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Clienteleand
Audiencesin
Communication
ByZsaYnnaPatawaran,
LucasAdriano,and
SylvesterKipma
Table of Contents
Audiences of Communication
Groups and Organizations
Media Audiences
Mass vs. Niche
Theories on Media Audiences
Reception Model
Online Audiences
Audience Analysis and Audience
Research
Communication Media Channels
New Media
Audiences of Communication
Understanding the audience is crucial in
communication. It involves tailoring messages
to meet the needs and interests of the specific
group, ensuring clarity and relevance. This
targeted approach increases engagement,
persuasiveness, and meaningful interaction.
Recognizing cultural differences and being
adaptable are key in building trust. In
summary, a nuanced understanding of the
audience is fundamental for successful
communication outcomes.
The audiences of communication may
be classified as:
Individuals
Understanding and classifying communication
audiences as individuals is essential. Tailoring messages to
meet the specific needs, interests, and expectations of
individuals is crucial for effective communication. This
personalized approach increases the likelihood of messages
being well-received and understood on an individual level,
enhancing overall communication effectiveness.
Communities
The audiences of communication may be
classified as communities because addressing the
collective needs, values, and shared interests of a
group is essential. Recognizing and understanding
the dynamics within a community allows for tailored
communication that resonates with its members.
This approach fosters a sense of unity, shared
identity, and common understanding, facilitating
effective communication within the community
context.
Groups and Organizations
The audiences of communication may be
classified as groups and organizations because
tailoring messages to the specific needs, goals,
and structures of these entities is crucial.
Understanding the dynamics within groups and
organizations allows for effective communication
that aligns with their objectives and fosters
collaboration. This classification acknowledges
the unique characteristics, hierarchies, and
communication channels within these entities,
ensuring that messages are relevant and
impactful at a collective level.
Groups and Organizations
Interdependence: Recognizes the mutual reliance and
interconnectedness of individuals or units, emphasizing the need for
communication that addresses collaborative tasks and goals.
Interaction: Involves the exchange of information and ideas among
members, promoting dynamic communication for better understanding
and collaboration.
Synergy: Highlights the idea that collective effort can produce effects
greater than individual contributions, emphasizing the importance of
collaborative communication.
Common Goals: Refers to shared objectives that members collectively
work toward, requiring communication aligned with these overarching
organizational objectives.
Shared Norms: Involves agreed-upon principles or standards guiding
behavior, with communication needing to be mindful and respectful of
these norms to maintain a positive organizational culture.
Media Audiences
Media audiences refer to the diverse groups of
individuals consuming various forms of media,
characterized by segmentation based on
demographics and interests. These audiences
engage interactively with digital platforms and
exhibit evolving consumption habits influenced by
technological advancements. Content creators tailor
messages to specific segments, impacting opinions
and behaviors. Advertisers target audiences
strategically, and media literacy is vital for critical
interpretation. The dynamic landscape involves the
coexistence of traditional and digital media,
necessitating adaptability for media organizations
and content creators.
Media Audiences
Large and Vast:
Extensive size of media audiences
Represents a broad and numerous group
Unseen:
Not all members personally known to communicators
Communication often occurs without direct interaction
Measurable:
Aspects like size, demographics, and engagement can be
quantified
Allows for data-driven analysis of the impact of messages
Fragmented and Diverse:
Varied and diverse nature of audiences
Divided into distinct segments with different interests and
preferences
Mass vs. Niche
Mass Audience:
Large and diverse audience
Broad appeal to the general population
Associated with traditional mass media
Content designed for mainstream interests
Niche Audience:
Specialized and specific audience
Smaller, focused group with shared interests
Tailored content for a particular segment
Common in digital media, catering to niche interests
Comparison:
Mass audience targets a broad demographic.
Niche audience targets a specific, often smaller, audience with
tailored content.
