Creating the Viewer

Market Research and the Evolving Media Ecosystem

AvJustin Wyatt

Inbunden, Engelska, 2024

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Beskrivning

A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry.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.

Produktinformation

Utgivningsdatum:2024-04-23
Mått:152 x 229 x 25 mm
Vikt:454 g
Format:Inbunden
Språk:Engelska
Antal sidor:288
Förlag:University of Texas Press
ISBN:9781477316511

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap
Television inom Kultur

Mer om författaren

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.

Recensioner i media

A smart study of television market research written by a veteran researcher. It offers a legit insider’s view of a complex topic. (The Film Stage) Creating the Viewer is vast in scope, content, and firsthand knowledge, making for an impressive exploration of an underresearched corner of the media industry. (Film Quarterly) A thoughtful contribution to its subject. (CHOICE) Wyatt conducts a uniquely informed examination of how the television industry has traditionally constructed its audience, how recent changes in culture and technology challenge those traditional methods, and how the industry might effectively adapt to those changes. Along the way, the reader learns much about how the business of television works and how its insiders understand their relationships to the viewing public. The book is an important contribution to the study of today’s popular culture, valuable especially for its up-to-date exploration of a rapidly changing media landscape. (Popular Culture Studies Journal)

Innehållsförteckning

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