—Two pages, should include the thesis of the paper, the theories used and concrete examples you are using to illustrate your thesis. THE THEORIES WILL BE FOUND IN THE READINGS (TEXTBOOK)Create your own example and thesis. Don’t use outside sources. No plagiarism . MULTIPLE THEORIES AND EXAMPLES NEED TO BE USED IT IS GOING TO BE A 12 PAGE PAPER
BELOW ARE THE INSTRUCTIONS FOR THE FINAL ESSAY NOT THIS ASSIGNMENT BUT I PUT THEM HERE SO THAT YOU HAVE AN IDEA OF EXPECTATIONS FOR THE DRAFT WHICH IS WHAT YOUR DOING.
You are REQUIRED to use class materials and readings to construct your answers. The textbook is John Sullivan’s Media Audiences: Effects, Users, Institutions and Power 2nd Edition 2020. It is not acceptable to use the 1st Edition.(I WILL PROVIDE ACCESS TO) 1. AUDIENCES AS INSTITUTIONAL CONSTRUCTS FROM ANALOG TO DIGITALOne way of seeing audiences as institutional constructs is to understand media audiences in relations to their media consumption and how this information is constructed and used by different rating agencies, advertising firms and media executives. Audience ratings have long been important tools for the media industries to understand how well their media products are received. The media industries would try to understand the media audiences through these ratings in order to craft their media strategies moving forward, deciding what media contents would attract the most media audience and the right kinds of media audiences. In the digital age, the media industry’s practices of audience ratings have changed. The ability to collect a near infinite amount of data has resulted in tracking through media metrics. In this final project, you want to compare the different ways media industries collect data on media audiences – be they traditional audiences of radio and television, or digital media audiences and users of our digital age. In the process of constructing the data, what are some of the common methodological mistakes? What aspects of media audience are neglected? When media audiences are constructed quantitively, what are some of the assumptions made?
You will NEED to consult Chapters 3, 4, 9 & 10 of the class text in order to answer this question.
You should also consult John Oliver’s segment on Data Broker on Youtube. https://www.youtube.com/watch?v=wqn3gR1WTcA&t=7s Some relevant readings from Sullivan:- Constructionism and the Notion of the Audience, P6 …, remember this question addresses the issue of institutional constructs, not all constructs.- Public Opinion and the Limits of Audience Constructions, P.81-85.- All of Ch. 3 is extremely important.- Digitalization, Fragmentation, Platforms, and the Rise of Audience Autonomy, P.269-274- Big Data and Online Audience Metrics, P. 274-281.- Social Media and Audience Surveillance in a Networked Environment, P.294- The New Economics of Audience Aggregation, P. 308-310
BELOW ARE JUST QUESTIONS THAT NEED TO BE ANSWERED IN THE FINAL ESSAY (THIS IS NOT THE FINAL) FOR THIS ASSIGNMENT YOU CAN JUST USE THESE QUESTIONS TO COME UP WITH AN THESIS FOR THE FINAL ESSAY AND FOLLOW THE INSTRUCTIONS.-Two pages, should include the thesis of the paper, the theories used and concrete examples you are using to illustrate your thesis.
Suggested Structure of this assignment: 1. What is audience measurements? Why is it important to the media industries? (You can get some information on public opinion in democratic society (Ch.3) to deeper your understanding of the constructiveness of quantitative audience.)2. Explain the different ways audience has been constructed – from radio, television, (like Nielsen) to today’s digital media ability to track. (Ch.4)2a. Evaluate some of the strengths and short coming of ratings, including the methods used to construct ratings.3. Explain the difference between traditional media companies like broadcast radio and TV networks and new media companies like technological platforms like Facebook and Google (Chs. 9 & 10). Explain how these differences lead to news ways to measure and construct audiences.4. Talk about the pros and cons of tracking in the new digital media age.5. Summarize the major points on the many changes and think about how the balance the rights of audience, the convenience audience sought, and the power garnered by media corporations. Useful link beyond the readings:https://www.wsj.com/articles/SB10001424052748703358504575544381288117888’Scrapers’ Dig Deep for Data on WebBy Julia Angwin And Steve StecklowUpdated Oct. 12, 2010 12:01 am ET, the video on cookies is very good