Theories on Media
Audiences
Several theories help explain the dynamics and
behaviors of media audiences. Here are some
notable theories on media audiences:
Hypodermic Needle or Magic Bullet Theory:
Concept: Suggests that media messages are
powerful and directly influence individuals,
injecting ideas into the audience's minds.
Implication: Assumes a passive audience
that is easily swayed by media messages
without critical thought.
Theories on Media
Audiences
Two-Step Flow Theory:
Concept: Posits that media influences
opinion leaders first, and these leaders
then influence others in a two-step
process.
Implication: Recognizes the importance of
interpersonal communication and opinion
leaders in shaping public opinion.
Theories on Media
Audiences
Uses and Gratifications Theory:
Concept: Focuses on why individuals use
media and what gratifications they seek
from it, emphasizing active audience
engagement.
Implication: Views audiences as active
participants who select media content
based on personal needs, interests, and
motivations.
Theories on Media Audiences
Uses and Gratifications Theory:
Surveillance:
Purpose: Acquiring information and staying informed.
Examples: News, documentaries.
Diversion:
Purpose: Entertainment and escapism.
Examples: TV shows, movies, music.
Personal Identity:
Purpose: Enhancing self-concept, reinforcing values.
Examples: Identifying with characters, lifestyles.
Personal Relationships:
Purpose: Maintaining social connections, seeking companionship.
Examples: Social media, messaging apps.
Reception Model
The Reception Model, often associated
with Cultural Studies, emphasizes the
active role of the audience in interpreting
and making meaning from media texts.
This model suggests that audience
members are not passive recipients but
actively engage with and interpret media
content based on their personal and
cultural contexts. The Reception Model is
often described in terms of three
categories: dominant, negotiated, and
oppositional readings.
Reception Model
Dominant Reading:
Description: In a dominant reading, the audience interprets and
accepts the intended meaning of the media text as intended by the
creators or producers.
Significance: This aligns with the intended message of the media
content and reflects a more traditional, straightforward interpretation.
Negotiated Reading:
Description: In a negotiated reading, the audience accepts some
aspects of the intended meaning while also modifying or adapting it
based on their own perspectives and experiences.
Significance: The audience engages with the content in a way that
acknowledges both the intended message and their own
interpretations, reflecting a more interactive and nuanced relationship
with the media text.
Reception Model
Oppositional Reading:
Description: In an oppositional reading, the
audience actively rejects or opposes the intended
meaning of the media text and interprets it in a way
that goes against the creators' intended message.
Significance: This type of reading may occur when
individuals have different cultural, social, or
ideological perspectives that lead them to resist or
challenge the dominant interpretation.
Online Audience
China
1,050,000,000
India
692,000,000
USA
311,100,000
Indonesia
212,900,000
Brazil
181,800,000
Online Audience
The online audience (or netizens)
consists of those who frequently
use the Internet. As of October
2023, an estimated 5.3 billion
people worldwide regularly use
the Internet, or about 66% of the
world population.
Top five highest Internet
users per country (As of
November 2023)
Characteristics of The
Internet Audience
Dispersed - The Internet is not confined to a
country’s borders or a specific station like
television or radio is. It can reach any and all
audiences from anywhere in the world.
Interactive - The Internet provides instantaneous
feedback to its audience, as well as allowing
equally instantaneous response time.
A certain degree of technological knowledge -
Internet audience members are expected to have
a basic understanding of the technology that
makes the Internet work.
High consumption practices - A globally
accessible community means access to infinite
information, which means infinite ways to
consume and use that information.
Audience Analysis
& Research
Audience Analysis &
Research
Audience analysis is the observing of
an audience and identifying its
different demographics and
interests.
Audience research, meanwhile, is a
structured process aimed towards
gathering and organizing
information about specific groups in
an audience. Audience research is
typically conducted through surveys,
interviews or focus group
discussions.
