Picture 1 of 1
Picture 1 of 1
Creating the Viewer : Market Research and the Evolving Media Ecosystem by Justin Wyatt (2024, Trade Paperback)
Rarewaves (624907)
97.8% positive feedback
Price:
US $51.71
ApproximatelyPHP 2,883.35
+ $3.99 shipping
Returns:
30 days return. Buyer pays for return shipping. If you use an eBay shipping label, it will be deducted from your refund amount.
Condition:
Oops! Looks like we're having trouble connecting to our server.
Refresh your browser window to try again.
About this product
Product Identifiers
PublisherUniversity of Texas Press
ISBN-101477329064
ISBN-139781477329061
eBay Product ID (ePID)21062517806
Product Key Features
Number of Pages328 Pages
LanguageEnglish
Publication NameCreating the Viewer : Market Research and the Evolving Media Ecosystem
SubjectTelevision / History & Criticism, General, Marketing / Research
Publication Year2024
TypeTextbook
Subject AreaTransportation, Performing Arts, Business & Economics
AuthorJustin Wyatt
FormatTrade Paperback
Dimensions
Item Height1.1 in
Item Weight17 Oz
Item Length9 in
Item Width6 in
Additional Product Features
Intended AudienceScholarly & Professional
LCCN2023-029869
Dewey Edition23/eng/20230810
ReviewsWyatt conducts a uniquely informed examination of how the television industry has traditionally constructed its audience, how recent changes in culture and technology challenge those traditional methods, and how the industry might effectively adapt to those changes. Along the way, the reader learns much about how the business of television works and how its insiders understand their relationships to the viewing public. The book is an important contribution to the study of today's popular culture, valuable especially for its up-to-date exploration of a rapidly changing media landscape., A smart study of television market research written by a veteran researcher. It offers a legit insider's view of a complex topic., Creating the Viewer is vast in scope, content, and firsthand knowledge, making for an impressive exploration of an underresearched corner of the media industry.
IllustratedYes
Dewey Decimal302.23/45
Table Of ContentPreface Part I: Introduction 1. Considering Viewership 2. The Terrain of Media Market Research: Partners, Projects & Collaboration Part II: The Battery of Media Market Research Studies 3. Pilot Testing & Series Maintenance Appendix to Chapter 3 4. Brand Alignment & Derailment Appendix to Chapter 4 5. Talent Testing & Media Research: Gauging Awareness & Connection Appendix to Chapter 5 6. Ideation & Content Co-creation Appendix to Chapter 6 Part III: Rethinking the Viewer 7. The (Manipulated) Performance of Market Research 8. A Corrective for Media Market Research & You Appendix to Chapter 8 Acknowledgments Glossary Notes Works Cited Index
SynopsisA study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry., A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry. The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies' studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show "ideation," providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities.
LC Classification NumberHE8700.65.W57 2024
Be the first to write a review
