Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

2012 10 27_ecrea_istanbul_wyss

800 views

Published on

2012 10 27_ecrea_istanbul_wyss

  1. 1. ECREA Conference 2012How audience constructions guide the wayjournalists workSaturday 27 OctoberJS 9, 10.30 - 12.00, Room A214Vinzenz Wyss, Mirco SanerZurich University of Applied Sciencesvinzenz.wyss@zhaw.chZürcher Fachhochschule 1
  2. 2. Self-observation & Synchronization of Society Politics Ecomomy Justice The public Journalism Science Art Religion Education Zürcher Fachhochschule 2
  3. 3. rules of resources of dominationsignification/legitimation facilities: schema / concepts: Knowledge about audience idea of audience steering & expectation of expectations controlling processes role perceptions recursive process to communicate / to exert to legitimate power
  4. 4. Input Quality Policy idea of the audience / audience conception Zürcher Fachhochschule
  5. 5. Audience constructions as… •citizens political •societal actors •evaluators of journalism quality journalistic •interpreting participants •fans cultural •producers of »user generated content« •mature consumers •target group („coin of exchange“) economic •aggregate of media contacts (Hasebrink 2008: 526; Kiefer 2001; Siegert 1998; Karmasin 1998 ; Bonfadelli/Meier 1996; Webster/Pahlen 1994)Zürcher Fachhochschule 5
  6. 6. Methodical approach (2010)• online survey among journalists• document analysis• observation• guided interviews 10 commercial broadcast stations (188 journalists)Zürcher Fachhochschule 6
  7. 7. Online survey that’s not the caseI have a clear target group that’s rather not the caseconception that’s rather the caseOur target group that’s the caseconception is led byaudience research I don’t knowThe preparation of aprogramme is guided by theaudience’s needThe audience’s point ofview is one for discussionduring feedbacks/reviewsWe communicate thequality policy to theaudienceAudience feedback istreated systematically Zürcher Fachhochschule 7
  8. 8. «I have a clear target group conception»• conception-gap (discrepancy) - expectation vs. reality - individual vs. editorial board• only 2 of 10 editorial teams have a detailed target group conceptionZürcher Fachhochschule 8
  9. 9. Online survey that’s not the caseI have a clear target group that’s rather not the caseconception that’s rather the caseOur target group that’s the caseconception is led byaudience research I don’t knowThe preparation of anprogramme is guided by theaudience’s needThe audience’s point ofview is one for discussionduring feedbacks/reviewsWe communicate thequality policy to theaudienceAudience feedback istreated systematically Zürcher Fachhochschule 9
  10. 10. «Our target group conception is led byaudience research»• all evaluated editorial teams use audience research• 6 of 10 do communicate findings about audience research to the staff (confidential data, «frustrating effects»)• findings hardly ever led to revised audience conceptions (2 of 10), because (quantitative) data are in some cases not convenient.Zürcher Fachhochschule 10
  11. 11. Online survey that’s not the caseI have a clear target group that’s rather not the caseconception that’s rather the caseOur target group that’s the caseconception is led byaudience research I don’t knowThe preparation of aprogramme is guided by theaudience’s needsThe audience’s point ofview is one for discussionduring feedbacks/reviewsWe communicate thequality policy to theaudienceAudience feedback istreated systematically Zürcher Fachhochschule 11
  12. 12. „Message wish“ as a steering instrumentThe listener should…experience / understand / know / recognize etc.why / that / if / how much etc.the protaginist / the hero / the victimslowly / fastly / successfully etc.helped / decided / supported etc.this decsion / the event / the victim etc.altough / while / despite…etc. Zürcher Fachhochschule
  13. 13. «The preparation of a programme isguided by the audience’s use»relevance interest needs use/profit-vague conceptions-primarily economical conceptions (target group, socialdemographics, etc.)Zürcher Fachhochschule 13
  14. 14. Audience constructions as… •citizens political •societal actors •evaluators of journalism quality journalistic •interpreting participants •fans cultural •producers of »user generated content« •mature consumers •target group („coin of exchange“) economic •aggregate of media contacts (Hasebrink 2008: 526; Kiefer 2001; Siegert 1998; Karmasin 1998 ; Bonfadelli/Meier 1996; Webster/Pahlen 1994)Zürcher Fachhochschule 14
  15. 15. Online survey that’s not the caseI have a clear target group that’s rather not the caseconception that’s rather the caseOur target group that’s the caseconception is led byaudience research I don’t knowThe preparation of aprogramme is guided by theaudience’s needThe audience’s point ofview is one for discussionduring feedbacks/reviewsWe communicate the Q policyquality policy to the communicatedaudience online: 3 of 10Audience feedback istreated systematically Zürcher Fachhochschule 15
  16. 16. The audience’s point of view is one fordiscussion during feedbacks/reviews• more implicit than explicit («that’s what the audience is interested in»)• representatives of the audience are hardly ever invited to editorial feedbacks / reviews the audience point of view is not institutionalisedZürcher Fachhochschule 16
  17. 17. Online survey that’s not the caseI have a clear target group that’s rather not the caseconception that’s rather the caseOur target group that’s the caseconception is led byaudience research I don’t knowThe preparation of aprogramme is guided by theaudience’s needThe audience’s point ofview is one for discussionduring feedbacks/reviewsWe communicate the Q policyquality policy to the communicatedaudience online: 3 of 10Audience feedback istreated systematically Zürcher Fachhochschule 17
  18. 18. Online survey that’s not the caseI have a clear target group that’s rather not the caseconception that’s rather the caseOur target group that’s the caseconception is led byaudience research I don’t knowThe preparation of aprogramme is guided by theaudience’s needThe audience’s point ofview is one for discussionduring feedbacks/reviewsWe communicate thequality policy to theaudience „matter for the boss“Audience feedback istreated systematically (3x) / no systematic Zürcher Fachhochschule treatment (10 of 10) 18
  19. 19. Conclusion• from an empirical point of view: hardly explicit and discursive audience conceptions (vague, diffuse)• from a theoretical point of view: Risk: references do not belong to the journalism system (domination of economical references) •from a practical point of view: missed opportunities concerning a consciously editorial quality management systemZürcher Fachhochschule 19

×