Media Audience and its power

‘I don't want to be above my audience; I want to be one with my audience.’ –Katy Perry

INTRODUCTION

The study of audience has been always a subject of concern and high value in both psychology and sociology.  The audience has been an inter-disciplinary area related to sociology, psychology, anthropology, communication studies etc. It is of great significance to study almost all the branches of social science to understand a very profound concept- Audience. Mid 20^th century has played a vital role in expounding us the concept of audience. If we go through the literal meaning of audience, we will find numerous definitions and explanations. To define this broader term in crux is not fully possible as the meaning of audience differs with the addresser as well. For example, to a writer, a reader is an audience; to a speaker, an onlooker is the audience; to a teacher a student is the audience. In gist, we can say a group of people that witness something becomes the audience. The general understanding of audience is complex. Its concepts has been categorized and classified under different areas. As far as our field is concerned, we are much related to the concept of Media Audience. The understanding of the concept of Media audience must be followed by the strength it gained or does possess. Though, if in certain areas Media has weakened its audience but has strengthened in many ways. It is Media that has made its audience to mould the type of content they wish to watch. Commercialization and competition has also helped Media Audience in gaining power. The ideas of good and needed content demand rose, determining the power of Media Audience. The bills been passed for the content betterment can justify the power of Media Audience. The access of many elements of Media also gave numerous benefits to strengthen the audience. Convergence made Media Audience so powerful that even gave rise to citizen Journalism. The interactivity of Media, which is still, in progressing approach made Media Audience to achieve and imbibe a lot of strength. To do justice with the theme-Audience (Media) and its power, I have tried to define the things under the subheads mentioned and summarized below:

1.      Definition and introduction of Media Audience

2.      Media audience and public opinion

3.      Media audience and Agenda Setting

4.      Media audience and Culturalist theory

Definition and introduction of Media Audience

The definition of Media audience depends on one’s own perspective of the role of Media in a society. For example, if we take Media as means of selling commodities and products, then our Audience is no one except the potential consumers or the end users of that product; and if we take Media as a means of social good, a public resource and a public service, then Media Audience would be a community which is much concerned about their rights, duties, freedom and other social values. On the other hand if Media is serving a society with information, education and entertainment then Media Audience; would be that chunk of people who are mainly related to that. Further, if Media is propagating the ideologies, be it political, religious or social, the ‘Media audience’ would be that group of people who wish to get accustomed to such propagation. Thus, the definition of Media Audience itself cannot be specific unless the Media as a term makes itself specific.

            A Media audience is not parallel as the audience of a political gathering or a theatrical performance. Sociologists define this audience as conventionalized crowd. Whereas, Media audience is more than a conventionalized crowd because Media audience is collectivity of readers, listeners, onlookers, spectators at one place and even sometimes at one time. Convergence can be held responsible to specify this definition of Media audience. Media audience can be further classified as:

a)     Potential Media Audience

b)     Target Media Audience

c)     Mass Media audience

Potential Media audience

Potential Media audience can be defined as that Media Audience which is capable of utilizing the means and source of Media Addressers. These are the undone products of a Media Stake holder or owner. The Media owner is much concerned about the conversion of this potential Media audience to Target Audience. Its rise and lengthening depends on transforming this potential Media Audience into Target Audience.

Target Media Audience

Target Media Audience can be defined as that Media Audience which is loyal and statistically set Audience for a Media Stakeholder or Media owner. It is that chunk of Media Audience on which the survival of the Media Company or Media source is depending. Mainly, the changes and variations are meant for this group of audience to keep them loyal and all agog.

Mass Media Audience

The large number of audience which is free and flexible to every element of Media is termed as Mass Media audience. Though, the above two types are actually the outcome of the Mass Media Audience, but is necessary to note that some of the sociologist have classified it differently as a kind of Media audience.

Media Audience and public opinion

The strength and power of Media audience can be understood by the power gained by them for expressing their public opinion on a platform. As Media is termed ‘the Forth Estate of Democracy’ it is actually in regard of Media audience. The most important and valuable thing in a democratic setup of government is freedom of speech and expression. Mere citizenship of a nation won’t be able to consolidated the freedom of speech and expression, it is the being of Media Audience which makes a person to have, to practice or to fight for his rights and public opinion on a larger platform.

Media Audience and Agenda Setting

The term ‘Agenda setting’ was coined by Malcolm McCoombs and Donald Shaw in 1976. They went to argue that ‘audience not only learn about public issues and other matters through the Media; they also learn how much importance to attach to an issue or topic from the emphasis the mass Media place upon it’. This also gave rise to opinion leaders. The concept of opinion leaders can be well understood by an example. Suppose, we have a person in our locale who remains much concerned with the happenings of world affairs, and there are people who don’t know or know little about the world happenings. The person who is source full about the world news is taken more like a leader to set opinion over his concern to world affairs and thus becomes an opinion leader for those fellow beings of his society who are unaware of the world happenings. Thus, it can be perceived that how Media audience strengthened themselves- through Agenda setting, with the power of leadership and rye-makers. Opinion leaders or in broader vision the Agenda setters not only strengthens the Media Audience but also work hard for making the public opinion significant. The power of these opinion leaders can be taken introspected at the canvassing for an election by a candidate. This can be taken as an example of the power inculcated in the Media audience.

Media and culturalist theory

One of the most influential sociological perspectives that define the role of Media Audience is Culturalist theory. The theory is to an extent an inter Mediation between its co theories- the Limited-effects theory and the Class-dominant theory. In contrast to Limited effects theory and class dominant theory, it makes the audience an active role player in Media. It speaks and exaggerates the significance of audience or onlookers in Media. As it propounds that the spectators are free to carve and derive the meaning out of the content provided by the Media. It contrasts with the limited effects theory on the bases that Media does provide an opportunity to audience to be the opinion leaders. Culturalist theory has played a vital role in defining the strength of Media audience. In early time of press, there was not such strength in the Media audience. The reason was less technological inclusion or advancement. The elements were limited and the audiences were also limited. The theory developed in 1980s and 1990s. The proposing of this theory was the result of technological advance and diversity in Media elements. Therefore, culturalist theorists claim that, while a few elite in large corporations may exert significant control over what information Media produces and distributes, personal perspective plays a vital role in how the Media Audience interpret those messages.

            Secondly, it says one strand focuses on the audience and there form of interaction with Media; and other strand of research focus on the makers and stake holders of Media. Theorists also laid stress over the active role played by the audience by their choice for the content, as they have large variety and options to choose what to watch and how much to watch. They have easy gadgets through which they can easily stop the utilization of Media or access to it. Linguists has also pondered and thought about the concept of theories and has expounded that end users or the audience interpret and understand differently as per their own pondering and interpretation of the content they choose to watch.

Conclusion

The conclusion can be drawn simply by making a contrast between a fellow who is detached from Media and the one who is accustomed and acclimatized by the Media. In other words we can say that to see a difference between citizens of a nation who are not informed about the happenings, surroundings, contemporary issues and those who are aware about everything mentioned; who will make a good nation or who have the power and strength to make a good nation or to develop it? The answer is obvious. It will be those who know. Media audience has always been the mobilizing factor for any nation to develop and progress. It was the Media audience, in the pages of history, who by the initiative of James Silk Buckingham made it possible to bring social reforms and later the mobilization and revolution for the freedom struggle in India. The askers and fighters for true Public opinion, freedom of speech, freedom of expression and freedom of press has been always those who made themselves genuine Media Audience. I leave reader with this quote to ponder over:

‘It requires wisdom to understand wisdom; the music is nothing if the audience is deaf.’- Walter Lippmann