Podcast
Questions and Answers
What is the primary goal of broadcasting?
What is the primary goal of broadcasting?
Narrowcasting targets a mass audience.
Narrowcasting targets a mass audience.
False
Name one method used in audience segmentation.
Name one method used in audience segmentation.
Demographic, geographic, lifestyle, or psychographic.
___ data is collected directly by the site or platform.
___ data is collected directly by the site or platform.
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Match the approaches of audience segmentation with their definitions:
Match the approaches of audience segmentation with their definitions:
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What does interactive microtargeting primarily rely on?
What does interactive microtargeting primarily rely on?
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The process of using aggregated data points to target similar users is known as ___ modeling.
The process of using aggregated data points to target similar users is known as ___ modeling.
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Touchpoints refer to the locations where ads are purchased in bulk.
Touchpoints refer to the locations where ads are purchased in bulk.
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Which of the following discourses is NOT part of black fandoms according to the content provided?
Which of the following discourses is NOT part of black fandoms according to the content provided?
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Fandom is solely an industrial construct and not a community.
Fandom is solely an industrial construct and not a community.
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What does 'info seeking' entail in the context of fandom online?
What does 'info seeking' entail in the context of fandom online?
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The ________ of fandom can transform texts and create new cultural products.
The ________ of fandom can transform texts and create new cultural products.
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Match each term with its corresponding description.
Match each term with its corresponding description.
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What is one way the internet has affected fandom?
What is one way the internet has affected fandom?
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Black fandoms do not contribute to the discourse of civic duty in relation to blackness.
Black fandoms do not contribute to the discourse of civic duty in relation to blackness.
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What is the role of 'transmedia consumption' in fandom?
What is the role of 'transmedia consumption' in fandom?
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What is one reason why children are considered a lucrative demographic for media companies?
What is one reason why children are considered a lucrative demographic for media companies?
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Parents and educators view children as having advanced taste distinction when it comes to media consumption.
Parents and educators view children as having advanced taste distinction when it comes to media consumption.
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What educational purpose can television serve for children?
What educational purpose can television serve for children?
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The assumption that children consume media as adults do without critical skills is challenged by their ____ engagement.
The assumption that children consume media as adults do without critical skills is challenged by their ____ engagement.
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Match the following types of children's programming with their descriptions:
Match the following types of children's programming with their descriptions:
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What is a notable prediction regarding children's programming content?
What is a notable prediction regarding children's programming content?
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Youth online participation is primarily interest-driven and does not relate to offline relationships.
Youth online participation is primarily interest-driven and does not relate to offline relationships.
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Name one of the three common features of Online Affinity Networks.
Name one of the three common features of Online Affinity Networks.
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What is the main goal of deregulation in the media industry?
What is the main goal of deregulation in the media industry?
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Vertical integration refers to owning many different media divisions to spread risk.
Vertical integration refers to owning many different media divisions to spread risk.
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What is a media conglomerate?
What is a media conglomerate?
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___ refers to the phenomenon where coordination across media divisions makes the total greater than the sum of its parts.
___ refers to the phenomenon where coordination across media divisions makes the total greater than the sum of its parts.
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Match the type of integration with its definition:
Match the type of integration with its definition:
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What is a negative aspect of media mergers?
What is a negative aspect of media mergers?
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Self-regulation in media refers only to regulations imposed by the government.
Self-regulation in media refers only to regulations imposed by the government.
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What is meant by 'cross-media ownership'?
What is meant by 'cross-media ownership'?
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Study Notes
Broadcasting vs. Narrowcasting
- Broadcasting: Focuses on a mass audience. Goal is the largest audience possible. Emphasizes "least objectionable programming" for broad appeal.
- Narrowcasting: Focuses on niche audiences desired by advertisers. Goal is to reach a specific niche. Content is tailored to that niche.
Audience Segmentation
- Audience segmentation divides audiences into useful categories for marketers.
- Media products target specific demographic groups who spend and use media in predictable ways.
- Four forms of segmentation:
- Geographic (less useful in the era of national brands).
