módulo 3 capturar y retener la atención del espectador

8/13/2019 Mdulo 3 Capturar y Retener la Atencin del Espectador

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Mdulo 3 Capturar y Retener la Atencin del Espectador

Capturar yRetener laAtencin delEspectador

Sera difcil pensar en algn negocio mascompetido que la TV. El espectador promedio en los Estados Unidos puede escoger entre docenas de canales de TV.

Cada ao cientos de millones de dlares son in!ertidos tratando de crear programas de TV e"itosos. # cada ao$ por lo menos a ni!el de

cadenas$ la mayora de estos intentos fallan.

%ero primero &'e(es )(tener su Atencin*

El +"ito de un programa de TV ,y por lo tanto$ pro(a(lemente tu propio +"ito profesional- depender en gran medida de tu /a(ilidad para

capturar y retener efecti!amente la atencin de la audiencia. # por supuesto$ una !e0 que lo logres$ ms !ale que tengas algo interesante que

comunicar o rpidamente la audiencia se ir a otro lugar ,ya sea sintoni0ando otro canal o simplemente ignorndote-.

%ro(a(lemente pienses 1#o no quiero preocuparme por eso$ yo solo quiero /acer programas de TV que me gusten a mi.1 23uy (ien pero$

qui+n !a a pagar por ellos4

23uy (ien pero$ qui+n !a a pagar por ellos4

Realidad 5657 Un Curso de Economa Requerido

'emos un rpido !ista0o a nuestras notas del curso Realidad 565.

8as producciones de TV cuestan muc/o dinero. Un milln de dlares por /ora es adecuado para una cadena de produccin. ,9 del T7 en

pases latinoamericanos la cifra a !eces llegas a cientos de miles$ pero usualmente es menor-

Antes de que alguien aporte esa cantidad de dinero ellos tienen que creer !erdaderamente que /a(r alguna clase de retorno por su in!ersin.

'ependiendo del tipo de produccin$ esta retri(ucin puede ser comunicar efecti!amente un mensa:e corporati!o$ lograr que las personas

compren un producto o ser!icio$ lograr que los espectadores comprendan una serie de conceptos$ o$ en el caso de la tele!isin comercial$

generar plus!ala por la !enta de productos.

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'ale al ;lanco ,Audiencia-

Usamos el t+rmino de target audiencepara indicar el segmentoespecfico de audiencia potencial al que estamos 1apuntando.1

8os pu(licistas tiene ciertamente preferencias demogrficas. Si ests

!endiendo :eans de marca$ por e:emplo$ tu target audience seran

adolecentes de (uen ni!el econmico y muy pro(a(lemente no estaras

interesado en patrocinar repeticiones de 1Reportera del Crimen1 ,Murder,

She Wrote-$ que apuntan a una audiencia ms madura.

As que$ sin importar que tipo de produccin est+ pensando /acer$ de(e

comen0ar con un claro entendimiento de las necesidades e intereses de su

audiencia destino.

8os pu(licistas gastan millones de dlares determinando las necesidades e

intereses de grupos especficos de audiencia destino para sus productos.

%or cierto$ los principios para determinar las necesidades e intereses de su

audiencia destino son tam(i+n aplica(les a algo tan simple como producir un !ideo para su clase.

Si el !ideo fuese a ser solamente e!aluado por un profesor$ induda(lemente tomara una apro"imacin diferente a la reali0acin de un !ideo

para la fiesta de graduacin. En cada caso$ conocer las necesidades de la audiencia destino es la cla!e del +"ito..

Veamos unos cuantos asuntos relacionados con esto.

Usando T+cnicas de Captura de Audiencia

%odemos darnos cuenta que las audiencias (asicamente reaccionan emocionalmente al contenido de un programa.

An una presentacin educati!a e!oca


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Estados Unidos sino que adems ilustra como dos tenaces reporteros /acen tam(alear al %residente

de los Estados Unidos.

Aunque re!elar la !erdad no sea siempre reci(ido con entusiasmo$ sa(emos que para que unademocracia funcione los medios tienen la responsa(ilidad social de presentar la !erdad aunque duela a

algunas personas.

