Media Strategies: Broadcasting vs Narrowcasting

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Questions and Answers

What does indirect surveillance require private companies to do?

Monitor users' online behavior without consent.

Provide real-time updates about user activities.

Encrypt all user data to ensure security.

Save and disclose users' records and communications. (correct)

What is a key challenge in managing reputation online?

The difficulty of maintaining privacy across various audiences. (correct)

Immediate removal of negative comments by platforms.

The lack of online presence for most users.

Redundant content shared across platforms.

What has led to tensions described as 'protectionist' in media content?

The shift towards global properties over national ones.

Excessive regulation of broadcast programming.

The increasing reliance on user-generated content.

Commercial interests conflicting with data protection. (correct)

Why might platforms emphasize curation and safe spaces?

To minimize the digital divide among users. Signup and view all the answers

How do personas differ in the context of online reputation management?

They vary significantly based on intended audience. Signup and view all the answers

What are critical components that sustain an online affinity network?

Culture, activities, expertise, and responsibilities Signup and view all the answers

Which of these describes a potential downside of online affinity networks?

They may reinforce problematic perspectives. Signup and view all the answers

What is a characteristic of specialized online affinity networks?

They increase status through niche engagement. Signup and view all the answers

Which practice is NOT part of productive consumption in fandom?

Isolation from group discussions Signup and view all the answers

What is one of the defining features of fandom?

Public display and discussion of interests Signup and view all the answers

How can black fandoms impact academic discussions around media?

They decenter white experiences in fandom. Signup and view all the answers

Which of the following is a method used in online fandom for info seeking?

Using platforms such as subreddits and video walkthroughs Signup and view all the answers

What term describes the constant reinterpretation seen in fandom?

Speculation Signup and view all the answers

What is microtargeting in advertising?

Targeting based on the data found in a user profile. Signup and view all the answers

What do lookalike models rely on?

Aggregating shared data points between converters. Signup and view all the answers

Why are children considered a lucrative demographic in marketing?

They significantly influence their parents' purchasing decisions. Signup and view all the answers

What is one concern regarding children's media consumption?

Children often lack the skills to critically understand what they consume. Signup and view all the answers

How do children typically use TV according to the assumption about their viewing habits?

They passively absorb content without engagement. Signup and view all the answers

What is a key element of children's engagement with TV content?

Direct participation through answering questions and singing. Signup and view all the answers

What is the protectionist view of children's media consumption?

Media must be carefully controlled to protect children's innocence. Signup and view all the answers

Why is active mediation important for children watching TV?

It fosters deeper engagement and understanding of content. Signup and view all the answers

What is one way fans can access rare and out-of-print material?

On eBay Signup and view all the answers

How do fans typically express their personal beliefs and perspectives?

Through fan art and fanfiction Signup and view all the answers

What does cultural production enable fans to do?

Expand and transform existing texts Signup and view all the answers

In what manner does the industry view fandom?

As an industrial construct Signup and view all the answers

Why do IP holders often tolerate cultural production despite potential violations?

Because it helps fandoms to flourish Signup and view all the answers

What is an outcome of the industrial utility of fandom as noted by Gwenllian Jones?

Fandom is a niche market cultivated by the industry Signup and view all the answers

What role does social media play in cultural production?

It becomes a platform for exhibition and engagement Signup and view all the answers

What is a significant characteristic of cultural products created by fans?

They reflect the beliefs and needs of underserved audiences Signup and view all the answers

What is the main purpose of cocooning in place-making?

To provide a means of avoiding engagement with surroundings. Signup and view all the answers

What best describes planned obsolescence?

Creating products with a limited lifespan to encourage repeat purchases. Signup and view all the answers

Which of the following is a component of mobile gaming?

Gameplay accessibility through story and mechanics. Signup and view all the answers

What is meant by the term 'avatarial introjection' in console games?

Players projecting their identity onto the avatar. Signup and view all the answers

In esports, how is the competitive structure primarily characterized?

Institutional and regulated elite gaming tournaments. Signup and view all the answers

How do console games relate to spatial convergence?

They focus on immersive play in the virtual game space. Signup and view all the answers

What role does live streaming play in relation to video games?

It allows players to monetize spectatorship. Signup and view all the answers

What is footprinting in the context of public spaces?

Public spaces designed to build relationships with individuals. Signup and view all the answers

What is one of the main roles of game spectators in the context of esports?

To monetize audience engagement Signup and view all the answers

How does Web 2.0 operate technologically?

It allows users to generate content using templates and tools. Signup and view all the answers

What characterizes the social aspect of Web 2.0?

It emerges from the desire to create and share knowledge. Signup and view all the answers

What is one of the economic implications of Web 2.0?

It enables monetizable content creation and sharing. Signup and view all the answers

What is a viral video according to Burgess?

A user-led networked distribution video. Signup and view all the answers

What are the costs associated with Web 2.0?

Users are unwaged and subjected to ads and data collection. Signup and view all the answers

Who are influencers in the context of Web 2.0?

Small-scale, entrepreneurial content creators. Signup and view all the answers

What does Web 2.0 promise to its users?

A participatory culture where everyone can contribute. Signup and view all the answers

Study Notes

Broadcasting

Focus on mass audiences
Advertising strategy with a specific goal of reaching the largest possible audience
Logic focuses on "least objectionable programming" appealing across demographics, regions, and generations

Narrowcasting

Focus on niche audiences desired by advertisers
Goal: Create content for a niche audience and sell access to that niche to advertisers
Logic divides audiences into categories useful to marketers
Narrowcasting complements, but doesn't replace, broadcasting

Audience Segmentation

Media products are targeted to reach different groups of people
Target audience segments are determined by the producers
Valued because these groups spend money and time similarly

Segment Types

Geographic (less useful in the age of global brands) - useful for social media
Demographic (characteristics like gender, age, education, marital status, etc.)
Lifestyle (interests, hobbies)
Psychographic (personality characteristics, attitudes)
Examples include Bravo Channel targeting "affluent influencers"

Data Collection

Profile: Collection of data points on an individual consumer
Databases: Collections of constantly updated user profiles, sortable by desired information
- First-party data: Data collected directly by the site or platform
- Third-party data: Data purchased from data brokers (e.g., Axiom)

Interactive Microtargeting (Einstein)

Programmatic media buying: Algorithms buy ad space
Targeting users based on data in their profile
Touchpoints: Ads follow users across their web browsing

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Description

Explore the critical distinctions between broadcasting and narrowcasting in media strategies. This quiz covers concepts like audience segmentation, targeting methods, and the impact of geographic, demographic, lifestyle, and psychographic factors on marketing. Test your knowledge on how these strategies affect advertising and reach.