an active audience: just one or many? - wordpress.com · an active audience: just one or many? ......
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An Active Audience: Just one or many?
Michele Morehouse
This Final Project is Submitted in Partial Fulfillment of the
Requirements for the Master of Arts Degree
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Purpose of Study
Are brands’ effective in succeeding to make their audience aware of their presence?
If so, how is this accomplished?
What media is used?
What processes accomplishes this?
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Research Question
How can audiences misinterpret the dominant meaning of an advertisement?
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Hypotheses
• Hypothesis 1: Narrative structure and style elements effect how the
decoders interpret the dominant meaning within an advertisement.
• Hypothesis 2: Connotative and Denotative meanings cause audiences
to have his or her own interpretation.
• Hypothesis 3: People alter or interpret information or content to fit his
or her existing views.
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Semiology
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Sign
Symbol
Index
IconAllegory
Signal
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Denotation
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Connotation Pose
Object
Photogenia Aestheticism
Syntax
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Lexical Meanings
“Port” Root Word
Example: Import or Portable
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Text and Narration
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What is an Audience?
“several groups divided by their reception of different media and genres, or by social and cultural positioning”
- Shaun Moores
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Audience Reception Theory
Encoding-Decoding Process
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Structure of Meaning
“the world has to be made to mean”- Stuart Hall (2001)
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Dominant Meaning
MAPPING
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Classifications of Decoding
• Dominant
• Negotiable
• Oppositional
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Dominant Position
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Negotiable Position
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Oppositional Position
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Dominant Paradigm
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Active Audience
Uses and Gratification Theory
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What Drives an Audience?
Social
Cultural
Environmental
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Consumption
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Fan Community
“varying degrees of semiotic productivity, produce meanings and pleasures that pertain
to their social situations out of the products of culture industries”-John Fiske (1992)
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Selective Processes
• Selective Exposure
• Selective Perception
• Selective Retention
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Selective Exposure
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Selective Perception
“as a symbolic sign vehicle or structured discourse”- Hall (1979)
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Selective Retention
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Challenge
Can an Audience interpret the dominant meanings presented in the advertisements?
Results: Successful Encoding-Decoding Process
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Methodology
Study Part 1: Textual AnalysisStudy Part 2: Survey Collection
STRUCTURE FUNCTIONS
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Textual Analysis
Number of Case Studies: 5
Sources Allocated from: YouTube
Brand Focus: Samsung Mobile Galaxy Campaigns
Time Frame: 2013 to 2014
Analysis Key Components:
1. Case Study Summarization
2. Narrative Structure Theme and Motif
3. Style Settings, Imagery, Verbal Cues, Music, Cultural References
Sphere of Denotative and Connotative Meanings
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Exhibit 1: Connoted and Denoted Meanings:
Advertisement Connotative Denotative
Sweet Dreams Create something extraordinary “Design Your Life”
Evolution & A Long Time Coming No longer fiction, but reality
(Smartwatch Gear S)
“Its Finally Real”
Right Up Our Street Popularity “Britain’s most popular phone”
Introducing Galaxy Gear Circle User initiative Tutorial
Note Pun Intended Product Value Puns:
“I will domi-note you!”
“I will have an Ameriaco-note.”
“Note in my house!”
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Sweet Dreams
Theme (Narrative): “Everyone has a story and every story starts somewhere.” (Samsung U.S. News, 2013).
Denotative: “Design Your Life.”
Connotative (Style): Imagery, Verbal Cues and Music
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Evolution & A Long Time Coming
Theme: “I’m on my way.” (Journey)
Denotative: “Its Finally Real.”
Connotative: Imagery, Verbal Cues and Cultural References
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Right Up Our Street
Theme: “Capture every moment beautifully”
Denotative (narrative): “Britain's most popular phone”
Connotative (style): Imagery & Verbal Cues
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Introducing Galaxy Gear Circle
Theme: “Ease of Access”
Denotative: “Design Excellence,” “Intuitive Experience” & “Hands Free Intelligence”
Connotative (style): Music and Emotional Appeal
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Note Pun-Intended
Theme: “Do you Note?”
