In What Ways Television Audiences Are Active - Essay Example

In What Ways Are Television Audiences Active? Name Course Tutor’s Name Date In What Ways Are Television Audiences Active? Television audiences do not just believe everything aired in the channels they watch. Rather, they can believe or disagree with propositions made in television programs based on their own experiences. In other words, audiences use different rationales in determining whether the information aired on TV is believable. This essay identifies the different ways in which TV audiences are active. The essay commences with definitions of the word audience, and the concept of active audiences. The essay further identifies the different ways in which audiences are active and concludes by noting that technological developments – especially Internet technologies – have made audiences even more active than was the case before. The term audience is defined as “a series of relationships that are established among media and the public, which is deeply rooted in social and cultural values” (Garcia-Aviles & Hernandez, 2008, p. 432). The inclusion of the terms ‘social’ and ‘cultural’ in this definition means that people from different socio-cultural contexts engage with the media differently, specifically because their interpretation and understanding of the media content is shaped by their pre-existing social and cultural experiences. With the above definition in mind, the concept of active audiences could then be interpreted to mean that each TV viewer is different in their interpretation and engagement with the messages delivered by the TV medium. The best manner to describe TV audiences has attracted debate from scholars and analysts alike. Fiske (1987) for example states that TV audiences are made up of heterogeneous groups who “actively read television in order to produce from it meanings that connect with their social experience” (p. 84). Alcock (2001) on the other hand notes that TV watching is an active process since it involves interpretation of meanings. Since interpretations differ among individuals, Alcock (2001) argues that it is misleading to refer to TV audience; rather it should be TV audiences because each viewer forms a different kind of audience. Alcock (2001) further notes that processing TV messages mentally is psychologically complex since the viewer must keep track of the characters, motivations and plots in order to understand the program. The viewer hence does not just assimilate information, but engages in active information processing. Technological developments have enhanced the concept of the active audiences by making it possible for television to be connected to the Internet (Siapera, 2004; Syversten, 2004). Previously, active audiences were mostly citizens who watched TV to catch up with news reports and get information about the market and products (via stock market reports and advertisements). Spectators, fans and education receptors were also other forms of active audiences who would watch TV for the games and the educative content. With Internet connectivity, audiences are now citizens, consumers, players, and clients (Scannell, 2005; Syversten, 2004). They also enjoy quality entertainment thus meaning that they can easily flip through channels if a specific program does not appeal to them. Being a TV spectator is among one of the ways that TV audiences are active. The active spectator may sound like an oxymoron, but it is not. According to Tornero (2005 cited by Garcia-Aviles & Hernandez, 2008), a spectator is a person who is “busy in contemplation, with the motivation and desires of someone who is prone to the spectacle or the morbidity of the images” (p. 251). The spectator is arguably consumed in the images portrayed on television, but he/she is also busy engaged in a mental process where he/she tries to ponder the spectacle displayed on the TV medium. Watching football, NBA or other games are scenes that would attract active spectator audiences. Television audiences can also be active through perceiving the TV as a business medium, or what Garcia-Aviles and Hernandez (2008) call “television consumer” (p. 432). Viewers who fall into such television consumer category are always on the lookout for financial reports, and/or products or services featured either as stories or advertisements. The television consumer audiences often perceive TV content from a reductionist perspective. For example, such viewers will view political news with an intention of understanding how the political environment will affect the economy. They follow policy-related news items with the intention of drawing conclusions about the effect that such policies will have on the business environment (Garcia-Aviles & Hernandez, 2008). When active audiences take a consumption role, TV broadcast managers target them with specific programs. For example, they produce and air programs aimed at enhancing the audiences’ participation e.g. in purchasing products, interacting with advertisements etc. Audiences can also be active by engaging in different processes, which include the political, social, cultural, and/or communicative among others (Nightingale & Dwyer, 2006; Syversten, 2004). The citizen active TV audience specifically believes that he/she has duties and rights that involves following the social, cultural and political processes as displayed on TV screens and advocating for what they believe is appropriate. Such audiences will comment about the airing of specific programs at inappropriate times, and will even begrudge businesses for designing advertisements that have foreign culture in them. Garcia-Aviles and Hernandez (2012) observe that the active TV audiences who advocate for patriotism, cultural, and political causes perceive their activeness as an