Southbank Centre- it’s Location- It’s Media Channels- It’s AccessTransient Audiences - What transient audiences want and how they engage with mediaInnovative Case StudiesHow interacting with transient audiences has been achieved in recent times
It’s not hard to find context about the Southbank CentreYou can go on their website – southbankcentre.co.uk – and find their history and what they’re all aboutHere’s a few facts to bare in mind when we are looking at it’s relation to it's transient audience
Apple MapsZoom in onto the Southbank CentreThis is the physical location of the Southbank Centre and where it can physically interact with it’s audiences
Located in central london
There is access from the river Thames
You can see here the layout of the Royal Festival Hall
Queen Elizabeth Hall
Points of interaction are from:The riverThe Tube StationsBut most importantly Queens walk…Tab back to apple mapsPan up to the path between the Southbank Centre and the river ThamesThere are many passers via this route – and a very transient audience as they an use the route to access other points of interest in central LondonAs the Southbank Centre’s website quotes “We attract millions of visitors a year” – mostly accessed through this path
It has several ways that it communicates with it’s audienceApart from it’s physical presence there is a large amount of communication it does through social mediaSurprisingly, SoundCloud – the music uploading website – is on top as the Southbank Centre shares music that the Centre embraces for it’s audience to listen to for freeSocial network sites Twitter and Facebook are next for users to receive news updatesHowever, video and photo sharing websites such as YouTube, Vimeo and Flickr are far down the list – could Southbank embrace these more to interact with their transient audiences more?
Now what audiences are we looking at? - We are looking at a very broad and culturally diverse audience for the Southbank Centre - However, we must also take into account accessibility for different audiences - The Southbank Centre also has accessibility for those disabled with wheelchairs, guide/companion dogs, hard of hearing and parking for Blue-Badge disable members - This access by the Southbank Centre means interacting with more unique audiences can be achieved - Southbank’s accessibility section on their website can tell you more
According to the Uses and Gratification Theory – coined by David McQuail – any audience wants to and or either:- be informed or educated by the media that they’re consuming - Personally identify with characters of the situation in the media environment-Simply for entertainment- Gain further social knowledge toenhance their social skills- As a form of escapism; to escape from the stresses of daily life
We can also understand that there are two ways that audiences can consume media: 1. Passive audience - Simply being exposed to a media text through watching TV or reading a book or listening to a song - This is one way from the distributor to the consumer
AsGreg Ruggiero points out there is…2. Interactive or Participatory Audience - The user interacts with the media product - Contributing to it’s outcome - Consumer spends more time with the product – making them less transient
Lastly, we should bare in mind the increasing popularity of mobile media – for example mobile phones, tablets and other pocket devices – compared to fixed media such as PC’s, TV and their game consoles.Dan Taylor, head of the BBC iPlayer, said that tablet usage overtook viewing on computers as the most popular way to access the iPlayer from Boxing Day through to 30 December.On Boxing Day there were 2.2m iPlayer requests from tablets, compared to 2.1m from computers.
This is an advertising campaign by Universal Pictures on promoting Despicable Me 2.Taking a traditional passive medium that is familiar to transient audiences and turning it interactive; persuading them to spend more time with the media product
iBeacons is an upcoming release by Apple for it’s iOS device.It works on the basis that real world places can have transmitters that send notifications and can invite the user the participate in a media product without the user going out of their way.
While Social networking you probably have noticed posts from pages that you don’t like or never followed. This is the rise of the ‘Sponsored Post’ where advertisers can pay Facebook or Twitter to have their content in the view of their target, in which they cannot refuse to engage with as like this one it takes up the whole iPhone screen.They’re intercepting the transient user while they’re on their phone.
So the Southbank Centre has many opportunities with traditional forms of media welcoming interactivityIt also has the opportunities within the offline and online worlds of innovative mobile media to capture their transient audiences.
R&D Initial Presentation
By Thomas Faulkner
Southbank Centre Summary
• B. 1951
• Art and activities inside and outside
• Music, dance, art, performance and spoken
• Includes Royal Festival Hall, Queen Elizabeth
Hall, Purcell Room, the Hayward Gallery, and
the Saison Poetry Library
It’s Media Channels
Amount of Followers/Subscribers on 12th January 2014
Uses and Gratification Model
• The audience wants to:
– be informed or educated
– identify with characters of the situation in the media
– simple entertainment
– enhance social interaction
– escape from the stresses of daily life
McQuail, D (2010). Mass communication theory: an introduction. London: Sage Publications. pp. 420–430.
• Simply being exposed
Carpentier, R (2011). Introduction: Interrogating audiences – theoretical horizons of participation. Vol 6, no. 21, p. 8.
Change the outcome
• Media consumption more mobile and 24/7
– Encourages ubiquitous consumption
• Time spent on is on the rise:
A) Mobile media
B) Fixed media
Case Study 1
Case Study 2
• The Southbank Centre has many opportunities
– Traditional -> Interactive
– Offline and Online
• Only touched upon some relevant research
• Because 7 minutes is a short amount of time
to talk about this large topic
• Ironically you are a transient audience in
relation in relation to this presentation