T6: The Exposure Model - Exposure Factors

8/14/2019 T6: The Exposure Model - Exposure Factors

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Eunice BooConelia FooMelody HuangGereld KhoongMatthias Phua

COMM2071: MEDIA AUDIENCES AND CONSUMERBEHAVIOUR

TOPIC 6MEDIA AUDIENCE

BEHAVIOUR:EXPOSURE FACTORS



The Exposure Model

The Need for the Exposure Model

Is The Exposure Model a Good Model?

Importance of The Exposure Model

Weaknesses of the Exposure Model

Looking at the Exposure Model in terms of Audience & Media Factors

What the Exposure Model is Lacking

Case Study - The Little Nyonya

Agenda



AUDIENCEFACTORS

StructuralPotential Audiences

Patterns of Availability

IndividualNeeds/Tastes/Preferences

AwarenessGroup Configurations

EXPOSURE

Gross MeasuresRatings

Market Share

Circulation

CumulativeReach & Frequency

Audience Duplication

Loyalties

MEDIA FACTORS

StructuralMedia CoverageContent Options

Within & AcrossChannels

IndividualNumber of Sets

Subscriptions

Technologies Owned

Long Term Developmentof Technologies, Programming Services, and

Strategies

Long Term Cultivation

of Tastes, Expectations, and Habits Webster and Lichtv, 1991

The Exposure Model



The Exposure Model

Firstly, the model is designed to “explain, predict and

control how and when people come into contact withthe media”

This behavior of the mass audience can be typicallyunderstood through two dimensions:

1) “A snapshot of theaudience at a single pointIn time”

This will include Exposure

factors such as “GrossMeasures” (Ratings,Market

Share and Circulation)

2) The study of “AudienceBehavior over time”

(Cumulative Measures

which include Reach andFrequency, AudienceDuplication and Loyalties)



•Mass Media perpetuates Capitalism (Cronk,1996)

•Hence would the exposure to media fuel this?

•Exposure is fundamental in finding out the levelof popularity of a particular media

•If popularity and ratings are insignificant, willexposure be expendable?

The Need for The ExposureModel



Importance

• Provides data on media behaviour

• Answers questions on who, what, when & where

• Good for exploratory research

• Data useful to many different researchers on mediabehaviour

• Can be used to track changes over cumulative period of time & can forecast short term trends

• Can be used to study a particular phenomenon at a certainpoint of time, through cumulative measures

s e xposure o e a goomodel?



Importance

• Essential in measuring media audience behaviourregardless of time

•Variables can be changed/altered accordingly to

changes in the way audiences consume their mediaalong with trends over time

•However, the overall structure of model still appliesand is valid in many ways today.




Weaknesses

• Not able to gather data on media audiences’attitudes

• Not able to collect data on psychographics - why &

how, and only able to collect general information ondemographics of media audiences

• Exposure factors might not be accurate measures asthey might not be active pursuers of the programme(eg, TV Mobile)




Weaknesses

Many factors affect audience’s television/mediaprogramme choice. Some examples of thesefactors are:

Audience availabilityshows that the audience’sprogramme choice ispossibly unrelated to theaudience’s preferences.

Programme schedulesfurther restrict thesepreferences.

Audience Availability Programme

Schedules




Weaknesses

• Only provides macro-level analysis on mass audiencebehaviour

• The exposure model was created with the U.S in mind,hence the differences between the U.S audiences andSingaporean audiences must be taken into account

•According to Becker and Kosicki (1996), audiences in theU.S. are engaged in more habitual behaviour than activitiesdriven by an assessment of the medium’s ability to deliverthe news product, especially where television is concerned

•Whereas, it is noted that in other countries such asGermany, media audiences are more premeditated and more

directed compared to American audiences




Weaknesses

The media audience are synchronised, free vehicles thatalthough express their preferences, are held captive withinthis ‘structure’ of which they function (Webster, 2006)

Hence, the Exposure Model does not enable tastes orpreferences to vary across individuals in the population, andassumes that there is little or no diversity within any particularsocioeconomic group (Cave, 1996)

The model is unable to determine the reasons for why anindividual is watching the show and thus assumes that theaudience is homogenous. It also bases its assumptions largelyon a time dimension only, and missed out on vital factors suchas one’s motivations




AudienceFactors

MediaFactors

Influence

Influence

Audiences’ likes & preferences for certain content;influences media to provide

Media generating fresh content for audiences,

trying to make audiences cultivate a liking for thecontent; influencing the audience to watch what is

provided

The Exposure Model in terms of Audience & Media factors



Model cannot measure:

• Media Audience Tracking - unable to track viewer’s media

activities, for eg: which channels viewers came from, andwhere they switch to next, how often do viewers switchchannels along with the duration of stay on each channel, andrepeated audiences

• Psychographics - unable to understand the individual’smotivations, reasons and choices behind media consumptionand exposure

• Model only applicable to media audiences of TV, Radio &Print media, and difficult to be applied on New Media

What The Exposure Model lacks



Case Study:

The Little Nyonya







Case Study:

The Little Nyonya

Exposure isnot

important?

Exposure is important?



Exposure is Important

Websites and news of The Little Nyonya appeared 2

months before

Created buzz and aroused curiosity towards thisculture which has been around for generations butonly recently gained awareness

Promotional Trailers aired before the series began

Created publicity and hype for the show

More than a million viewers tuned in to the 1st episode and viewership increased to 1.67 million inthe finale (highest ratings in past 15 years)



1st outdoor promotional road show on 27 Dec 2008drew more than 5,000 people

Strong publicity efforts brought about advertisers’attention; lead actors/actresses in garnering

endorsements

Thus promoting the drama on a higher level as theseartistes have higher exposure to the public

E.g. Jeanette Aw & Xiang Yun at a Eu Yan Seng event

promoting bird’s nests; both wearing Peranakan outfits




Cast of Mediacorp strongly promoting the drama as

a major drama of the year, before it was airedE.g: Mediacorp’s 45th Anniversary Gala

2 episodes were shown for 2 hours from 8-10pm,instead of the usual 1 hour episode

Audience could feedback to the media on the ‘perfectending’ they wanted. Audiences were unhappy withthe ending of the series, wanting a better ending(Audience influencing the Media)

In return, Mediacorp ‘compensated’ by filming aLunar New Year Little Nyonya Special episode.(Media influenced by Audience)




The Little Nyonya DVD launched in January 2009

Many countries in Asia purchased the rights to theshow. (Malaysia, Cambodia, Vietnam and China)

Hong Kong’s TVB Television Station recentlypurchased the rights to be shown on their most-watched channel




Success Factors not due to Exposure: Peranakan culture – A fresh subject which has neverbeen featured in any local drama.

Interest in a star-studded cast drew viewers’attention to the series

The star-studded cast influenced viewers to watch

the 1st

episode regardless of whether the plot wasgood or bad

Exposure is not Important



The Exposure Model does not give a accuratereflection of the gross measure because: Thriving internet culture of watching dramaseries/movies online

Online viewers can easily gain access to televisiondramas or movies and watch it at their own timethrough unauthorized websites like Tudou and YouKu,which goes unrecorded

Exposure is not Important



THANK YOU



Q & A

Documents

T6: The Exposure Model - Exposure Factors