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Learning outcomes |
To approach the concepts of “public”, “audience”, “generation” and to know the several theories regarding “mass” and “segmentation”.
To understand how the public has become fragmented over time raises new problems. In the Age of Internet 3.0 it urges to equally understand this new stage of “segment massification”, which is also one of trends at technological level and social figures.
It matters to know which figures emerge due to the new media (cloud, mobile, games, TV, transmedia, YouTube and IGTV), how the publics have mobilized today and how they react to the impact of media messages (images, media files and narratives).
From the methodological point of view one highlights the empirical research and its practice. The theoretical paradigms help to optimize research, to know the audience and to define better the purpose of the research in this field.
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Syllabus |
CONTENTS / PROGRAM
Segments and Masses (Sugimoto, Tabernero, Silva)
Audience Research And Consumerism (Tabernero)
Generation X,Y, Z And Alpha (McKrindle & Wolfinger)
.2 STATE OF THE ART
The Media Optimized Society (Elias)
The YouTube Phenomenon (Burgess & Green)
Publics And Audiences in the Digital Age
User Culture
Publishers, Searchers (Taylor)
Flow TV And Cyworlds (Elias)
Cloud, Crowds And Screens
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Main Bibliography |
REFERENCES
PRIMARY
BURGESS, J. & Green, J. (2009). YouTube. Cambridge, RU: Polity Press.
ELIAS, H. (23-24 de Maio, 2019). “Flow TV And Cyworlds: About Brands And Streaming-Screens” In Serra, P. (Org., 2019) 3a Conferência “Televisão e Novos Meios - Produção e Público_Assincronias”. Covilhã: Labcom, UBI.
ELIAS, H. (2006). A Sociedade Optimizada pelos Media [The Media-Optimized Society]. Lisboa, Portugal: MediaXXI-FormalPress.
McCRINDLE, Mark & WOLFINGER, Emily (2011). The ABC of XYZ [2009]. Austrália: UNSW Press
PLUMMER, J., RAPPAPORT, S., HALL, T., BAROCCI, R. (2007). The online advertising playbook: proven strategies and tested tactics from the advertising research foundation. Hoboken, NJ, US: John Wiley & Sons.
SÁNCHEZ-TABERNERO, Alfonso (2009). The Content of Media - Quality, Profity And Competition. Lisboa: MediaXXI - FormalPress
SUGIMOTO, Yoishio (1997). An Introduction to Japanese Society. Cambridge University Press, Nova Iorque.
TAYLOR, Paul & the Pew Research Center (20
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