Beginning with an outline of the dynamical contexts and trends in media and communication analysis approaches, the book demystifies 'research' and also the 'research process' by giving sensible and accessible steerage on a way to style, set up and do prosperous analysis comes in media and communication. that includes international case studies and a student-friendly gloss, the book provides steerage on a way to raise the 'right' analysis queries and choose the 'right' analysis methodology.
Media associated Communication analysis ways is an indispensible text for all students of media and communication studies, significantly those enterprise their own analysis comes or taking modules in analysis ways.
Media production may be a advanced method and analysis is that the starting point for productions of any scale. The films and tv programmes that we tend to watch, the radio programmes and podcasts that we hear, the newspapers and magazines that we tend to scan and also the websites and laptop games that we tend to act with have all been thoroughly researched and planned within the pre-production stages.
In the initial a part of this unit you'll find out about the various functions of analysis at intervals the media industries. as an example, analysis is employed to assess the monetary viability of a planned production, to collect a range of knowledge relevant to the content of the assembly, or to allow for the effective coming up with of a production schedule.
There are also media corporations World Health Organization conduct intensive marketing research in order to collect information regarding audience consumption of media merchandise and services.
Purposes of analysis
There are 2 main types of analysis undertaken by the media industries. The first is named marketing research and the second production analysis. it's necessary that you perceive the needs of every of those types of research and what they involve.
Market analysis
Effective and prosperous media merchandise target the correct audience associated communicate to them in an approach. As the media trade becomes additionally fragmented, therefore, competition for a share of the audience becomes intense.
Market research involves trying at statistical information regarding audience size and composition
for a specific media product (for example however many people scan Th e Sun newspaper and what kind of people they are) the extent to that a possible audience area unit responsive to a media product or service (for example what percentage people area unit responsive to new digital radio channels that
are available) what folks have faith in explicit merchandise and services and what their patterns of behaviour per area unit (for example what folks have faith in broadband network technology and what they use it for). The media marketplace is very competitive and media producers can often times undertake elaborate analysis into their target market,
Audience segmentation
Segmenting the audience into different classes makes it easier for media producers to spot and target
groups of individuals with a similar desires and needs. Those undertaking analysis at intervals, or on behalf of, media organisations thus seek for classes they'll use to divide up the potential audience.
Common classifications include:
age
gender
culture and quality (ethnographic classification)
income and class (socio-economic classification).
AMPS : All Media & Products Survey
AMPS covers all media including television, radio, newspapers, magazines, cinema, the internet and attendance at events
Audience patterns by medium
The face-to-face questionnaire and diaries enable users to look at media consumption in depth and over time. Television and radio data includes:
• Reach and shares by channel
• Time spent viewing
• Campaign reach & frequency
For print media:
• Readership levels and duplication
• Readership build over time
• Campaign reach & frequency
For the internet:
• Total usage and frequency of use
• Where and how accessed
Drilling down
AMPS allows rich insights to be drawn by users. For example, TV stations and advertisers can look at key brand image drivers behind each television channels’ audience figures.
Radio stations can look at audiences by language and newspaper publishers can examine the number of readers looking at individual editorial sections.