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Contextual Approaches in Communication

Edited By Corina Daba-Buzoianu, Hasan Arslan and Mehmet Ali Icbay

Contexual Approaches in Communication is a collection of papers by researchers from several different institutions on a wide range of communication issues: social responsibility, social media, cyberbullying, interpersonal communication, gender issues and the impact of Facebook, advertising, television and mobese cameras. The book addresses educators, researchers, social students and teachers and it will also be useful to all those who interact, one way or another, with both students and teachers in a communication context.
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Television Ratings Got Social: A Case Study on The Famous Turkish TV Series Muhtesem Yuzyil



Since the 1960s, television (TV) is the primary medium of information for the masses. The global attention on TV medium generates its own system that can be simply represented with four components: audience, broadcaster, producer, and advertiser. The producer creates the content, the broadcaster televises the content, and the advertiser invests in the content; all three components rely on the audience’s decision to watch the content. All three of these components, producer, broadcaster, and advertiser, have their own sub-systems. Their objectives are intersected in some points and separated in others; however, like every organisation, their fundamental objectives are survival and growth.

The survival and growth of an organisation comes with decision-making, decision-making comes with knowledge, and knowledge comes with information; thus, for better decision-making in the TV system, audience measurement is needed. TV ratings are the worldwide standard for audience measurement that basically indicates the viewership rate of TV content in a specific time span.

Since 1973 when TV ratings had been obtained on a daily basis (Celebrating 90 years of Innovation, 2013), rating of TV content refers to the percentage of TV households that watched that content and one rating point equals one percent of the total TV audience (Poltrack, D., 1983, p. 121). When taking the hundreds of billion-dollar size of the market into consideration, the accuracy and accountability of TV ratings are extremely crucial.

In December 2011, the law enforcement officials detected a TV ratings fraud...

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