How Do Audiences Approaches Use, Enjoy, Respond, and Engages With Media - Essay Example

? SHORT RESEARCH PAPER ON AUDIENCES: INTERVIEW-BASED RESEARCH Research Introduction and Background The understandings onthe manner in which audiences interact with media have over years been the preserve of researchers and communication thinkers. However, a good number of conventional researchers have failed to come with a comprehensive description on the most effective approaches of engaging audiences in media activities and operations (Lawler 2008, p. 76). The 1980’s and 1990’s development in media that lead to the adoption of new approaches of engaging audiences in media played a incredibly decisive role in replacing the conventional political economic perspective. Modern approaches have holistically incorporated cultural and social aspects that were undermined by conventional approaches of engaging audience in media. Modern approaches have therefore proved to be very essential in ensuring that, audiences are fully engaged in media discussion and operations. Despite incorporating audiences’ cultural and social beliefs and perceptions, modern approaches have as well ensured that, audiences enjoy their participation in media dialogues and discussions. Moreover, present media services have instituted consistent and reliable means of ensuring that, audiences respond promptly to media activities and engagements. It is factual to conclude that, to a great extent, modern engagement approaches have significantly helped in enhancing audiences’ satisfaction with media services. The subsequent small-scale audience research project will be essential in enriching the understanding of modern audience approaches of enhancing media engagement with audience Research Question How does audiences approaches use, enjoy, respond, and engages with media? Research Statement Various media have in the recent decade been a very essential social instrument that facilitates harmonious interaction in modern society. Apart from informing community members on modern happenings and development, media have as well served as an exceptionally essential tool for educating community members. Moreover, researchers have rated media as one of the most critical players in enhancing social, political, and economic development. To enhance their efficiency in service delivery, modern media have instituted various mechanisms and plans of ensuring that, audiences are fully engaged in media services. Although researchers have identified various strategies of enhancing effective interaction between audiences and media, some approaches are especially essential in enhancing effective media customers engagement. The understanding of some of the most essential interaction and engagement approaches is an incredibly vital aspect in improving the quality of services offered by contemporary media institutions. Literature Review Over the years, the issue of the relationship between audiences and media has been a subject of debate among information and communication scholars as well as researchers from other social disciplines. Consistent studies have so far confirmed that, there is need for a firm and reliable mutual interaction between media and audiences. Information that is communicated by media services requires audiences’ contribution in order to realise its potential meaning and value (Treadwell 2011, p. 19). In most instances, some information do not have meaning if its lacks effective involvement of the targeted group. Based on the latest researches findings, modern scholars have highly valued the role and contribution of audiences in attaching meanings to the message that is communicated by media. At the basic level, audiences are very decisive actors in enhancing effective and meaningful communication in mass media. Media constructs and conveys information that is acquired from the various audiences. Audiences in most cases serve as immediate witnesses to some of the incidences that are reported by the media. Without the audiences, media could be inexistence. According to available research findings, to facilitate effective interaction between media and its audiences, media professionals should understand audience expectation from the media (Rubin and Windahl, 2002, p. 79). The understanding of audiences’ expectation form media can only be enhanced by understanding consistent researches in order to unearth audience needs and demands. The understanding of the information and activities that makes audiences enjoy media services can as well be very essential in facilitating success in modern media institutions. The understanding of effective means that will enhance consistent engagement of audiences in media services can as well be critical in advancing the values and relevant of media to its audiences. Use of media services such as social media, mobile phones, email, and fax services is very useful in facilitating the interaction between media professionals and media audiences. Researchers have asserted that, social media has not only facilitated consistent interaction between audiences and media practitioners, but has as well enhanced one-on-one interaction between audiences and media professionals. Therefore, based on the accessible research findings, the adoption of modern technological development in