'e /ec/o$ si los medios a(andonaran su papel de 1perro guardin1$ el futuro del sistema democrtico

estara muy comprometido.

%ero no /ay que entender mal esto> muc/as personas gustan de un (uen escndalo en definiti!a$ atrapan nuestra atencin.

Esto por supuesto a(re la posi(ilidad de e"plotacin


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A nation that is afraid to let its people %udge the truthand falsehood of ideas in an open mar&et

is a nation that is afraid of its people. 'o/n B. ennedy$ former U.S. %resident

Although !e all learned about such things in our high school ciics classes# todaysuch alues are easy to forgetespecially !hen the free flo! of information containsideas that go against our basic beliefs.

Some cases in point the patently absurd headlines and stories regularly appearing intabloids (*+!o',eaded -oman arries +!o en/00)$ 1.S. +V programs such as HardCopy!hich hae redefined tabloid %ournalism$ and# of course# photos# filmsideotapes and art !or& that are branded *pornographic.00

Censorship for the Sa&e of Our Values

+hese and other seeming abuses of free speech hae been enough to ma&e manypeople cry for some type of control of the mediasome type of censorship.

And that0s e2actly !hat0s been happening.

According to USA Today# oert moes to censor boo&s ta&e place in about 34 percentof 1.S. schools each year# !ith unreported efforts far e2ceeding this percentage.

+hings that hae been censored include Sha&espeare0s plays and such classic boo&sas The Red Badge of Courage, Mr. Roberts, Catcher in the Rye, the Great Gatsby, TheAdventures of Huc!eberry "inn, To #i!! a Mocingbird, $ord of the "!ies, %&'(, Go AsA!ice, and)f Mice and Men.

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ore recently# the ,arry 5otter boo&s (responsible for turning on thousands of youngpeople to reading) hae been banned by religious'right forces# !ho feel that ,arry

5otter0s po!ers are associated !ith satanism. In fact# the 5otter boo&s !ere the mostcensored boo&s in 3443.

6en *ebster+s e- *or!d ictionaryhas been banned in some schools because itcontains *ob%ectionable !ords.00

And# it may only be appropriate that "ahrenheit (/%# a boo& about censorship# hasalso been banned.

Interestingly# one of the most

Interestingly# one of the most disdained fascists in history# Adolf ,itler# !on popularapproal by promising to clean up *moral corruption* in the media of his time.

Once he gained control of "ermany he !as directly or indirectly responsible for thedeath of

7 million 8e!s

9 million 6ast 6uropeans

34 million Soiet citi:ens

; million "erman soldiers (3 million in the course of his *ethnic cleansing*)

< million -estern Allied soldiers

+hen# asno!# the idea of *cleaning up the media* can hae great popular appeal.

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T/is cleaning up of our culture muste"tend to nearly all domains. T/eater$art$ literature$ mo!ies$ t/e press$posters$ and DindoD displays must (ecleaned of t/e symptoms of a rottingDorld and put into t/e ser!ice of t/estate...to pre!ent a people from (eingdri!en into t/e arms of spiritual lunacy.


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Censorship has not only been ta&ing place in our schools. =uring the last decade orso attempts to &eep certain goernmental actiities from the public hae reached ne!heights.

+he percentage of goernment documents mar&ed *classified00 dramatically increasedduring the >eagan'ush years. any classified documents hae nothing to do !ithnational security$ they include to2ic'!aste studies and significant findings onoccupational ha:ards.

ore recently# of course# the Internet has become a focus for censorship. +his iscoered here.

In the old days !hen a messenger gae a &ing bad ne!s the &ing !ould sometimesbecome so upset he !ould &ill the messenger. -e see anger of this type directedagainst today0s messengers# the ne!s media.

+hose of us !ho hae !or&ed in ne!s &no! ho! readily corruption can thrie !hen itcan be hidden from public disclosure. ut than&s to technology it0s not as easy to hidethings today.

