3
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE AS CONTEXT FOR
COMMUNICATION
PREVIOUSLY...
HISTORY OF EARLY AUDIENCES
Exam
1.
Greek and Roman Audiences: Public Performance and Oral Performance
2.
Print and the Shift Toward Mediated Audiences
3.
Liberalism, Democratic Participation, and Crowds in the 19th Century
4.
Motion Pictures and the Rise of the Mass Audience
Targeting
Assignment
1.
Segmentation Methods: dividing audiences into groups
2.
Targeting: Selecting the group(s)
Highlights
HISTORY OF EARLY AUDIENCES
Time change
Media change
Audience change
Evidence
Be specific when
you target your
audience!
Water
Do you
think different
brands target
different
audiences?
How?
Water
Target differently
- Appeal to different group(s) of people
- Your target would prefer your product than others
Mass
Everyone / Anyone
Do Not Jump to conclusion so quickly!
What Evidence?
Stat?
Pictures?
Books?
Articles?
Survey?
Interview?
Youtube VDO?
Google?
Ads?
Official website?
Company’s vision?
Financial statements?
Campaigns?
ANYTHING!
Water
100% Natural Mineral
Water
100% natural mineral water with the proper
amount of vital minerals for healthcertified by
CARSO –LSEHL laboratory, France for daily
drinking & baby’s health and appealing,
practical packaging, taste and convenience
The cycle of mineral
water in Popra. Mont
Fleur water, nature’s
element, travels up to
the earth’s
surfacethrough
mineral-rich capillaries
from a depth of over
10,000 ft. It reaches
the top and springs out
in the warm steamy
form with perfect
mineral balance
CARSO-LABORATOIRE
Water
Water
Why care about targeting audience?
Media
- Target so that you Know your audience!
This is NM class!!!
>>> Help your Design
>>> Help select the right media channel
>>>WTF
Create??
impact
!!!!!
>>> Convey the right meaning!
This For ?? !!!!)
>>>(What’s
Better communication
>>> Avoid miscommunication
AND SO MUCH MORE..........
Let’s guess the price ($)
Fine – $5 per 750 ml
Bling H2O – $40 per 750 ml
10 Thousand BC – $14 per 750 ml
Acqua di Cristallo
Tributo a Modigliani
$60,000 per 750 ml
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
****Information search****
Where to get your research information?
Good Source
Bad source
- Google Scholar
- Wikipedia
- Library www.Library.au.edu (Online, Books)
- Random sites
- Government sites, University artiles
- Facebook Links
- Official company websites
- Reliable poll: ABAC poll, newspapers, Forbes
-http://www.nielsen.com/th/th.html
- ( US is better )
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
****Information search****
Where to get your research information?
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
****Information search****
How old is OLD INFORMATION?
The recent information, the
better?
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Assignment 45%
Presentation I : 10%: Individual
5th February
1. Define:
1.1 Select a mobile application
Unpopular but useful
1.2 Analyse the mobile
application
What? How? How much?
What problem they are trying to solve?
Functions?
Advantages and Disadvantages? ETC.
2. Target Audience Analysis: Secondary
2.1 Define the target audience
Who? Apply theory
2.2 Analyse the target audience
from the secondary research
The target audience behavior?
Size of the target?
ETC
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Assignment 45%
Presentation I : 10%: Individual
5th February
1. Define:
1.1 Select a mobile application
Pick the one you have access to the target
audience
1.2 Analyse the mobile
application
Tell me Everything about the App, How it works
2. Target Audience Analysis: Secondary
2.1 Define the target audience
Targeting based on what segmentation methods?
Evidence! What make you think this is their target?
**
2.2 Analyse the target audience
from the secondary research
From looking through the information from a
reliable sources, what might be the audience
characteristics >>> *** Don’t link to the
app!!! PURE Audience analysis
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Assignment 45%
Presentation I : 10%: Individual
5th February
- Put Everything in words, you will need to
submit the hard copy (Formal format**) after
your 2nd Presentation!
********** In your hard copy, tell me all your
references********* (footnote)
- Max 5min Each, Bullet points:
- Everyone Must Attend/ Full-uniform
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Today’s Class
THREE MODELS OF THE AUDIENCE
James G. Webster (1998)
FINAL EXAM
Culture
Globalisation
Definition of culture
Elements of culture
Western and eastern perspectives of communication
High context VS Low context culture
Assignment Analysis
THREE MODELS OF THE AUDIENCE
James G. Webster (1998)
1. audience-as-outcome
2. audience-as-mass
3. audience-as-agent
THREE MODELS OF THE AUDIENCE
James G. Webster (1998)
1. audience-as-outcome
• sees people as being acted upon by media.
• concern about the power of media to produce
detrimental effects on individuals, and by implication
on society as a whole.
THREE MODELS OF THE AUDIENCE
James G. Webster (1998)
2. audience-as-mass
• sees people as a large collection of people scattered
across time and space who act autonomously and have
little or no immediate knowledge of one another.
o What kinds of media do people consume?
o How many and what types of people are in the audience?
o How might specific groups of people respond to a particular
issue or policy position?
THREE MODELS OF THE AUDIENCE
James G. Webster (1998)
3. audience-as-agent
• free agents choosing what media they will consume,
bringing their own interpretive skills to the texts they
encounter, making their own meanings, and generally
using media to suit themselves.
o audience experience
o uses and gratifications
o interpretation of media content and media rituals
THREE MODELS OF THE AUDIENCE
James G. Webster (1998)
3. audience-as-agent
Culture
- Globalization
- Definition of culture
- Elements of culture
- Western and Eastern perspectives of communication
- High context vs Low context culture
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Globalization
Are we all the same?
