Audience Evolution: New Technologies and the Transformation of Media Audiences PDF
Preview Audience Evolution: New Technologies and the Transformation of Media Audiences
“Philip M. Napoli offers a rich and original synthesis of the many factors that help p construct the audience, as well as the social, economic, and legal consequences h i of that process, and he has a real talent for creating a cohesive, interesting, and l i important story. Anyone with a serious interest in the operation of the media p industries or popular culture should read this book.” m philip m. nApoli JAMes G. Webster, Northwestern University, author of Ratings Analysis: The Theory . and Practice of Audience Research n Audience evolution A p o Today’s consumers have unprecedented choice in terms of the technologies and l platforms that access, produce, and distribute media content. The development i new technologies And the trAnsformAtion and overlap of television, the internet, and other media technologies is fragmenting of mediA Audiences and empowering media audiences more than ever. Building on his award-winning book, Audience Economics, Philip M. Napoli maps the landscape of our current media environment and describes its challenge to traditional conceptions of the audience. He examines the redefinition of the industry-audience relationship by technologies that have moved the audience marketplace beyond traditional metrics. A Media providers, advertisers, and audience measurement firms now deploy more u sophisticated tools to gather and analyze audience information, focusing on d i factors rarely considered before, such as appreciation, recall, and engagement. e n Napoli explores the interplay between political and economic interests in the c audience marketplace and its effect on audience evolution. He recounts the battles e waged between stakeholders over the assessment of media audiences and efforts e v to restrict the functionality of new technologies. As Napoli makes clear, the very o meaning of the media audience continues to evolve in response to changing l u technological, economic, and political conditions. t i o “Philip M. Napoli introduces the reader to the technologies that are changing the n audience marketplace, new media services that have and are being built with those technologies, and the possibilities for measuring aspects of audience members’ responses to media products and the advertisements they make possible. He describes new tools for audience measurement, along with the controversies over their use, and the battles among industry interests over which new audience measurement tools should be accepted. I think the time is right for just this type of analysis. A well-researched text, and the scholarship is first rate and insightful.” steve WIldMAN, Michigan State University PHIlIP M. NAPolI is a professor in the Graduate School of Business at Fordham University and director of the Donald McGannon Communication Research Center. He is the author of Audience Economics: Media Institutions and the Audience Market- place, which won the Robert Picard Award for Best Book in Media Management and Economics, and Foundations of Communication Policy: Principles and Process in the Regulation of Electronic Media. c Cover image: iStock photo o Cover design: Martin Hinze lu m ColUMBiA UNivERSiTy PRESS / NEw yoRk b www.CUP.ColUMBiA.EDU ISBN: 978-0-231-15035-4 iA 90000 Printed in the U.S.A. 9780231150354 AUDIENCE EVOLUTION 01_napo15034_fm.indd 1 8/5/10 2:59 PM 01_napo15034_fm.indd 2 8/5/10 2:59 PM AUDIENCE EVOLUTION NEW TECHNOLOGIES AND THE TRANSFORMATION OF MEDIA AUDIENCES PHILIP M. NAPOLI COLUMBIA UNIVERSITY PRESS NEW YORK 01_napo15034_fm.indd 3 8/5/10 2:59 PM COLUMBIA UNIVERSITY PRESS Publishers Since 1893 New York Chichester, West Sussex Copyright © 2011 Columbia University Press All rights reserved Library of Congress Cataloging-in-Publication Data Napoli, Philip M. Audience evolution : new technologies and the transformation of media audiences / Philip M. Napoli. p. cm. Includes bibliographical references and index. ISBN 978-0-231-15034-7 (cloth : alk. paper) — ISBN 978-0-231-15035-4 (pbk. : alk. paper) — ISBN 978-0-231-52094-2 (ebook) 1. Mass media—Audiences. 2. Digital media—Technological innovations. I. Title. P96.A83N35 2010 302.23—dc22 2010023906 Columbia University Press books are printed on permanent and durable acid-free paper. This book is printed on paper with recycled content. Printed in the United States of America c 10 9 8 7 6 5 4 3 2 1 p 10 9 8 7 6 5 4 3 2 1 References to Internet Web sites (URLs) were accurate at the time of writing. Neither the author nor Columbia University Press is responsible for URLs that may have expired or changed since the manuscript was prepared. 01_napo15034_fm.indd 4 8/5/10 2:59 PM TO BELLA, WHO MADE ME LAUGH EVERY DAY 01_napo15034_fm.indd 5 8/5/10 2:59 PM 01_napo15034_fm.indd 6 8/5/10 2:59 PM CONTENTS List of Illustrations ix Preface xi Introduction 1 1. Contextualizing Audience Evolution 25 2. The Transformation of Media Consumption 54 3. The Transformation of Audience Information Systems 88 4. Contesting Audiences 117 5. The Implications of Audience Evolution 149 Notes 175 References 193 Index 239 01_napo15034_fm.indd 7 8/5/10 2:59 PM 01_napo15034_fm.indd 8 8/5/10 2:59 PM ILLUSTRATIONS Figures I.1. The Process of Audience Evolution 5 2.1. The Fragmentation of the Media Environment 57 2.2. The Long Tail of Media Consumption 59 2.3. New Audience Information Flows 87 3.1. Audience Dimensions 91 5.1. The Decline of Exposure and the Rise of Alternative Audience Conceptualizations 151 Tables 2.1. Components of Audience Autonomy 79 3.1. Definitions of Audience Engagement 97 01_napo15034_fm.indd 9 8/5/10 2:59 PM
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