METHODOLOGY
THE research perspective and your past, present, or
possible future points of view. Which will be looked at this study be guided by
the following points - The active audience, The emergence of audience reception
analysis and next steps for audience
reception research
The active audience
Czikszentmihalyi's research on the
television audience confirms our common sense interpretation that television
viewing is a dull and soothing experience, television when it first began was astonishing
and innovative, it has quickly become 'moving wallpaper' in most homes.
Having said that certain studies television
audience contradict this view and argue instead for active, knowledgeable and
always interested audiences.
The emergence
of audience reception analysis
The emergence of audience reception analysis
highlighted the role of active viewers in a vigorous process of assigning the significances
of television.
Next steps
for audience reception research
The blanket notion of reception theory appropriate
or do we want to retain the specificity of different approaches to reception?
Where are the gaps in the empirical research (for example, Could we study male
soap opera viewer, or female sports support, surely it could be necessary if we
are to sustain and decorative the argument for gendered viewing. Which viewer
is more emotional the male or the female?
Primary research
Secondary research
Qualitative research
One of the main differences
between primary and secondary research is Primary research is new research that
is done for a particular purpose.
Doing a survey in the
shopping malls, interviewing people over the phone and running a focus group
are all examples of techniques used to undertake primary research. Secondary
research involves the use of data and information that has already been
published or is already available within an organisation. Looking in books, journals
and on the Internet for information that already exists are all examples of
secondary research. Television stations and Television advertisers will also use
information that has already been collected and evaluated by others.
The most viable research
method will be a the Secondary Research
There is a lot of
information and research data already available which can be used. Many books
and journals have already data that can be used to conduct the research.
When undertaking this kind
of a research it is important that you clearly know what the first research was
about. What was its purpose, who requested it and when it was accompanied?
LITERATURE REVIEW
·
Television, Audiences and
Cultural Studies - David Morley
Brief
description of the Study
Television,
Audiences and Cultural Studies presents a multidimensional examination of audience
research, in which David Morley pulls on a rich body of empirical work to observe
the emergence, development and future of television audience research.
In
addition to providing an preliminary impression of the growth of audience
research from a cultural studies perspective, David Morley questions how class
and cultural differences can affect how we interpret television, the significance
of gender in the dynamics of domestic media consumption, how the media
construct the ‘national family’, and how small-scale ethnographic studies can
help.
·
Television and the active
audience - Sonia Livingstone
Brief
description of the Study
Television
and the active audience look at the viewer as an active audience this study
also critically evaluates the viewers as n passive participant, when watching
television.
·
Relationships between
media and audiences: prospects for audience reception studies
Brief
description of the Study
This paper sets out to ask 'what next' for audience research. Audience
studies currently face a contradiction in which many interesting studies,
especially those recording empirical observations, are being published, while
simultaneously there exists a body of criticisms which have largely gone
unanswered. This then seems an appropriate moment to consider the achievements,
problems and future direction of audience reception studies.
RESEARCH ASSUMPTIONS
The history of audience research is
characterised by a division between powerful media and powerful viewers: that
is between understanding the media as capable of influencing and therefore affecting
the media. This study will show that the viewers are affected the their
emotions while watching, therefore affecting the way they wish to live their
lives.
FINDINGS AND
DISCUSSIONS
The findings of this study will clearly
reveal the relationship between television viewing and viewers emotions while
watching. The findings should give us the understanding how audience emotional
engagements with television helps them to make choices about life. These
choices could include living standards or how people what to live based on what
they see on television.
CONCLUSIONS
We can conclude from your
findings that audience emotional engagements with television helps them to make
choices about life. These choices could include living standards or how people
what to live based on what they see on television.
The findings does support my initial assumptions, this
study has argued recent researches on
emotional encounters while watching television and its affects allowing us to
think a bit more about television and its meaning to audience.
LIMITATIONS
The limitations of the study was the use of
the methodologies perhaps, we could have explored more research methodologies.
The methodology chosen was limiting as it relied on current and recent studies.
POSSIBLE FUTURE
STUDIES
Other studies which can come about after
this study has been concluded could be the studies about a distinction about
television watching practices versus cinema watching practices. Do viewers use
the two media in the some way? These type questions should be asked after the
conclusion of this study.
Another research methodology should be used as the one used for this
study was inappropriate for accurate findings. The methodology was used for
this study was very limiting and more methodologies should have been explored.
References
1. Relationships between media and audiences:
prospects for audience reception studies - 2008 – Sonia Livistone
2. Three approaches to media reception and
audience reception studies – 2010 – C Reinhad
Media
Audiences: Television, Meaning and Emotion – 2009 – Kristyn Gorton
