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The role of Audience in the age of Globalization IIby Ien Ang
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1- Institutional Knowledge: the need to control
Auto – reproduction of the institution By Christian Metz – setting up
arrangements
The reproduction of the institution highly depend on the institution to perpetuate itself.
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Institutional Knowledge: the need to control The familiar problem occurs in
Broadcasting: it too cannot take its audience for granted.
Television audience membership is principally voluntary and optional. So, they can try to influence them but they cannot control them in any direct manner.
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Institutional Knowledge: the need to control Audiences must constantly be
seduced, attracted, lured.
The predicament: privatized reception mysterious interlocutor
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Institutional Knowledge: the need to control The impossibility of knowing the
audience – in the sense of knowing ahead of time exactly how to “get it”
Know the audience!
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Institutional Knowledge: the need to control
The predicament: TV's invisible addressee.
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Institutional Knowledge: the need to control Researching :
Measuring the audience
A tool for symbolic politics rather than for rational decision making
Valued but scorned, cited but patronized
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Institutional Knowledge: the need to control
The institution faces with the oppositions
Production vs. Consumption
Sender vs. Recipient
Institution vs. Audience
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Institutional Knowledge: the need to control
Passive Aggressiveness of the audience
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2- Audience as-market and Audience as-public Audience as-
market
Potential consumers, Giving the audience what it wants
Objects that are being advertised
Audience as- public
Consist of citizens who must be served
Purposive transfer of meaning is important
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Audience as-market and Audience as-public Audience as-
market
Is indispensable for the economic functioning of the system
Audience as- public
Forcing the audience to confront the frontiers of its own taste
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Audience as-market and Audience as-public Audience as-
market
Presented with highly formalized procedure of knowledge production
Audience as- public
Transferred meaningful messages, more problematic, under pressure,apparently, transformed into an audience as -market
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Audience as-market and Audience as-public Audience as-
market Audience as-
public
Fundamental commonality in the two institutional system: Seeing “TV audience” as an objectified category of others to be controlled.Cannot stop struggling to conquer the audience!
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3- Television audience as taxonomic collective The audience is , autonomous , supra
– individual existence
A collection of spectators, a group of individuals, attend a performance and receive a message sent by another
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Television audience as taxonomic collective
Taxonomic Collective: an entity of serialized, in principle unrelated individuals who form a goup solely because each member has a characteristic – spectatorship
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Television audience as taxonomic collective A photographic image of the total
television audience is impossible to take
A discursive construct, the statistical figure
A term of amassment, the audience becomes constructed as a distinct category (a football match audience, for instance)
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Television audience as taxonomic collective
Audience
Television -Audience
Attracted, Lured, Conquered audience
Non-audience (the viewers are within it)
(audience as – market,audience as - public)
.depersonalized
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4- The limits of discursive control
Institutional predicament: There is no way for mass media inst.
to secure the conditions of their own reproduction by exerting direct control over their audience.
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The limits of discursive control According to Metz, there is only way
to get over the problem, instilling a spontaneous desire
It is through the rhetorical assumptions of the programmes transmitted - programming (European viewers, American viewers)
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The limits of discursive control The quest for conquering the
audience remains, a matter of trial and error.
The limits of discursive control are inevitable, TV inst. cannot get to grips with the social world of actual audiences.
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The limits of discursive control Why discursive: the identities of
actual audience are inherently unstable, dynamic, uncertain, fluid, fuzzy and elusive
So, there can be no prefixed recipe for controlling the ins. and audience relationship
The control and the conquest of the audience is never something definite and completely achieved!
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Revolt of the viewer? The elusive audience Panopticon (the prison and the living room example)
Central to the technological operation of audience measurement: its core mechanism, and ultimate ambition, is control through visibility
For Foucault, it is the metaphor for a technological device whose function is to increase social control
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Revolt of the viewer? The elusive audience Foucault's Docile Bodies -The goal of
the commercial TV
Implying total behavioral control over them – the ability to force them to adopt the “ideal” viewing behavior.
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Revolt of the viewer? The elusive audience Rating services put the viewers under
the constant examination…
Audience measurement is an incomplete panoptic arrangement
Viewers are not prisoners but free consumers!
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Revolt of the viewer? The elusive audience All audience measurement
technologies in principle depend on the propriety of having people submit themselves to permanent monitoring
Intricate measurement methods may not simply lead to ever – increasing control, -- to less control --a less link between power and knowledge
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Revolt of the viewer? The elusive audience Watching TV, sense as a behavior in
its own right.
In measurement of the audience, whatever the way, there seems to be no such thing as “watching TV“ as a separate activity.
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Revolt of the viewer? The elusive audience The boundaries of TV audience are so
blurred, how could it be possibly be measured?
The result: The way people relate to television is too capricious and heterogeneous to be reduced to an exhaustive list of measurable units.
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Revolt of the viewer? The elusive audience Epistemological revolt: what actual
audiences do with television is ultimately in excess of uniform, objectifying quantification, categorization and representation.
Is not a simply some sort of romantic eruption of viewers’ rebellion
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Revolt of the viewer? The elusive audience The result: The TV industrial complex
is unable to control the uses of its own technological inventions: as a matter of paradox, the strategy of making watching TV more attractive by offering new technological devices to do so, only leads to less and less control over audience authority
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The end