Advertisement

Social Media and New Audiences as a New Challenge for Traditional and New Media Industries

  • Germán Arango-Forero
  • Sergio Roncallo-Dow
Chapter
Part of the Media Business and Innovation book series (MEDIA)

Abstract

Over the first decade of the twentieth century, the big revolution in information and communications technologies has resulted in many innovations that are having increasingly visible effects on the daily life of media users.

These developments are not only the logical result of a technological evolution. They affect the way people interact with media. What these changes on media have represented for the field of the media management? Do media managers currently really know their audience’s attitudes and responses? Even more, are they still acting and responding as massive media audiences?

Even in developing media markets, like in Latin America, media economies have moved from the massive and passive audiences’ model to the more informed, engaged and influential publics environment. Can managers keep safe the bridge between audiences and advertisers from the storm, when content is everyday available on multiple platforms and audiences are capable to create their own media diets and schedules?

The chapter is aimed to provide an overview on the recent academic literature about audience’s analysis under the veneer of segmentation, fragmentation, even erosion of traditional mass audiences.

Keywords

Media Content Traditional Medium Media Market Cultural Memory Personal Digital Assistant Device 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Albarran, A. (2010). The transformation of the media and communication industries. Pamplona: Ediciones Universidad de Navarra.Google Scholar
  2. Anderson, C. (2006). The Long Tail: Why the future of business is selling less or more. New York: Hyperion.Google Scholar
  3. Arango Forero, G., Arango, M. F., Llaña, L., & Serrano, M. C. (2010). Colombian media in the XXI century: The re-conquest by foreign investment. Palabra Clave, 13(1), 59–76.Google Scholar
  4. Bermejo, F. (2009). Audience manufacture in historical perspective: From broadcasting to Google. New Media & Society, 11(1–2), 133.CrossRefGoogle Scholar
  5. Bianco, A. (2004, July 12). The vanishing mass market. Business Week, 60–68. Retrieved from http://www.businessweek.com/magazine/content/04_28
  6. Couldry, N. (2009). Does ‘the media’ have a future? European Journal of Communication, 24(437), 437–450. doi: 10.1177/0267323109345604.CrossRefGoogle Scholar
  7. Cover, R. (2006). Audience inter/active: Interactive media, narrative control and reconceiving audience history. New Media Society, 8(139), 139–158.CrossRefGoogle Scholar
  8. Curran, J., Morley, D., & Walkerdine, V. (1998). Estudios culturales y comunicación [Cultural studies and communication]. Barcelona: Paidós.Google Scholar
  9. DANE, National Statistics Administrative Department. (2007). Proyecciones nacionales y departamentales de población 2006-2020. Bogotá: DANE.Google Scholar
  10. Fosk, A. (2010). Situación de Internet en Latinoamérica. Retrieved from http://www.slideshare.net/francoalfero/estado-de-internet-en-latinoamrica-comscore-2010
  11. Gadamer, H. G. (2004). Truth and method. London: Continuum.Google Scholar
  12. Haridakis, P. M., & Whitmore, E. H. (2006). Understanding electronic media audiences: The pioneering research of Alan m. Rubin. Journal of Broadcasting & Electronic Media, 50(4), 766–774.CrossRefGoogle Scholar
  13. Huertas, A. (2002). La audiencia investigada [Audience investigated]. Barcelona: Gedisa.Google Scholar
  14. Ihde, D. (1990). Technology and the lifeworld. Form garden to earth. Indianapolis: Indiana University Press.Google Scholar
  15. Kenyon, A. J., Wood, E. H., & Parsons, A. (2008). Exploring the audience’s role: A decoding model for the 21st century. Journal of Advertising Research, 48(2), 276–286.CrossRefGoogle Scholar
  16. Katz, E., Blumler, J. G., & Gurevitch, M. (1985). Usos y gratificaciones de la comunicación de masas [Uses and gratifications of mass communication]. In M. De Moragas (Ed.), (1992) Sociología de la comunicación de masas [Sociology of mass communication]. Barcelona: Gustavo Gili.Google Scholar
  17. McQuail, D. (1997). Audience analysis. Thousand Oaks, CA: Sage.Google Scholar
  18. LAMAC. (2010). Penetración de TV Paga-Latinoamérica. Retrieved Agosto, 2010, from http://www.lamac.org/Espa%c3%b1ol/Investigaci%c3%b3n/Penetraci%c3%b3n/Penetraci%c3%b3n_de_TV_de_Paga/Latinoam%c3%a9rica/
  19. Lin, C. A. (1994). Audience fragmentation in a competitive video marketplace. Journal of Advertising Research, 34(6), 30–38.Google Scholar
