In reflecting on the study on media institution and audience, we first required to understand the definition of media and the history thereof. Media is the means of communication that is aimed at influencing people by means of television, radio, and newspapers regarded collectively. This takes us to understanding the brief history of human communication. According to Steinberg (2007:172) the stages in human communication are associated with the development of speaking, writing, printing and the mass media (newspaper, radio, film and television). The recent development is the outcome of the new computer age. Bearing in mind that this development did not replace each stage but just rather it gradually built on what was already there. In essence the study of media institutions and research cannot be done in isolation. The two are intertwined phenomenon. Fourie (2007:4) the study of the current media form is influenced by what happened in the past. In order for us to understand the current media form in South Africa we need to understand what happened in the past. Our study will depart from the broadcasting age in South Africa. Broadcast media in South Africa has brought upon globalisation.
According to Fourie (2007:357) globalisation is an all-encompassing phenomenon involving economic, political, technological and cultural transformation. By means of media institutions that are deployed in broadcasting we understand that studying these institutions plays a very crucial role as it enables institutions to be able to decide as to what type of broadcasting method to use in order to achieve the influence role of media. Understanding who is supposed to study media institutions is very fundamental and also key role players in the study of media institutions also plays a very crucial role. Media institutions are supposed to understand the environment that they are operating in. The external and the internal forces that affect and influence those institutions. Elaboration has been done in understanding the theoretical approaches to the study and research of media/mass communication.
From the theories that we are going to discuss Fourie (2007:116) suggests that we can say all media theory concerns itself in one or another way with the description, interpretation, explanation and evaluation of the power of the media to integrate people into society, and media’s role in changing Fourie (2007:116) mentions that all media theory concerns itself with one or another way with the description, interpretation, explanation, and evaluation of the power of media the power of the media to integrate people into society and the media role in changing the society. These phenomenons are evident in the elaboration of the factors of globalisation, such as cultural globalisation where media influences cultures. In order for media institutions to apply the correct strategies to influence targeted audience they are required to study and study the relevant media platform to use. For example when you want to sell an airtime for a company to advertise on your radio or television station you required to understand your targeted market. Advertising airtime for a sports wear shop should be better on a sports playing channel as it is more likely that people watching that channel are sports people.
Also another important aspect that a researcher must know when studying media institutions is that you are required to understand and apply the relevant research method for the specific study. Such as the, (Fourie 2007:117) the positivist approach is based on a scientific method to arrive to a scientific description of the world and the individual phenomenon of the media. Where the application of this method involves a process of empirical research which will yield objective findings and ensures that no subjective elements intervene to influence the validity of the findings. Though critics of the positivist approach claim that the approach researches only that is observable where as in the case of social research where human is studied and human action is not only observable response to stimuli, it is also based on interpretation and understanding.
Furthermore in studying media institution a researcher is required to study and understand the role the ICT (developing technologies), politics and the government play. In South Africa, ICASA (independent communication authority of South Africa), regulates the media institutions. According to Stokes (2003:98) the government also has a very important role to play in determining the shape of the media and the culture industries through legislation, subsidy and regulation. Media institutions are regulated by the Department of
Communications through the “Electronic Communications and Transactions Act, 2002, No. 25 of 2002” One more important aspect to understand in studying media institutions is the very same people consuming the product of institution which is the audience. We are first required to understand as to what is media audience. According to Stokes(2003:129), in media and cultural studies, the term ‘audience’ is used in the everyday sense to refer to the people who attend a particular performance or who view a film or program on television or people who are exposed or respond to media culture which is the media institutions. People who produce media artefacts, government regulatory bodies, lobby groups and politicians are just some of the many people who study audiences. Governments need to know if people are being informed about issues; program makers need to know whether people like their programs; advertisers need to know what magazines their target audience read and regulators need to keep up to date with public manners and mores. All kinds of agencies, public and private, make it their business to find out what kinds of media are used, when, where and how.
Several kinds of research are undertaken into audiences by organizations, institutions and individuals. Stokes (2003:129) We are required as media practitioners that, “Why study audience” Stokes (2003:129). Because of the rate that media influences audience in factors of globalisation such as consumer culture and imperialism. Importantly when studying media audience, a practitioner is required to understand the influence that media exerts on the audience. It is mentioned by Steinberg (1995:194) that some research into the effects of mass communication has been directed at investigating the nature of the mass audience. There are theories such as the “Two step flow theory” which are developed by researchers Katz and Lazarsfeld (1995) in understanding media audience. Steinberg (1995:194). Two step flow theory asserts that information from the media moves in two stages. Firstly, certain people who are heavy users of media receive the information and pass it on to people who are less exposed or consumers. The heavy users are called opinion leaders and in retransmitting the information they tend to include their own interpretation. Thus is called the agenda setting theory. Another theory is the Uses and Gratifications Model. It is still unclear that there is any link between the consumption of violent media texts and violent imitative behavior. It is also clear the theory is flawed in that many people do watch violent texts and appear not to be influenced. The audience is in control and consumption of the media helps people with issues such as: learning, emotional satisfaction, relaxation, helps with issues of personal identity, help with issues of social identity, help with issues of aggression and violence
SOURCES CONSULTED:
Fourie, P J. 2007. Media Studies, Media History, Media and Society Volume 1. Juta Steinberg, S. 2007.
An introduction to communication studies. Juta Stokes, J. 2003. How to do media and cultural studies research. London: Sage
University of South Africa. Department of communication science.2014.Honours studies:Tutorial Letter 301/2014 for COMNHONE. Pretoria
University of South Africa. Department of communication science.2014.Media Research: Tutorial Letter 101/2014 for COM4802. Pretoria
No comments:
Post a Comment