6. Various research & publication projects on the transformation of the public spherePerspectives on „audience“ and „audience measurement“ Twitter and audience measurement An emerging regime? Audience Measurement 2 of 10
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10. Participative mediation is complementing technical and professional mediation in networked public spheres (Neuberger/Nuernbergk/Rischke 2009)
11. Audience management as important part of self-disclosure and privacy in personal public spheres (Schmidt 2011) Audience Measurement 3 of 10
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13. Regime of audience measurement in TV has stabilized over 60+ years: Usually monopolized system of „joint industry committees“ where broadcasters and advertisers put out tenders to specialized research companies (big players: AGB-Nielsen, TNS, GfK Telecontrol)
24. Twitter is not only affording communication, but also aggregating and providing data – control over code and data provides powerful position
25. Additional actors include (media) companies, market researchers, academic researchers, consulting agencies, … who develop and establish their own methods and reports (e.g. Deutsche Twittercharts; Social Media Ranking; …)
26. Rapid technological innovation in terms of procedures and algorithms to automate the monitoring, aggregation, analysis, display etc. of audience data
28. Twitter - for monetarization - as well as (media) companies – for evaluation of their activities on Twitter - have interest in establishing agreed-upon indicators and procedures
29. Technological dynamic, possibly also the transnational and transculturual nature of Twitter might prohibit stabilization of measurement regimes
30. Combination of science, control, consensus on procedure and trust has allowed previous regimes to emerge (Bourdon/Méadel 2011) – will the same happen with Twitter?Audience Measurement 8 of 10
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32. How to compensate the working audience, when audience measurement is becoming „a process of appropriation – commercialization or commodification – of interactivity“ (Bermejo 2009, 149)
33. Are the „people formerly known as the audience“ also becoming self-aware as an audience? Might this even lead to strategic action (e.g. collectively exerting power to influence indicators)?
34. How is privacy and data protection maintained when all personal and interaction data is stored and monitored? Can informed consent to data-mining be pre-supposed?