aspect of public service. TV audiences can also become active through play. In the recent past, game shows where participants compete for prizes have increased in popularity (Hargittai & Walejko, 2008). With the advent of interactive TV technologies however, the gaming experience is not restrictive to the participants only; rather, even spectators who watch the show away from the TV studios can play along or together. Another variant of active play is the quiz programs which are led by a presenter. The role of the presenter in most cases is to encourage participation while explaining the rules of the game (Garcia-Aviles & Hernandez, 2012). Voting is also another method of encouraging active audiences on TV. As has been noted by Garcia-Aviles and Hernandez (2012), voting is used as a strategy for not only hooking viewers, but also letting them influence the program outcomes. The American Idol – now in its twelfth season and hosted by Fox, and the Voice – hosted by NBC – are just some of the reality TV programs where voting by audience is used to pick the ultimate winners of the reality shows. Becoming a fan of a specific program is also an emergent trend that has quickly generated active audiences. TV programmers are now using social media innovatively to promote and create audiences for their program. Garcia-Aviles and Hernandez (2012) note that audiences form fan communities where viewers can discuss the content of the program and the characters therein. Fans are also able to comment, follow their favorite characters and provide feedback. TV audiences can also become active by commentating about the stories and programs aired. From the comments, the diverse viewpoints that different viewers have regarding the same news event are evident. The social platforms have also provided audience with platforms where they can air their views, suggestions and ask questions to newsmakers and opinion leaders. As has been noted by Garcia-Aviles and Hernandez (2012) such an approach to public participation has made some TV channels “the audiences’ ombudsperson” because they not only connect the audiences and increase their participation, but they also act a self-regulation tool for the TV channels. The self-regulation tool concept emerges because the TV channels have to apply journalistic self-regulation when answering questions, responding to suggestions, and resolving complaints among other things. Sometimes, the audiences will accuse the TV channels of impartiality, bias, imprecise reporting and unbalanced programming among other issues. Garcia-Aviles and Hernandez (2012) note that when such accusations occur, the TV channels invite communication professionals and the audiences to engage and reflect of the “public service work carried by the media” (p. 438). Audiences can play the role of collaborators, especially when invited by the TV channels to do so (Garcia-Aviles & Hernandez, 2012). Through collaboration, TV audiences send in their audiovisual contributions on specific topics for airing in specific channels. Collaboration has especially been made possible in recent times by new technologies such as video-enabled mobile phones, camcorders and other mobile devices. Solidarity campaigns where audiences are invited to participate in order to obtain financial or other kind of support are also other ways through which TV audiences can become active. Another way involves activism, where viewers assume the role of participants and are connected to each other, especially in relation to specific issues. Activism influences policies, especially if viewers are discontented about the time of airing, the quality or the content of the programs. In conclusion, most of the ways through which TV audiences are active in the contemporary world are made possible by technological developments, most especially the Internet. The social media has especially made the interaction between TV audiences and TV channels much easier. Viewers send their solicited or unsolicited comments or views to the social media sites where TV channels have an established presence, and this ultimately makes their voices heard. As suggested in the essay, the activeness of different audiences depends on their interest. Business-minded audiences are more inclined to participate in economic-related TV programs, while those in search of leisure activities are more likely to participate in play-related programs. References Alcock, K. (2001). In what ways is watching TV an active process of interpretation rather than a passive process of ‘assimilating information’? Retrieved July 27, 2013, from http://www.aber.ac.uk/media/Students/kka9601.html Fiske, J. (1987). Television culture. London: Methuen. Garcia-Aviles, J. & Hernandez, M. (2008). Roles of audience participation in multi-platform television: From fans and consumers, to collaborators and activists. Participations Journal of Audience & Reception Studies 9(2), 429-447. Hargittai, E. & Walejko, G. (2008). The participation divide: Content creation and sharing in the digital age. Information, Communication and Society 11(2), 239-256. Nightingale, V. & Dwyer, T. (2006). The audience politics of ‘enhanced’ television formats. International Journal of Media and Cultural Politics 2(1), 25-42. Scannell, P. 2005). The meaning of broadcasting in the digital era. In G. Lowe & P. Jauert (eds.) Cultural dilemmas in public service broadcasting. Goteborg: Nordicom, pp. 129-143. Siapera, E. (2004). From couch potatoes to cybernuts? The expanding notion of the audience on TV channels’ websites. New Media and Society 6(2), 155-172. Syversten, T. (2004). Citizens, consumers, customers and players: A conceptual discussion of the relationship between the broadcasters and their publics. European Journal of Cultural Studies 7(3), 363-380. Read More

