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NM 3420
AUDIENCE CONTEXT ANALYSIS
A. Nutthacha Wongjaturapat ‘Jib’
Sec. 401 Thursday 09.00-12.00 hrs.
brought to you by the Department of
New Media Communication
brought to you by the Department of
New Media Communication
http://Nm3420.Wordpress.com
Mark Allocation
Class Activity and Discussion
Assignments
Final Project
Final Examination
10%
45%
20%
25%
Grading System
A
90 – 100
C+
65 – 69
A-
85 – 89
C
60 – 64
B+
80 – 84
C-
55 – 59
B
75 – 79
D
50 – 54
B-
70 – 74
F
0 – 49
Audience Context Analysis
Why is it Important?
Business
Art?
Example: Damien Hirst (British)
“Art’s about life and it can’t really be about anything else …
there isn’t anything else,”
Damien Hirst: For the love of God
“You can frighten people with death
or an idea of their own mortality,
or it can actually give them vigour.”
Art VS Audience
NM3420 AUDIENCE CONTEXT
ANALYSIS
INTRODUCTION
1. Who is the audience?
2. Why do you think the audience is attracted by
the image?
3. What is the effect of the image?
4. What is the purpose of the image?
Art VS Audience
Do you think he thought about his audience before
he drew this?
Back to this
Why is it Important to know
your audience?
Business
Art?
Knowing your audience will make your work worthy
Effects of media to the audiences
Effects of media to the audiences
You have the power: ‘the capacity to achieve outcomes’ (Giddens, 1986)
“ผมก็แทงเขาจนเสียชีวิต มันเหมือนในเกม แล้ วยยายามขัรถหหนี ทังๆ
้
ที่ผมขัรถหไม่เป็ น "
“ I stabbed him until he died, just like in the
game. I tried to escape using the car, even
though I don’t know how to drive.”
Effects of media to the audiences
You have the power: ‘the capacity to achieve outcomes’ (Giddens, 1986)
“ผมก็แทงเขาจนเสียชีวิต มันเหมือนในเกม แล้ วยยายามขัรถหหนี ทังๆ
้
ที่ผมขัรถหไม่เป็ น "
“ I stabbed him until he died, just like in the
game. I tried to escape using the car, even
though I don’t know how to drive.”
“ผมอยากถู้ อยากลองว่าผมสามาถหควรคุมตัวเองเหมือนในเกมได้ “I want to know whether I can control myself
หถื อไม่ และผมเชื่อฝี มือของผมเอง ขนาดในเกมผมยังชนะได้ คิดว่ามัน Like I can in the game or not. I believe in
myself, I think it’s easy, just I like keep winning
ง่าย”
in the game”
Effects of media to the audiences
You have the power: ‘the capacity to achieve outcomes’ (Giddens, 1986)
The War of the world broadcast:
October 30, 1938
Emphasize the power of RADIO: Orson Welles
Effects of media to the audiences
Media
 Create effective, interesting, and compelling experiences for audience
‘Different people
see
the same thing
differently’
One thing means different things
to different people
WHY?
Japanese New Year
NM3420 AUDIENCE CONTEXT
ANALYSIS
INTRODUCTION
Media studies (communication)
Audience studies (humanities)
Cultural studies (society)
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Audience Theories Frameworks:
When analyze your audience
2
3
1. Audience
1
- Demographics
- Psychographics
1. Relationship between the - Media usage
- Media effects
audience and the media
2. Relationship of the audience, media, - Culture
and context of viewing behavior
- Society
NM3420 AUDIENCE CONTEXT
ANALYSIS
INTRODUCTION
Audience is a theoretical
abstraction = its nature and
character are defined by social,
cultural, political environment
Audience changes over time
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 Analyze 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 Analyze the target audience
from the secondary research
The target audience behavior?
Size of the target?
ETC
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Assignment 45%
Presentation II : 15%: Individual + Submit Hard Copy
19th March
2. Target Audience Analysis: Primary
2.3 Collect Samples
from the target
audience
Choose sampling methods:
2.4 Insight analysis
Analyze the group of audience
(At this point do not relate any information to the app,
PURE target audience analysis)
No assumption, Use evidence
EG. Interview few target audience using open-ended
questions: record all activities
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Audience Theories: Approaches
Psychology
Stimulus response theory
Motivation theory
Cognitive theory
Anthropology
Attitude-behavior theory
Dissonance theory
Consistency theory
Sociology
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Assignment 45%
Presentation III : 10%:
Select one of the mobile application
(Up to 3 members )
2nd April
3. Campaign: Creativity
Based on the audience analysis from the both secondary and primary research,
create an outline of a campaign that will help the mobile application raise
awareness.
Show the relationship of the selected elements and the behavior of the target
audience.
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Final Project 20%
7th May: Same Group as Presentation III
From presentation III,
Create a short video to promote the campaign
The elements in the Video should have meanings and
therefore match with the analysis.
On the presentation date: 7th May
- Show the work
- Explain how each element is used to help create impact
to the audience.
Final Exam 25%
Nwongjaturapat@gmail.com
097-234-4566
Thank you 