Creating the Viewer
University of Texas Press (Verlag)
978-1-4773-2906-1 (ISBN)
The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies’ studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show “ideation,” providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities.
Justin Wyatt is an associate professor of communication studies, film/media, and journalism at the University of Rhode Island, the author of multiple books, including High Concept: Movies and Marketing in Hollywood, and co-editor of Screening American Independent Film and Refocus: The Later Films and Legacy of Robert Altman.
Preface
Part I: Introduction
1. Considering Viewership
2. The Terrain of Media Market Research: Partners, Projects & Collaboration
Part II: The Battery of Media Market Research Studies
3. Pilot Testing & Series Maintenance
Appendix to Chapter 3
4. Brand Alignment & Derailment
Appendix to Chapter 4
5. Talent Testing & Media Research: Gauging Awareness & Connection
Appendix to Chapter 5
6. Ideation & Content Co-creation
Appendix to Chapter 6
Part III: Rethinking the Viewer
7. The (Manipulated) Performance of Market Research
8. A Corrective for Media Market Research & You
Appendix to Chapter 8
Acknowledgments
Glossary
Notes
Works Cited
Index
| Erscheinungsdatum | 01.04.2024 |
|---|---|
| Zusatzinfo | 17 b&w photos |
| Verlagsort | Austin, TX |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 540 g |
| Themenwelt | Kunst / Musik / Theater ► Film / TV |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-4773-2906-4 / 1477329064 |
| ISBN-13 | 978-1-4773-2906-1 / 9781477329061 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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