Being a TV spectator is among one of the ways that TV audiences are active. The active spectator may sound like an oxymoron, but it is not. According to Tornero (2005 cited by Garcia-Aviles & Hernandez, 2008), a spectator is a person who is “busy in contemplation, with the motivation and desires of someone who is prone to the spectacle or the morbidity of the images” (p. 251). The spectator is arguably consumed in the images portrayed on television, but he/she is also busy engaged in a mental process where he/she tries to ponder the spectacle displayed on the TV medium.

Watching football, NBA or other games are scenes that would attract active spectator audiences. Television audiences can also be active through perceiving the TV as a business medium, or what Garcia-Aviles and Hernandez (2008) call “television consumer” (p. 432). Viewers who fall into such television consumer category are always on the lookout for financial reports, and/or products or services featured either as stories or advertisements. The television consumer audiences often perceive TV content from a reductionist perspective.

For example, such viewers will view political news with an intention of understanding how the political environment will affect the economy. They follow policy-related news items with the intention of drawing conclusions about the effect that such policies will have on the business environment (Garcia-Aviles & Hernandez, 2008). When active audiences take a consumption role, TV broadcast managers target them with specific programs. For example, they produce and air programs aimed at enhancing the audiences’ participation e.g. in purchasing products, interacting with advertisements etc.

Audiences can also be active by engaging in different processes, which include the political, social, cultural, and/or communicative among others (Nightingale & Dwyer, 2006; Syversten, 2004). The citizen active TV audience specifically believes that he/she has duties and rights that involves following the social, cultural and political processes as displayed on TV screens and advocating for what they believe is appropriate. Such audiences will comment about the airing of specific programs at inappropriate times, and will even begrudge businesses for designing advertisements that have foreign culture in them.

Garcia-Aviles and Hernandez (2012) observe that the active TV audiences who advocate for patriotism, cultural, and political causes perceive their activeness as an aspect of public service. TV audiences can also become active through play. In the recent past, game shows where participants compete for prizes have increased in popularity (Hargittai & Walejko, 2008). With the advent of interactive TV technologies however, the gaming experience is not restrictive to the participants only; rather, even spectators who watch the show away from the TV studios can play along or together.

Another variant of active play is the quiz programs which are led by a presenter. The role of the presenter in most cases is to encourage participation while explaining the rules of the game (Garcia-Aviles & Hernandez, 2012). Voting is also another method of encouraging active audiences on TV. As has been noted by Garcia-Aviles and Hernandez (2012), voting is used as a strategy for not only hooking viewers, but also letting them influence the program outcomes. The American Idol – now in its twelfth season and hosted by Fox, and the Voice – hosted by NBC – are just some of the reality TV programs where voting by audience is used to pick the ultimate winners of the reality shows.

Becoming a fan of a specific program is also an emergent trend that has quickly generated active audiences. TV programmers are now using social media innovatively to promote and create audiences for their program. Garcia-Aviles and Hernandez (2012) note that audiences form fan communities where viewers can discuss the content of the program and the characters therein. Fans are also able to comment, follow their favorite characters and provide feedback.

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