Pub Date : 2018-12-17DOI: 10.18820/24150525/comm.v23.2
Abyshey Nhedzi
Marketers, advertisers and media planners often turn to reliable data on target markets to make decisions regarding the selection and use of media, allowing practitioners to communicate the message optimally and cost-effectively to the target audience. Decisions in media planning and media selection are only possible if information on media use patterns is up-to-date. Hence, understanding media consumers allows marketers to tailor specifically to a target market. This article presents an initial inquiry into preferences between traditional media and digital (online) media. With a better understanding of consumer preference between traditional and digital media platforms, practitioners could significantly improve media allocation. By applying a uses and gratifications approach to the concept of media use, the author conducted a crosssectional questionnaire survey (n=558). A t-test analysis of the findings indicated a significant difference in time spent on traditional media (m=3.60) over time spent on digital media (m=2.63) (t(555) = 20.73, p < .05). The results revealed differential patterns across different media (traditional and digital); differences are most often based on the demographic variables. The data indicated that statistically significant differences in media consumed are more a function of whether or not people are employed and have completed their studies than age group per se. Accurate audience measurement remains complex due to media consumers’ mobility and wide variety in the media environment. However, the findings can be used as a guideline for media planners and advertising agencies when planning to target an exact audience at the right time on the right platform.
市场营销人员、广告商和媒体策划者经常依靠目标市场的可靠数据来决定媒体的选择和使用，使从业者能够以最佳方式和经济有效地向目标受众传达信息。只有在有关媒体使用模式的信息是最新的情况下，才有可能在媒体规划和媒体选择方面作出决定。因此，了解媒体消费者可以让营销人员针对目标市场量身定制。本文对传统媒体和数字(在线)媒体之间的偏好进行了初步探讨。通过更好地了解消费者对传统媒体平台和数字媒体平台的偏好，从业者可以显著改善媒体配置。通过将使用和满足方法应用于媒体使用概念，作者进行了横断面问卷调查(n=558)。对调查结果进行的t检验分析表明，花在传统媒体上的时间(m=3.60)与花在数字媒体上的时间(m=2.63)有显著差异(t(555) = 20.73, p < 0.05)。结果揭示了不同媒体(传统媒体和数字媒体)的差异模式;差异通常是基于人口统计变量。数据表明，媒体消费的统计显著差异更多地是人们是否就业和是否完成学业的函数，而不是年龄本身。由于媒体消费者的流动性和媒体环境的多样性，准确的受众测量仍然很复杂。然而，这些发现可以作为媒体策划者和广告代理商在计划在正确的平台上在正确的时间针对准确的受众时的指导方针。
{"title":"The relationship between traditional and digital media as an influence on generational consumer preference","authors":"Abyshey Nhedzi","doi":"10.18820/24150525/comm.v23.2","DOIUrl":"https://doi.org/10.18820/24150525/comm.v23.2","url":null,"abstract":"Marketers, advertisers and media planners often turn to reliable data on target markets to make decisions regarding the selection and use of media, allowing practitioners to communicate the message optimally and cost-effectively to the target audience. Decisions in media planning and media selection are only possible if information on media use patterns is up-to-date. Hence, understanding media consumers allows marketers to tailor specifically to a target market. This article presents an initial inquiry into preferences between traditional media and digital (online) media. With a better understanding of consumer preference between traditional and digital media platforms, practitioners could significantly improve media allocation. By applying a uses and gratifications approach to the concept of media use, the author conducted a crosssectional questionnaire survey (n=558). A t-test analysis of the findings indicated a significant difference in time spent on traditional media (m=3.60) over time spent on digital media (m=2.63) (t(555) = 20.73, p < .05). The results revealed differential patterns across different media (traditional and digital); differences are most often based on the demographic variables. The data indicated that statistically significant differences in media consumed are more a function of whether or not people are employed and have completed their studies than age group per se. Accurate audience measurement remains complex due to media consumers’ mobility and wide variety in the media environment. However, the findings can be used as a guideline for media planners and advertising agencies when planning to target an exact audience at the right time on the right platform.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42400489","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-12-17DOI: 10.18820/24150525/comm.v23.15
I. Glenn
Silent Hunter, a 1986 South Africa wildlife documentary directed by Duncan McLachlan and featuring John Varty and Elmon Mhlongo, caused controversy because of ways in which it broke the rules of blue-chip wildlife documentaries. The new possibilities it explored appealed to producers looking for new formats for wildlife television, in particular to Discovery Channel that had started in 1985 in the United States of America. This film was thus a major influence in the move from blue-chip to presenter- driven wildlife documentary. The film also rebelled against many of the restrictions of blue-chip documentaries. With reference to actor-network-theory, this article presents some thoughts on why Silent Hunter is worth considering not only as aesthetic but also as moral critique of wildlife film production.
{"title":"Silent Hunter and its influence on wildlife documentary","authors":"I. Glenn","doi":"10.18820/24150525/comm.v23.15","DOIUrl":"https://doi.org/10.18820/24150525/comm.v23.15","url":null,"abstract":"Silent Hunter, a 1986 South Africa wildlife documentary directed by Duncan McLachlan and featuring John Varty and Elmon Mhlongo, caused controversy because of ways in which it broke the rules of blue-chip wildlife documentaries. The new possibilities it explored appealed to producers looking for new formats for wildlife television, in particular to Discovery Channel that had started in 1985 in the United States of America. This film was thus a major influence in the move from blue-chip to presenter- driven wildlife documentary. The film also rebelled against many of the restrictions of blue-chip documentaries. With reference to actor-network-theory, this article presents some thoughts on why Silent Hunter is worth considering not only as aesthetic but also as moral critique of wildlife film production.","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2018-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47896195","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2009-10-29DOI: 10.1515/9781503620520-007
{"title":"Appendix: Nihilism and Community","authors":"","doi":"10.1515/9781503620520-007","DOIUrl":"https://doi.org/10.1515/9781503620520-007","url":null,"abstract":"","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2009-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66842956","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2009-10-29DOI: 10.1515/9781503620520-001
{"title":"Introduction: Nothing in Common","authors":"","doi":"10.1515/9781503620520-001","DOIUrl":"https://doi.org/10.1515/9781503620520-001","url":null,"abstract":"","PeriodicalId":41956,"journal":{"name":"Communitas","volume":null,"pages":null},"PeriodicalIF":0.2,"publicationDate":"2009-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66843353","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：