Do we enjoy the same thing?
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Globalization
What the World Thinks
Country
Spread of U.S. Ideas a
“Good Thing” (%)
Like U.S. Music, Movies,
TV (%)
Like U.S. Science and
Technology (%)
Canada
37
76
77
Britain
39
76
77
Russia
16
42
41
Mexico
22
60
69
South Korea
30
53
81
South Africa
43
71
79
Turkey
11
44
67
Egypt
6
33
51
Jordan
13
30
59
Pakistan
2
4
42
SOURCE: Pew Research Center for the People and the Press, “What the World Thinks in 2002,” posted on the Pew Website:
http://www.people-press.org.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Culture definition
What is Culture?
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Culture definition
Nineteenth Century
In the 19th century, the term culture was
commonly used as a synonym for Western
civilization.
Sir Edward B. Tylor (1871) popularized the
idea that all societies pass through
developmental stages, beginning with
“savagery,” progressing to “barbarism,” and
culminating in Western “civilization.”
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Culture definition
Today’s definition
•A community or population sufficiently large enough to be selfsustaining, that is, large enough to produce new generations of
members without relying on outside people.
•The totality of that group’s thought, experiences, and patterns of
behavior and its concepts, values, and assumptions about life that guide
behavior and how those evolve with contact with other cultures.
•The process of social transmission of thoughts and behaviors from birth
in the family and schools over the course of generations.
•Members who consciously identify themselves with that group.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Elements of culture
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Elements of culture
Hofstede (1994)
1. Symbols
2. Rituals
3. Values
4. Heroes
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Elements of culture
Hofstede (1994)
1. Symbols  Verbal and nonverbal language
2. Rituals
3. Values
4. Heroes
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Elements of culture
Hofstede (1994)
1. Symbols
2. Rituals
 The socially essential collective
activities within a culture
3. Values
4. Heroes
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Elements of culture
Hofstede (1994)
1. Symbols
2. Rituals
The feelings not open for discussion
3. Values

within a culture about what is good or
bad, beautiful or ugly, normal or
4. Heroes
abnormal, which are present in a
majority of the members of a culture
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Elements of culture
Hofstede (1994)
1. Symbols
2. Rituals
The feelings not open for discussion
3. Values
within a culture about what is good or
bad, beautiful or ugly, normal or
4. Heroes
abnormal, which are present in a
majority of the members of a culture
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Elements of culture
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Elements of culture
Hofstede (1994)
1. Symbols
2. Rituals
Discussion Question:
3. Values
Who are heroes in your culture?
4. Heroes
 The real or imagery people who serve
as behavior models within a culture.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Elements of culture
Hofstede (1994)
1. Symbols
2. Rituals
Discussion Question:
3. Values
Who are heroes in your culture?
4. Heroes
 The real or imagery people who serve
as behavior models within a culture.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Superstitions
Discussion Question:
Give examples of superstitions
in your culture?
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
East VS West
Confucian and Western
perspectives on communication
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Western perspectives on communication
Noise
C
C
O
O
N
N
T
Source
Encoding
Message
Channel
E
Receiver
Decoding
Receiver
Response
T
E
X
X
T
T
Feedback
NM3420 AUDIENCE CONTEXT ANALYSIS
Confucian perspectives on
communication
CULTURE
Harmony
Confucius (K’ung-Fu-tzu)
550-478 B.C.E.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Confucian perspectives
“To live in harmony with the universe
and with your fellow man through proper
behavior.”
Confucianism emphasizes virtue,
selflessness, duty, patriotism, hard work,
and respect for hierarchy, both familial
and societal.
Confucius (K’ung-Fu-tzu)
550-478 B.C.E.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
HIGH CONTEXT vs LOW CONTEXT
culture
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
High versus Low Context
Level of Context, by culture
High
Low
China
Switzerland
Japan
Germany
Korea
North America
American Indian
Nordic states
Most Latin American cultures
Southern and eastern Mediterranean
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
High versus Low Context
High-context cultures make greater distinction
between the insiders and outsiders than lowcontext cultures do. People raised in high-context
systems expect more of others than do the
participants in low-context systems. When talking
something they have on their minds, a high-context
individual will expect his interlocutor to know what’s
bothering him, so that he does not have to be specific.
The result is that he will talk around and around the
point, in effect putting all the pieces in place except
the crucial one. Placing it properly – this keystone – is
the role of his interlocutor.
- E. T. Hall, Beyond Culture (1976, p. 98)
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Reference:
Jandt, Fred E. An Introduction to Intercultural Communication:
Identities in a Global Community. Thousand Oaks, CA: Sage,
2010.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
We and They
Father, Mother, and Me,
Sister and Auntie say
All the people like us are We,
And everyone else is They.
And They live over the sea
While we live over the way,
But – would you believe it? – They look upon We
As only a sort of They!
continued
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
(continued)
We eat pork and beef
With cow-horn-handled knives.
They who gobble
Their rice off a leaf
Are horrified out of Their lives;
While They who live up a tree,
Feast on grubs and clay,
(Isn’t it scandalous?) look upon We
As a simple disgusting They!
We eat kitcheny food.
They drink milk and blood
Under and open thatch.
continued
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
(continue)
We have doctors to fee.
They have wizards to pay.
And (impudent healthen!) They look upon We
As a quite impossible They!
All good people agree,
And all good people say,
All nice people, like us, are We
And everyone else is They:
But if you cross over the sea,
Instead of over the way,
You may end by (think of it!) looking on We
As only a sort of They!
- Rudyard Kipling
-