  20. Lindqvist, U., Bjørn-Andersen, N., Kaldalóns, O. S., Krokan, A., & Persson, C. Nordic Innovation Centre (NICe), VTT, SFTI-Packforsk, NTNU, CBS, ICEPRO. (2009). New business forms in e-business and media, ‘e-media’ (Project 06212). Retrieved from http://www.itu.dk/people/rkva/2011-Spring-EB22/readings/E-MediaFinalReportMay09.pdf
  21. Mattelart, M., & Mattelart, A. (1997). Historia de las teorías de la comunicación [History of communication theories]. Barcelona: Paidós.Google Scholar
  22. Martín-Barbero, J. (1987). De los medios a las mediaciones. Comunicación, cultura y hegemonía [Communication, culture and hegemony: From the media to the mediations]. Barcelona: Gustavo Gili.Google Scholar
  23. Montoya, M. (1992). ¿Un nuevo modelo de comunicación en América Latina? Conversaciones con nueve estudiosos de los medios y la cultura [A new model of communication in Latin America? Conversations with nine scholars of media and culture]. Ciudad de México: Fundación M. Buendía.Google Scholar
  24. Morley, D. (1992). Television, audiences and cultural studies. London: Routledge.Google Scholar
  25. Napoli, P. (2001). The audience product and the new media environment: Implications for the economics of media industries. The International Journal on Media Management, 3(II), 66–73. Retrieved from The audience product and the new media environment: Implications for the economics of media industries.CrossRefGoogle Scholar
  26. Napoli, P. (2008a). Revisiting “mass communication” and the “work” of the audience in the new media environment. Informally published manuscript, The Donald McGannon Communication Research Center, Fordham University, New York, NY. Retrieved from http://www.fordham.edu/images/undergraduate/communications/revisitingmasscommunication.pdf
  27. Napoli, P. (2008b). Toward a model of audience evolution: New technologies and the transformation of media audiences. McGannon Center Working Paper Series. Paper 15. Retrieved from http://fordham.bepress.com/mcgannon_working_papers/15
  28. Napoli, P. (2010). Revisiting ‘mass communication’ and the ‘work’ of the audience in the new media environment. Media Culture Society, 32(505), 505–516. doi: 10.1177/0163443710361658.CrossRefGoogle Scholar
  29. Napoli, P. (2011). Audience evolution: New technologies and the transformation of media audiences. New York: Columbia University Press.Google Scholar
  30. Phallen, P. F. (2006). Audience research and analysis. In A. Albarran, S. Chan-Olmsted, & M. Wirth (Eds.), Handbook of media management and economics (pp. 623–636). Mahwah, NJ: Lawrence Erlbaum.Google Scholar
  31. Picard, R. (2000). Audience fragmentation and structural limits on media innovation and diversity. In J. van Cuilenburg & R. van der Wurff (Eds.), Media and open societies. Cultural, economic and policy foundations for media openness and diversity in East and West (pp. 180–191). Amsterdam: Het Spinhus.Google Scholar
  32. Piscitelli, A. (1998). Post Televisión, ecología de los medios en la era de Internet. Buenos Aires: Paidós.Google Scholar
  33. Shaver, D., & Shaver, M. A. (2006). Directions for media management research in the 21st century. In A. Albarran, S. Chan-Olmsted, & M. Wirth (Eds.), Handbook of media management and economics (pp. 639–654). Mahwah, NJ: Lawrence Erlbaum.Google Scholar
  34. Stevenson, N. (1998). Culturas mediáticas [Media cultures]. Buenos Aires: Amorrortu.Google Scholar
  35. Tewksbury, D. (2005). The seeds of audience fragmentation: Specialization in the use of online news sites. Journal of Broadcasting & Electronic Media, 49(3), 332–348. doi: 10.1207/s15506878jobem4903_5.CrossRefGoogle Scholar
  36. Thompson, J. B. (1995). The media and modernity: A social theory of the media. Stanford, CA: Stanford University Press.Google Scholar
  37. Uribe-Jongbloed, E. (2011). Estudios de medios de comunicación en idiomas minoritarios y la comunicación para el cambio social: diálogo entre Europa y América Latina. Investigación y Desarrollo, 18(2), 2–25.Google Scholar
  38. Webster, J., & Ksiazek, T. B. (2012). The dynamics of audience fragmentation: Public attention in an age of digital media. Journal of Communication, 62(1), 39–56.CrossRefGoogle Scholar
  39. Williams, R. (1976). Keywords: A vocabulary of culture and society. London: Fontana.Google Scholar
  40. Wittgenstein, L. (2009). Philosophical investigations. Oxford: Blackwell.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Germán Arango-Forero
    • 1
  • Sergio Roncallo-Dow
    • 1
  1. 1.University La SabanaChía, CundinamarcaColombia

Personalised recommendations