facilitating engagement between media professionals and potential audiences is one of the most critical approaches in contemporary society (Katz, Blumler, and Gurevitch, 2008, p. 123). Researching for contents that will resonate deeply with your audiences is an incredibly essential approach in facilitating effective interaction between customers and media. The identification of enjoyable media contents can only be determined by facilitating systematic conversation forums with potential audiences. Other activities such as public road shows and direct phone calls can as well help in the identification of the contents that can make meanings to audiences. Therefore, for any media entity to succeed in modern market, the identification of efficient approaches that will enhances direct interaction is very essential and relevant (Hesmondhalgh and Baker, 2008, p.97) Theoretical Framework Researchers have identified various theories that seek to facilitate the understanding of the significant of the interaction between audiences and media. As described, the Uses and Gratifications Theory (UGT) is an approach that seeks to understand the reasons why audiences seek specific media to satisfy their needs. Generally, Uses and Gratifications Theory can be described as audience-centred approach. The theory is positivistic in its approach. The Usess and Gratifications Theory also relies on socio-psychological communication beliefs and traditions. In addition, Uses and Gratifications Theory is as well commonly known for focusing .on communication that is in mass media scale. The theory as well tries to describe the reason why people use mass media for entertainment and for educative purposes (Meyer 2008, P. 27). According to Uses and Gratifications Theory, audiences evaluate various factors before identifying and relying on a specific media. Interaction between audiences and media will therefore help communication professionals to identify audiences’ needs and demands. Moreover, the understanding of audiences’ needs and demand will be essential in advancing efficiency and profitability of media in the modern society. In most instances, audiences prefers media that will improve their knowledge, enhance relaxation, diversion, social companionship and interaction as well as the media that will offer appropriate and accurate information. In addition, Uses and Gratifications Theory assumes that, media audiences are in most cases not passive members of media services. However, audiences have power and control over their media consumptions. Audiences have the responsibility of assuming active role in integrating and in interpreting media according to their own knowledge and understanding. Contrary to other communication and media theories, Uses and Gratifications Theory hold the perception that audiences have a role and responsibility of selecting a media that can meet their demands and needs in order to achieve gratification (Severin, and Tankard, 2007, p. 79). Media therefore compete against each other information sources in order to meet audiences’ gratification. Researchers have as well claimed that, Uses and Gratifications Theory has played an essential role in helping modern communication scholars to understand the customers’ consumption and choice of media services. The Media-system Dependency Theory (MSDT) commonly known as Media Dependency Theory is as well another core theory that is used by scholars to describe the most appropriate engagement approach. Media-system Dependency Theory expounds on audiences objectives and goals in engaging in media consumption. As explained by Media-system Dependency Theory, audiences rely on media services in order to satisfy their emotional needs. Media has a very essential influence in determining audience quality of life and life style. As a result, as indicated in this theory, audiences have different reasons for relying on media services (Katz, Haas and Gurevitch 2003, p. 181). Methodology With the aim of understanding various approaches that are used by audiences in engaging with mass media, the researchers undertook intensive researches on both media professionals and media audiences. The researchers used varying interview strategies. In this case, the researcher approached the respondents in order to understand their view regarding the existing approaches. Questionnaires were as well very useful in understanding the relevant of the accessible engagement approaches. To facilitate comprehensive answers, the researcher used open-ended questionnaire. To access people from various social and cultural backgrounds, the researchers also relied on telephone interview as well as use of other online services such as emails and social media services. In addition, the researchers used random sampling to collect the most appropriate and representative sample. In this study, the researcher interviewed 50 respondents who included media audiences, media professionals, and media entities managers. Participants were as well expected to sign consent form to confirm their understanding on the purpose of the study. Research Findings and Analysis The research confirmed theoretical perception that, audiences relies on media in order to satisfy their own needs and demands. In addition, the research has identified that, media uses various interaction