Communication Media
Channels
Communication
Media Channels
While there are many channels of
communication available to the
public, only three will be discussed in
this presentation:
Mass Media
- Print
- Radio
- Television
Telecommunications
New Media
- Social Media
Mass Media
Mass media refers to communication channels that
broadcast messages to multiple different receivers at
once. Here are three examples of mass media:
Print: Newspapers, magazines, journals and other
similar mediums. Print forms of media are often
cited as the most credible sources of information,
as they cannot be tampered with the way an
online document can.
Radio: Radio broadcasting was the predecessor to
television. It is the go-to channel of
communication in times of natural disasters or
other emergencies due to its ability to its low cost
to obtain and prevalence in rural communities.
Television: Media presented through television
comes in quick segments dictated by the
timetable of a broadcasting company (episodes of
a show, segments of daily news, etc.)
Telecommunications
Telecommunications encompasses a
channel of communication that makes
use of either electric cables or
electromagnetic waves to transmit a
message. Mediums of
telecommunication include the radio,
telephone, and the current most popular
device, the mobile phone.
The mobile phone operates as a pocket-
sized computer, with access to the
Internet and radio stations on top of
functioning as a telephone to contact
others from far away.
New Media
New media refers to the current most
popular form of communication and media
in the world: the Internet. With a virtual
social hub available to anyone with a Wi-Fi
connection, the Internet’s rise to popularity
has led to the creation of a new channel of
communication media called New Media. It
is digital in nature as opposed to its analog
predecessors, networked and dense, as
multiple websites and pages can be linked
together, compressible, as files can be
downloaded, taking up much less space
than physical copies of information, and
interactive, as it uses sound, visuals and
clickable elements for users to engage with.
New Media: Social
Media
As opposed to monologic transmission
models, where information is
communicated from a single sender to
multiple receivers, social media is dialogic in
nature, which means multiple sources of
information transmit to multiple receivers
all at once. Unlike television or radio, which
is normally supervised by licensed
professionals, social media is managed
mostly by the users themselves, creating
their own communities and audiences
through content creation. This allows more
freedom to transmit unfiltered information,
but also spread misinformation and
dangerous beliefs.
Thank
youfor
listening!
References
https://www.statista.com/statistics/617136/digital-population-
worldwide/#:~:text=Worldwide%20digital%20population%202023&text=As%20of%20Oc
tober%202023%2C%20there,percent%20of%20the%20global%20population.
https://explodingtopics.com/blog/countries-internet-users
https://brainly.ph/question/13846929
https://www.questionpro.com/blog/audience-analysis/
https://www.questionpro.com/blog/audience-research

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DIASS hsjdkflgfkdjwsdfnjfkd ghsjdf ghsjd

  • 2. Table of Contents Audiences of Communication Groups and Organizations Media Audiences Mass vs. Niche Theories on Media Audiences Reception Model Online Audiences Audience Analysis and Audience Research Communication Media Channels New Media
  • 3. Audiences of Communication Understanding the audience is crucial in communication. It involves tailoring messages to meet the needs and interests of the specific group, ensuring clarity and relevance. This targeted approach increases engagement, persuasiveness, and meaningful interaction. Recognizing cultural differences and being adaptable are key in building trust. In summary, a nuanced understanding of the audience is fundamental for successful communication outcomes.
  • 4. The audiences of communication may be classified as: Individuals Understanding and classifying communication audiences as individuals is essential. Tailoring messages to meet the specific needs, interests, and expectations of individuals is crucial for effective communication. This personalized approach increases the likelihood of messages being well-received and understood on an individual level, enhancing overall communication effectiveness.
  • 5. Communities The audiences of communication may be classified as communities because addressing the collective needs, values, and shared interests of a group is essential. Recognizing and understanding the dynamics within a community allows for tailored communication that resonates with its members. This approach fosters a sense of unity, shared identity, and common understanding, facilitating effective communication within the community context.
