PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

The Audience

PROF. MO KROCHMALMMKROCHMAL@QUINNIPIAC.EDU

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

ReviewQuinnipiac University

Online Interactive Master’s Program Issues in Contemporary Media

Learning Module No. 9The Audience

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Review1. History of Communications

2. Social Movements

3. Virality

4. News

5. Social Media, Events

6. Social TV

7. Midterm

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the AudienceIs Social Media

Killing Our Theories?

https://www.academia.edu/213495/Is_social_media_killing_our_theories

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the AudienceIs Social Media

Killing Our Theories?JournalismSocial Media

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the Audience

Is Social Media Killing Our Theories?

TheoriesFormation of public opinion

Two-step flow of information

Agenda setting

Spiral of silence

Media richness

Relationship management

Notion of feedback

Stakeholder theory

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the AudienceIs Social Media

Killing Our Theories?Foreverism

Crisis Communication

Issue Arenas

Attention workers

The Whuffie

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

OverviewThe People Formerly Known as

the AudienceNYU Journalism Prof. Jay Rosen Defines Citizen Journalism and coins a catchphrase for the death of the audience in the digital age.

http://www.huffingtonpost.com/jay-rosen/the-people-formerly-known_1_b_24113.html

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

OverviewThe People Formerly Known as

the AudienceNYU Journalism Prof. Jay Rosen Defines Citizen Journalism and coins a catchphrase for the death of the audience in the digital age.

YouTube VIdeo of Jay Rosen, NYU Journalism

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the Audience

Where is the Audience?

http://www.naa.org/Trends-and-Numbers/Newspaper-Websites/Newspaper-Web-Audience.aspx

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the Audience

Where is the Audience?

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the Audience

Nielsen and the Audience

http://www.adweek.com/news/television/how-nielsen-selling-its-game-changing-new-service-ad-buyers-167678

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the Audience

Nielsen and the Audience

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the Audience

Nielsen and the Audience

http://www.hollywoodreporter.com/news/michael-wolff-wild-west-tv-831962

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Theory of the Audience

Digital Publishing Metrics

Alan D. Mutter

http://newsosaur.blogspot.com/2014/06/digital-publishing-metrics-whats-real.html

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

OverviewDigital Publishing Metrics

Page viewsSocial-media sharesAd clickthroughTime on siteTotal Attention measurement

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Overview“If you aren’t paying for it, you

are the product”

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

OverviewAudience Behavior

YouTube video of lecture by Dallas Smythe, Economist

“Audiencing is a form of work, producing surplus value from what some would perceive as fun and leisure.”

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

OverviewAudience Behavior

90-9-1

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

OverviewAudience Behavior

90-9-1 Rule Explained

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

OverviewThe Audience

1. Theories of the Audience

2. The People Formerly Known as the Audience

3. Where is the Audience

4. Measuring the Audience

5. If you aren’t paying for it, you are the product

6. Audience Analysis

PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

Professor Contact Office Hours: By Appointment

Professor Mo Krochmal

E-mail: mmkrochmal@quinnipiac.edu