2. โข Born 14 October 1934
โข In 1977, Jeremy Tunstall published
the landmark The Media Are
American. In it, he argued that
while much of the mass media
originated in Europe and elsewhere,
the United States dominated global
media because nearly every mass
medium became industrialized
within the United States.
โข He then in 2008 published The Media
Were American, focusing on the
mass media decline in America
3. Theory
โข Primary, secondary and tertiary audience engagement
โข โWatching films in a cinema involve a primary mode of
audience engagement as the spectator is immersed with the
narrative while watching a programme at home on television
may involve eating a meal at the same time, texting, using
social media or other additional activities. Tertiary audience
engagement is using the text as a background media lie music
radioโ
โข He basically said primary โ close attention e.g. cinema/books
โข Secondary โ the medium in question is relegated to the
background e.g. radio, some TV and music
โข Tertiary โ no conscious monitoring takes place of the media
e.g. pictures or background radio
4. PRIMARY SECONDARY TERTIARY
Audience Engagement theory was coined by Jeremy Tunstall who believed Audiences
passively or actively consume media depending where they are and what they are
doing, they fall into three categories; Primary, secondary and tertiary audience
engagement.
Primary audience engagement
Primary audience engagement - The cinema requires the audienceโs detailed attention
to watch the films being screened.
Secondary audience engagement
Secondary audience engagement โThe audience consume in the background perhaps
while they are doing something else for example a radio programme that is being
listened to while the listener is driving a car or a soap opera on in the background
while the audience are on their tablets reading social media posts.
Tertiary audience engagement
Tertiary audience engagement โThe audience is almost unaware they are consuming
for example adverts in a magazine they are reading or on a billboard they walk past,
another example might be radio on in the background while you are in shop.