and engagement approaches in order to understand views and ideas of various stakeholders and audiences. In the study, it was also clear that, people have different reasons for relying on modern media. Some people in the society do not use social media to satisfy their emotional and social needs and demands. Overreliance on media is based on the fact that, media plays a very essential role in informing community members on happenings and occurrences in modern society. Despite offering entertainment to its audiences, media as well serves as an essential platform of educating community members on community polices and development. To effectively fulfil the needs and demands of audiences, the adoption of effective engagement approach is an incredibly essential aspect that can determine the success of any engagement between media and audiences (Davenport, LaRose, and Straubhaar, 2010, p. 17). Conclusion and Recommendation The above research has confirmed the theoretical perception and assumption that, despite offering entertainment services, modern media as well fulfil specifics social and emotional needs of audiences. Moreover, the adoption of relevant and most appropriate engagement initiative is critical in enhancing successful fulfilment of audiences’ needs. Modern theories have as well confirmed that, community members’ uses media services for various conflicting reasons. Therefore, in order to prosper in modern market, mass media ought to come up with effective means of engaging audiences in their activities. Engagement of audiences in their activities will not only advance the media entity popularity but will as well increases its profitability References Davenport, L., LaRose, R., Straubhaar, J. , 2010, “Media Now - Understanding Media, Culture, and Technology, Sixth Edition”, Boston: Wadsworth, Cengage Learning Hesmondhalgh J., and Baker, T., 2008, “Creative Work and Emotional Labour in the Television Industry”, London: SAGE Katz, E., Blumler, J. G., & Gurevitch, M., 2008, “Utilization of mass communication by the individual. In J. G. Blumler, & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research”, Beverly Hills: Sage. Katz, E., Haas, H., & Gurevitch, M., 2003, “On the use of the mass media for important things”, American Sociological Review, 38(2), 164-181 Lawler, S., 2008, “Stories and the Social World" in Pickering, ed. Research Methods in Cultural Studies”, London: SAGE Meyer, A., 2008, “Researching Cultural Consumers" in Pickering, ed. Research Methods in Cultural Studies”, New York, NY: McGraw Hill Rubin, A. M., & Windahl, S., 2002, “Mass media uses and dependency: A social systems approach to uses and gratifications”, Boston, MA: Paper presented to the meeting of the International Communication Association. Severin, W. J., and Tankard, J. W., 2007, “Communication Theories: Origins, Methods, and Uses in the Mass Media (4th ed.)”, New York, NY: Longman Skeggs, B. et al., 2008, “Oh goodness, I am watching reality TV: how methods make class in audience research”, Manchester: Manchester University Press, Treadwell, R. 2011, “Measurement: Research Using Numbers” London: The Falmer Press. Appendix1 Information sheet The topic on various approaches that are used by modern media to engage audience got the researcher’s interests due to the facts that, in modern society human being relies on media for various conflicting interests and goals. The research answers the question “how audiences approach use, enjoys and responds to and engages with media”. In the study, the researcher encountered a problem of insufficient information as well as lack of audiences who were willing to participate in the research. The research can be appropriate in educating mass media professionals and students on the importance of using appropriate approaches while engaging its audiences. The research will as well help the researchers to understand the role and importance of mass media in fulfilling audience’s social and emotional needs and demands. Therefore, despite being appropriate in helping the researcher understand modern engagement approaches in media, the research has as well helped in facilitating in the understanding the role of media in human life. Appendix 2 Research Questions 1. Do you rely on media for social, emotional, and economic needs and demands (if yes ,why) 2. Do modern media engage audiences in their activities? 3. Do you enjoy engaging in media? 4. Are modern media helpful in your life (if yes, how) 5. What is the most appropriate engagement approach? Appendix 3 Consent form Full title of Project: Short Research Paper on Audiences Name Position Contact address 1. I confirm that I have read and understand the information sheet for the above study and have had the opportunity to ask questions. 2. I understand that my participation is voluntary and that I am free to withdraw at any time, without giving reason. 3. I agree to take part in the above study. Note for Researchers: Include the following statements if appropriate, or delete from your consent form: 4. I agree to the interview / focus group / consultation being audio recorded 5. I agree to the interview / focus group / consultation being video recorded 6. I agree to the use of anonymised quotes in publications Name of Participant Date Signature Name of Researcher Date Signature Read More