1. Do Now Task:
1. 50% of media students said
they would use the 7D’s
5.
2.
6. A student said “Coke is better
than Pepsi”
7.
3. “I think that Windows 7 is
better than Windows 8”
4. 10 out of 12 people cant
believe its not butter
8. “I hate 100% of the Apple
products”

2. Two Step Flow
• Two step flow is the transfer of information from
a Media Text to an Audience.
• Essentially information from Media Text’s do not
flow directly to audiences but rather through
individual people called “Opinion Leaders” who
watch media closely.
• These leaders tell the information to their friends,
“Opinion Followers”, but also add their own
interpretation as well which is called “Personal
Influence”.

3. A Visual Representation
1. Media Text
2. Audience
3. Friends
Opinion Leader:
“It’s a good film
and I think its
the best in the
world”
Think that
Back to the
Future is the
best film as a
close friend
has
influenced
them.

4. Personal Influence
• As the information that “Friends” receive is
Second Hand, the information they receive has
been combined with the personal opinion of the
“Opinion Leader”.
• This could mean that a biased message could be
passed on to others which could lead up to a false
build up of expectations.
• This Biased view of the “Opinion Leader” with the
original information from the “Media Text” is
called Personal Influence.

5. On a Larger scale...
A: Audience
“Opinion
Leaders”
(Those that
see the
source
material)
F: Friends
“Opinion
Followers”
(Those that
receive the
“Personal
Influence”
from the
“Opinion
Leaders”)

6. Qualitative VS. Quantitative
Qualitative Definition:
Involving or relating to distinctions based on
quality or qualities, therefore qualitative
research is based on opinions and suggestions
as well as analysis of emotion. (Opposite to fact
based research)
Quantitative Definition:
Expressed or expressible as a quantity and
therefore is research that specifically relies on
percentages and statistics and other numerical
related facts.
Ways to collect research:
-Focus Groups (Interaction with subjects on
specific topics.)
- Direct observation (Making specific
observations of a situation without influencing or
participating in any way.)
Ways to collect research
-Surveys (Gives an opportunity to produce
primary data for your research.)
- Research (Finding out if there is any existing
quantitative data that can be used to back up
your own data.)
Example: Oil painting
blue/green colour, gold frame
smells old and musty
texture shows brush strokes of oil paint
peaceful scene of the country
masterful brush strokes
Example: Oil Painting
- picture is 10" by 14"
with frame 14" by 18"
weighs 8.5 pounds
surface area of painting is 140 sq. in.
cost $300

7. Explanation Video
http://www.youtube.com/watch?v=6yzT3jgEm54
• Now give me an example of qualitative data
that you might find in when doing audience
research for a media product.
• Now Give me an example of quantitative
data that you might find when doing
audience research for a media product.

8. Mass Market
• The producers of media texts and the advertisers who
used them were if anything even more interested in
these audiences who they could contact through the
new media
• Television companies and advertisers pioneered new
techniques of market research which involved
quantitative surveys where they attempted to count
how many people they reached.
• The most obvious on is the system of television ratings.
• There might have been shows you have enjoyed
watching but is no longer on tv due to it not achieving
high enough ratings.

9. Alcatraz Example
• A TV series that got
cancelled due to low
ratings is Alcatraz.
• http://www.youtube.co
m/watch?v=Rk5zRuVDI
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