  • 6. Groups and Organizations The audiences of communication may be classified as groups and organizations because tailoring messages to the specific needs, goals, and structures of these entities is crucial. Understanding the dynamics within groups and organizations allows for effective communication that aligns with their objectives and fosters collaboration. This classification acknowledges the unique characteristics, hierarchies, and communication channels within these entities, ensuring that messages are relevant and impactful at a collective level.
  • 7. Groups and Organizations Interdependence: Recognizes the mutual reliance and interconnectedness of individuals or units, emphasizing the need for communication that addresses collaborative tasks and goals. Interaction: Involves the exchange of information and ideas among members, promoting dynamic communication for better understanding and collaboration. Synergy: Highlights the idea that collective effort can produce effects greater than individual contributions, emphasizing the importance of collaborative communication. Common Goals: Refers to shared objectives that members collectively work toward, requiring communication aligned with these overarching organizational objectives. Shared Norms: Involves agreed-upon principles or standards guiding behavior, with communication needing to be mindful and respectful of these norms to maintain a positive organizational culture.
  • 8. Media Audiences Media audiences refer to the diverse groups of individuals consuming various forms of media, characterized by segmentation based on demographics and interests. These audiences engage interactively with digital platforms and exhibit evolving consumption habits influenced by technological advancements. Content creators tailor messages to specific segments, impacting opinions and behaviors. Advertisers target audiences strategically, and media literacy is vital for critical interpretation. The dynamic landscape involves the coexistence of traditional and digital media, necessitating adaptability for media organizations and content creators.
  • 9. Media Audiences Large and Vast: Extensive size of media audiences Represents a broad and numerous group Unseen: Not all members personally known to communicators Communication often occurs without direct interaction Measurable: Aspects like size, demographics, and engagement can be quantified Allows for data-driven analysis of the impact of messages Fragmented and Diverse: Varied and diverse nature of audiences Divided into distinct segments with different interests and preferences
  • 10. Mass vs. Niche Mass Audience: Large and diverse audience Broad appeal to the general population Associated with traditional mass media Content designed for mainstream interests Niche Audience: Specialized and specific audience Smaller, focused group with shared interests Tailored content for a particular segment Common in digital media, catering to niche interests Comparison: Mass audience targets a broad demographic. Niche audience targets a specific, often smaller, audience with tailored content.
  • 11. Theories on Media Audiences Several theories help explain the dynamics and behaviors of media audiences. Here are some notable theories on media audiences: Hypodermic Needle or Magic Bullet Theory: Concept: Suggests that media messages are powerful and directly influence individuals, injecting ideas into the audience's minds. Implication: Assumes a passive audience that is easily swayed by media messages without critical thought.
  • 12. Theories on Media Audiences Two-Step Flow Theory: Concept: Posits that media influences opinion leaders first, and these leaders then influence others in a two-step process. Implication: Recognizes the importance of interpersonal communication and opinion leaders in shaping public opinion.
  • 13. Theories on Media Audiences Uses and Gratifications Theory: Concept: Focuses on why individuals use media and what gratifications they seek from it, emphasizing active audience engagement. Implication: Views audiences as active participants who select media content based on personal needs, interests, and motivations.
  • 14. Theories on Media Audiences Uses and Gratifications Theory: Surveillance: Purpose: Acquiring information and staying informed. Examples: News, documentaries. Diversion: Purpose: Entertainment and escapism. Examples: TV shows, movies, music. Personal Identity: Purpose: Enhancing self-concept, reinforcing values. Examples: Identifying with characters, lifestyles. Personal Relationships: Purpose: Maintaining social connections, seeking companionship. Examples: Social media, messaging apps.
  • 15. Reception Model The Reception Model, often associated with Cultural Studies, emphasizes the active role of the audience in interpreting and making meaning from media texts. This model suggests that audience members are not passive recipients but actively engage with and interpret media content based on their personal and cultural contexts. The Reception Model is often described in terms of three categories: dominant, negotiated, and oppositional readings.
