A brief reflection on the importamce of media research: Audience & institutions

INTRODUCTION

Do you remember your twelve-year-old self what you used do and how you used to think? You would agree with me that a lot has changed from back then but a lot has remained quite the same as well. The same can be said about the media institutions and the audience. In light of technological advancements, political, socio-cultural and economic factors, it is important to study or research media institutions domestically and internationally as well the media audience to see what changes have occurred, to what extent, the drivers or forces behind the changes and the effects of those changes in terms of both the media audience and media institutions. The continuities also need to be examined so as to understand why they have remained, how and how that affects the introduction of new media (Thussu 2006). There is also an economic value to research where research companies can sell their research to the media or other institutions. More research needs to be done domestically as most of the research focuses on America which then helps improve American and Western media while the rest of the world tries to catch up (Mytton 1992 & Thussu 2006). Having more research done in South Africa will also inspire the development of South African theories and solutions as well as lead to authentically South African textbooks instead of always adapting western theories or textbooks for the local academics and media workers.

Why Study Media Institutions?

 Companies involved in the production, distribution and monitoring the media are referred to as media institutions. When studying media institutions, it is important to understand the history of those institutions as well as of the country or context within which they were established, especially since the media institutions tend to reflect the media of former colonisers (Fourie 2001 & Holt & Perren 2008). This is important as this background sheds some light on the experiences of organisations that make up media institutions in a country. When studies the history of South Africa and how the apartheid government used the media for propaganda, you can better understand why there is a tense relationship between the media and government, especially since freedom of the media has again been under threat in recent years under the ruling party, hence the establishment of organisations such as “The Right To Know”.

According to Bertrand & Hughes (2018:145), media institutions were created to carry and express some of a people’s principles. The Media Developments and Diversity Agency (MDDA) was created to show that the new South Africa values diversity and representation in terms of gender and ethnicity as well as education and transparency, among other values (Fourie 2007). Researching media institutions then is about understanding the media organisations and the different roles they play within the industry as well as in or for a country and its people. The research looks at power distribution in an organisation especially in a country such as South Africa which prides itself in its principles of democracy, diversity and non-discrimination (Bertrand & Hughes 2018).

The research also looks at how owners, managers and journalists or content producers relate to each other; how the institutions interacts with its clients, including advertisers; the position of the institution in the industry (relationship with the state, regulation and monitoring etc); use of technology; how content is created; and how change is implemented and managed within (Bertrand & Hughes 2018).

Since media institutions reflect the principles of a nation, ethics and morality within the industry and media institutions then become a major reason for researching the media institutions. The policies and how the media institution operates need to be in line with the constitution of South Africa. Research on media institutions can help point-out discrepancies, ambiguities and other areas of concern such as lack of gender representation at management level, conflict of interest in terms of funding and unethical conduct by media workers. Whatever they put out, the institutions need to maintain integrity, diversity and impartiality, accuracy and the values of the constitution (Stokes 2013 & Mytton 1992).

 

Why Study Media Audiences?

The media audience is constantly changing and the media communicates with their audiences and they spend time and money on producing and distributing their products in the form of texts. The media therefore wants to know if their money and time was well-spent. The media is therefore the biggest benefactor of audience research.

Audience measurement or research is important as it informs media institutions and media workers about how many listeners, readers and viewers they have following their content. It also reveals more about the demographic and behaviour of the audience which is helpful when reviewing programs or content as well as when producers are thinking about introducing new content or new media. The research helps the media spot “trends in audience behaviour” which then allows the media to cater to the needs of their audience members (Mytton 1992:6). The audience is no longer passive as it was years ago and the internet and social media has really given much of the power to the public, a hashtag and viral video or audio can make or destroy a TV show, radio DJ or artist or a journalist.

According to White (2006:46), audience research can be used to describe and explain the behaviour and attitudes of the audience which then can be tested later through quantitative research; reveal areas that need to be researched more and eliminating irrelevant areas to focus on when doing follow-up research; explain and describe in detail what was discovered in quantitative research; give insight into the usage of existing services and programs; and inspire new ideas for producers. In addition to what White lists, the research into audience behaviour and perceptions can reveal morality and ethical issues, for example, parents may complain about the reduced age restrictions for content with violence or sexual images which the children may end up acting out. 

Conclusion
It is important to study media institutions and audience so as the monitor changes as well as gain new sights and ideas about the media.

 

 

 

 

 

 

SOURCES CONCULTED

Altheide, DL & Schneider, C. J. 2013. Qualitative media analysis. Arizona: Sage.

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du Plooy, GM. 2009. Communication research: Techniques, methods and applications. 2^nd edition. Cape Twon: Juta & Co

Fourie, PJ. 2001. Media studies: Institutions, theories and issues. Vol 1. Cape Town: Juta

Fourie, PJ. 2007. Media studies: Media history, media and society. Vol 1. Cape Town: Juta & Co

Holt, J & Perren, A.  2008.  The media industries: history, theory, and method. Oxford: Wiley- Blackwell.

Human Capital. 2008. Public service broadcasting now and in the future — audience attitudes. A report plus research appendix by Human Capital.  [O].  http://downloads.bbc.co.uk/aboutthebbc/insidethebbc/howwework/reports/pdf/now_future.pdf Accessed 2014/07/11

Lloyd, L, Duncan, J, Minnie, J, & Bussiek, H. 2010. Public broadcasting in Africa. A survey. South Africa country report.  [O].  http://www.mediamonitoringafrica.org/images/uploads/Annexure_D_-_Afrimap_Research.pdf Accessed 2014/07/11

Mytton, G. 2007. Handbook on radio and television audience research. (Web edition). Paris: UNICEF and UNESCO.

Stokes, J. 2003. How to do media and cultural studies research. London: Sage.

Stokes, J. 2013. How to do media and cultural studies research. London: Sage.

Thussu, DK. 2006. International communication: continuity and change. London: Arnold

White, M. 2006. Questions of methods of cultural studies. USA: Blackwell