Cultivation theory

Started from 1976, they were looking at whether watching television influences the audience’s idea and perception of everyday life. It leads to the mead world syndrome. It states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid.

The Bridge

Dark background, blurred out, shadows, flashing lights, costume - black costume (dangerous, mean harsh character)

audience research

A - Analysis

U - Understanding

D - Demographics

I - Interest

E - Environment

N - Needs

C - Customised

E - Expectations

TIPS in 60 seconds

Talent of the show

Empathy - out yourself into the audiences shoes

Think about the atmosphere

Identify target audience

Think about programme ideas

Don't Stereotype

Programme titles - help the audience to relate to the show

Quantitative vs. qualitative


Ask specific closed questions

Collects data from participants

Analysed numbers using statistics

Conducts the inquiry in unbiased, objective manner

Description of trends / explains variable relationships


Ask broad, open questions

Collecting data consisting largely of words (text) or image (picture)

Descriptions and analysis of words for themes

Conducts inquiry in subjective, biased manner

Detailed understanding of a central phenomenon

Secondary research vs. primary research

Primary Research

More complex

In depth - exploration

One-to-one talks with active industry players & observers

Focus on prospect companies

Secondary Research

Easier to conduct

Broad understanding

Obtained from public sources

Focus on markets

Preparation from Primary research

secondary research

Secondary research involves using information that others have gathered through primary research. Can be broken down in Internal secondary data and External secondary data. The purpose is that it is easy to access, low-cost and quick knowledge. The advantages is that the information already exists and is really available. It helps to guide the focus of any subsequent primary research being conduct. Secondary research may be the only available sources specific pieces of informations. Limitations - the information specificity or does not exactly address question of concern. Some external secondary data may be of suspect quality or outdated. Internal secondary data such as sales reports and costumer databases may only describe existing customers.

Convergence vs. synergy

The digital revolution came along with computer technology. Media production is now faster and cheaper. Print, visual. The machine is now using us. (The machine is us/ing us)


Mean world syndrome - the belief that the world is a far worse and dangerous place that it actually is.

Quantitative research - measures exact amounts and generates numerical data.

Qualitative research - gather opinions and generate much less precise (numerical) data.

Secondary research - indirect, it involves using information that others have gathered through primary research.

Primary research - direct,

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