Denotative (narrative): “Do you Note”
Connotative (style): Settings, Imagery and Verbal Cues
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Survey Analysis
Number of Participants: 45
Number of Data Collection Rounds: 3
Where did survey take place:
Communications Department from the College of St. Rose
Demographic:
Undergraduate Students
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0
5
10
15
20
25
30
Sweet Dreams' Evolution' & 'A LongTime Coming'
Right Up Our Street' Introducing Galaxy GearCircle'
Note Pun Intended'
Comparative Audience Responses
Dominant Negotiable Oppositional
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GAPS
Sweet Dreams Oppositional
Evolution & A Long Time Coming No gap established
Right Up Our Street Oppositional
Introducing Galaxy Gear Circle Negotiable
Note Pun-Intended Oppositional
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Beyond the Surface
1. I needed to understand the structure of an advertisement
2. Understanding the structure of meanings produced.
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Dominant Meaning
Each case study makes a connection with the audience
How?
Relatable Themes to an audiences life
Advertisement Theme Connection
Sweet Dreams Everyone has a story to tell or create
Evolution & A Long Time Coming Different generation’s childhoods illustrating the
product through iconic pop culture
Right Up Our Street Every moment in life needs to be captured no
matter the importance
Introducing Galaxy Gear Circle People are always on the go in life, always in
constant motion
Note Pun-Intended Social Interaction – being with people and
having fun
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Narrative Structure
1. Structure and format are fundamental to the production of content
2. Narrative Structures devices motifs and themes (set the foundation for two new standards of thought)
a) Motifs central themes: Dominant Meaning and Slogans
b) Themes storyline themes: cultural and social references
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Dominant Style Devices
Imagery: Vulnerable
1. Open to interpretation
2. Accessible by the audience
Verbal Cues: Secure
1. Symbolic
2. Duality of denotative and connotative meanings
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Standards of Style Devices
1. Active audience can consciously consume content:
a) Ex. Denotative details of the content => visual objects
2. Active audience is unconsciously active in consuming content:
a) Ex. Connotative Context => Tone
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Dominant Style Function
Advertisement Emotions
Sweet Dreams Determination, Light-heartedness & nostalgia
Evolution & A Long Time Coming Upbeat & reminiscence
Right Up Our Street Upbeat
Introducing Galaxy Gear Circle Determined & Fast-pace
Note Pun-Intended Silly & Trivial
Ex. Sweet Dreams obscure emotions
1. Mysterious
2. Gloomy
3. Dark
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Aesthetics & Emotional Appeal
1. Audiences draw upon illustrated emotions in the content
2. Process to fit his or her needs
3. Each scenario is different
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Encoding-Decoding Duality
Encoder ------ Message ------- Decoder Transmission Successful!
Encoder------Message-X-X-X-X-X- Decoder Transmission Failed!
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Degree of Participation
Dominant GAP Oppositional
Oppositional Gap Present + Successful = Audiences full participating
Oppositional Gap Present + Failure = Audiences as partially active.
Partially Active:
1. Audience chooses to interpret given information, but feels disappointed or left unsatisfied
2. Audience couldn’t relate to the information at all
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Active Audience Discoveries
Audiences are defined as:
1. Selective
2. Either aware or unaware of content
3. Actively Passive
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Limitations
Hall’s decoding classification too basic
Why? Audiences offer multiple interpretations
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Future Study
Create new measurable devices that:
1. Identify the how dominant meanings are consumed
2. How are the messages conceived by the audience
Result of measurable devices:
1. Brand can produce an appropriated message that reaches the audience
2. Audience can clearly identify the dominant meaning within the content of an advertisement
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Bibliography
(2013). Samsung Debuts the GALAXY Note 3 and GALAXY Gear with “Design Your Life” Global Campaign. Samsung U.S. News. Retrieved February 18, 2015 from
http://www.samsung.com/us/news/21727
(2014). U.S. Digital Consumer Report 2014. Nielson. Retrieved February 5, 2015 from
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/the-digital-consumer-report-feb-2014.pdf
(2014). 2014 Advertising Spending in The U.S. Statista. Retrieved February 10, 2015 from
http://www.statista.com/statistics/272314/advertising-spending-in-the-us/
(2015). Samsung Galaxy Alpha. Samsung U.K. Consumer. Retrieved February 20, 2015 from
http://www.samsung.com/uk/consumer/mobile-devices/smartphones/android/SM-G850FZBEBTU
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(1988): 217-233.
Barthes, R. Image-Music-Text. Hammersmith, London: Fontana Press. 1977. 18-25.
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Bibliography
Cartwright, L. & Sturken, M. (2009). Viewers Make Meaning. The Practice of Looking.
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