+o cite %ust one e2ample# using today0s high'@uality camcorders concerned citi:enshae documented a !ide range of abuses of the public trust. -e0e seen some of theresults on net!or& ne!s and public affairs programming.

Ironically# often some of those !ho proclaim the irtues of this *land of the free#* areoften the first to proclaim %ust as loudly that something should be done to stifle ideasand alues !hich differ from their o!n.

Censorship reflects a society0s lac& of confidence in itself.

%otter SteDart

From a psychological perspectie there is a demonstrable relationship bet!eenpsychological security and tolerance. 5ut another a!ay# personal insecurities areoften related to an inability to tolerate ne! ideas# or ideas that run contrary to our o!n.

=espots !ho fear losing their position are @uic& to initiate censorship.

+he more insecure their status the more desperate their efforts.

+hroughout history totalitarian regimes and censorship hae gone hand in hand. (Seethe article# +he roadcast edia0s "ro!ing >ole in International 5oliticsin another section).

Insecurity and the inability to confront ne! ideas are related to the mobili:ation ofthree ego defenses# or personal defense mechanisms.

5ersonal =efense echanisms

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http://www.cybercollege.com/span/intmed.htm


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ather than !elcome the chance toconfront !hat they thin& is an inferior idea and stimulate thin&ing# they seem to fear

such ideas.

3.Second defense mechanism is selectie perception. If indiiduals are presented !ith ideasor data that contradict their beliefs# they refuse to *see* or recogni:e the credibility orsignificance of the information.

If the idea# itself# is difficult to dispute# the indiiduals may try to discredit the source.*ou can0t beliee anything that (!hoeer) says.* Attributing the idea to anincompetent# corrupt or eil source is another approach.

B.Finally# there is selectie recall. Simply put# !e tend to remember things that support our

ie!points and coneniently forget those that don0t.

For e2ample# after a +V program is sho!n !hich contradicts some of our personalbeliefs# !e tend to remember only those facts that support our original beliefs. Or# !emay remember *different facts* and feel that the program actually supported ourie!s.

All of these defense mechanisms hae been demonstrated in studies.

imited Ability to a&e 6ssential Ad%ustments

Although these defense mechanisms tend to protect belief systems# they also limitgro!th and personal opportunities.

5ossibly more importantly# they limit our ability to ad%ust to changing needs by beingable to consider ne! solutions to problems. (If !e had successful solutions to theseproblems# !ould they remainprob!e0s?)

+hroughout history !e0e seen !hat happens to species and societies that !ere notcapable of ade@uately adapting to change. +oday# change is assuming an eer'accelerating pace. 5art of this change inoles the emergence of ideas that are ne!een ideas that threaten cherished beliefs.

At one time it !as heresy to suggest that the !orld !as not flat or not at the center of

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the unierse. +hose !ho !ere bold enough to openly adocate another ie! !erecensored or een tortured until they *repented.* And if that didn0t !or they !eresimply &illed *for the good of society.*

-hen a tyrant first appearshe al!ays comes as your protector.

+he 5rice of Freedom

-e must remember that the price of freedom inoles tolerating ideas that differ fromour o!n beliefs. Sometimes !e must defend the rights of those !e disagree !ith inorder to insure that !e# ourseles# !ill retain the freedom to share ideas that !econsider better and more !orthy.

Freedom and alues are not in conflict as long as !e are personally strong enough toconsider alternatie ie!s !hile using our freedoms to effectiely ealuate theseie!sand then act on our informed decisions.

In "ermany they came first for the Communists#and I didn0t spea& up# because I !as not a Communist.

+hen they came for the 8e!s#and I didn0t spea& up# because I !asn0t a 8e!.

+hen they came for the trade unionists#and I didn0t spea& up because I !asn0t a trade unionists.

+hen they came for the Catholics#and I didn0t spea& up because I !as a 5rotestant.

And then they came for me#and by that time no one !as left to spea& out.

' Attri(uted to 3artin 9iemoeller

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módulo 3 capturar y retener la atención del espectador

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