Active Ways in Television Audience - Literature review Example

Running Head: Active ways in Television Audience Name: Institution Date Active ways in Television Audience Any group of people who receive a media text and make some sort of sense out of it is regarded as audience Livingstone (2000). The text may be through television, newspaper, magazines, DVD, radio or the internet. Television watching is mindless and relaxing to the audience. Therefore, television producers cannot do without audiences for their programs making because they help to finance the programs and in making more programs that the audience like and enjoy watching. According to Ursell (2000) In UK there are various reasons why people watch television which include: to get information about a particular issue, for personal identity, for integrations and social interactions and for entertainment. Program producers should produce programs that audience can easily interpret what they see and get the real message that is being passed on. The producer must put into considerations that different viewers have different ways of understanding and interpretation. The experience of viewing should be able to relate to the viewer’s way of living and hence this will be able to create some impact on his/her life. A research must be on the audience for a decision to be made on the program. According to Brown (2006), for television programs to be made the television producers must explain to the broadcasting institution that the audience is, if they are male or female and the age of the audience. The audience too will determine the time a certain program should be broadcasted. This is based on who is likely to be watching the program at that particular time and the relevance of the program to that particular audience. An audience may be active in television depending on his or her interest, age, sex, beliefs, education, experiences and social background Freeman & Lessiter (2003). It’s important to realize that different audiences can understand a media message but have different response to it. This may depend on audiences’ experiences on that particular issue or others may just want to criticize the message being passed. Stewarts (2006) states that it’s important for the program producer to do a research to be able to understand the audiences’ social, economic, political and religious backgrounds before airing any program or advertisement. This is because people will interpret the information according to what they know and believe. If this contradicts with what you are showing they will not believe it and in case of an advertisement they will not buy the product. Language used should be easy to understand depending on the targeted age group. This will make it interesting for the audience to watch and interpret the information. Audience can be active in television watching especially when they want to get information about a particular issue. The information could be what is happening on current world, what is happening on immediate surrounding and about important events. The viewer may too be having interest on a particular issue and be curious to know about it. For example in UK there are various animals that one would be interested to know how they survive in various environments. The viewer will tune in to the programs that show documentaries on various animals. This becomes a form of learning (self- education) which you learn a lot through watching. When one is informed on a particular issue there is the gain of sense of security through knowledge which improves ones understanding of events. When one is watching a quiz program, it too, is educative in that, one is able to think about the questions asked afterwards. There is too a lot to learn from people who are answering questions, one gets to know more than they thought and hence improving themselves education wise Freeman & Lessiter (2003). Personal identity may be achieved through watching various programs on television. Most of the times viewers compare their lives with that of television character and this makes the viewer question his or her way of living. For example a viewer may get a role model of behavior and this reinforces some personal values that changes way people live and improve how he or she relates with people. Ursell (2006) found that some television programs play role in shaping ones social integration and interactions. People come from different social background and it’s important to know how to connect with family, friends and the society at large. This gives one the sense of belonging by identifying with others, finds a way of conversing and interacting and helps in carrying out social roles. Such kind of programs may motive people to watch because there is a lot to learn about one community. A program may be a form of companionship for the audience either with the television characters or through conversation with other people about the program Stewart (2003). This creates a good personal relationship with others which is a key thing in living. This is observed when a certain broadcasting industry sets up a fund raising and expects their viewers to contribute money for a certain reason.TV quiz programs too may promote social interaction in that it promotes discussions with others about the quiz, brings the family together and children get to learn a lot from it. Entertainment also makes audience very active in watching television. This may depend on the age of the audience and areas of interest. Different audiences have different ways of viewing life depending on everyday activities and experiences. An audience will tune to a station that will help him or her overcome or escapes the pressure they experience each and every day Brown (2006). For example some people may choose to watch soap opera due to regular domestic issues and to know how to handle them or for entertainment after work. Some people may watch pornographic materials if they need to be sexually aroused. Those who like the TV quizzes they get the excitement appeal in that they get to forget their worries a bit, when they get the answer right they feel good and the act of getting involved into a competition is too exciting. According to Kondo and Steemers (2001), television can be used to develop Childs language. Television brings the child aspects of life that he or she could not be aware of and this is very important to child development. Programs that are directed to children are in a way they children are able to comprehend them and hence this improve their understanding capability. Kondo further states that children of age two and five who watch good-quality educational television are able to tell stories in a comprehensive way. They can pay attention in class and their letter sounding is perfect. Livingstone (2000) found that, due to improved technology people are now using mobile phones to show that they are not just passive viewers but active viewers. Developing of social connections through sharing responses through texts audiences are able to connect to other visual audiences which clearly show that they are part of the network. Through the networking, they too give suggestions on how they would wish the program to be aired out. This is very useful to the producer since he or she will be able to make necessary changes that suits the viewer. Also when audiences assume the role of being fans for example, when they display pictures of soap operas actors or actresses in their homes or attend fun clubs. This participation shows that they are not only casual viewers but also funs. Depending on what program one is watching, the environment affects the way one is enjoying it. Some people would find it enjoyable watching programs with friends than alone. For instance in UK many people prefer watching football matches with their friends who are supporting the team and those who are opposing the team Ursell (2006). Watching time may affect the way one interprets the information being passed on. Sometimes one may switch on a certain program just to view the pictures. Others may watch but the ending of the story may be different from what they wanted. This greatly influences the way of one understands and interprets it and it may determine whether he/she will continue viewing the program in future. All in all, audience are key in television viewing and a good understanding on the various aspects as age, religion, political affiliations, beliefs, sex, personal experiences and social factors will provide a good basis for program production. Audience beliefs and experiences are great influences on way the message will be understood and conveyed. Information should be straight forward to avoid different viewers from misinterpreting it. Time for airing various programs should be considered to avoid non targeted viewers from watching. References Brown B. & Barkhuus L. (2006) the television will be revolutionized: effects of PVRs and file sharing on television watching In Proceedings of the SIGCHI conference on Human Factors in computing systems, pp. 663-666) ACM. Freeman J & Lessiter J (2003) Using attitude based segmentation to better understand viewers’ usability issues with digital and interactive TV In Proceedings of the 1st European conference on interactive television: from viewers to actors (pp. 19-27). Kondo K. & Steemers J (2007) Can television be good for children? Report for Save Kids TV. Livingstone S. (2000) Television and the active audience Manchester University Press, pp. 175-193. Stewart, J (2003) the social consumption of information and communication technologies (ICTs): insights from research on the appropriation and consumption of new ICTs in the domestic environment Cognition, Technology & Work, 5(1), 4-14. Ursell, G (2000) Television production: issues of exploitation commodification and subjectivity in UK television labour markets Media, Culture & Society, 22(6), 805-825. Read More