  • 16. Reception Model Dominant Reading: Description: In a dominant reading, the audience interprets and accepts the intended meaning of the media text as intended by the creators or producers. Significance: This aligns with the intended message of the media content and reflects a more traditional, straightforward interpretation. Negotiated Reading: Description: In a negotiated reading, the audience accepts some aspects of the intended meaning while also modifying or adapting it based on their own perspectives and experiences. Significance: The audience engages with the content in a way that acknowledges both the intended message and their own interpretations, reflecting a more interactive and nuanced relationship with the media text.
  • 17. Reception Model Oppositional Reading: Description: In an oppositional reading, the audience actively rejects or opposes the intended meaning of the media text and interprets it in a way that goes against the creators' intended message. Significance: This type of reading may occur when individuals have different cultural, social, or ideological perspectives that lead them to resist or challenge the dominant interpretation.
  • 19. China 1,050,000,000 India 692,000,000 USA 311,100,000 Indonesia 212,900,000 Brazil 181,800,000 Online Audience The online audience (or netizens) consists of those who frequently use the Internet. As of October 2023, an estimated 5.3 billion people worldwide regularly use the Internet, or about 66% of the world population. Top five highest Internet users per country (As of November 2023)
  • 20. Characteristics of The Internet Audience Dispersed - The Internet is not confined to a country’s borders or a specific station like television or radio is. It can reach any and all audiences from anywhere in the world. Interactive - The Internet provides instantaneous feedback to its audience, as well as allowing equally instantaneous response time. A certain degree of technological knowledge - Internet audience members are expected to have a basic understanding of the technology that makes the Internet work. High consumption practices - A globally accessible community means access to infinite information, which means infinite ways to consume and use that information.
  • 22. Audience Analysis & Research Audience analysis is the observing of an audience and identifying its different demographics and interests. Audience research, meanwhile, is a structured process aimed towards gathering and organizing information about specific groups in an audience. Audience research is typically conducted through surveys, interviews or focus group discussions.
  • 24. Communication Media Channels While there are many channels of communication available to the public, only three will be discussed in this presentation: Mass Media - Print - Radio - Television Telecommunications New Media - Social Media
  • 25. Mass Media Mass media refers to communication channels that broadcast messages to multiple different receivers at once. Here are three examples of mass media: Print: Newspapers, magazines, journals and other similar mediums. Print forms of media are often cited as the most credible sources of information, as they cannot be tampered with the way an online document can. Radio: Radio broadcasting was the predecessor to television. It is the go-to channel of communication in times of natural disasters or other emergencies due to its ability to its low cost to obtain and prevalence in rural communities. Television: Media presented through television comes in quick segments dictated by the timetable of a broadcasting company (episodes of a show, segments of daily news, etc.)
  • 26. Telecommunications Telecommunications encompasses a channel of communication that makes use of either electric cables or electromagnetic waves to transmit a message. Mediums of telecommunication include the radio, telephone, and the current most popular device, the mobile phone. The mobile phone operates as a pocket- sized computer, with access to the Internet and radio stations on top of functioning as a telephone to contact others from far away.
  • 27. New Media New media refers to the current most popular form of communication and media in the world: the Internet. With a virtual social hub available to anyone with a Wi-Fi connection, the Internet’s rise to popularity has led to the creation of a new channel of communication media called New Media. It is digital in nature as opposed to its analog predecessors, networked and dense, as multiple websites and pages can be linked together, compressible, as files can be downloaded, taking up much less space than physical copies of information, and interactive, as it uses sound, visuals and clickable elements for users to engage with.
  • 28. New Media: Social Media As opposed to monologic transmission models, where information is communicated from a single sender to multiple receivers, social media is dialogic in nature, which means multiple sources of information transmit to multiple receivers all at once. Unlike television or radio, which is normally supervised by licensed professionals, social media is managed mostly by the users themselves, creating their own communities and audiences through content creation. This allows more freedom to transmit unfiltered information, but also spread misinformation and dangerous beliefs.