Prof. Mo Krochmal presents on audiences in the digital age, surveying changes in theory, measurement, and Dallas Smythe's work on audiencing as labor.

1. The Audience
PROF. MO KROCHMAL
MMKROCHMAL@QUINNIPIAC.EDU
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

2. Review
Quinnipiac University
Online Interactive Master’s Program
Issues in Contemporary Media
Learning Module No. 9
The Audience
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

3. Review
1. History of Communications
2. Social Movements
3. Virality
4. News
5. Social Media, Events
6. Social TV
7. Midterm
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

4. Theory of the Audience
Is Social Media
Killing Our Theories?
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU
https://www.academia.edu/213495/Is_social_media_killing_our_theories

5. Theory of the Audience
Is Social Media
Killing Our Theories?
Journalism
Social Media
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

6. Theory of the Audience
Is Social Media
Killing Our Theories?
Theories
Formation of public opinion
Two-step flow of information
Agenda setting
Spiral of silence
Media richness
Relationship management
Notion of feedback
Stakeholder theory
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

7. Theory of the Audience
Is Social Media
Killing Our Theories?
Foreverism
Crisis Communication
Issue Arenas
Attention workers
The Whuffie
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

8. Overview
The People Formerly Known as
the Audience
NYU Journalism Prof. Jay Rosen Defines Citizen Journalism and coins a
catchphrase for the death of the audience in the digital age.
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU
http://www.huffingtonpost.com/jay-rosen/the-people-formerly-known_1_b_24113.html

9. Overview
The People Formerly Known as
the Audience
NYU Journalism Prof. Jay Rosen Defines Citizen Journalism and coins a
catchphrase for the death of the audience in the digital age.
YouTube VIdeo of Jay Rosen, NYU Journalism
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

10. Theory of the Audience
Where is the Audience?
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU
http://www.naa.org/Trends-and-Numbers/Newspaper-Websites/Newspaper-Web-Audience.aspx

11. Theory of the Audience
Where is the Audience?
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

12. Theory of the Audience
Nielsen and the Audience
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU
http://www.adweek.com/news/television/how-nielsen-selling-its-game-changing-new-service-ad-buyers-167678

13. Theory of the Audience
Nielsen and the Audience
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

14. Theory of the Audience
Nielsen and the Audience
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU
http://www.hollywoodreporter.com/news/michael-wolff-wild-west-tv-831962

15. Theory of the Audience
Digital Publishing Metrics
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU
Alan D. Mutter
http://newsosaur.blogspot.com/2014/06/digital-publishing-metrics-whats-real.html

16. Overview
Digital Publishing Metrics
Page views
Social-media shares
Ad clickthrough
Time on site
Total Attention measurement
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

17. Overview
“If you aren’t paying for it, you
are the product”
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

18. Overview
Audience Behavior
YouTube video of lecture by Dallas Smythe, Economist
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU
“Audiencing is a form of work,
producing surplus value from
what some would perceive as
fun and leisure.”

19. Overview
Audience Behavior
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

20. Overview
Audience Behavior
90-9-1 Rule Explained
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

21. Overview
The Audience
1. Theories of the Audience
2. The People Formerly Known as the Audience
3. Where is the Audience
4. Measuring the Audience
5. If you aren’t paying for it, you are the product
6. Audience Analysis
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU

22. Professor Contact
Office Hours: By Appointment
Professor Mo Krochmal
E-mail: mmkrochmal@quinnipiac.edu
PROF. MO KROCHMAL- MMKROCHMAL@QUINNIPIAC.EDU