- Demographic (e.g., gender, age, education).
- Lifestyle (e.g., interests, hobbies).
- Psychographic (e.g., personality characteristics).
Data Collection
- Profiles contain individual consumer data points.
- Databases are constantly updated collections of user profiles.
- First-party data is collected by the platform.
- Third-party data is purchased from data brokers.
- Interactive microtargeting (like Einstein) uses aggregated data points to profile and target consumers.
Interactive Microtargeting Benefits
- Decrease irrelevant information.
- Automated (no human intervention).
- Compiled with little/no user access.
- Limited ability to guarantee accuracy.
- No limits on data duration (historical data is kept).
- No way to distinguish public vs. private data.
Two Understandings of the Child Audience
-
Media Industry:
- Children are desirable and lucrative demographic.
- Kids consume media frequently.
- Media fosters brand loyalty. (Conditioning technique).
-
Protectionist:
- Children are seen as innocent and requiring protection.
- Kids are unable to distinguish good tastes from bad.
- Consumption is a passive activity.
Children and TV: Why?
- TV provides a window to the larger world.
- TV can be a teaching tool.
- Educational curricula and social/emotional curriculum are included in TV programming.
Screen Content for Children
- Broadcast programming blocks (mostly on PBS).
- Cable channels target children.
- Video sharing services; (U.S. & global; short and long form; user created & adult created).
Online Affinity Networks (Pfister & Martin)
-
Youth Online Participation:
- "Friendship-driven" (offline connections that come online).
- "Interest-driven" (affinity outside immediate community).
-
Three common features of OANs:
- Specialized (focused on an interest).
- Engagement via niche (boost engagement).
Intentional, Open Fandom
- Intentional: Opt-in, opt-out, can be "exclusionary."
- Open: easily discoverable, shareable, visible content.
Productivity Practices of Consumption
- Fandom:
- Interpretation
- Speculation
- Projection
- Discussion
Defining Fandom
- High engagement.
- Close Scrutiny.
- Social Practice: Public Display.
- Fandom is heightened typical behaviors and pleasures.
Black Fandoms
- Intervention approach used to describe Black Fandoms vs. other types of Fandoms.
- Discourse used to define Black Fandom.
- Must-see Blackness (civic duty)
- Economic consumption (monetary support)
- Pedagogical properties teaching tools)
Fandom Online
- The internet makes fandom behavior easier. Includes information-seeking, consumption, and backstage access.
Cultural Production
- Fans build upon/transform texts (e.g.; products of art, craft, or media).
- Production, distribution, and exhibition are facilitated by new technologies.
- Cultural productions express underserved cultural needs.
Industrial Utility of Fandom
- Fandom is not just a community, but an industrial construct, supported by consumption, not critique.
- It is built on heavy transmedia consumption.
Critical Media Policy
- A lens to explore media, power, and society.
- Not just a technocratic exercise in problem-solving.
Interpretative Policy Analysis
- Looks at how “values, meanings, and systems of power” influence policy.
- Examines who gets to decide what "sexual content" is.
Political Economy
- Political economy reveals how economic powers influence policy.
Cultural Policy
- How policy uses cultural forms to manage behavior (e.g., sexual content regulation).
Media Policy
- Formal and informal rules influencing media production, distribution, and consumption.
- Government regulation.
- Self-regulation by the industry.
- Pressure from citizens/groups.
Regulations vs. Deregulation
- How can policymakers ensure competition between media businesses? Regulations (government oversight) vs. Deregulation (removal of regulations).
Media Mergers and Conglomerates
- Media companies merge through buyouts.
- Media conglomerates own several media divisions within a corporation.
- Vertical Integration (production, distribution, and exhibition in a single division).
- Horizontal Integration (owning many media divisions).
Synergy
- Coordination across media divisions, that the whole is greater than the sum of its parts, (1+1=3)
- Can make companies more or less efficient depending on success.
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Description
Explore the differences between broadcasting and narrowcasting in media. This quiz covers audience segmentation methods and data collection strategies used by marketers. Understand how content is tailored to both mass and niche audiences.
