 who use Internet % of those age 75+ who use Internet% of those age 75+ who use Internet










66% UK households with Internet access66% UK households with Internet access 70% of men, 65% of women70% of men, 65% of women Internet use by education: 55% ‘basic’; 78% ‘further’; 90% ‘higher’.Internet use by education: 55% ‘basic’; 78% ‘further’; 90% ‘higher’. 36% of those who are disabled36% of those who are disabled 67% individuals who currently use Internet67% individuals who currently use Internet 28% individuals who have never used Internet28% individuals who have never used Internet 39% of those earning <£12,500 who use Internet39% of those earning <£12,500 who use Internet 64% ditto for £12,500-£25,00064% ditto for £12,500-£25,000 91% ditto for £50,000+91% ditto for £50,000+ 86% of those age 18-24 who use Internet86% of those age 18-24 who use Internet 58% of those age 55-64 who use Internet58% of those age 55-64 who use Internet 37% of those age 65-74 who use Internet37% of those age 65-74 who use Internet 24% of those age 75+ who use Internet24% of those age 75+ who use Internet

PersuasiveMessage –––>

Alters or activates latentpsychological process,for example attituteformation

–––>Achieves change indirection of overtbehaviour

PersuasiveMessage –––>

Alters or activates latentpsychological process,for example attituteformation

–––>Achieves change indirection of overtbehaviour

DeFleur’s psychodynamic modelof stimulus-response

DeFleur’s psychodynamic modelof stimulus-response

Mass media

= Isolated individualsconstituting a mass

Mass media

= Isolated individualsconstituting a mass

An early mass communications modelAn early mass communications model

Two step model of media influenceTwo step model of media influence

Berelson’s findingsBerelson’s findings

People read newspapers for:

* Info about & interpretation of public affairs* As a tool for daily life* For respite* For social prestige* For social contact

People read newspapers for:

* Info about & interpretation of public affairs* As a tool for daily life* For respite* For social prestige* For social contact

What you really need?What you really need?

1. Cognitive needs - knowledge, understanding,curiosity, exploratory, mastery of environment.2. Affective needs, aesthetic, pleasure, emotion,entertainment.3. Personal integrative needs - credibility,confidence, stability, status and self-esteem.4. Social integrative needs - contact with family,friends and world, affiliation.5. Escapist needs - escape, tension release,diversion.

1. Cognitive needs - knowledge, understanding,curiosity, exploratory, mastery of environment.2. Affective needs, aesthetic, pleasure, emotion,entertainment.3. Personal integrative needs - credibility,confidence, stability, status and self-esteem.4. Social integrative needs - contact with family,friends and world, affiliation.5. Escapist needs - escape, tension release,diversion.

Adults who have accessed the Internet by purpose of Internet use (for personal use).

Source: Office of National Statistics, Feburary 2003

Adults who have accessed the Internet by purpose of Internet use (for personal use).

Source: Office of National Statistics, Feburary 2003

















Audience researchAudience research

• Panel based measures, e.g.

Nielsen//Netratings, Comscore MediaMetrix

• Server logs:• Internal : google analytics, etc.• ‘Audited’ : ABCe.org.uk

• Panel based measures, e.g.

Nielsen//Netratings, Comscore MediaMetrix

• Server logs:• Internal : google analytics, etc.• ‘Audited’ : ABCe.org.uk

Documents

Writing and Editing for Electronic Media Week 2: Audience issues