The Intersection of Audiences and Production in Contemporary Theory – Volume 2
Edited By Rebecca Ann Lind
Contributors reflect varied perspectives in their approaches to the spaces formed as a result of rapidly developing and swiftly deploying new communications technologies and social software. They shine multiple spotlights into the intersection of audiences and production, providing a guide toward a nuanced understanding of the interstitial spaces.
Chapter Nine: Social Media Audience Metrics as a New Form of TV Audience Measurement (Darryl Woodford, Ben Goldsmith, Axel Bruns)
C H A P T E R N I N E Social Media Audience Metrics as a New Form of TV Audience Measurement Darryl Woodford, Ben Goldsmith, and Axel Bruns The Uncertain Business of Audience Measurement nderstanding and acting on the behavior of media audiences is a multibillion-dollar business. Broadcasters and other media providers, advertisers, advertising agencies, media planners, and audience research companies have significant financial stakes in the collection and analysis of audience data. In addition, policy makers, academics, and audience members themselves have interests in the technologies and methodologies used to measure audiences, as well as in the data and their uses. But the audience rating convention—the necessary consensus among stakeholders about who and what is counted, how the counting is done, how the data are interpreted and valued—is under pressure as never before. Digitization, media convergence, and audience fragmentation have dramatically disrupted the business of audience measurement. New metrics and analytical systems have been developed to answer some of the questions raised by technological change, but they are also posing challenges to stakeholders about their capacity to deal with the explosion of raw and customized data on audience behavior. The volume of information that is available for aggregation and analysis has grown enormously, but with that growth has come a host of uncertainties about audience measurement, and in particular, about the broadcast ratings system. Uncertainty has driven an extraordinary research effort, a flight to ac- countability, in which a proliferating number of information and research...
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